What Is AdWords Remarketing And How Does it Work?

Aaron Levenstadt CEO & Founder at Pedestal Search

Aaron Levenstadt CEO & Founder

March 15, 2016 | 5 Min Read

Article updated on July 8, 2022

An overview of AdWords Remarketing.

Remarketing is one of the advertising services offered under the Google AdWords umbrella. It is an effective tool that a marketer can leverage to maintain brand and product relevance. Remarketing will also attract repeat website engagements.

When it comes to retail sites, an average of 68.63% of visitors abandon their cart without purchasing.

This presents a problem that Remarketing can solve. Remarketing is an advertising strategy that allows a marketer to target ads to a potential customer, after the customer has navigated away from their website or mobile app.

Websites that leverage AdWords Remarketing use cookies to track users. If a consumer visits a website, but doesn’t make a purchase, AdWords Remarketing will pursue that user as they continue to navigate the web.

The tool will then display ads for the marketer’s website or app to the user. These advertisements can be text ads, visual image ads, videos, or rich media. The ads will then be presented across the Google Display Network–a group of websites and apps including Gmail and Youtube–which reaches 90% of global internet users.

This will result in keeping the products or services of the business at the forefront of the consumer’s mind.

What are the benefits of Remarketing?

Approximately 96% of visitors to a website are not at the buying stage of the consumer engagement cycle. However, by visiting the website, the user has expressed some interest in the products or services being offered. Targeting such consumers with a Remarketing campaign will improve click-through-rates and conversions, while increasing brand recognition and awareness.

In a remarketing campaign, ad copy can be adjusted to target returning users rather than first time users. For example, a message communicated to a first time user might be “NBA Jerseys, 50% off”. However, for a returning visitor, the copy could be modified to read “Feel like you missed out? No need! NBA Jerseys are still 50% off”.

The AdWords Remarketing tool allows the advertiser to select which sites and apps their ads appear on. The benefit of this is that if particular websites aren’t driving a positive click-through rate (CTR), different online properties can be selected. While the process can be trial and error, monitoring CTRs and modifying the advertising strategy will provide a better return on investment (ROI).

How to get started with Remarketing.

Getting started with AdWords Remarketing is straightforward with an existing AdWords account. The service will provide a code that will then be added to all existing pages of a website. Once completed, the advertiser will create remarketing lists.

The remarketing list is a database of users who have visited the site or mobile app whom the marketer wants to target again. The list also provides options for websites to target the ads, as well as campaign duration options.

Leverage a Google Remarketing strategy in 2016.

The target has already visited the website. This means that the consumer has an existing  interest in the product or service. AdWords Remarketing will remind the target of their interest, and further develop brand awareness. Leverage a remarketing strategy to capitalize on that engagement and increase conversions.



Aaron Levenstadt CEO & Founder at Pedestal Search

Aaron Levenstadt

CEO & Founder

Aaron Levenstadt completed his degree in Statistical & Data Science at Stanford University. That focus has given him an unparalleled data-driven approach to search engine digital marketing. Prior to founding Pedestal Search, Aaron worked at Google at the company’s headquarters in Mountain View California. At Google he worked on the Organic Search, Paid Search and Google Analytics products, which equipped him with extensive knowledge of the mechanisms driving Google’s algorithm and other internet search engines.