The Current Opportunities in Remarketing

The concept of remarketing is now well-known to all online marketers. Using banners, text ads, or videos, users who have already visited a page are targeted. The likelihood of these users purchasing a product is higher compared to users visiting a page for the first time.

For this reason, it makes sense to analyze the performance of these returning users separately and potentially increase bids for this target group.

Remarketing has significantly developed over the past few years, and the options for targeting returning users have become very extensive. Our article provides you with an overview of the different possibilities, both in the Display and Search network.

Remarketing in the Display Network

To use a remarketing list in a Display campaign, it must contain at least 100 active users.

Remarketing Lists in AdWords

Automatically Created Lists by Google

In the “Shared Library” under “Audiences,” you will find remarketing lists automatically created by Google, such as:

• All Visitors: People who have visited pages with your remarketing tags. Membership: 30 days.

  • General Visitors: Users who visit your website but haven't viewed any specific products. Membership: 30 days.

  • Users who viewed a product: People who viewed certain product pages on your website without adding anything to the cart. Membership: 30 days.

  • All users with conversions: Users who triggered a conversion on your website based on your conversion tracking tag. Membership: 180 days.

  • Users who abandoned the cart without purchasing: Users who added products to the cart but did not complete the purchase. Membership: 30 days.

In this context, membership refers to how many days a user’s cookie should remain on your remarketing list.

You can now use these lists as is or create new lists that precisely match your expectations.

Create Your Own Remarketing List

• To do this, click on “+Remarketing List” then on “Website Visitors.”

• Enter a name for your new list and define your target audience.

The following options are available to you:

Fig. 1: Target audiences for creating a remarketing list

• Then enter the appropriate URLs and define the duration (for how many days a user's cookie should remain on your remarketing list).

• Click