• Erin Noble

5 Types of Remarketing Campaigns

As we have discussed in a previous blog article, remarketing ad campaigns can be a very effective type of advertising to help increase name/brand recognition and increase repeat website traffic. We think most organizations, both for profit and not for profit, can benefit from this type of advertising.

However, did you know that there are several different types of remarketing campaigns? In this article, we’ll explain the differences between 5 types of remarketing ad campaigns.

What are Remarketing Ads?

Remarketing ads are digital advertisements which reach people who have previously visited your website. This type of advertising is effective to remind people that they have visited your website and help keep your name/brand in front of them. This repeated viewing of your ads will increase name/brand recognition and encourage repeat visits to your website via links in the ads. With links in your remarketing ads, you can drive people back to your website, hopefully to make or complete a purchase or some other transaction which will lead to them to becoming a paying customer!

Remarketing ads, sometimes referred to as retargeting ads, are shown to website visitors while they are on Google and Google partner websites through the Google Ad network. 


Types of Remarketing Campaigns

There are 5 major types of remarketing campaigns. In order to determine which, one is best for your business you first need to know a little more about each campaign option. 


  1. Standard Remarketing: Standard remarketing campaigns are when display ads appear to past visitors who have visited your website or a specific webpage on your website. These ads will appear when users navigate to different websites which participate in the Google Display Network. These ads will also appear for any user using the Google Search Engine searching for terms related to your products or services.

  2. Dynamic Remarketing: These types of remarketing campaigns are tailored specifically to the user and the specific webpage they visited on your website. This type of campaign is great for ecommerce websites because they can help with cart abandonment. For example, if someone abandons an ecommerce cart, they will receive an ad message reminding them of the items they have left in the cart (with a link back to your website to finish shopping). Other types of businesses can use these ads to drive a user back to a specific web page or blog article.

  3. Video Remarketing: This type of campaign shows users remarketing ads that have recently seen your videos or have been to your website. Video remarketing ads can be displayed on YouTube at the beginning, in-between videos, or on the right-side margin where there are video suggestions.

  4. Remarketing Lists for Search Ads (RLSAs): RLSAs allow a business to customize search ad campaigns for visitors who have been to your website. The search network allows you to tailor your bids to fit your budget. They serve as a great opportunity for users who visited your website and then search something similar on Google because these ads will appear and remind them of your company. Search ads will appear on Google’s search engine and other partner search sites. 

  5. Customer List Remarketing: Google Ads offers the option for a customer list remarketing campaign that they call customer match. This allows a business to use their digital and physical data to reach customers on Google Search, Google Shopping, Google Display, Gmail, and YouTube. Customer Match will use the data on your customers to target ads to those customers (and customers similar to them, if desired). 

Remarketing ads are powerful tools to help businesses reach customers who have already visited their website. There are a number of different types of remarketing campaigns for different purposes. 

In order to pick the best campaign for your business, it is important to determine the message you want to deliver and how you want to send it to your customers. If you have any questions or would like to get started with a remarketing campaign, please feel free to contact us or book a meeting.

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