Google Ads Remarketing

At the beginning of each ad creation process, the audience for ad targeting is defined. However, after a certain period of advertising it may turn out that a given group might not be interested in the advertiser’s products or services.
The situation is completely different in the case of remarketing – its greatest advantage is that it reaches people who have expressed previous interest in your product or service.

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  • A way to reach people who have already visited your website
  • Possibility to create multiple remarketing lists
  • The ability to precisely target the ad to the right group

Remarketing is, therefore, a tool that you can use in your marketing strategy, it works especially in the case of long, complicated ones or burdened with the need for multiple rethinking of the sales process by a potential customer.

Remarketing – how does it work?

Remarketing allows you to display ads to people who have already visited your website or have shown interest in your products, services (e.g. they watched a specific video on YouTube, clicked on a given banner on Facebook or LinkedIn).

By investing in remarketing, you focus your efforts on potential customers who are further down the sales funnel. These are people who previously expressed interest in the products or services you offer, searched for information about them and found your business, but did not buy anything. This is when remarketing ads can come in handy. It will, firstly, remind the users of the offer they saw, and secondly, it will save you from losing these potential customers to the competition.

Remarketing – Step by step

The customer visits the website

A “cookie” is saved in the client’s browser

The “cookie” is assigned to a group selected by us

e.g. a user who visited the tab, e.g. price list/offer or subscribed to the newsletter, visited particular categories, left the cart or e.g. spent more than 1 minute on your website or blog.

You direct any advertising message to this client.

A “cookie” can be assigned to a given user on a selected subpage of your website. A common solution is to track the shopping carts of customers who have abandoned them and abstained from buying. Thanks to remarketing, we can show products that have been “almost” ordered and we remind the visitors of the earlier desire to complete the order.

An example of an ad in remarketing

Suppose you sell branded footwear in your online store. You can then, for example, create a remarketing campaign that targets people associated with the keyword “adidas women shoes”. This ad will be displayed to those who visited your page, which offers various adidas shoes for women. As a result, ads for your products will also appear on other websites, which will later be visited by people previously browsing your products from the above-mentioned category. A group of these people is potentially interested in your product assortment. Therefore, you can target the group with a specific message so as to encourage it to buy more, mentioning, for example, free delivery, extended return period or other factors that could influence the final decision of completing the purchase. Moreover, you can add this person to the “Shoes Category” list, and then, for example, raise your bid the next time that user searches for similar products on Google.

Types of remarketing in Google Ads

Remarketing in Google Ads is an advanced tool that, thanks to special functions, will allow you to create groups of people even better and more accurately, and thus personalize the format and display options of your ads.

Standard remarketing

Your ads will be displayed to people who have already visited your site while browsing the web and using the application on the display network.

Dynamic remarketing

The most advanced feature at the moment. It allows you to include in your ads specific products or services that were viewed by users on your website or in the application.

Remarketing lists for search ads

Thanks to this, your ads will reach people who have visited your website, and after leaving it, they search for further information in the Google search engine.

Video remarketing

Your ads will be directed to people who have interacted with your YouTube videos or channel, while using this website and browsing videos, or using the application on the display network.

Customer list remarketing

Directing remarketing ads to a previously sent list with contact details received from customers. Your ads will appear on various Google services to people that are logged in to Google.

Remarketing – what do you need to get started?

To implement ppc remarketing on your website, you need to add a tracking code on your website, also called a tag or a pixel (depending on where you want to display remarketing ads: in Google campaigns it is a tag, on Facebook and Linkedin a pixel).

After installing it in the right place on the website by a IT specialist, the code will start automatically collect a list of visitors to your website through cookies.

This code can be variously adapted depending on specific subpages or categories/subcategories. An appropriate remarketing list is created for the selected subpages or categories. So you can create many different lists of potential customers depending on e.g. their age or interest in other categories of products or services.

Remarketing – who can see the ads and where?

Ads targeted at groups of people created from remarketing lists will be displayed on pages that accept ads from the Google Display Network or Facebook or Linkedin Display Network.

Ad channels used in remarketing

Google Display Network

The most popular way to use remarketing. Ads will be displayed in places that have been made available by the owners of other websites. Their advantage is that a given advertisement will appear on a given website when a given user from the remarketing list will visit it, and these are popular and frequently visited websites, such as, for example, Daily Telegraph, HuffPost or National Geographic.


