Google Remarketing

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What is remarketing?

Remarketing is a method of engaging consumers with brand advertising they have already interacted with. Remarketing targeting allows companies to re-engage their target audience with even more relevant messages. Thus, the user moves forward in the user path to the conversion (purchase, save, install or other action we want him to perform). From a marketing point of view, engaged consumers are more valuable to companies because they are already familiar with the brand, product or features. And consumers who have so much information are more likely to perform important actions for our business.

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How does remarketing work?

In order for a business to remarket users with Google advertising, a special Google code (known as a tag) needs to be added to your website. Once users go to the website and note their preferences for so called “cookies”, they are added to the remarketing list. The main types of remarketing audiences we can use in Google ads are:

Website visitors

This type of audience is the most widely used for remarketing. In addition to the required element (visiting the website), Google allows additional segmentation based on a page viewed or a group of pages on a specific website. This type of remarketing list can be created in Google ads itself, where the targeting lists will be used. It is also possible to create remarketing lists through Google’s analytics tool – Google Analytics, where segmentation options can be behavioral (e.g. time spent on the website, number of pages viewed, performing a specific action (Goal completion) on the web site and others).

Users who watched the YouTube ad

With this type of listings, you can target users who have watched YouTube video ads or interacted with your YouTube channel.

Mobile application users

Businesses that have a mobile application can benefit from an additional source of remarketing audience. It is extremely valuable if the users of the mobile application do not overlap with the visitors of the website.

Customer lists

With this targeting, you can use your users’ data they have shared with you (outside of Google ads) to target them with personalized ads. Customer match data lists are created by collecting email addresses or other contact information of users, which is aggregated in a CRM platform, for example. Later, when these users use their Google Accounts, you can serve them specific ads based on their interests.

What are the types of remarketing?


Standard remarketing

By standard remarketing we mean perhaps the most popular remarketing format – banner advertising on the Google Display Network. Static and dynamic banners can be used, the difference with the standard GDN campaign is the audience. In this case, we use our remarketing lists instead of the predefined audiences in Google ads.

Dynamic remarketing

Dynamic remarketing grants even more personalized advertising on the Google Display Network. Extremely suitable for online stores, the power of this type of remarketing is in the banners themselves – they include products that users have viewed when they visit your website.



In addition to the Display Network and Google search engine, we may use our remarketing lists to target YouTube. The benefits here come from the YouTube ad format itself – we have the opportunity to tell more about the brand and the products in the video, which is more engaging and allows for more creativity than other Google formats.


This type of targeting allows us to use remarketing lists on the Google search network. That is, in addition to keyword targeting, we can add a condition that the person who uses the Google search engine to have visited our website.

What are the benefits of using Google remarketing?

The remarketing functionality of the Google ecosystem is useful for a wide range of businesses. It enables companies to fulfill their marketing and communication goals – from strengthening brand awareness or a brand product to improving the return on investment in advertising.