[intro]Remarketing is a feature that lets you reach people who have previously visited your site, and show them relevant ads when they visit other sites on the Google Display Network.[/intro] When people leave your site without buying anything, for example, remarketing helps you connect with these potential customers while they browse other websites. You can even show them a compelling message or offer that will encourage them to return to your site and complete a purchase.

Use remarketing to match the right message to the right people. Here’s how: You add a piece of code (remarketing tag) to all of the pages of your site. Then, when shoppers come to your site, they will be added to your remarketing lists. You can later reach out to these potential buyers while they browse other websites.

Who should use remarketing

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. It can drive return on investment (ROI) for all types of advertisers.

To create remarketing lists, you’ll need to choose one of these campaign types: “Display Network only – Remarketing,” “Display Network only – All features,” or “Search & Display Networks – All features.” You can switch your campaign type at any time. Keep in mind that doing so may hide or deactivate some features that affect ad serving.

If you’re a search advertiser, you can use remarketing to create an integrated campaign strategy. After driving traffic to your site with search ads, you can then use remarketing to reach those customers who visited your site by showing them ads and special offers on sites throughout the Google Display Network.

You can use remarketing to improve the return-on-investment (ROI) of existing campaigns. For example, if a campaign has keywords that bring traffic to your site, you can use remarketing to drive conversions. You can even experiment with keywords that didn’t result in conversions in the past, but combined with remarketing, might increase your ROI.

Why remarket with Google

AdWords remarketing offers customization and flexibility that can help you deliver your campaigns effectively. Here are some of the benefits:

• Customized audiences: Customize your remarketing lists in creative ways. For example, you can find “abandoned shopping cart users” by reaching all the people who created a shopping cart but didn’t complete a transaction. Learn more about remarketing campaign strategies.
• Reach and depth: You can reach a large number of users multiple times a day, week, or month. Because of the large number of websites that join the Google Display Network, you can connect with many users on your lists as they browse these sites.
• Efficient pricing: With the Google auction, you can achieve efficient pricing that can drive the right ROI for you. With CPM and CPC bidding, you have the flexibility to adjust the bid higher or lower to reach your campaign goals. Or, use our Conversion Optimizer and allow us to automate your bids to achieve your target CPA.
• Targeting combinations: You can add other targeting methods, such as topics or keyword contextual targeting. This would, for example, let you reach your visitors on contextually relevant pages across the Display Network.
• Easy ad creation: Produce multiple creative messages through text ads, or use Display Ad Builder to make image or video ads for free.
• Visibility into where your ads appear: You have visibility into which sites your ads appear on. You can raise or lower bids based on site performance, or limit your ads to the sites where they best perform.