Surely someone has told you that in the middle of a private conversation they said something about a product and, suddenly, they started to receive advertisements about that product. And they concluded that the electronic devices were spying on us and then showing us personalized advertising. In other words, remarketing.

We could say that the maximum advantage of remarketing is none other than attracting users who have visited your page and who may not have finished converting, that is to say, buying. It is a way to have another opportunity to make an impact and make those users take an action, whether it is leaving their data, buying, etc.

But what is remarketing, what is it for, what are its advantages, and what types are there? If you would like to know more about this topic, we will explain it below.

What is remarketing?

Although the word doesn’t seem to have much to do with it, the truth is that it does. It is about tailored or personalized ads, which are based on the searches or needs of that person.

Let’s make it clearer with an example. Imagine that you have searched for a robot cleaner on the Internet because you are interested in one to avoid having to clean your house. You might have bought it, or maybe you were just looking. However, when you go on social networks to disconnect a bit, it turns out that the advertising that comes up has a lot to do with robot cleaners. Does that mean that we are being spied on? Yes… and no.

Actually, the culprits are cookies. Those little files that we increasingly accept without realizing it make you agree to send a series of data, not only to identify yourself, but also to have access to your search history and activity. And that causes that user to be added to a remarketing list that is used for Google Adwords Display campaigns.

So when you search for something on the Internet, after a while you see personalized ads related to those searches. And why? Because the goal is to convince you to buy. In fact, in some occasions, the ads you will see will be from the same stores you have been checking, as a kind of reminder so that you do not forget that, at some point, you have gone to buy something but you have not finished it (although sometimes, even if you buy, you usually get them).

How remarketing works

Depending on the remarketing tool used, it will work in one way or another. However, the vast majority use Google Ads and it works as follows:

  • First, the user visits a web page with a search intent (in this case we talk about transactional search since it would be to buy something). Note that informational websites do not usually use Google Ads to advertise.
  • That user, when entering the web, accepts cookies that makes your navigation enters a remarketing list and analyzes the history that person has.
  • Then an ad campaign is run that is targeted to that search. That is why a person searching for something in one country does not get the same results as someone searching for the same thing in another country. Because they belong to different lists.

Types of remarketing

Once it has become clearer to you what remarketing is, the next thing you should know is that remarketing is not unique; there are many strategies or types that can be used. The most common are:

  • Standard. Ads that are shown to people when they have previously visited those pages. For example, if you have gone to Amazon and then the ads show you products from that website.
  • Dynamic. It differs from the previous one in that, instead of showing you any product, what it does is to show you the one you have seen in particular or other similar ones.
  • Mobile applications. They are exclusive ads for mobiles, and that only appear there.
  • Search ads. Imagine that a person enters your website looking for a product but does not end up buying it. Then you generate ads that appear in Google for certain keywords so that, when they search for that product, your product appears to try to convince them to buy from you.
  • For video. Its objective is to capture users through interaction with videos or channels. It is usually exclusive to YouTube but can also appear on websites and apps.
  • List ads. That is, ads are shown to a group of emails that have been collected (to a newsletter, subscription, etc.).

Advantages of personalized ads

There is no doubt that remarketing is part of our daily life on the Internet because personalized ads are there from the moment we enter. But the truth is that, for businesses, it is a good opportunity to improve.

  • It helps to segment and personalize ads with users. For example, a general ad for a store is not the same as an ad for that store showing the product that user is looking for.
  • It can serve as a reminder. Especially if they have seen the product but have not finished buying it.
    It boosts the brand, since it makes people keep remembering it.
  • You can create highly personalized ads that make an impact and achieve better results.
  • It provides valuable data for the marketing strategy and even performance reports to know how campaigns are doing or where they are failing.
  • This way of “advertising” not only reaches that person who visits your website but the ads could appear to more than 90% of Internet users with similar profiles, so the resulting effect would be significant for your page.

This does not mean bombarding the Internet with ads for all searches on a website, since you can have a positive impact, but if you always appear on everything, you will end up becoming invisible.


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