Google Ads Remarketing: Bring Back Lost Visitors and Boost Conversions

97% of visitors leave without converting. Remarketing brings them back. Here's how to do it effectively.

What Is Remarketing?

Showing ads to people who have previously visited your website or engaged with your content.

Why It Works:

Targets people already familiar with you
Lower cost per conversion
Multiple touchpoints increase trust
Customizable messaging by behavior

Types of Remarketing

1. Standard Display Remarketing

Show image ads across Google Display Network to past visitors.

2. Dynamic Remarketing

Show specific products visitors viewed (powerful for e-commerce).

3. RLSA (Remarketing Lists for Search Ads)

Adjust bids for past visitors when they search on Google.

4. Video Remarketing

Target YouTube viewers or website visitors with video ads.

5. Customer Match

Upload customer emails to target existing customers.

Setting Up Remarketing

Step 1: Install Tag

Add Google Ads remarketing tag to all pages:

Via Google Tag Manager (recommended)
Direct code installation
Or use Google Analytics audiences

Step 2: Create Audiences

Essential Audiences:

| Audience | Duration | Priority |

|----------|----------|----------|

| All visitors | 30 days | Medium |

| Cart abandoners | 14 days | High |

| Product viewers | 7 days | High |

| Past purchasers | 180 days | Medium |

| Blog readers | 60 days | Low |

Step 3: Create Campaigns

Build separate campaigns for each audience with tailored messaging.

Remarketing Best Practices

Segment by Intent

Cart abandoners: "Complete your order - 10% off"
Product viewers: "Still interested in [product]?"
Homepage only: "See our top products"

Use Frequency Caps

Don't annoy people. Set limits:

Display: 3-5 impressions per day
Video: 1-2 per week

Exclude Converters

Don't show purchase ads to people who just bought.

Time-Based Messaging

Day 1-3: "Did you forget something?"
Day 4-7: "Limited stock available"
Day 8-14: "Special offer for you"

Test Creative

Test different images, headlines, CTAs
Refresh creative every 2-4 weeks
Match landing page to ad message

Remarketing Mistakes to Avoid

Same ad to everyone - Personalize by behavior
No frequency cap - Becomes annoying
Too short/long duration - Match buying cycle
Ignoring mobile - Different experience needed
No exclusions - Wasting money on converters

Advanced Strategies

Sequential Remarketing

Tell a story across multiple touchpoints:

First ad: Introduce problem
Second ad: Present solution
Third ad: Social proof
Fourth ad: Offer/urgency

Combined Audiences

Target users who meet multiple criteria:

Viewed product AND visited 3+ pages
Cart abandoner AND email subscriber

See our Google Ads guide for more strategies.

Get help with remarketing.

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