We leave digital fingerprints when we visit pages on the web, and marketers can make use of these online patterns to deliver interest-based advertising. Or, to be more technical, a tracking code in browser cookies identifies pages visited, and this code is used to place ads in Google Display or Google Search based on the interests that those visits indicate.
That’s the principle behind remarketing. This powerful technique is of high value in a PPC campaign because it moves from a broad marketing audience to a target who is more likely to become a lead and eventually a sale.
A basic remarketing strategy gets your ad back in front of an audience that has visited your website. Ads are shown to previous visitors when they’re viewing websites that include ads (such as local news sites). Google Ads also has a “dynamic” feature that allows you to show ads based on specific products and services that the visitor viewed on your site.
As you develop your strategy, consider which types of site visitors you want to retarget. Will you target based on specific pages visited or the number of pages visited? You could also remarket based on demographics or geographic data. Obviously, you wouldn’t want to retarget by advertising to a site visitor who lives multiple states outside your service area. Timing is important too – whether you’re retargeting within the first few days of a visit or over a longer time period.