What’s that one thing that everyday people universally hate, but marketers find it very difficult to get enough of it? Thinking of what the answer could be? Definitely not ads but TRAFFIC!

If your business is founded upon digital marketing, then you might have tried diverse digital marketing practices to attract the audience to your site.

In addition to your efforts, even if your products or services are the PERFECT fit, it’ll be unbearable for you if those visitors you “work so hard to earn” leave your site without taking any action or making any purchase.

What could be the solution? How can you transform those visitors to customers? Well, Google AdWords Remarketing is the solution. Don’t allow those customers to slip through the cracks just because they weren’t set to make purchases on their first visit to your site.

Instead, use the power of remarketing. As a marketer, Google AdWords Remarketing will provide a new and innovative life to your business. Remarketing will help you target your audience more specifically and win those potential customers back.

Glad to know about Google AdWords Remarketing?

In this article, we’ll explain what Google AdWords remarketing entails, how it works. Then we’ll move into the guides on how to set up a Google AdWords remarketing ads.

Let’s read on.


Google AdWords Remarketing is a strategy that gives advertisers the opportunity to recover bounced traffic to their website via display ads. Advertisers can use it to convert highly prospective customers and bring them back to their site. With Google remarketing ads, you can follow your website visitors wherever they visit online.

According to “adroll,” it’s generally believed that 2% of website visitors are converted to customers on their first visit to a site while you can retarget the remaining 98% by making them take any action.

First of all, it’s much easier to convert an audience who has once visited your site rather than new visitors. Once your audience knows about you and your services, then their next step is to take action.

To exemplify, let’s consider an instance.

At the first instance when a visitor accesses your site, they’ll at least get an idea about the purpose of the site. They’ll also get to know about your product or service offering, the features, benefits, and costs. During the second visit, they don’t look for all those details again.

It’s the function of Google AdWords remarketing to ensure that these visitors are targeted and your product is continually displayed to them. To put it in other words, Google AdWords remarketing is the best-paid marketing strategy with the highest ROI.


In Google Ads remarketing, advertisers and website owners use cookie-based technology (JavaScript code) to anonymously track audiences through the web.

The advertisers embed code at the bottom of every web page. The embedded code doesn’t alter the performance of your site and visitors cannot see the code on the website.

Whenever a new user visits any website, their IP details get saved in your browser cookies. Afterward, the cookies will notify the Demand Side Platform after which Real-time bidding takes place within seconds. Once that happens, the ads will get displayed to the visitor.

google adwords remarket


In Google AdWords, there are four unique types of remarketing. Based on your business requirements and demands, you could use any of the four Google remarketing strategies to retarget your audience.

Let’s briefly take a look at the strategies:

Dynamic Remarketing:

Here, dynamic image ads are shown to your audience for a specific product or services that they’ve viewed before.

For instance, if you’re looking for pillowcases on Amazon, those companies that sell the product you’re looking for will create an ad using the same model and advertise on your most visited sites. In our previous article, we stated that one of the prerequisites to using dynamic remarketing is a Google merchant center account.

Email Remarketing:

Also known as customer match, email remarketing allows you to upload a list of customer’s email address to AdWords. With this, you can efficiently serve ads to them if they’re signed into Gmail, YouTube or Google Search.

Standard Remarketing:

The standard remarketing technique allows you to display your static image ads to those who’ve previously visited your website via the display network.

Video Remarketing:

The video remarketing technique allows you to retarget visitors who’ve once looked at your YouTube videos. Alternatively, you can also use it to remarket to those who visited your website.

Remarketing List for Search Ads:

This remarketing technique allows you to retarget people who left to make a Google search after visiting your site. Google Ads remarketing is the ideal platform for marketers and website owners who’re looking to regain their customers.

Initially, it might seem challenging, but then once you’re able to master the art, it becomes seamless to grab the attention of customers who’re more interested in your products and services.


Let’s begin with a nice stat. We carried out research and discovered that when compared to standard display targeting options, remarketing campaigns see 4 times lower CPA (cost per acquisition).

Rather than wasting your budget on the identification and education of new audiences, remarketing helps you capture those probable customers who’ve already shown some interest in your products or services.

Whether it’s someone who searched you up during their survey stage or a new visitor who abandoned their cart, these guys have a higher likelihood of converting than fresh leads.  

You can even advance by segmenting your visitors based on their activities on your website. For instance, let’s say you deal with soccer gear. You can decide to target only those who visited your “cleats” division and show them an ad that’s different from what you’ll show those who checked out the jersey section of your site.

Lastly, Google AdWords remarketing helps with brand recall- it’ll help you to remind someone to purchase that last-minute New Year present that they got side-tracked from buying.


In this section, we’ve made a simple step-by-step guide on how to set up Google search remarketing in AdWords.

Step 1: Set a Goal

The first step is to ascertain what your goal is so that you can effectively identify the kind of audience that you’re looking to target. Below are some of the typical tactics that some advertisers carry out to remarket to their audience.

