Complete Guide To Remarketing In Google Ads


Hasnath K J

Jr SEO Specialist

What is Remarketing in Google Ads?

Remarketing is a way to connect with users who have previously interacted with your website or mobile application. Remarketing allows a brand to strategically position their ads in front of these audiences as they browse Google or its partner websites. This helps to increase brand awareness or acts as a reminder to those audiences to make a purchase.

The targeting is what separates remarketing from conventional search and display ads. Remarketing involves inserting cookies into the browsers of your website visitors using a special code. This cookie talks to the google advertising platform to deliver ads to these users. Since Remarketing targets your website visitors, who are already aware of your products and services, the strategy has immense potential to give your campaigns a great performance and higher conversions.


Remarketing should be a strategic part of your advertising, whether you’re trying to boost revenue, improve registrations, or raise brand awareness. The below are some of the advantages of remarketing:

  • Targeting at the right time: With remarketing, customers who have visited your website and are now searching on other websites, can be exposed to your customized ads. Such an action can make them more likely to purchase, when they see tailored messaging.
  • More focused Ads: You can build remarketing lists to advertise for specific cases. You might, for example, create a remarketing list for customers who added things to their shopping cart but didn’t complete the order.
  • Large-scale Reach: Remarketing offers you the opportunity to reach users on your remarketing lists as they browse over 2 million websites and smartphone applications, on their multiple devices.
  • Pricing efficiency: Automatic bidding helps you to build high-performing remarketing campaigns. Real-time bidding determines the best bid for the user viewing your ad, allowing you to win the ad auction for the best price. There is no extra cost to use Google’s auction.

How to remarket with Google Ads

Standard remarketing: In this, you can show your ads to your past website visitors as they browse various websites and apps in the Google Display Network.

Dynamic remarketing: This takes remarketing a level higher and delivers better performance for your campaigns. In dynamic remarketing, you can show ads that feature the products or services that the users have viewed on the website. Throw in a great offer for them and they are highly like to convert.

Remarketing list for search ads (RLSA): With RLSA, you can show ads to your website’s past visitors as they do follow-up Google searches after leaving your site.

Video remarketing: Show customized ads to users who have engaged with your videos or YouTube channel, when they use YouTube or access google display network’s sites, blogs, and applications.

Customer list remarketing: Target your ads to your exact customers. With customer list remarketing, you can upload your customer list that carries their contact information , like email IDs. When they sign in to google, you can show your ads to these users on Google’s various channels.

Steps to follow for Remarketing

Step #1: Tag your website for remarketing

As a first step you will have to tag your website with the Google Ads tag to set up an audience source for your website or apps. The global site tag is a web tagging library for Google’s site measurement, conversion tracking, and remarketing products. It’s a block of code that adds your website visitors to remarketing lists, which will allow you to target your ads to these visitors.

For dynamic remarketing, you’ll also use the event snippets, which passes specific data to Google Ads about your website visitors and the actions they take on your site.

Step #2: Determine and Create Your Audiences

You’ll make some decisions in this phase. You have the option of targeting all site users as a single audience. As a consequence, you will be entitled to remarket to someone who uses your website. In certain circumstances, this is acceptable, but you may want to think about defining multiple audiences depending on where visitors go on your web.

Step #4: Choose Your Keywords

You can see the elegance and strength of quest remarketing here. Since your demographic is limited to people who have already visited your website, you can choose keywords even more widely than you can in a typical PPC search campaign. You should, of course, use several keywords for a certain audience or ad.

Step #5: Choose or Create Ads

You have the choice of including ads from other campaigns in your remarketing. Alternatively, you might take advantage of the fact that the people who see your remarketing ads are already acquainted with your brand by making more personal, more tailored ads. You’ll almost certainly need different commercials for different markets or search keywords.

Aside from that, all you’ve learned about writing good text ads will apply here.

Step #6: Map Audiences to Campaigns

In Google Ads tool, go to Audiences and choose the appropriate audiences for each search remarketing campaign.

Step #7: Set Your Bids

Since search remarketing ads are more selective by default, the bids should be higher than in standard AdWords search campaigns. In general, the higher your bid, the more focused your keyword, viewer, and ad are.
You may also use the Conversion Optimizer to aim cost per acquisition (CPA) or return on ad spend for conversion-based automatic bid strategies (ROAS).

Step #7: Track the results

The ability to analyze outcomes is key to your performance. Keep an eye on the analytics and make required changes if needed. You will want to take a step back if nothing is happening. Boost the game where you’re gaining momentum, as you can with any digital media campaign, not just search remarketing.

How To Optimize Remarketing Campaigns

In remarketing, there are a few different types of optimization:

Ad testing

Treat remarketing advertisements the same way you would any other commercial, just remember to keep your target demographic in mind. Since these people are still acquainted with your brand, you may have to go beyond to entice them over to your website. Experiment with various deals, calls to action, pictures, and everything else that comes to mind.

Custom combination testing

When you mix different remarketing types and related markets, you can get different outcomes. Continue and experiment to see what fits better on your account. Experiment for various cookie length variations. Messaging for visitors who came between 7 and 30 days ago may or may not operate for users who came between 30 and 60 days ago.

Frequency cap testing

You don’t want to offend people, but you also want to increase the number of people who visit your site because they are interested. Keep track of the size of your audience as well as the amount of impressions your remarketing ad groups get. Perhaps your cap is too high, and you’re not restricting anything at all. Perhaps you’ve set it too low and are seriously restricting the scope of your ads.

Bid testing

In a remarketing campaign, impression share is something to keep an eye on. You’re following users and not sites, if you get to 100% IS, you could bug any of those people. Keep an eye on the bids for cost-effectiveness, return on investment, and impression share.

Landing page testing

The user that already interacted with your website is already familiar with your site content. You should consider sending them on the same page as well as somewhere entirely different. Test your landing page to see what works best.

If you have any PPC campaign that you would like to improve and achieve better performance, feel free to talk to us!

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