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What is remarketing and why should I use it?

Web2Creative Info - Sunday, December 12, 2010

Remarketing is a feature of interest-based advertising available in the Google Adwords. Remarketing allows you to reach people who previously visited your website, and match the right people with the right message. You can show users these messages as they browse sites across the Google Display Network .

Let's say you are an online retailer who sells printers and TVs. You can show TV ads to those people who visited the TV section, and you can cross-sell, up-sell, and promote other relevant products: surround sound systems or DVD players, for example.

Here's how it works: You add a piece of code (remarketing tag) to pages of your site that correspond to certain categories you want to promote. For example, adding a tag for "TV" on all of the pages where you sell TVs will let you later show relevant TV ads to everyone who visits those pages. Learn more about creating remarketing lists.

Who should use remarketing?

Remarketing is a tool that can drive ROI for all types of advertisers, regardless of the focus of your campaigns (brand-oriented, performance-driven, etc.) or your ad formats.

Search advertisers can use remarketing to create an integrated campaign strategy. After driving traffic to your site with search ads, you can then remarket to those users who reach your site by showing them tailored ads on sites throughout the Google Display Network.

When you combine your keyword campaigns with remarketing, you might see higher conversions for your campaigns overall. For example, if you have keywords that you don't use because you haven't seen conversions in the past, you can use these keywords to drive traffic to your site, and then remarket to the user to drive the conversion.

Whether you're looking to drive sales activity on your site, increase registrations, or promote awareness of your brand, remarketing can be a strategic component of every campaign. Learn more about remarketing.

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