The Ultimate Guideline to Google Remarketing

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Would you like to display preferred ads to visitors who visited your website?

Do you want to increase your click-through rate with your ads through remarketing?

Google gained much success as a search engine and a platform for a variety of services. People tend to trust Google more when it comes to display advertising. It is mainly because high quality vetting and extreme measures invested to create an ad.

As both a digital and a content marketer, I have to research and discover what interests my website visitors. One of the things that give this away is their visit to certain pieces of content. According to their visit, I can determine what currently determines my visitors.

This way, I can display ads to the visitors as per their recent visit to those pieces of content.

For the purpose of tracking visitors, I had to install a short piece of code to my every website page. And, since then, I am constantly amazed at how powerful this tracking system is.

The tracking system I am talking about is Google Retargeting/Remarketing. In this article, I discussed everything relevant to Google Remarketing; from installation to its use.

Let’s explore:

Article at a Glance

  • What Is Google Remarketing?
  • Why Use Google Remarketing
  • How to Install Google Remarketing
  • How Much Google Remarketing Costs
  • Pros and Cons of Google Remarketing

Let’s learn about each of these topics:

What Is Google Remarketing?

Google Remarketing refers to the technique used to display targeted advertising to the users who have previously visited your website. In order to track your visitors for targeted advertising, you need to install a small snippet of code on your website.

The small snippet of code is called the Google Remarketing tag or pixel.

You have to place this code on pages that concern your products or events that you are promoting. When a user visit a page that has the tag, a ‘tagged’ cookie is put in their browser.

Upon creating an advertising campaign through Google Analytics, you can target the visitors who have the tagged cookie.

#For example: let’s say you run an eCommerce business that deals in home appliances. You might want to create a “refrigerator” remarketing audience based on visitors who visit the pages of your website when you try to sell refrigerators.

This way, you can display those targeted ads to the specific visitors that are likely to be interested in your refrigerators.

Why Use Google Remarketing?

Google Remarketing is a powerful online remarketing technique that lets you stay connected with your audience even when they leave your site.

You stand to gain massive brand exposure and become more noticeable by showing your display remarketing banner ads to visitors even when they are not limited to certain parts of the Web.

Remarketing ads are a better alternative to display ads. Remarketing ads have much higher click through rates and conversion rates.

After installing Google Remarketing tag to my website, I found out that previous site visitors have clicked my ads at 2-3x the rate of new visitors. You can measure the effectiveness of Google remarketing through more impressions.

You can observe the ad fatigue declining significantly compared to other display ads.

How to Install the Google Remarketing Code

  1. Get a Google account
  2. Sign in to Google AdWords with the account
  3. Browse through Shared Library > Audiences > Set Up Remarketing
  4. Click View AdWords for Remarketing and copy the code
  5. Place the code at the bottom of all pages on your website. Note that it should be placed before the </body> tag.
  6. The Google Remarketing code will be installed and it will begin collecting data automatically
  7. If you experience any installation errors, install Google Tag Assistant plugin on Chrome browser.

How Much Google Remarketing Costs

How you fit your campaigns into your online marketing strategy as a whole will determine your Google remarketing costs. Nevertheless, Google remarketing ads are some of the most cost-effective ad campaigns online advertisers can utilize.

Search ads in high competition environment can cost you several dollars or more per click. Expect to pay at least $50 per click. Display and social marketing ad clicks may cost 2-100x less.

Pros and Cons of Google Remarketing


  • Finding the right audience
  • Generating brand awareness
  • Increasing exposure for your brand


  • Frequency capping
  • Lack of creativity


Google Remarketing is a wonderful strategy to display your ads to people who have visited your website. Learn how you can make the most of Google Remarketing from this article.

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