What is remarketing in Google Ads?

Remarketing in Google Ads, also known as retargeting, is a powerful advertising strategy that allows you to reconnect with users who have previously interacted with your website or mobile app. It enables you to show targeted ads to these past visitors as they browse other websites or use other apps within the Google Display Network (GDN) or Google Search Network.

### How Remarketing Works:

1. **Visitor Interaction**: A user visits your website or mobile app and performs certain actions, such as viewing product pages, adding items to a shopping cart, or signing up for a newsletter.

2. **Setting Cookies**: Google Ads places a cookie in the user's browser or device, which helps track their actions and behavior on your site.

3. **Targeted Ads**: After the user leaves your site, they may see your ads displayed on other websites that are part of the Google Display Network (GDN), in Google search results, or on YouTube, depending on your remarketing settings.

### Key Benefits of Remarketing:

1. **Increased Conversion Rates**: By targeting users who have already shown interest in your products or services, remarketing campaigns often have higher conversion rates compared to regular display advertising.

2. **Enhanced Brand Recall**: Keeps your brand top-of-mind as users continue their online activities, reinforcing your messaging and encouraging return visits.

3. **Personalized Messaging**: Tailor ads based on users' previous interactions with your site, such as showing specific products they viewed or offering promotions related to items left in their shopping cart.

4. **Flexible Targeting Options**: Customize remarketing audiences based on various criteria, such as pages visited, specific actions taken, or demographic information, allowing for precise targeting.

5. **Cost-Effective Advertising**: Since remarketing targets users who are already familiar with your brand or have shown interest, it can be a cost-effective way to re-engage potential customers and drive conversions.

### Types of Remarketing Campaigns:

- **Standard Remarketing**: Show ads to previous visitors as they browse Display Network websites and apps.

- **Dynamic Remarketing**: Display personalized ads that include specific products or services that users viewed on your website.

- **Remarketing Lists for Search Ads (RLSA)**: Customize search ad campaigns for previous visitors who are searching on Google using relevant keywords.

- **Video Remarketing**: Target users who have interacted with your YouTube videos or channel.

- **Customer List Remarketing**: Upload customer email lists to target specific users with ads when they're signed in to Google.

### Example Scenario:

An e-commerce website uses remarketing to target users who added items to their shopping cart but didn't complete the purchase:
- **Dynamic Remarketing**: Displays ads featuring the exact products left in the cart, reminding users to return and complete their purchase.
- **Follow-Up Offers**: Offers a time-limited discount or free shipping to incentivize users to revisit and convert.

### Conclusion:

Remarketing in Google Ads is a valuable strategy to re-engage users who have already shown interest in your business, products, or services. By delivering personalized ads to these users across the web, remarketing helps boost conversions, increase brand awareness, and maximize the effectiveness of your advertising campaigns.