REMARKETING

What is Remarketing in SEM?


Remarketing (also called retargeting) is a digital advertising strategy used in SEM to show ads to people who have previously interacted with your website, app, or landing page.


The goal is to re-engage users who didn't convert the first time and guide them back to complete the desired action like a purchase, sign-up, or form submission.


remarketing

How Remarketing Works?

Visitor Lands on Website


A user visits your site and a cookie or pixel (such as the Google Ads remarketing tag) is placed on their browser.

User Leaves Without Converting


The visitor leaves without making a purchase, filling out a form, or completing another desired action.

User Browses Other Sites or Searches Again


As the user continues browsing other websites (Display Network) or searches again (Search Network), your remarketing ads are displayed to them.

Re-engagement Opportunity


Your ad encourages them to return to your website and complete the conversion.

remarketing

Types of Remarketing in SEM

Standard Remarketing

Shows display ads to past visitors across the Google Display Network.

Dynamic Remarketing

Shows ads that include specific products or services the visitor viewed. Ideal for e-commerce.

Remarketing Lists for Search Ads (RLSA)

Customizes search ads for users who previously visited your site and are searching again on Google.

Video Remarketing

Targets users who interacted with your YouTube channel or videos.

Customer List Remarketing

Uses your own customer data (emails, phone numbers) to show personalized ads.

App Remarketing

Targets users who have used your mobile app but didn't convert.

Use Cases of Remarketing

E-commerce:

  • Retarget cart abandoners with dynamic product ads.

    • B2B SaaS:

  • Nurture leads who visited the pricing page but didn't sign up.

    • Travel & Hospitality:

  • Promote unfinished bookings or recently searched destinations.

    • Education:

  • Reconnect with prospective students who downloaded a brochure.

    • Remarketing vs Retargeting


    Remarketing

  • Focus:Re-engaging users who have interacted with a brand, often through email or other owned channels.
  • Channel:Primarily uses email marketing, but can also include other channels like SMS, push notifications, or social media.
  • Goal:Encourage users to complete a purchase, upsell them, or offer additional value.
  • Examples: Sending email campaigns to users who have abandoned their shopping cart.

    • Retargeting

  • Focus: Re-engaging users who have visited a website or app.
  • Channel:Primarily uses paid ads on the open web, such as display ads or social media ads
  • Goal:Remind users about a brand and encourage them to take action, like completing a purchase or signing up for a trial.
  • Examples: Showing ads to users who have browsed a specific product on an e-commerce website

    • Remarketing FAQs

    Remarketing in SEM is the practice of targeting ads to users who have previously visited your website or interacted with your app. It helps re-engage visitors through display or search ads to encourage conversions.

    Google Ads uses a tracking code (Global Site Tag) placed on your website to collect data about visitors. These visitors are then grouped into remarketing lists.

    You can show tailored ads to them as they browse the web (Display Network) or when they search on Google again (Search Network).

    RLSA allows you to customize your search ads and bids for users who have already visited your site. For example, you can target past visitors with broader keywords or higher bids when they search again.

    Standard advertising targets new users who may not have interacted with your brand before. Remarketing focuses on users who have already shown interest by visiting your site or app, making them more likely to convert.

  • Standard Remarketing (Display)
  • Dynamic Remarketing (Product-based)
  • RLSA (Search-based)
  • Video Remarketing (YouTube)
  • Customer List Remarketing
  • App Remarketing

    • You need a minimum number of users on your remarketing list:
  • Google Display Network: 100 active users
  • Google Search Network (RLSA): 1,000 active users

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