Google Adwords Remarketing is a new(ish) feature that allows you to target people who have visited your site already. Google sells it as a way to “cross-sell, up-sell, and promote other relevant products: surround sound systems or DVD players, for example.” Just a note, you can target people with Remarketing regardless of source. A customer can come through your site organically and still be added to a list.
In order to set up Remarketing, all you have to do is;
- Go to Shared Library
- Add a remarketing list
- Add the code to the page, or action, on your site that you are targeting
- You are targeting people that are already aware of you.
- Your ads will be relevant to the customer, and so will have a higher Quality score
- You can offer customer specific deals based on products they have already viewed
The image above shows how you can use AIDA to target customers through the buying cycle.