Remarketing is a clever way to connect with visitors to your website who may not have made an immediate purchase or enquiry. It allows you to position targeted ads in front of a defined audience that had previously visited your website
How does Google remarketing work?
It’s quite simple really. Remarketing works by placing cookies on your website visitors device(s) when they meet your criteria. Their cookie ID is added to your remarketing audience list. You can have multiple lists with a range of different criteria.
The Google remarketing feature has recently been through a revision and Google has added more features and controls for advertisers. The remarketing feature now allows more flexibility through using upgraded Google Analytics code. This allows for lists to be created and managed without the need to place specific code on the website.
What do I need to be aware of?
There is a minimum threshold of 100 cookie ID’s on each remarketing list before a campaign can become active.
To be successful it’s important to a) make sure your ad is highly relevant to what you know visitors are looking for and b) contains some form of enticement to encourage them back to your website. For example you could display a special discounted offer on that item.
If your aim is raise brand awareness then you can create ads that achieve exactly that by displaying your brand to visitors over a period of days, weeks or months. And as remarketing is part of Google AdWords you will be able to track outcomes through normal conversion tracking.
We’ve learned that with display ad formats, may people will not click directly on the ad but will be prompted and motivated to revisit the website through normally pathways (direct and organic). This makes normal ad metrics less relevant with display ads and we normally recommend using view-through conversion measurement which requires AdWords conversion tracking code.