Remarketing with Google – Converting Past Visitors to Valuable Clients

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What Is Remarketing?

Remarketing with Google or retargeting is a predominant and widely used by digital marketers, especially digital marketing agency.

The prefix “re” (again) suggests that you are focusing on previous and current clients of your website.

Through this digital marketing campaign strategy, advertisers can show advertisements to people who have visited their website or a specific web page and have either taken or have not performed a particular action.

1. What Is Remarketing

It is a brilliant process to use for you to reach customers who have expressed interest in your website. Why? It is an amazing opportunity to build campaigns in order to tap former visitors and convert, upsell or retain them to your brand.

Remarketing can be done in several methods and using various ad platforms – YouTube, Google Ads, or Facebook Ads and another. You can hire digital marketing agency with social media marketing service to get more insight about it.

Remarketing VS Retargeting

Retargeting and remarketing are words you might have been using interchangeably, they have some differences. The primary distinction between those words is the approach.

While remarketing often relies on email, retargeting centres on showing ads to potential customers based on cookies. Remarketing works by gathering user data to create lists that you use to send out promotional emails.

Retargeting and remarketing are both powerful strategies. It would be a big plus to your ad campaign if you find a way to combine and integrate the two to increase your digital marketing activity and maximise your profits.

What is Google Ads Remarketing?

Google ads remarketing definition

Remarketing with Google Ad campaigns enables websites to display tailored advertisements to people who have already browsed their website. These advertisements will be displayed to previous visitors as they browse the internet, view YouTube videos, or read news websites.

How Does Remarketing Work?

Sample of remarketing with google

Remarketing can be divided into two categories: list-based and pixel-based.

Of course, these depend on what type of campaign you want to carry out for your brand and the goals you want to reach by the end of each campaign.

Always keep in mind that each operates a little differently and offers a distinct set of benefits to your website.

Remarketing through Pixel

Pixel tags are those tiny bits of code that allow websites to insert cookies on their pages. Cookies are “crumbs” that website visitors leave behind.

Every visitor has a distinct yet anonymous ID, allowing the trail of cookies left by them to be used to trace their website activities.

This kind of retargeting is presumably the most popular. The ad server can access the visitor’s ID during remarketing and add it to the appropriate retargeting lists.

Remarketing through a List

A remarketing list is a collection of website visitors who completed a goal on your website.

Just like a “Homepage,” remarketing list includes all visitors to your homepage over a specific time period. The visitor’s cookie is added to the remarketing list as soon as they arrive at your homepage.

List-based remarketing, while less common than pixel-based remarketing, allows you to have customisable standards for your ads because it is not solely based on behaviour alone— you choose who goes on which list.

How Do You Use Google Remarketing?

You must have a Google Ads account in order to launch a Google remarketing campaign. Google AdWords is another option, but for now, let’s stay with the simpler method.

You will receive a tag from Google to use on each page of your website. Once there, it will begin gathering information about your visitors.

You can instruct your Google remarketing tag to gather information on certain user actions to remarketing audiences, such as a subscription to a mailing list or a product search. 

Following that, you can utilise this data to compile lists for specific remarketing campaigns.

It’s crucial to link your remarketing objectives with your marketing plan.

You may create an advertisement to showcase your offer if you want to give free shipping to everyone who leaves the site while still having things in their cart. Google will show it to the designated group of people.

What are the Difference Google Ads Remarketing Options?

Remarketing lists for search ads – RLSA is another name for this Google Ads feature. You can use it to target previous Search Network visitors. 

While people search on Google and Google’s Search partner sites, you can segment and tailor search advertising for these recent visitors.

Video Remarketing – You can use Google Ads to show advertisements to viewers who have engaged with your YouTube platform or other videos. 

You can show them advertisements on YouTube or on websites and videos via the Display Network.

Email list remarketing – If you have a list of customer emails, you may upload them to Google Ads. Using this function, you can show them advertising if they have Google Search, Gmail, or YouTube accounts. This is oftentimes referred to as a Customer Match.

Standard remarketing – You can use this Google Ads option to display advertisements to previous visitors when they surf websites and mobile apps on Display Network.

