Google AdWords Follows Customers Around the Net With Remarketing

By March 25, 2010

Google announced a new tool for users of the AdWords advertising platform: remarketing. Since many consumers do not make up their minds right away, this function makes it possible to monetize on a customer in the future. Though a

visitor comes to a site, looks around and shows interest in specific products or services, the majority will navigate away from the site before finalizing a purchase. But if the bit of remarketing code is on the site, then it will enable ads within the Google Content Network to be targeted based on that visitor's demonstrated preferences.

To clarify, the AdWords Blog gives the following example: A customer visits a travel site and browses Caribbean trips. If he leaves without making a purchase, he may change his mind later. Or the company may decide to offer deals to the same location. With remarketing, he will see ads that offer the new deal, and he will possibly return. Or get anxious when he notices that ads are following him around the Internet. But luckily, Google includes an opt-out feature for consumers to avoid this in the Ads Preferences Manager.

Companies can use several remarketing cookies at once, allowing different actions to enable different results. Marketers begin the process for each remarketing action by using the Audiences tab in their account interface, making a different audience for each action. So for a site that sells different types of shoes (an altered AdWords Help example), someone who browsed sneakers would see a different offer on subsequent ads than one who was shopping for loafers.

Interest-based advertising is already familiar to users of AdWords, who previously selected keywords for their advertising campaigns. This enables Google to show a marketer's ads to people who use the main Google search page ( or who are browsing relevant pages on the Google Content Network, the Web sites, programs and blogs who have partnered with Google to display AdWords ads.

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