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Advertising works by actively exposing specific promotional material to interested consumers. Our minds remember information by constantly absorbing messages, embedding them into thought processes and recalling them when we feel it is necessary.



Remarketing (a.k.a. retargeting) is very popular way of advertising among PPC professionals. It 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 – as they browse elsewhere around the internet.

The power of Google Display Network plays a major role in the success of a remarketing strategy, by displaying your ads to people browsing sites elsewhere. This reinforcement process is fed to internet users who both consciously and subconsciously absorb the ads they are see around the web.


Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.

Retargeting generates greater online sales by keeping your brand front and centre and bringing “window shoppers” back when they’re ready to buy. Every time your customer sees your retargeting ads, your brand gains traction and more recognition. The high click-through rates and increased conversions that are typical with retargeting campaigns underscore the value of good branding and repeated exposure.



The remarketing ads can be delivered in either or both text and image display formats. The ads are managed in Google AdWords and are shown on web pages visited by your target audience that accept Google advertising placements.

Google remarketing is an ideal tactic especially where the sales process is long and considered and competitive. Executed in the right way it can be a powerful tool to improve sales conversions and to raise your brand profile. It’s quite simple really. Remarketing works by placing cookies on your website visitors machine when they meet your criteria. Their cookie ID is added to your remarketing list. You can have multiple lists with a range of different criteria.

For example: you head to a clothing site online that a friend recommended and choose to add a few items to your cart. After skimming the rest of the data, you click through to the checkout and see the total cost is a little too much over your budget. Instinctively, you turn away from the site. A remarketing strategy works by placing ads for the products you previously added to your dream shopping cart on other sites across the Google Display Network, encouraging you to return and finalize the purchase.

There are a number of advertising controls including the period of time that a cookie ID stays on your remarketing list; impression caps on how many ads per day are shown to an individual and the ability to block ads on certain websites.

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.


Process of Remarketing

Process of Remarketing                                                                                                                    


Just like many other forms of digital advertising, remarketing grants you the ability to stay connected with customers and audiences who have, at one point in time, demonstrated an interest or investment in your business. Continuously targeting these internet users will ensure you remain at the forefront of their minds, a particularly vital component of business success in saturated markets.

Some of the benefits are mentioned below:

  1. Improving brand recall: Remarketing is a fantastic tool for reminding prospects of your brand. This form of advertisement helps create on-going reminders of a brand. More significantly, the remarketing display ads can recall a message viewed on the original brand website and display reminder ads throughout the Web.
  2. Improved conversion rates: Remarketing can help drive visitors involved in a conversion process back into a sales scenario. For example, an e-Commerce website can tag all visitors who have progressed to step 2 in their checkout process, and display remarketing ads to bring them back. Another approach is to target leads that have already filled out a form and downloaded content from a brand. Remarketing in these cases can help improve the sales process–both online and offline.
  3. Reduce loss: One of the most salient features is that remarketing allows brands to re-engage visitors that are no longer on their website. Brand recall and brand engagement are both sub-facets of this point. Remarketing gives your brand a second chance to bring a prospect back into the fold. Coupled with SEO, social referrals or standard ads, remarketing can be a secondary line of attraction to a brand. Reduction of loss can be powerful not just because you are preventing the loss of leads, but because those who have previously visited your website and come back may have a higher potential for conversion.
  4. Improves relevancy of ads: The reason remarketing works so well is that it gives marketers the ability to deliver ads based on previous actions. For example, if a visitor lands on a specific product page, a remarketing ad of that specific product can be displayed throughout the Web to that prospective customer. Likewise, using behavior segmentation, a message appropriate to a web visitor can be displayed instead of a generic (non-specific) ad message. You can appeal to the interests of a visitor.
  5. Audience targeting: The ability to target a specific audience with a specific message is powerful. Marketers can use remarketing ads to communicate with a specific audience through display advertising or text ads. For example a remarketing tag can be installed only for visitors that conduct certain actions within a brand website.


We hope this article will help you in understanding Google Remarketing and Retargeting, how it works and its benefits. For more details you can visit us at the below mentioned URL:


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