What is Remarketing?
Remarketing in Google Ads employs cookies to track website and app users, permitting display or search ads to be shown to previously identified audiences. Through bid adjustments, ad creatives, and messaging tailored to segmented lists defined as viewers and high-intent shoppers (such as cart abandoners), re-engagement efforts are possible. Dynamic remarketing takes this further by auto-inserting products or services users viewed, which increases relevance and likelihood of conversions. This approach reinforces ROI by maintaining awareness and subtly encouraging returning visitors into the purchasing funnel.
Remarketing examples within Google Ads include advertising products to users who previously visited their webpages but not checked out, targeting readers of a free blog with paid gated ebook offers, and showing customers ads for complementary products after they have made a purchase.
Related terms: remarketing, retargeting, audience segmentation, display network, advertising via cookies