It is possible to retarget ads to people who are on the list of saved emails you have created earlier, so to people who have expressed interest in your brand (products or services you offer) and subscribed to the newsletter or downloaded free materials offered after subscribing to the mailing list. Email ads that will run in the top tabs of users’ inboxes.

Internet searches

Your ad will be targeted at people who enter a given phrase related to your search engine offer. For example, when they enter the name of the products you sell. The advantage here is that your advertisement will be immediately directed to people who are interested in the offer of your competitors.


Remarketing can also be used on the popular YouTube platform. Your video ads will be displayed while viewing other materials by website users.

Remarketing on Facebook

The possibilities of remarketing are almost unlimited, because your ads will be displayed on both Facebook and Instagram.

Remarketing on Linkedin

The professional social networking site, Linkedin, is another channel that you can use for your remarketing activities. Linkedin allows you to track people who visited your website (or a specific subpage), performed a given action on your website (e.g. clicked the “sign up” button).

Cross-channel remarketing

By combining several advertising channels using a given list of people collected for the purposes of remarketing, you have the opportunity to display your ad more often. For example, targeting a given ad on the Google Display Network, Facebook and YouTube – you are practically everywhere where your potential customer is! Plus, you know exactly who is receiving your ads: the people who have already interacted with your brand and initially expressed interest in it.

What are the other benefits of Remarketing?

There are many advantages of remarketing ads. Depending on the industry and type of business, it can bring the best results from advertising campaigns. The benefits of remarketing include:


Fast time to reach potential customers

The retargeting ad will be displayed to the person saved on the remarketing list as soon as they leave your website and search for information in other places. So you have the opportunity to react immediately when a potential customer still remembers about the product or service he/she was interested in.


Increasing your brand recognition

The advertisements will not only work as a reminder of your business’s products/services, but also will draw attention to the entire brand. The ads strengthen the brand’s image as an expert in a given field.


Accuracy and precision of ads

Remarketing lists can be created in terms of specific situations, e.g. for people who abandoned the cart, signed up for a webinar, etc. Google remarketing banners can be previously adapted to a given group of recipients so that they receive the most appropriate marketing messages for the activity they performed on our website (e.g. in case of leaving a pair of shoes in the cart, the users will receive banners with a photo of the shoes or other shoes that may be of interest to them).


Variety of ads

Thanks to the ad gallery, it is possible to create various types of ads for free, including text, image and video ads. The use of various types of ads allows us to reach as many users as possible from a given list, meeting the requirements for the ad format of relevant advertising services.


Large coverage

You can reach people on your remarketing lists who use different devices and search various websites (both searching for information in Google search engine, its advertisers network and Social Media).



Remarketing campaigns are created using automatic bidding. Your bids are therefore determined in real time by the system that calculates the optimal bid for the person to whom your ad is being shown. Thanks to that you win the auction at the best possible price. There is no additional cost for participating in a given Google auction.


Accurate campaign performance statistics

On the specified days you will receive reports on the results of your campaigns, where your ads appear and the prices you pay for them.

To sum up:
Remarketing has a number of advantages, so you should include it in your advertising activities. What definitely distinguishes remarketing ads is often a higher CTR (click through rate), as they are exactly matched to the people to whom they are displayed and a relatively high number of conversions (compared to e.g. other types of ads) because the people to whom the ads are display have already expressed their desire to purchase your product or service.

At Verseo, we precisely match the type of remarketing to your needs and we have unlimited possibilities of targeting ads to users visiting your website. Moreover, we use the most modern ad targeting methods.

Search network remarketing
Use different text ads on the search engine depending on the purchase/the customer’s decision stage.

Remarketing on the Display Network
Use image remarketing display ads to reach your customers even more effectively. Depending on your needs, encourage the visitors to buy or inform about new products. Find out which pages generate the best page returns and which impressions have the greatest impact on sales.

Dynamic remarketing
If you have a Google Merchant Center (GMC) account, you can dynamically display products to customers. We will prepare animated ad templates that will automatically download product information with prices and descriptions from your GMC account. We have prepared strategies
for you to use this form of advertising.

YouTube remarketing
Take a step forward! After text and image ads, use your ad videos to return to your customers. You pay only when customers view a min. 30s video.

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