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SEMrush Blog

How to Use Remarketing In Google AdWords

SEMrush Blog
How to Use Remarketing In Google AdWords

Sometimes, people visit your website and then leave without giving you a chance to convert them into customers. Over 90% of such visitors don’t revisit your website ever. Therefore, if you lose the sale, it’s gone for good. However, there is a method for online businesses to ensure they don’t lose out on any prospective customers even if they don’t intend to visit the website again. Using Google remarketing, online retailers and ecommerce websites can redirect the visitors who have clicked away.

Remarketing Google is a wonderful way for businesses to avoid losing out on potential sales. If a large number of their visitors don’t click through and become customers, it could have a negative effect on their profitability. This will drive up their advertising on Google cost and make it impractical for them to run SEO and PPC campaigns. Google remarketing makes use of:

• Relevant ads about your website • Published on different websites on the Google Display Network • Redirect the users through retargeting • Improve chances of conversion

How Remarketing Works

Remarketing works like marketing does. The only difference is that you are targeting users who have already been to your website but didn’t provide you the chance to convert them. Basically, the remarketing process revolves around Google AdWords. Hence, you have to make use of different types of ads for it. Choosing a combination of image and text based ads along with videos and animated ads, you work on remarketing AdWords. To keep track of your AdWords remarketing, Google provides you a tracking code. You can place a cookie on any person’s computer that visits your website. That way, you will be able to know exactly how many people visited your website and left without making a purchase. The fact that they visited your website before means they had genuine interest in it. Otherwise the internet users of today rarely spend their time visiting websites they don’t care about.

How to Use Remarketing

There are several ways in which you can use Google remarketing to reclaim lost visitors to your website. The key is to make sure they pay at least one more visit to your website and give you a chance to convert them. Here are some of the tactics you can use.

Email Marketing

Google AdWords remarketing can do wonders for businesses that use email marketing and have a list of people they send their newsletters and other correspondence to. All they need to do is insert the tracking code Google provides them into the contents of the email. Any user who opens the email will have the cookie downloaded on to his\her computer, thereby giving you a chance to remarket your business to them.

Seasonal Remarketing

Some businesses don’t operate all around the year. The nature of their product offering is such that their services are only required by customers at certain times of the year. In this case, they stand to lose many of the visitors who visit their website during the season and then click away. By collecting the data about their visitors using Google remarketing, marketers can make sure they target those visitors the next time their season comes around.

Cross Selling

Help your visitors shop through cross selling and remarketing your website at the same time. The key is to find related products to your business online and then direct the visitors towards buying them. This helps them find related items which they are likely to buy. Else the visitor would have to visit different websites to find everything. Cross selling enables you to bring the lost visitors back to your website.


You can also use remarketing Google to remarket your business to customers who have recently made a purchase. The nature of online retailers is such that people start trusting any website they make a purchase from. That is why you are more likely to up sell your more expensive items to existing customers. Via remarketing, you can get them back to your website, which would be otherwise unlikely since they have made the purchase they wanted. These are some of the tactics you can use to make the most of Google remarketing. In order to enhance the results of your efforts, you can combine the remarketing tool with SEMrush. SEMrush helps you find the best keywords, etc, to drive the search engine ranking of your website upwards. Use it along with remarketing to increase your conversion and ensure most of your visitors make a purchase.

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