Remarketing involves showing ads to people who have previously engaged with a brand by visiting its website or interacting with it in other ways. It allows targeting valuable users like those who abandoned shopping carts or subscribed to email newsletters. There are different types of remarketing campaigns including standard display ads, product-specific ads, and search ads. Remarketing has benefits like reaching potential customers when they are most likely to buy and using tailored lists for people like abandoners. The remarketing process involves tagging websites, creating rule-based audiences, and building remarketing ad campaigns to those audiences while tracking results.

1. Contents
1. What remarketing is and what it is not
2. Valuable interaction/actions on your site
3. Types of remarketing
4. Benefits of remarketing
5. Remarketing Process – Broader Level
6. Remarketing Process – Conceptual Level
7. The 100 cookie rule
8. Funnel based segmentation
9. So What…a way to find great KPI
Remarketing

2. Remarketing in Nutshell
Is not a tool, software, or a technology
platform.
Is a concept. A technique. It is an act of
showing ads to the people who have
engaged with your brand, already.

3. Few Valuable User Actions/Interactions
 Visitors of a specific page
 Visitors of a page who did not visit
another page
 Visitors of a page who visited another
page
 Shopping cart abandoners
 Subscribed Email newsletter
 Spent more than 5 minutes on the
site browsing several pages

4. Types of Remarketing
1. Standard – Display Network/Display Apps
2. Dynamic – product specific GDN/Apps
3. Rem. For Mob. Apps/Mob. Site
4. Rem. In SEARCH - remarket to visitor on
Google search
5. Video – remarket to people who watched
your video

5. Benefits of Remarketing
1. Reach people when they most likely
to buy
2. Tailored lists (Abandoners)
3. Large reach (GDN)
4. 99% of visitor won’t buy their first
time!

6. Remarketing Process – Broader Level
1. Generate the
remarketing tag
from your AdWords
account
2. Add the tag to
your website
3. Create your
RULE-BASED
remarketing list.
Audiences.
4. Build Remarketing Campaigns
Similar to building other
campaigns
Designing Ads : Image and text
Applying audiences
Tracking results
Optimizing

7. Remarketing Process – Conceptual Level
1. You define audience(s) in AdWords
2. You place a script across your site
3. You make a campaign that only targets an audience
4. When someone visits the pages where your remarketing script is placed, a cookie is
added to their browser
5. The visitor leaves your site, but the cookie is still on their browser
6. That person then visits a site that is in the Display Network
7. You can serve an ad to that person based on the cookie being placed on their browser
regardless of the site they are currently on (assuming the site is in the Display Network
8. Hopefully, the user clicks on the ad and returns to your site and performs your desired
action.

8. The 100 Cookie Rule
A remarketing list must have placed 100 active cookies in the past 30 days
before the list is active and associated ads go live.
Recommended – 500 unique visitors

9. Funnel Based Segmentation
Awareness
Consideration
Intent
Loyalty
Purchase
Advoc
acy
Checking out individual
product
Blog post, organic
listing, PPC, Social
ads etc.
Reaching check out page
Adding products to cart
Additional purchase
Promoting your brand

10. So What…A Way To Find Great KPI
An approach to find actionable insights & metrics. Ask 3 questions for any metrics or
report. If at the end of the third question you don’t get a recommendation for action,
you have the wrong metric.
Report 1
1. The trend of repeat visitors for our website is up month to month. (So What?)
2. This is fantastic because it shows that we are a more sticky website now.(So
What?)
3. We should do more of XXX or YYY to leverage this trend…….(I Don’t Know)
Report 2
1. The conversion rate for our top 20 keywords has increased in the last three
months by a statistically significant amount. (So What?)
2. Our pay-per-click (PPC) campaign is having a positive outcome, and we should
reallocate funds to these six keywords that show the most promise. (Let’s do it)
Tip: Web Analytics – An Hour A Day by Avinash Kaushik, Maths and stats for web analytics by Himanshu Sharma