What is Google Remarketing and how it can help your business?

Updated on: 21 June 2015

As a website owner, you probably have noticed visitors to your site who simply click on a couple of pages and thereafter leave without making a purchase or ever returning to your site. As heartbreaking as this might be from a business standpoint, the truth of the matter is that this is something that happens to all websites and therefore should not be a cause of concern. The question now should be; how do you draw back these visitors back to your website? How can you ensure that once you attract these prospective customers back to your site they become long term customers?

The answer to the above question is “Google remarketing”


So what is Google Remarketing and why is it essential to the well being of your business? Simply put, Google remarketing is a cost effective way through which you reconnect with users who may already have interacted with products on your website. It’s basically a means through which you reach out to users or prospective customers who may have already shown interest in the products and services you offer. However, before we look at how Google remarketing can help your business, it’s important that we have an understanding of how it works.

Basics of Google Remarketing

The first thing you need to do is basically put a remarketing tracking code in the footer area, header and more importantly on your websites backend. This is specifically designed to help Google be able to track users (similar to Google Analytics) that make a visit to your site. The purpose or main objective of the tracking code is to basically generate a remarketing list essential before any ads can become live. But there is a catch. Before the ads can become live on your website, the Remarketing list requires that there at least be 100 active users to your site within a 30 day period. Once this number has been met, your ads will appear on a couple of display networks that have space specifically allocated for Google remarketing ads. Such display network sites include Gmail, YouTube and various e-commerce sites.

Once this is done, the remarketing ads will then follow your users around the internet with the specific of aim of trying to draw them back to your website. However, you need to be conversant with the fact that the said Remarketing ads will only appear if a visitor has previously been to your website.

Cost and target

The most attractive thing about online marketing strategy is that it’s inexpensive or rather cost effective. Google Remarketing allows you to determine the budget you want to spend and set and set the limit (take note that once the budget has been reached, the ads will stop showing). What’s more? Remarketing specifically focuses on your target audience as set out by you. You can decide the time of the day the ads should appear, the target audience, the geographical locations and so on and so forth. This part is similar to Pay Per Click advertising.


Once a user who has been to your site is online browsing and stumbles on your ad that intrigues them, chances are that they will return to your site. However, when they do, it’s important that they are redirected to a landing page that contains useful content on the product or service that they are interested in. Once they are on that particular page, they should be presented with an option of either to speak with a sales representative or register to get more information. Once they make a decision on the above two options, they instantly enter your sales funnel and as such considered a lead.

Now that we’ve looked at how Google remarketing ads work, how does it help your business? There are several ways in which remarketing positively impacts your business. These are:

  • It helps you connect with your target audience and by so doing improve your chances of making sales from customers who might have clicked through and left.
  • It improves your business exposure and online visibility
  • Remarketing serves to reinforce your brand, business name and the message you sending out to your prospective customers.