Google Ads remarketing – how does it work and how to use it?

The purchasing decision-making process for customers is usually long and complex. Users often compare product prices on different portals, check available shipping methods, look for discount codes and consult purchases with others before making a final decision.

So in this article, you will find out what to do to reach users who have already taken an initial look at your offer but have not made any conversions on your website, or perhaps have already become your customers.

What is remarketing?

The prefix ‘re-‘ in the word ‘remarketing’ comes from the English language and means ‘again’ or ‘repeatedly’. Remarketing is therefore nothing more than a marketing activity based on the use of data about a user’s previous interactions with a particular website or specific content on social media, with the aim of reaching out to them again and getting them to make a first or even repeat conversion.

Remarketing and the online decision-making process

We need to be aware that consumers today are aware of the amount of competition online and the arbitrariness of choosing the perfect product.

The ability to compare offers and the widespread availability of information is causing users to make increasingly informed purchasing decisions. Today, almost every user needs at least several visits to a website to make a final purchase decision. The decision-making process therefore often ‘stretches’ over time and involves the use of not one, but many types of electronic devices.

Cross Device: This phenomenon occurs when a user uses a variety of devices during the decision-making process, for example, first browsing a website on a computer and then returning to it using a smartphone.

Multichannel: this is when a user visits the same website, but using different social media, ads or searches directly from a search engine.

So there are many possible scenarios for the path to conversion. For example, a user may browse a particular website on a laptop. On the other hand, the next day he may visit it from a mobile search, and then download a dedicated app and it is there that he makes a purchase the following day.

Remarketing in Google Ads – what does it involve?

In order to prevent potential or existing customers from forgetting about your offer, you can use the possibilities of the Google Ads system and run a remarketing campaign. This will allow you to reach those recipients who have shown interest in your offer at a time of your choosing – this could be the last days, weeks or even months.

Advantages of remarketing campaigns in Google Ads

Google Ads remarketing campaigns allow you to reach people who are already interested in your offer, which increases the chances of a final purchase. In addition, this type of campaign has a positive impact on brand image consolidation.

Google Ads remarketing campaigns can use various forms of advertising, such as graphic ads, video content or even specially prepared personalised offers for regular customers. Remarketing campaigns thus allow you not only to attract new customers, but also to take care of existing ones.

Types of remarketing campaigns in Google Ads

Standard remarketing

Standard remarketing makes it possible to target prepared graphic creations to people who have already visited our website in the past.

Dynamic remarketing

Dynamic remarketing is a kind of extension of the standard remarketing function. This option is applicable in the case of e-commerce, as it allows users to be shown exactly the same products or categories in which they were interested.

How do I set up a remarketing campaign in Google Ads?

Remarketing in Google Ads requires careful planning of activities and proper segmentation of target groups. Care must be taken to ensure that the adverts are not too intrusive and do not display too often, but at the same time catch the attention of the recipient.

Steps to launch a remarketing campaign in Google Ads:

1. Enable remarketing in Google Ads and upload a tag in Google Tag Manager.

For detailed instructions on how to upload a tag to your website, see the following link:

2. Creating remarketing lists.

The next step is to create remarketing lists.

To set up any remarketing list from within Google Ads, log into your account, then go to the tools and settings tab located in the top bar and search for shared resources>manage audiences.

If you click the blue plus icon, you will see the different options for creating remarketing lists.

Site visitors: these are people who have visited your website or specific landing pages. By selecting this option, you can include, for example, people who have visited your site or selected sub-page(s) at any time.

If you want to target users who have visited a particular subpage, you can use the “refine action” option.

App users: App users are people who have downloaded your mobile app.

YouTube users: These are users who have interacted with your videos or YouTube channel.

Customer list: This is an option that allows you to manually upload individually collected Customer data.

Custom combination: Custom combination is the option to create a list based on already existing remarketing lists.

3. Set ad groups in terms of the audience lists created.

When creating a new ad group, select any of the created audience lists:

Remarketing in Google Ads, and Google Analytics 4

With Google Analytics 4, the latest version of Google Analytics, you have the opportunity to measure the activity of users who use a number of different devices and across several platforms during their purchase path. In this case, the system does not collect user information only by means of the now discontinued third-party cookies and device ID (in the case of mobile apps), but treats them as the bare minimum.

The system also takes into account User ID, i.e. information about the behaviour of logged-in users, and Google Signals, i.e. additional information about users’ activities on other services. By implementing User ID, Google Analytics is able to ‘duplicate’ users on different devices – so when a user returns to our site, Google Analytics can attribute subsequent behaviour to the same user and does not treat them as a completely different person. The use of User ID or Google Signals is not mandatory, but it definitely increases the effectiveness of Google Ads remarketing.

Advantages of remarketing in Google search marketing

  1. Effectiveness – Remarketing allows you to target users who have already interacted with your website or product. This is more effective than trying to attract entirely new customers.
  2. Personalisation – With remarketing, we can create personalised ads that are more appealing to users and increase the chance of them clicking through.
  3. Cost control – Remarketing allows us to control advertising costs by being able to set limits on ad impressions to users.
  4. Statistics – Google Ads provides accurate statistics on remarketing campaigns, allowing them to be analysed and optimised.


Remarketing in Google search marketing is an effective advertising strategy that allows us to reach out again to users who have already interacted with our website or product. Through the use of cookies and personalised advertising, we can increase the chances of convincing a user to purchase or revisit our website.

Run a remarketing campaign with the specialists from SEOgroup! Feel free to contact us

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