How remarketing works
- VisitSomeone views a service page and leaves.
- TagYour site tag adds them to a segment.
- ReminderThey see your ad on other sites or apps.
- ReturnThey come back to call or book.
Google calls these lists your data segments. A segment needs at least 100 active people in the last 30 days before ads can show to it.
Who you can remarket to
- Visitors to any page, or only key service pages
- People who started a form but did not finish
- Viewers of your YouTube videos
- Customers on a list you upload, called Customer Match
Who cannot use it
Google's personalized advertising policy blocks advertiser-built audiences in sensitive categories. Those include health, personal hardships like debt or divorce and criminal legal matters. A clinic or debt relief firm must reach people with search and broad targeting instead.
Change the message for returning visitors
A returning visitor already knows what you do. Show proof, an offer or an answer to a common worry instead of repeating your first ad.
Good example. A lawn care company shows people who viewed its maintenance page an ad with route days and a first-month offer.
Bad example. A lawn care company shows the same logo ad to every visitor for a year, including its current customers.
Read how retargeting ads work. Our PPC management sets up remarketing where policy allows.