What Is Google Retargeting and How to Use It

ByDavid B Shaw

With internet technology consistently advancing every passing year, advertising technology advances as well. One of the most popular recent innovations in online advertising is retargeting.

But what is retargeting, and why is it so important?

If you've ever seen advertisements with sandy beaches after visiting a travel site, you've been a part of behavioral targeting, or retargeting.

What retargeting does is put a cookie on your computer when you visit a particular website. This cookie communicates with outside member websites in the ad network and displays advertising based on the cookie's settings.

The most popular and accessible version of retargeting is google retargeting.

DoubleClick and Google

Online advertising has been making waves since the beginning of the internet. DoubleClick was the prominent company in online advertising. Their advanced cookie technology gave advertisers the opportunity to have more targeted advertising. Google revolutionized search technology. Google capitalized on their advanced search algorithm and brainpower to be able to gather and organize information about their users as well as they were able to gather and organize information about the internet.

Since Google acquired DoubleClick in 2007, Google has become the leader in online advertising services. In 2008, Google controlled 69% of the online advertising market. After the purchase, Google introduced a number of great features for their ad network to make it even more powerful and effective. For example, in the Google Display Network, a user can use something called custom combinations. This is a tool that can target users based on their geographic location, search terms that they have entered, and other demographics. You can also enter retargeted customers into a custom combination to further specialize a particular advertisement.

The Google Retargeting service was introduced in 2009.

Google Retargeting: Beneficial and Harmful Uses

While Google Retargeting is a powerful technology, there can be drawbacks if used incorrectly. Over-retargeting people can annoy customers. They can become suspicious and irritated at a company if they find the same advertisement all the time they go online. One overweight woman was always upset at seeing weight loss advertisements every time she surfed the web. It's all about setting up your retargeting campaign effectively, and understanding how to use it with traditional advertising and marketing.

For example, you can create multiple google retargeting cookies in order to further specialize your advertisements to different groups of customers. You can target visitors who are just aware of your product. Create an advertisement to remind visitors about your service, and get them to look at your services and items in more details.

You can target interested buyers who have shown interest in your product. Create an advertisement to get users who have already viewed the shopping page to come back and convert. You can also create a special offer for these customers. You can target previous buyers who may or may not have become loyal customers. Remind customers of new deals or other products they might be interested in.

You can also vary the frequency of the ads and the demographics of people in these categories. Ultimately, the extent to which you can personalize and develop advertising through google retargeting is limited to your efforts and imagination.

More Information

For more information, including information about how to target customers, please go to our website, googleretargeting.com. It gives advice for retargeting campaigns, along with step-by-step instructions on how to set up retargeting on the Google Display Network.

For more information about retargeting, go to googleretargeting.com

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