Remarketing
Remarketing shows ads to people who have already interacted with your site or content.
In detail
It works because the audience is pre-qualified, but it is capped by how much relevant traffic you have and by consent and privacy rules.
Frequency discipline matters: the same ad repeated indefinitely annoys more than it persuades.
Example
Showing a reminder to people who viewed a pricing page but did not sign up.
Why it matters
It usually converts better than cold traffic, at lower cost per outcome.
Common mistakes
- Remarketing to everyone including existing customers.
- No frequency caps or exclusions.
Related questions
Related guides
- The Complete Google Ads & SEA GuideGuide
Paid search from first principles: account structure, keywords and match types, ads, landing pages, bidding, tracking and profitability.
Related terms
- Google Ads
Google Ads is Google's advertising platform for search, shopping, display, video and Performance Max campaigns.
- Conversion Tracking
Conversion tracking records the valuable actions people take after clicking an ad or visiting a page.
- Conversion Rate
Conversion rate is the share of visits or clicks that complete the action you care about.
Related questions
- How much should I spend on Google Ads?
Work backwards from value, not from a benchmark. If you know what a customer is worth and roughly how many clicks it takes to win one, you know the most you can afford per click.