Google Launches AdWords Remarketing: Its Spin on a Classic Advertising Technique

Google has just opened its AdWords remarketing service, previously only available to large agencies and individual accounts, to the entire AdWords advertiser base. Remarketing, more commonly known as retargeting, is the practice of reselling a product or service that a customer has previously expressed an interest in but never purchased. Companies have been doing this via email for years, but now Google’s Remarketing allows them to reach people through the web, as long as they are within the Google Content Network.

For example, if a user is shopping at an online store and fills their cart with products but then gets sidetracked and surfs on to some other site within the Google Content Network, ads could appear to tempt the user to go back and complete the checkout. Similarly, if someone is browsing a particular department, say camping tents, they can be targeted with ads for sleeping bags and camping stoves as well. Google Remarketing allows advertisers to expand on this by using Boolean targeting parameters. This opens up a number of possibilities, including the ability to further narrow the targeting of ads based on user preferences within a category, such as their loyalty to a specific brand or their general price range.

Google Remarketing works by adding JavaScript remarketing tags to an advertiser’s site to track the habits of visitors. The service is available at no additional cost to AdWords subscribers. The AdWords site includes examples of remarketing, along with helpful tips to optimize remarketing campaigns.

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