What is Display Remarketing?

Have you ever visited a website, filled up a shopping cart full of items and then closed the window? You may notice later that same store or site, is aggressively targeting you with deals and offers. It’s not a coincidence, it’s simply remarketing.

Display remarketing is a great technique that helps you engage with people who have accessed your app or your website in the past. With a remarketing tag setup, previous visitors will be much more likely to see your ads as they browse websites in the Google Display Network or as they search for terms similar to your products and services. This will keep your business at the forefront of their minds – even when they navigate away.


The remarketing Google display tag is needed on your app or site. You’ll also need to create a series of remarketing lists to help channel your efforts in the right direction.

When setting up a campaign, outline your strategy as it relates to your business goals. Are you attempting to target all visitors to your site? Or maybe just those who visit your home page? These questions need concrete answers before you can move forward.


The Google remarketing tool is ultimately designed to provide users with additional reports to target previous users and visitors. The remarketing tag SHOULD NOT be used on any pages with personally identifiable or otherwise sensitive information.  Review Google’s AdWords remarketing policy to get more information.

  • Create the Remarketing Code

    It’s found under the “Remarketing List” tab in AdWords.

  • Visit the Shared Library

    Select Audiences –> “New Audiences” page. Choose the required boxes, and save.

  • Click the "Tag" Link

    Copy the code to the appropriate pages on your site.

  • Create a New Remarketing Campaign

    Create a new Adgroup within the campaign.

  • Set Up Campaign

    Set budget and add all relevant text and images to the ad group.

Always be sure to stay within the newly created adgroup when making adjustments. You can do this by clicking on the “Display Network” tab and then selecting the option reading “Interests and Remarketing.”

Click once on the option labeled “+ Change Display Targeting.” Choose the button labeled “Remarketing Lists” and then highlight and select the remarketing list you previously created. Click the “Save” button when you’re finished.

Now that your remarketing campaign is all set up, it’s important to remember that your ads will not start showing to visitors until at least 100 unique visitors are tagged within a period of 30 days. After that, previous visitors will start to see your ads more often.

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