Remarketing in Google Ads consists of static images, animated images, video, responsive ads, and text ads that are placed on the Google Display and Google Search Network. What makes remarketing different from standard Display and Search advertising is the targeting. Remarketing consists of using a special tracking code to place cookies on the browsers of people visiting your website, and then serving ads to those with that cookie, specifically, on the Display and Search network. It can be a very powerful component of a PPC campaign.
The main point with remarketing is that you want to find those people who have shown enough interest in your products or services to visit your website. These people are more likely to perform whatever activity you’re considering a conversion compared to people who have not yet been to your website.
Remarketing strategy can be broken down into the following:
- Type of remarketing – search, display, video, dynamic, etc
- How to segment website visitors into separate audiences
- What to test when remarketing
- How to optimize these remarketing campaigns.
Read all the details in The Ultimate Guide to Google Ads Remarketing.