Some advice on Google remarketing

Google conducted a webinar on AdWords remarketing last week, bringing about some really interesting insights that are great food for thought for partners.

Did you know that AdWords remarketing reaches around 84% more users within 10-18 days? Or were you aware that the typical web browser visits 20 or more pages each day?

The remarketing tool is designed to help you reconnect with consumers who have already visited your site; so if they leave without registering, you still have a chance to get them back. This works by showing your ads to visitors as they browse other sites on the Google Display Network (GDN). You also have the option to show consumers an offer to further encourage them to return to your site.

The remarketing tool has recently been developed further, making some simple changes to allow you to use it more easily:

  1. Create sophisticated remarketing lists: Define more granular audiences, based on user actions and their activity on your site.
  2. One-off, unified tagging: Place a single block of code across your site that will be used to create remarketing lists across all campaigns.
  3. Eligible for ‘Similar User’, new remarketing betas: Similar Users  only works from the Google remarketing tag. Most new remarketing betas work better from the new remarketing tag.
  4. Reach more people: The ability to create new remarketing lists now allows you to expand your target audience.
  5. Automated bid optimisation of remarketing: You can better predict the performance of your ads, and optimise the predicted likelihood to convert for future actions. You can use the conversion optimiser for bid optimisation with remarketing signals.

In order to start using remarketing, the first thing you need to do is to add the remarketing tag to your landing page. This is a small piece of code that you can get from within AdWords. Visitors to your site will then be added to your remarketing list automatically, so that you can target them as they browse other sites.

For more detailed instructions on how to find and implement the remarketing tag, visit the remarketing section in the Google AdWords help centre by following this link.

When you’ve added the remarketing tag to your homepage, you can begin to create  remarketing lists. A good starting point is to create a list for people who visit your homepage but don’t register.  The remarketing tag will then tell AdWords to save these visitors to that list. You will then need to create a specific AdWords campaign to target this list specifically; the remarketing message will only be shown to people on this list and no other site visitors.

Remarketing is a great way of targeting members who have drifted away from you to draw them back in and help you increase conversions. If you would like any further information or help with Google AdWords remarketing, please get in touch with your Partner Manager who will be happy to help. Happy advertising!

Sarah Iles, Partner Manager @

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