The use of remarketing

When a potential customer is presented with remarketing, they are up to 70% more likely to convert. Remarketing is all about deploying personalized ads. When users are shown targeted ads to ensure they revisit a Web site and encourage a conversion. Advertising features must be on for this to happen. Also, Google Ads or Display and video 360 accounts must be linked.

What is remarketing?

Remarketing is a form of online marketing in which ads are shown to users who have visited a specific page on a website. It is an effective way to target potential customers who have already expressed interest in a product or service.

When you create a campaign with an ad network, you get a piece of code (pixel tag) to add to your website. Every time a visitor comes to your website, this tag places a browser cookie and the visitor is added to the retargeting list. When the visitor visits a subsequent website that hosts display ads, the system ensures that the visitor sees your ad. This process continues as long as there is an active campaign.

The benefits of remarketing

Remarketing you put in place because you want to grow an online business. Here are the benefits of remarketing:

  • Higher ROI: get more profit from ads.
  • Increase brand awareness: personalized ads increase brand awareness among potential customers.

Remarketing in Google Analytics

The remarketing audiences that can be defined in Google Analytics are:

  • Users who visited a specific page on a website
  • Users who played a video on a website
  • Users who speak a particular language

Remarketing can show relevant ads on the following Google properties:

  • Google Display Network
  • Mobile apps
  • Google Search

A user can be included in a remarketing group for a maximum of 540 days. Google Ads must be linked to Google Merchant Center if you want to set up dynamic marking for the retail industry.

This must first be created in Google Analytic in order to set up dynamic remarketing:

Segments that are predefined or customized are Google Analytics data that can be used to define a remarketing group.

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Ralf van Veen

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This article was originally published on 22 March 2024. The last update of this article was on 22 March 2024. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.