What is Google Remarketing?

Also called retargeting, Google remarketing is the technology that lets your Google Ads follow potential customers as they move across the internet. When a user visits, a small snippet of code on your website adds them to a remarketing list. Then, when they visit another website that uses the Google Ad network, they are served your ad. Google allows you to customize who sees your remarketed ads.


Let’s say you’re shopping online for a new pair of running shoes. You visit a sports retailer’s website and browse various shoe options but ultimately decide not to purchase. Later, as you’re browsing other websites or using mobile apps, you start seeing ads for the same running shoes you viewed on the sports retailer’s website.

This is an example of Google Remarketing in action. The sports retailer has set up a remarketing campaign using Google Ads. When you visited their website, a cookie was placed in your browser, identifying you as a past visitor. Now, as you browse other websites or use apps within the Google Display Network or Search Network, the retailer’s remarketing ads are displayed to you, reminding you of the running shoes you were interested in.

Using Google Remarketing, businesses can stay top-of-mind with potential customers who have already shown interest in their products or services. This helps increase brand awareness, drive repeat visits to the website, and ultimately improve conversion rates and sales.

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