Curious About Remarketing AdWords? Here’s What You Need to Know

When creating marketing campaigns, many entrepreneurs focus on reaching out to people who haven’t yet heard of their business. There’s nothing wrong with this since it’s undeniably important to spread the word about one’s products and services. But, if you’re an entrepreneur, you should also reach out to customers who already know about your business and may even have purchased from you in the past. Through remarketing Adwords, this is definitely something you can do.

Why is this important? Well, for one thing, retaining old customers is less expensive than attracting new ones, so building a loyal consumer base can help you get sales and revenues without costing you a lot of money. Reaching out to past and existing customers will also make them feel that you care and make them more likely to buy from you again. Don’t waste display advertising by focusing only on acquiring new clients.

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There are many retention techniques you can use, and one of these is Google AdWords remarketing. Basically, this involves targeting your AdWords campaigns to people who have already bought your products or at least visited your website. When you use this technique, people who have had contact with your business will see your ads when they browse through sites that belong to the Google Display Network. Dynamic remarketing is sure to go a long way.

What Can Remarketing AdWords Do for You?

An AdWords remarketing campaign requires you to increase your marketing budget, but the additional cost is worth it since it lets you enjoy several benefits. These include:

Staying connected with your target audience

Unless they’re already loyal to your brand, many shoppers easily forget all about you after they’ve bought your products or services. It’s up to you to remind them about your business and encourage them to visit your website again, and one way to do this is through AdWords dynamic retargeting.

Improve your search engine rankings

AdWords remarketing is a vital part of your search engine optimisation efforts. Since you’ll encourage people to visit your site, you’ll increase your site traffic and show Google and other search engines that you’re a relevant website that’s trusted by many people.

Strengthen brand awareness

Regular exposure to your ads makes it easy for your customers to remember your business whenever they need products or services that you are offering or similar to what you’re providing. This, in turn, can help increase your sales and revenues.

Dos and Don’ts of Remarketing AdWords

Remember the following dos and don’ts to create successful AdWords remarketing campaigns:


  • Choose the right duration. AdWords remarketing is made possible by the cookies that are stored in your customers’ device. When you create your campaigns, Google will ask you to set the member duration, which is the length of time that your AdWords cookies are stored on users’ computers. Your campaign duration depends on the goal you want to achieve. For instance, if you want people to repurchase your products within 30 days, you can set a 30-day duration.
  • Select the right frequency, which refers to the number of times that customers will see your ads within a given time frame. Too much frequency can annoy your target audience, while too few impressions will not produce optimal results.


  • Use AdWords remarketing if your business belongs to a “sensitive category”. Some examples of these categories include alcohol, gambling, clinical trials, and prescription medications.
  • Show customers too many advertisements in a single day, week, or month. As mentioned above, frequent exposures to your ads can irritate your customers and make you come across as too “salesy”. They might also notice that you’re specifically targeting them, which can make them feel like you’re spying on them and violating their privacy.

Tips and Tricks to Remember

To streamline your Google remarketing efforts and stretch your dollars, you’ll need to hone in on a specific audience. Google recommends that you target everyone who visits your website, which is a good idea if you have a large marketing budget. If you don’t, you have to narrow your targets and seek out customers who are more likely to buy or repurchase your products or services. This way, you can generate solid leads while reducing your costs.

You can do this by using AdWords’s custom combination tool, which allows you to define the audience for your remarketing campaigns. For instance, if you want to reach out to customers who placed a product in their shopping cart but didn’t hit the “Order” button, you can use the tool to create a campaign that specifically targets these people.

Setting Up Your Remarketing Campaign

You can set up your AdWords remarketing campaign on your own, but why go through the hassle when Move Ahead Media can help? Get in touch with us to know how we can help you achieve success in remarketing AdWords!