  • Improve brand awareness
  • Make the audience aware of the competitive features of a product or service
  • Cross-sell and up-sell to existing customers
  • Remind the audience for the expiry of product or services
  • Educate potential customers about new products and features
  • Make them rebuy the same product or service after a period
  • Provide thrilling offers to the audience for a definite period
  • Introduce previous customers to similar products

Step 2: Determine Your Audience

After knowing the goal of your remarketing, the next step is to identify the customers that’ll meet that criterion.  AdWords offers many flexibilities, so there’s a lot of room for you to get creative and be very specific to the audience you want to target with Google remarketing ads.

Before selecting your audience, you must ask yourself these few questions:

  • What page did they visit?
  • How many pages did they visit?
  • How much time did they spend on an individual page?
  • What page did they not visit?
  • Do they satisfy the geographic, behavior and demographic margin of your target audience?
  • What’s their mode of payment in the past?

Now that you have an audience in mind and a goal, the next step is to set up a remarketing campaign.

Step 3: Setting Up Remarketing Campaign

In this phase, you’re more likely to play with a little bit of code, so if you don’t have development access, ensure to work with your developer.

Don’t be scared though, if you can copy and paste the code, you should be good to go.

Furthermore, ensure that your site has at least 1000 visitors for Google Search remarketing and 100 active visitors in the last 30 days for Display remarketing ads.

Basic Steps to Follow:

  • Open Google AdWords
  • Select Campaign
  • Click Shared Library on the left menu
  • Click Audiences
  • Click Set up remarketing
  • If you’re skillful enough to handle all these, then you select an option to “view AdWords tag for websites.” Alternatively, if you want your developer to handle all these, then you can type in his/her email address in the “Send to” box, and all the instruction will be forwarded to him/her.
  • Copy the remarketing code and paste it at the bottom of every page of your website
  • Install the Google Tag Assistant Chrome Extension to determine whether the code is correctly installed or not.  

Advanced Steps:

In Google AdWords, you can create remarketing lists based on page visits and conventional goals. If you wish to dive deeper and target by demographics, technology, behaviors and more then Google Analytics is the way to go.

Here’s how you can set up remarketing on Google Analytics.

  • Connect AdWords to Analytics
  • Open Google Analytics
  • Then Click Admin
  • Click audience definitions
  • Select audiences
  • Click on a new audience
  • Name your list based on your audience and goal
  • Copy the Google Analytics embed code and replace it as shown below.google adwords remarketing

Step 4: Build Your Remarketing List

Once you’re able to copy and replace the code in your website, then it’s time to create your list of audience based around the criteria you defined in step 2. You can choose to create the list using multiple conditions like targeting someone who has landed on your pricing page and your product page.

Additionally, you’re free to create some custom parameters like targeting people who viewed products that are worth over €500 through the “value” parameter.

  • Open AdWords
  • Click Shared Library
  • Select Audiences
  • Under Website Visitors, click set up remarketing
  • Add a unique list name
  • Choose a template from the “who to add to your list drop down.”
  • Click +Rule and select the condition that a single webpage needs to match (Note that you can choose more than one condition)
  • Enter membership duration: it indicates how long you want a visitor to be present in the list. Though it only applies to Display network ads
  • Click Save

Step 5: Create a Remarketing Campaign

  • Open AdWords
  • Click on all campaign
  • Select Search network only or Display Network Only
  • Add a name to your campaign
  • On the “all features” box located on the right, select remarketing
  • Enter your budget
  • Click save and continue
  • Name your Ad Group
  • Enter your optimized CPC budget
  • Add your remarketing list
  • Click save and continue
  • Create your ads through Google’s Ad gallery. This is optional, and you can decide to skip it
  • Click save ads.

Step 6: Test and Optimize Your Campaign

Just like with everything else on Google AdWords, you must test and optimize continually to get the best results possible. Here are some things you can do to enhance your remarketing campaigns.

  • Make sure your ads are significant, have call-to-actions and consistent with the UX and design of your website
  • Track the conversion rate of every campaign setup
  • Use frequency capping to restrict the number of times someone can see your ad per day
  • Experiment with location, language, and membership duration settings
  • Test remarketing ads with similar products and entirely new product categories

Pro-tip: you can consider offering discounts and promotional codes to customers with abandoned carts and those who visit your site often. Nothing like a little giveaway to push their cart across the finish line.

That’s all folk.

Congratulations, you’ve made it right.


Google Ads remarketing is a promising way to fulfill advertising needs, and there’s an excellent chance that your business will benefit from it.

The greatest way to focus all your efforts and guarantee that you get the best possible results is to have a goal for your campaign. After all, there’s quite a lot you can do.

For instance, Perfect Audience: A Marin software company, is a remarketing platform that helps marketers to regain lost visitors using Facebook ads on Facebook, ads on Twitter and banner ads across the web.

Naturally, Google search remarketing for AdWords comes with a lot of questions. So if you’re disordered or you want to send some kudos our way, or you’ve got some remarketing tips that you can share, please do let us know in the comments below. We’ll be happy to hear from you.

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