Maybe you have visited an online store or another e-commerce website and noticed later that you increasingly saw their advertising banners all over the internet. If so, you got yourself signed up for the remarketing list of that particular merchant and are now being tracked by a cookie on your machine, resulting in advertising (that only you see) that references your visit on their website.

Hint: Deleting your cookies eliminates you from the remarketing list.

How are Google remarketing campaigns realized?

The Google remarketing feature in Google AdWords is comprised of static images, animated images, video and text ads that will show up in the Google Display-Network. The main difference between Google remarketing ads and standard display ads, is the targeting method. Remarketing is realized by a tracking code implemented in the merchant´s website (online shop, etc), which transmits information about visited pages and contents via cookie onto the computer of the website visitor. Later, while browsing the internet, these generated cookie can easily be read out again by Google and advertising, matching products or contents the user has shown interest in before, will be is displayed to the user.

The main aspect in remarketing is, to identify consumers, which have shown the bespoke interest in a product or service for the simple reason that this group is more likely to generate a conversion (purchase of a product, registration for a newsletter, contracting a service, etc.) than other visitors to a website, who have never showed an interest before. There is a number of retargeting techniques listed below:

Selecting Marketing Target Groups

The first step in digital marketing is almost always the analyzes of existing data, which are to be considered for any subsequent marketing strategy. In this case it would be website traffic and the decision would be, which visitor groups should be marketed to and which ones not. The sum of all visitor groups is what Google calls “audiences”, no matter if they are marketed to or not.

Below a few options on how to separate these audiences into target groups:

  • Based on the product page that was visited.
  • Based on a check-out page visit.
  • Based on a page / product that was NOT visited.

The above obviously are only segmentation examples, but it would enough to identify visitors who A.) visited the website B.) showed interest in a certain product or service that they almost bought C.) but have not finished the payment process, because the “thank you” page was not visited at the end of the payment process.

This means the visitor was interested enough to buy from the store, but has not done so for an undetermined reason. This again is reason enough to offer the visitor a second chance to buy through retargeting – a repeated visit aiming to complete the purchase.