Remarketing Ads

People are considering buying

Pull them over the line with Remarketing Ads

Even with the best conversion rates in the world, your primary sources of traffic (search, shopping, display, video) will not convert every visitor from your ads to your site into a lead or customer at first-pass. Therefore it is critically important to complement your other PPC campaign types with remarketing ads, to bring users back to purchase or become a lead at the right moment.

Remarketing is quite a broad term in the PPC space because it has so many different potential ways of being done. You can do remarketing ads on Google or Facebook in the form of a banner, video, text ad or even Gmail ad.

Often the unsung hero of many online advertising initiatives, remarketing will quietly hoover up low-hanging fruit (conversions) over the course of 30, 60 or even 90 days after a user initially visits your site but fails to convert.

Google Adwords Remarketing
Google Remarketing Ads

Little-known gems about remarketing ads

Did you know that you can customize the remarketing ad a user sees based on the product they had in their shopping basket? This is called Dynamic Remarketing on Google Ads.

Did you know that you can customize the groups of people you show remarketing ads to? For example, you can show one message to someone who viewed your services page and a different message to someone who only viewed your homepage.

Fun fact: Remarketing was a relative late-comer to the PPC world, debuting in 2008 on Google Ads as a campaign type, eight years after Google launched AdWords. For the first year or two, no-one really understood how it worked!

Frequently Asked Questions

How do I ensure I don’t alienate potential or existing customers with my remarketing ads?
You can exclude existing customers from seeing your remarketing ads, and place a frequency cap to control how many times a person will see your ad.


How does remarketing actually work?
Unless you opt-out, most of your online activity is tracked via pieces of code that advertisers place on their site. The common term for this is ‘cookies’, which are stored in your browser.


What’s the difference between remarketing and retargeting?
They essentially mean the same thing – following up with someone who visited with you to get them to complete a lead form or purchase. If we are pedantic about it, technically retargeting is more widely accepted as the form of ‘ads’ follow-up, whilst remarketing is ‘non-ads’ follow-up, such as email. But we prefer to use the overarching term of remarketing here.

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