Now available: Reach the right audience through remarketing

Thursday, March 25, 2010 | 6:03 AM

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Imagine your client is a travel company, and they're trying to excite users about deals to tropical Caribbean destinations. Users may come to the website, browse the offers and think about booking a trip, but decide that the deal is still not cheap enough. Then, they continue to browse the web. If your client later decides to offer discounted deals to the Carribean, how do they reach users who have already expressed interest in traveling there?

To help you to do this, this week we're rolling out a new feature called remarketing. Any AdWords advertiser can use remarketing to reach users as they’re browsing the web on sites within the Google Content Network. Remarketing is a simple way to connect with users, based on their past interactions with your clients' websites.

We began trialing remarketing last March as part of our interest-based advertising beta. We’ve received a tremendous response from the hundreds of advertisers who’ve been using it in recent months, across all industries - including automotive, retail, local and finance. We’ve seen that remarketing has worked well for many different kinds of advertisers - whether they’re looking to boost brand awareness, or drive clicks and sales, and whether they use display or text ads. For example, if you support search advertising clients, you can use remarketing to create an integrated campaign strategy for them. After driving traffic to their sites with search ads, you can then remarket to the users who reach their sites by showing them tailored ads on sites throughout the Google Content Network.

You can easily set up and create a remarketing campaign for clients through the new “Audiences” tab in AdWords. A remarketing campaign allows you to take advantage of the same features and reports you can use today in AdWords - it’s really just a new way to reach the best audience for your clients' ads.

Here’s an example of how it works. Let’s say your client is a basketball team with tickets to sell. You can put a piece of code on the tickets page on the client's website, which will let you later show relevant ticket ads (such as last minute discounts) to everyone who has visited that page, as they subsequently browse sites in the Google Content Network. In addition to your own site, you can also remarket to users who visited your YouTube brand channel or clicked your YouTube homepage ad.

You can also run a number of remarketing campaigns at the same time. For example, you could promote discount game tickets to users who’ve previously visited your client's tickets page, advertise VIP hospitality packages to users who clicked on his “How to get to the arena” page, and advertise a sale on team merchandise to users who’ve previously visited his YouTube brand channel.

Remarketing is a great way for businesses to reach users who are likely to be highly receptive to their ads and special offers. For example, Intercontinental Hotels Group has used remarketing to reach potential customers who have visited one of their hotel websites:

Ad by InterContinental Hotels Group using remarketing to offer incentive to users

It helps advertisers and websites get higher returns. It also means more relevant and useful ads for users, and more opportunities to receive special offers and discounts that may be of interest.

As we announced when we launched interest-based advertising, we want to put users in control of the ads they see, so anyone can opt out of remarketing by using the Ads Preferences Manager. Our remarketing product complies with industry standards developed by self-regulatory groups such as the NAI and IAB and IAB UK.

To get started with a remarketing campaign, visit the AdWords Help Center.