Remarketing shows ads specifically to people who have already visited your website or app, aiming to bring them back when they did not convert the first time.
Why remarketing often performs well
Someone who already visited your site, perhaps a prospective student who looked at a course page but did not enquire, already has some familiarity with your business, which usually makes remarketing more efficient than advertising to a cold audience.
How it technically works
A small tracking tag on your website records visitors, which Google Ads then uses to show them your ads as they browse other websites or use apps, within the limits of your chosen remarketing list and duration.
Segmenting remarketing lists usefully
Rather than remarketing to all visitors identically, segmenting based on which page they visited, such as a specific course or service page, allows more relevant follow-up messaging.
Frequency and duration matter
Showing the same ad too often, or continuing to remarket for months after a visit, can feel intrusive. Setting sensible frequency caps and list durations keeps the approach reasonable.
Respecting privacy expectations
Being transparent about tracking through a clear privacy notice on your website, and complying with applicable consent requirements, is part of running remarketing responsibly.
Key takeaways
- Remarketing targets people already familiar with your business
- A tracking tag on your site builds the audience Google Ads uses
- Segment lists by the specific pages visitors viewed
- Set reasonable frequency caps and list durations
- Be transparent with visitors about tracking and privacy