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Remarketing Parameters

Remarketing is a clever way to connect with visitors to your website who may not have made an immediate purchase or enquiry. It allows you to position targeted ads in front of a defined audience that had previously visited your website - as they browse elsewhere around the internet.

Your remarketing ads can show on any website that accepts advertising from the Google Display Network and in NZ this includes many of the most popular local websites like NZherald, Trademe, Metservice, Stuff and many more. There is a high degree of targeting flexibility and you can even filter your targeting to show only on specific sites and or exclude specific sites.

At Adhesion, a lot of our clients find remarketing to be a very (very) cost-effective form of advertising for reminding visitors to purchase your offering(s) and increasing brand awareness. For any business with a website, if you're considering advertising online, our experts highly recommend investing in some remarketing.

Google Remarketing is an ideal advertising tactic especially where the sales process is long and considered and competitive. Executed in the right way it can be a powerful tool to improve sales conversions and to raise your brand profile.

What ad formats and sizes are used?

Most remarketing ads are delivered in text and or image display formats and are managed from within Google AdWords. A growing number of ads are becoming animated including video formats. Image animation in display ads is usually achieved by using GIFs or HTML5.

Display ad sizing options are determined by the spaces allocated on websites that accept the advertising. There is a large number of standard sizes and at Adhesion we normally recommend building display ads to the most common 4 or 5 sizes.

How does Google remarketing work?

It's quite simple really. Remarketing works by placing cookies on your website visitors device(s) when they meet your criteria. Their cookie ID is added to your remarketing audience list. You can have multiple lists with a range of different criteria.

For example you may wish to target visitors that viewed a particular page or section on your website but didn't make a purchase or complete and enquiry form.

Each cookie has a unique ID which is automatically added to your remarketing list. You can have multiple lists with a range of different membership periods, goals and criteria.

There are a number of advertising controls including the period of time that a cookie ID stays on your remarketing list, impression caps on how many ads per day are shown to an individual and the ability to block ads on certain websites. You can also set criteria to control the targeting of your ads, for example: by age, gender, location and interests based on your browsing behaviour.

The Google remarketing feature has recently been through a revision and Google has added more features and controls for advertisers. The remarketing feature now allows more flexibility through using upgraded Google Analytics code. This allows for lists to be created and managed without the need to place specific code on the website.

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