Remarketing in Google Ads
Have you ever visited a website and later seen ads for that same product while browsing other websites or using YouTube?
That’s remarketing—one of the most powerful and cost-effective tools in SEM.
In this module, you’ll learn:
- What remarketing is and why it works
- The different types of remarketing (standard vs. dynamic)
- How to create and use remarketing lists to bring users back to your site
What is Remarketing?
Remarketing is a strategy that lets you target people who have already visited your website but didn’t take any action (like buying or signing up).
Instead of targeting new users, you’re reminding previous visitors about your product or service through custom ads—across Google Search, YouTube, Gmail, and the Google Display Network.
Why Use Remarketing?
- It targets warm leads (people who already showed interest)
- Often leads to higher conversion rates
- Keeps your brand top of mind
Example:
- A user visits your site and views your product page (e.g., “Running Shoes”)
- They leave without buying.
- Later, they see your ad on YouTube or a blog they’re reading, showing the same or similar product.
- They click and return to your site—this time, ready to buy.
Types of Remarketing
Google Ads offers multiple ways to remarket to your audience. Let’s focus on the two most commonly used:
1. Standard Remarketing
Shows static image or text ads to users who visited your site as they browse other websites on the Display Network.
Example:
A user browsed your landing page about digital marketing courses. You can show them a display ad saying:
“Limited Seats – Enroll in Digital Marketing Today!”
2. Dynamic Remarketing
Takes it a step further by showing personalized ads based on what products or services a user viewed.
Example:
If a user viewed a red jacket, they’ll see an ad with the same jacket and similar items.
Best for: E-commerce websites with multiple products
Setting Up Remarketing Lists
To start remarketing, you need to create remarketing lists—these are groups of users based on their behaviour on your website.
How to Set Up Remarketing in Google Ads:
Step 1: Add the Google Ads Remarketing Tag
- Go to Google Ads → Tools → Audience Manager
- Choose “Set up remarketing”
- Add the remarketing tag (JavaScript snippet) to all pages of your website
- Or use Google Tag Manager for easier setup.
Step 2: Create Audience Lists
You can create lists based on:
- All website visitors
- Visitors to a specific page (like your product or pricing page)
- Visitors who didn’t convert
- Past buyers (for upselling/cross-selling)
Example List:
- Users who visited your “Pricing” page in the last 30 days but didn’t sign up.
Step 3: Use the List in Your Campaign
- Create a new Display or Search campaign
- Under “Audiences,” choose your remarketing list
- Write ad copy that reminds or encourages them to return
Tips for Better Remarketing Results:
- Offer a discount or bonus to encourage return visits
- Use time-based urgency (e.g., “Offer ends in 24 hours”)
- Don’t show the same ad for too long—refresh your creatives regularly
- Use frequency capping to avoid annoying your audience
Summary
- Remarketing helps bring back users who showed interest but didn’t convert.
- Standard remarketing shows general display ads; dynamic remarketing shows personalized product ads.
- Use remarketing tags and audience lists to segment users based on their behaviour.
- It’s a low-cost, high-ROI strategy for boosting conversions.
Real Life Example:
Imagine you own a small bakery in your neighbourhood. You just launched a new website but no one knows about it yet. You want customers who are searching online for “fresh cakes near me” to find your bakery quickly. Instead of waiting months for your website to appear in Google’s organic results, you create a Google Ads campaign targeting that exact phrase. Within hours, your ad shows up at the top of the search results, right where hungry customers are looking. When they click your ad and visit your website, they can place orders immediately. This instant visibility brought by SEM helps your bakery get noticed and make sales faster than waiting for SEO to take effect. However, some visitors check your website but leave without ordering. Weeks later, while browsing YouTube or reading blogs, they start seeing ads from your bakery showcasing the same delicious cakes they viewed. These reminder ads encourage them to return and place an order. Without remarketing, these potential customers might forget about your bakery. With remarketing, you keep your brand fresh in their minds, increasing the chance they’ll come back and become paying customers.
