Remarketing lets you show ads to people who have visited your website or used your mobile app. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads, messages, across their different devices and touch points along the buying funnel and customer journey. Imagine being able to target on behavior alongside keywords – This can be (and is) a seriously, seriously powerful acquisition and retention tool.
Remarketing helps you to reach people who have visited your website. Previous visitors or users can see your ads as they browse websites that are part of the Google Display Network. Remarketing has the ability to build some very specific and very powerful audiences with messages tailored to each part of the customer journey. Ads can be created using many different ad formats, with device specific messaging, and can be attributed using several different attribution models.
When people leave your site without buying anything, for example, remarketing lists for search (RLSA) ads help you to connect with these potential customers when they continue looking for what they need using Google Search. You can set your bids, create ads or select keywords, bearing in mind that these customers have previously visited your website and create values around their specific behavior. This can be a very astute tactic applied intelligently.
Dynamic remarketing takes remarketing a step further, letting you show previous visitors ads that contain products and services that they viewed on your website. With messages tailored to your audience, dynamic remarketing helps you build leads and sales by bringing previous visitors back to your website to complete what they started. You’ll need a feed and product data uploaded to google. These details are then pulled from your feed into your dynamic ads.
You can use remarketing for video campaigns similarly to the way you’d use them for Display Network or Search Network campaigns. There are specific remarketing list types that are tailored to help you show your ads to people who have seen your YouTube videos. Video is an extremely rich media that can really showcase your product or services in a more personalised and carefully crafted messages. Video can add the attribution glue translating browsers into buyers.
Remarketing lets you show ads to people who have installed your mobile app, and there are a couple different types of “Mobile app users” remarketing lists. In general, they allow you to show ads to people who are already users of your app while they use other apps, on the Display Network. The “Mobile app users” list type lets you upload a list of mobile identifiers that you’ve collected, and, when these people are using apps on the Display Network, you can show them your ads.
AdWords Customer Match lets you show ads to your customers based on data about those customers that you share with Google. Customer Match is a useful advertising tool for many business goals, from increasing brand awareness to driving performance. There are strict policies around Customer Match and privacy, for example hashed data using the SHA256 algorithm needs to be adhered to, be collected on a first party basis, and comply with all laws and applicable regulations.