I’m pretty sure that most people today are aware that they are constantly being targeted by advertisers. You can’t watch a television show without a commercial or drive to the store without seeing a billboard.

Advertisements are everywhere, but did you know that they’re sometimes targeting you based on what websites you’ve recently visited? And that’s basically what a remarketing campaign is all about; reaching out to possible customers who have already had some form of contact with your website.

This has always been an option in Google’s search advertising platform, Google AdWords. And Google recently made it so advertisers can be a whole lot smarter at doing it.

The Difference

Google recently announced that their remarketing service will become best friends with Google Analytics. That means a lot more information has become available for use on that specific type of campaign.

Analytics is an information gathering service offered by Google for use around the web. Simply install a few lines of code to your HTML file and Google starts recording novels of information about who is visiting your site and how they are interacting with it.

Now that AdWords can pull that information for use with a remarketing campaign, a whole world of possibilities becomes available to advertisers. Visitors to the site can now be remarketed based on several difference parameters such as time spent on site or what operating system they used.

The Result

Remarketing is getting much more targeted.This all just boils down to much more focused ad campaigns. Users can expect to start seeing ads for products that look a lot more familiar to them.

In other words if you visit a lot of shampoo websites, expect to start seeing a lot more shampoo ads showing up on adsense as you browse the web. Likewise if you spend a lot of time looking up churro recipes, there is a bigger chance now of seeing ads about churros.

This level of sophistication in targeting capabilities is exciting for someone who spends most of their day managing search engine marketing campaigns. Hopefully Google continues to share information within its own products.

Rob Hughes
Rob Hughes is a Paid Search Analyst at Big Leap who enjoys the creative aspect of online paid advertising. In his free time, Rob is a 3x Intramural Champion, a 17x Intramural Loser, and an avid climber of local mountains.