On Thursday the 25th March, Google announced the global roll out of a new feature called remarketing.
Remarketing is available to all Adwords users and is designed to target users that browse sites within Google’s content network.
The concept of remarketing is very simple; for example take a tour operator, who sells camping in France. If a user visits their website, and searches for a holiday in Brittany, but doesn’t make a booking, perhaps because the price was too high, they have a small piece of code added to their search pages, then Google can record the user’s ID, and the fact they were searching for holidays in Brittany.
Google can then use this information to remarket to this user, by showing them highly targeted adverts about Holidays in Brittany within its content network of websites.
A remarketing campaign is easy to setup through a new tab in Adwords called “Audiences”. The same reports and features are available for remarketing as for other Adwords campaigns; it’s just seen by Google as another way for their client’s to reach high quality web traffic.
A client could even run several remarketing campaigns at any one time, looking again at the tour operator who sells camping in France; they may decide that for users who searched on their pages about ‘Children’s Clubs’ that they only want to show adverts for campsites with Children’s Clubs, or for user’s who search for mobile home holidays, they may want to only show adverts about discounts on mobile homes.
Remarketing is not just limited to a client’s own website, it can also used to remarket to users who have visited a client’s YouTube channel, or clicked on a client’s YouTube homepage ad.
