AdWords has recently taken their ‘Remarketing’ option for the Content network out of beta. Remarketing allows us to target a set of ads only to users that have previously visited your site (or even a particular page of your site). It’s an obvious boon for brand advertising, but also provides a great opportunity for ecommerce and lead generation: by excluding visitors who have converted on your site, we can target ads only to customers who are aware of your brand but have not converted. If we want to get even more specific, we could target people who have visited a manufacturer(brand) page on your site, and create ads specific to that manufacturer!

Remarketing works by placing a tracking pixel (similar to Google conversion tracking) on each page of your website that constitutes an “audience” – most commonly every page of your site, to define ‘all site visitors’. Then, you can target the entire content network, but only show up for the limited audience you’ve defined.

This entry was posted on Wednesday, April 21st, 2010 at 2:37 pm and is filed under Google. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.