How Google Remarketing Works

Getting More Out of your Advertising Dollars

The old adage “If you’re not growing, you’re dying,” has never been more true than in today’s digital landscape. Advertising and marketing today has started to feel like buying a new computer. You go to the store, pick out the best of the best, swipe the credit card, and bring it home. The next morning, you wake up and there is an entirely new model available, and what you bought is now obsolete.

Google’s newest and shiniest toy in their veritable arsenal of services is upon us, and its name is Google Remarketing.


How It Works

Google Remarketing works hand-in-hand with your current Google AdWords campaign, which is essentially paid search within Google’s search engine. When potential customers visit your website, they will be given a “gift” upon landing on your page.  That “gift” is called a cookie.  That cookie stays embedded in their browser for up to three years, and will “follow” the user to other websites.

Using Google’s AdSense, businesses can monetize their website from users who visit. Google’s expansive network of advertisers will then serve ads to each visitor depending on what Google’s algorithm wants to serve them. If a user clicks on any of those ads, Google shares the profit from the advertisement with the website owner.

In order to set up a Google Remarketing campaign, a graphic designer needs to design 14 different ads. Nine of the ads will be for desktops in all different shapes and sizes, allowing for any size ad to be served, and five of the ads will be optimized for mobile devices, including tablets and phones. Once the ads are placed, the settings are chosen and optimized within the campaign, and you have 100 users with cookies embedded on their computer. Then, your ads will begin showing up on other websites they visit.

Not only does Google Remarketing show up on small and local websites, it also shows up on international websites with a ton of clout and credibility. For example, Google Remarketing ads can be found on these websites: ESPN, The Weather Channel, Forbes, YouTube, LinkedIn, Ask and many more.


The Best Bang For Your Advertising Buck

There is a reason that Google Remarketing made my list of the “Top Five Digital Marketing Trends of 2015” in the December issue. It is the best bang for your buck to brand your business over and over to potential customers. The brilliant part is you only pay for Remarketing if the user clicks on your ad. All of the branding that is happening, as your ad is showing on every website that person visits, costs you absolutely nothing; you will only be charged for the click to visit your website.

I believe in a blended strategy for advertising and have always mixed print, TV, radio, billboard, and digital advertising. No matter how people landed on your website, they will receive the Remarketing code and continue to be marketed to as they search the web.

The eight inches of real estate between your consumers’ ears is the most valuable real estate we can occupy as business owners. So why not put every hard-earned marketing dollar to work on overtime, by allowing Remarketing to continue the conversation long after the user has left your website?

In conclusion, Google Remarketing is an extremely powerful and inexpensive tool in order to help brand your business, and stay top of mind with your consumers. The digital landscape is ever changing, and this allows you the best way to stay ahead of your competitors.

The clients we have that are utilizing Google Remarketing are thrilled with the results they are receiving, and cannot believe how little money it costs them per month. You pay a lot of money in advertising and marketing to give yourself an edge over your competition, so you might as well continue the conversation and hope you get a second chance to earn their business.


Scott BrazdoBWScott Brazdo is the CEO and co-founder of Black Tie Digital Marketing.  Black Tie Digital combines the power of 10 traditional marketing vendors all built into one agency. Find out more at





This article appears in the March 2015 issue of SpaceCoast Business.
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