One thing we often notice when speaking with our clients is that remarketing is sometimes viewed as something that can only be used for display advertising. In reality, it is a tool that can be used not only for display but also for search and shopping advertising.
By using lists based on data collected from users who have visited your website, you can target ads to people who have previously interacted with your site and shown interest in your products or services. These users are more likely to be purchase-ready, since they are already familiar with your brand or related products or services. For example, this could include users who have visited a specific product page within the last 90 days. Users can remain on a list for a maximum of 540 days, which helps ensure that the data on the lists remains relevant.
To protect the personal data of users included in remarketing lists, these lists must contain data from at least 1,000 active users (to be used in the search network) or 100 active users (to be used in the display network) within the past 30 days before they can be used.
Some different types of remarketing
There are several types of remarketing that can be used for different campaigns. Below are some examples and how they can be applied.
- Display remarketing
With display remarketing, you select images that are shown to the users you choose to target. It is easy to reach users on your remarketing lists through display advertising, as these ads have wide reach across websites and apps. Users can also be reached across multiple devices.
- Dynamic remarketing
With dynamic remarketing, you can show products or other content related to what users previously showed interest in, or other products related to what they purchased on your site. These ads can be displayed when users visit other websites within the display network.
- Remarketing lists for search ads (RLSA)
With remarketing lists for search ads, you can adjust bids for the specific audience included in your lists. For example, you can bid on specific keywords for users on that list. Since they have already shown interest in your products, it may be worthwhile to bid on more general search queries for these users, as you already have insight into their search intent.
- Video remarketing
Video remarketing can be used to reach users who have watched your videos or interacted with your YouTube channel. Ads can then be shown to them again when they are on YouTube or browsing websites and apps that are part of the display network.
- Customer list remarketing
If your customers have provided you with their contact details, you can use lists containing this information to show ads when they are logged in to Google. This data may come from customers joining your loyalty program or subscribing to your newsletter.
