Expert’s guide to Google Ads remarketing

Oct 1, 2021

If you haven’t heard about Google Ads remarketing so far, you have most definitely experienced it. Remarketing campaigns are used on most advertising platforms (Google, Facebook, Pinterest, TikTok), and they are very effective. The bottom line is that you can target the audience on your website with remarketing campaigns and pull them back to the sales funnel as leads who are familiar with your products/services.


google ads remarketing campaign

When prospects are looking for a product or service, they will find them in the exploring phase, and at that point in the customer journey, they will meet your brand. For this reason, it is necessary to have top-funnel campaigns (brand awareness). If a visitor doesn’t convert after seeing your offer, you will have the opportunity to remind them about your brand with remarketing campaigns. 

In the evaluation phase, it is essential to have other elements well optimized, e.g., UX. To start with remarketing campaigns, you will need time to collect relevant prospects through organic traffic or any top-of-the-funnel paid campaigns. When you find people who expressed their interest in your business by visiting a website, you can increase the conversion rate with remarketing campaigns. It is because people who are familiar with your products or services are more likely to consider purchasing.


The first step in using remarketing campaigns is to set up a tag for tracking your website visitors. You can do it with a code snippet implementation on your website, the global site tag, and the optional event snippet. It would be best if you implemented the global site tag on every page of the website. With this tag, event snippets will send your website visitor’s data to Google ads, Google Analytics, Display & Video 360, and Search Ads 360.

After this tedious but necessary task, you can start using your audience. Creating segments can be very creative, depending on how granular the campaigns you would like to be. You can create audiences in Google Ads and also Google Analytics as well. In Google Ads, in the section Audience manager, you can find all kinds of different setting options.


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For the website visitors there is an infinite number of ways to target these audiences:

– Visitors of a certain page

– Visitors of a page who also visited another page

– Visitors of a page who did not visit another page

– Visitors of a page during specific dates

– Visitors of a page with specific tag

– Demographic targeting

– Based on visitors’ engagement with your website (time spent of site, number of sessions, etc.)

– Geo targeting, etc.

You also have the option to target visitors of your YouTube channel, with specific segmentation as well. This is great for visual brands and services, when you have a high number of followers and videos implemented on your website. Another option is to start promoting your most popular videos through Google ads and build an audience from which you can later micro segment for remarketing.

If you like this article, be sure to download our free Ebook “Seven ultimate tips to skyrocket your sales through Google advertising”.


In the beginning, the most common recommendation with remarketing is to target all users who have been on your website pages. After collecting enough relevant data for all segments you have, such as visitors of a particular page or traffic coming from a specific source, it is time to create campaigns for different segments of your audiences.

The next step is exploring the results with Dynamic remarketing campaigns, where your campaigns will present ads to users based on which product or service they already visited. With narrow targeting, you can increase ad relevance and consequently lower the cost per click.

For the purpose of remarketing you can use Display, Video, or RLSA type of campaigns. It is familiar that users need more time to interact with your brand to convert (and time). With tracking codes on your website, you can remind them about the problem they want to solve or a wish to purchase your product.

On the Display network, you can create campaigns targeting all website visitors and working upon brand awareness, long-term strategy for generating more leads and sending them down the sales funnel. Another option is using Dynamic Display ads. With a standard display, you can get your website leads. However, you don’t know which pages they have visited. When you set a tag for remarketing on your website correctly, you will be able to track visitors for every page. With this insight, you can serve custom ads to your audience for particular products they were interested in. This type of campaign targets the most qualified shoppers, and if all other elements are well optimized, it has a high conversion rate.

You can also use video campaigns for both goals to increase awareness or to target a specific segment of your audience who visited a website or your YouTube channel. It will mostly depend on your creatives. You can also use video creatives and deliver ads on the Google Display network.

Besides these ads, there are other options as well. Some of them are widely known but still not used as they should be. Remarketing list Search ads are an excellent option for targeting users across search networks on your website with different keywords variations. You can customize search ads by defining user intent stages. Controlling your budgets for every step users make through the funnel can maximize results.

The key is in combining different networks, search, display, and YouTube for better user targeting in their customer journey.

One of the remarketing options is Customer Match Lists, the bottom of the funnel audience that already gave you their email and basic info. This feature allows you to deliver a tailored message at the moment of relevance, by reaching users cross-device and across platforms.

Segment your customers, and after uploading your first-party data to Google Ads, you will be able to use auto-generated ‘Similar Audience’ lists as well and expand your reach with new prospects.


The most crucial element of the proper remarketing campaign setup is segmenting your audience at the start. In the beginning, you can build an audience from Google Analytics or after implementing a remarketing tag on your website. Depending on your strategy, you can start creating a campaign structure for every remarketing audience. Recommended list segmentation strategy by Google can be your starting point. 

audience segmentation


By creating algorithms for each step of the journey, you will be able to find the right offers and pull back your leads into the funnel.

For example, create all audience lists related to your specific product/service at the start. If a potential customer doesn’t interact and switch to the next level, you can offer them some incentive in the next step so they can go back into the funnel. For users who already purchased your product, the option is to offer them complementary products or, if this is a repetitively bought product, discounts in the form of a yearly subscription.


Google Ads remarketing campaigns are a must-have in your campaign structure if you want to scale your business. With careful planning and optimization over time, you will have several always-on remarketing campaigns, which will give you an incredible improvement in reaching more relevant users and actively maximizing the campaign effects and overall results.

Managing Google Ad campaigns and working on remarketing can sometimes be time consuming, so you can always book a free consultation with our team or get a free audit of your Google ad account. We will be glad to help you to scale your business and increase those conversions!

About the author 

Danijela Petkovic

Danijela Petković is a PPC Specialist within Google Ads Team in Sellers Alley. She helps clients to get a broader audience and increase sales through different sales channels–Google and DSP (Demand Side Platform). Her previous work experience includes creating and executing digital marketing strategies and performing analyses for improving various clients’ results.

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