Google Adwords’ Remarketing Tool

Bullseye with Remarketing

Remarketing has changed over the years, most recently during Google’s latest algorithm update.  When marketing your website through Google Adwords, remarketing can be an extremely useful tool.  In the past, keyword optimization was key.  Although paying attention to keywords is still relevant, internet marketers are finding success through the targeting of people using demographic data, interests and characteristics.  Another surefire way to target your audience is through Remarketing.

What is Remarketing you may ask?

Google defines re-marketing as “Remarketing lets you show ads to users who have previously visited your website as they browse the web.”  Who else should we target other than people who have already taken the time to browse our site.  Whether your goal is branding or selling products through your E-Commerce store, Remarketing is a great tool to utilize.

There are many ways to implement Remarketing.  The list you create depends on the audience you wish to target.  When using Adwords, you really have the world at your fingertips.  The amount of data that is present between the adwords campaigns and Google Analytics is immensely beneficial if it is used correctly.  Whether you wish to target for a specific product, or are more interested in bringing attention to your brand and gaining top of mind awareness within your customer base, remarketing has the tools necessary to achieve your goals.

Creating a remarketing list is simple: All you need to do is go to the Shared Library link on the left-side toolbar while you’re in your campaign, click on Audiences and from there set up your remarketing campaign for your specific goal.  Once created, Google will generate a code for you to implement into your website.  This code places a cookie within your visitor’s browser.  Once your lists are built to the required sizes (1,000 visitors for the Search Network and 100 for the Display Network), you can then create campaigns focused at these potential customers.  You must recognize that these campaigns won’t produce near as many conversions or traffic as your regular campaigns, but if done properly the conversion rates are higher and the traffic landing on your website is now much more relevant.

Please note:  It is recommended to update your privacy policy when implementing a remarketing code on your website.  This policy update informs your visitors of the use of the cookie.  It’s not required per say, but is definitely recognized as best practice.

Here’s a good example of a privacy policy to use:

This website uses Google AdWords

This website uses the Google AdWords remarketing service to advertise on third party websites (including Google) to previous visitors to our site. It could mean that we advertise to previous visitors who haven’t completed a task on our site, for example using the contact form to make an enquiry. This could be in the form of an advertisement on the Google search results page, or a site in the Google Display Network. Third-party vendors, including Google, use cookies to serve ads based on someone’s past visits to the [CLIENT NAME] website. Of course, any data collected will be used in accordance with our own privacy policy and Google’s privacy policy.

All in all, remarketing is a simple, yet extremely effective way to target customers that matter to your business.  You’re attracting customers who have already made it to your site before, yet might have been distracted moments before converting or making a purchase.  With remarketing your sending them a reminder, “Hey go back to your shopping cart and finish checking out!”

Remember, keep things simple, and if you have any questions as it comes to web design or marketing in general, feel free to shoot me a message at or drop me a line at 479-286-1377.  We’re happy to be a part of the Northwest Arkansas community. 1202 NE McClain, RD. Bentonville, AR 72712.


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