Remarketing is an extremely effective tool to stay engaged with visitors after they leave your website, allowing you to deliver targeted adverts to draw them back and improve your conversion rate.

View our remarketing infographic to understand the basic principles of remarketing.

How does it work?

When a visitor browses your website, cookies are placed on their computer which enables you to follow and advertise to them after they leave your site through the Google Display Network.

Within Google Adwords, you can separate visitors into different lists and each list could, for example, represent visitors to each of your products/services pages. Lists are important as they enable you to serve tailored adverts based on pages a visitor has browsed. For example, if your company sells a whole range of furniture and a website visitor browses sofas, a remarketing advert and offer promoting your sofa range is much more likely to receive a higher click through rate than an advert promoting your generic offering. It is therefore important to spend time setting up these lists as the more tailored the remarketing advert, the higher the click through rate and conversion.

When setting up a remarketing campaign, also think about your buying cycle and how long you would like your ads to appear on the Google Display Network. For products and services which have a longer buying cycle, it may be beneficial to show your remarketing ads for longer periods. Choose a suitable timeframe that reflects this.

For more information on how remarketing can support your business, get in touch.