the rundown

When it comes to convincing the people who visit your site to take action and convert, one visit is typically not enough. Remarketing gives you a chance to bring back indecisive customers with tailored ads and offers that relate to the experience they had on your site. With remarketing, you get another chance to close the deal.

Remarketing lets you segment your audience of past site visitors and deliver relevant ads for your search and display campaigns based on the actions people have taken on your site. It performs well because the ads this audience sees across the web connect to their previous encounters with your brand and products. This connection makes them more likely to buy.

Our clients have seen tremendous success with remarketing. For example, Loews Hotels saw an increase of 60% in revenue, a 57% lift in bookings and a 9% lower CPA when they ran a Cyber Monday campaign last year. Read more: Loews Hotels case study

Adding dynamic ads to your remarketing campaigns
When your remarketing campaigns include dynamic ads the effect of remarketing is amplified. With dynamic remarketing, you can create highly relevant customized ads that remind shoppers of items they've seen or bought in the past on your site and suggest other products they might like.

Some dynamic remarketing client success stories:

  • Outdoor gear retailer Sierra Trading Post found that dynamic remarketing campaigns generated 5 times the conversions of regular remarketing campaigns. Read more: Sierra Trading Post case study
  • Custom printer Storkie Express’s dynamic remarketing campaigns yielded conversion rates 203% higher than regular display ads and 119% higher than regular remarketing campaigns. Read more: Storkie Express case study

For additional examples on how remarketing with Google has worked for our clients, check out these case studies.

Capitalizing on the moments that matter with real-time bidding
Not all visitors to your site are created equal. The visitor who put items in a shopping cart an hour ago, for example, is more likely to buy than the person who hit your homepage three weeks ago and hasn’t been back.

Real-time bidding with remarketing helps you reach customers across the tens of thousands of sites in the Google Display Network and determines where they will best respond to your ads, and automatically tailor your bids accordingly.

The automated bidding process is completely transparent. Bidding on remarketing works the same as the rest of AdWords so you have full visibility and control over what you bid. Our automated performance optimization combines with your own audience segmentation decisions to help your campaigns reach their potential.

Connecting with customers across screens
Successful campaigns require connecting with the right customers. Using remarketing with Google, you can reach your past site visitors on search and on GDN display and mobile web inventory. Whether your past site visitors are searching on your keywords or browsing one of the tens of thousands of sites in the Google Display Network, you’ll be able to reach them with search, display and mobile web ads with customized messaging, relevant products and targeted offers.

Advertisers benefit from our substantial reach across our network of sites. Every month, we reach 87.6% of all global internet users and 94% of all U.S. internet users according to comScore. We have access to over 2 million publishers (including hundreds from the comScore Top 1000 sites); exclusive inventory from Google’s own web properties, including YouTube and Gmail. You can also access exclusive text inventory on the GDN. Learn more

One site-wide tag, multiple benefits
Remarketing with Google starts with the remarketing tag which you implement once on your website. This one-time tag implementation allows you to create granular remarketing lists which you can use to create not only targeted display campaigns for specific segments of your audience, but also targeted search campaigns. For example, you can:

  • Encourage past site visitors to come back to your site with remarketing across the web
  • Optimize your search campaigns by tailoring bids and ad to past site visitors with remarketing lists for search ads
  • Find new people who share site characteristics with your high-value site visitors and introduce them to your site with Similar Audiences

And while remarketing provides advertisers with great ROI, we also give consumers the option to exercise control over their ad experience with features like the Ads Settings and Mute this Ad.

  • Dynamic Remarketing for Retail Advertisers

    Dynamic Remarketing for Retail Advertisers

    Remarketing lets you deliver relevant ads to specific segments of your audience. Dynamic remarketing lets you automatically create beautiful customized ads that connect with shoppers by reminding them of items they've seen or bought in the past on your site and suggesting other products they might like. Our clients have seen clickthrough rates which were as much as a 450% higher from dynamic remarketing campaigns vs. campaigns that did not use dynamic creative for remarketing.

  • Remarketing Lists for Search Ads

    Remarketing Lists for Search Ads

    Remarketing lists for search ads provides yet another opportunity to optimize your search campaigns by letting you tailor your keyword bids and ad text for your highest value prospects — people who have visited your website in the past — when they’re searching for what you sell.

  • Google Remarketing Tag

    Google Remarketing Tag

    Say goodbye to manually adding tags to different pages of your site—Google just made things a whole lot easier. Google's new Remarketing Tag helps you to easily create remarketing lists by allowing you to place one tag across all pages on your site. Now you can reach specific audiences with relevant messaging and tag your entire site with ease.

  • Remarketing with Google Analytics

    Remarketing with Google Analytics

    It’s easy to use Remarketing if you’re already using Google Analytics. You can improve campaign performance by reaching viewers who have already been to your site, all without the need for time-consuming tagging for each new campaign. Create and edit remarketing lists with ease, based on powerful Google Analytics segmentation capabilities such as pages viewed, location, on-site activity, and goal completions. Then connect the right audience with the right message.

  • Similar Audiences

    Similar Audiences

    Similar Audiences looks at data about your existing remarketing audiences and finds new and qualified consumers who have shared interests with that audience. It’s a powerful — but simple — way to reach a much larger audience and drive clicks and conversions among new prospects.

  • Dynamic Creative for Remarketing

    Dynamic Creative for Remarketing

    Dynamic remarketing lets you create and deliver beautiful customized ads that connect users with their past shopping experiences on your site. With Google, you can build beautiful dynamic ads in minutes without the help of a professional designer. Follow the simple campaign setup workflow in AdWords to customize your dynamic ads with the style elements of your brand or simply upload your logo and let our auto-optimized layouts feature do the rest.