Dynamic remarketing – A Google Adverts feature that allows you to offer prior visitors ads for any goods or services they looked at on your website

Remarketing for mobile apps – Google Ads enables you to display advertisements to users who have already used your mobile app or website when they visit other mobile apps or websites.

Why Use Google Remarketing Ads?

advantages of google remarketing ads


You can more easily customise your remarketing campaign with the Google Display Network.

If your cart-abandoning shopper is attracted to kitchen wares, you could place your ads on home essentials websites or target a segment of the population with restaurants.

Aside from the demographic information you can use to set up your campaign, it allows you as well to tailor your ads on Languages, Mobile apps, Specific geographical areas or Various devices.

These open opportunities for you to advertise on multiple platforms and reach more people.


a man using credit card for online shopping

Google is generally less expensive than other remarketing channels. You are spending less money overall for each individual sale made by your campaign.

Reduce Loss

One of the most notable benefits is that remarketing allows brands to re-engage visitors who have left their websites.

Reduced loss can be effective not only because you are preventing the loss of leads, but also because those who have recently viewed your webpage and decided to return may have a higher conversion rate.

Remarketing gives your brand a second chance to re-engage a prospect. Remarketing can be a secondary line of attraction to a brand when combined with SEO, social referrals, or standard ads.


It is effective to be able to find a particular market with a specific message.

Remarketing ads are utilized by marketers to interact with a particular demographic through display or text adverts. For instance, a remarketing tag can be installed exclusively for website users who take specific behaviours.

Increases Conversion Rates

Remarketing can assist in bringing back users who have already converted to sales prospects.

An eCommerce website can tag all users who have advanced to the checkout process and show retargeting advertising to entice them back.

Targeting leads who have already downloaded content from a brand and filled out a form is an alternative strategy. Remarketing may be able to enhance both the online and offline sales processes.

Final Thoughts

You know why remarketing is a wise move to take in your brand? It boosts brand recognition and recall.

It plays a role in reminding previous visitors of the goods or services they wished they purchased when they come across your advertisement. This will leave an impression on them that the next time they are looking for something, they will consider your brand first before checking out other websites.

We know that some of you is currently struggling on how to reach out those visitors and convert them into paying customers. We understand as well that this might take a lot of discussions in your team to dive into this process of remarketing.

Keep in mind that remarketing is a powerful Google Network targeting strategy. If your goal for this quarter is to increase your company’s ROI, we are ready to help you attain that. Call us to get to know more about our SEM Service and Google Ads Management Service.


Can you do remarketing with Google Ads?

Yes. Your retargeting lists can be as customized as you like using Google Ads. You can make a list specifically for contacting website visitors who left their shopping carts empty. Or, you can uncover users who invested a lot of time viewing a specific item.

How do I enable Google remarketing?

To enable Google Ads remarketing using lists created from Analytics audiences in your Google Analytics 4 properties:

1. Activate Google Signals for the property.
2. Link your Google Ads and Analytics accounts. Ensure that you select the option to Enable Personalized Advertising.
3. Allow up to two days for the lists to be available in Google Ads.

Is Google remarketing worth it?

Definitely! It has advantages you never expect you’ll experience. 
– Customisable
– Cost-effective
– Reduces Loss
– Audience centred
– Increases Conversion rates

What two types of remarketing can be used on Google?

There are two types of remarketing: standard and dynamic. Both of them adhere to the principles of displaying advertising to past visitors, though dynamic remarketing goes a little bit farther with the personalisation. 

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About Roots Digital

Roots Digital is an award-winning digital marketing agency and SEO agency headquartered in Singapore, specialising in eCommerce Marketing and lead generation.

Some of our core digital marketing services include SEO servicesSEM services, Google Ads management servicesGoogle Analytics services and more.

Feel free to reach out if you’re interested in working with us. Connect with us via our service enquiry form. You may schedule a call for more information and to know more about our digital marketing services.

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Picture of Ian Ong
Ian Ong
Marketing Director @ Roots Digital, a digital marketing agency in Singapore. Aka the guy responsible for growing the digital marketing agency.
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