What is display remarketing?

Display retargeting (often referred to as graphic remarketing) is the additional targeting of a consumer who has already seen an ad, during the same advertising campaign or during a previous campaign. Retargeting is a form of online advertising that keeps your brand in front of your site visitors after they've left your website. Studies show that, overall, only 2% of web traffic converts on the first visit. The goal of retargeting is to get those visitors back to your site for greater engagement.

It works by “following site visitors and showing them retargeting ads when they visit other websites”. Also called retargeting, Google remarketing is the technology that allows your Google ads to follow potential customers as they move around the Internet. When a user visits it, a small piece of code (remarketing code) from your website adds it to a remarketing list. Then, when they visit another website that uses the Google ad network, your ad is shown to them.

Google allows you to customize who sees your featured ads. For example, you can prioritize new or returning customers. With the recent launch of SendGrid Ads, you can now take advantage of display ads to grow your business and increase website engagement. When the Google display network shows your remarketing ads on millions of sites in various countries, it can increase brand recognition, attract new customers and generate more revenue.

You can then design an ad to highlight your offer and Google will show it to the specified audience. Basically, Google groups display retargeting ads and remarketing emails under the unique terminology of “remarketing” and most marketers follow the same definition. By providing them with an image ad, you increase the likelihood that they'll return to your website and finish the purchase. Since most of the time display ads are published from an ad network domain, the user can easily block them with an ad blocker.

The ads you see on the original site are called display ads and act as an online reminder that you've shown interest in a website or product. Like any other retargeting marketing, Google display retargeting works by using a tracking cookie. Creating different display ads for each retargeting audience segment helps you create ads that attract the visitor you're trying to win back. Retargeting ads are published through third-party networks, such as the Google and Facebook display network, which give you the opportunity to reach your potential customers on a multitude of websites.

To create effective display ads, make sure that the image and text are relevant to the product feature or offer with which you're trying to capture the visitor's attention. Retargeting is most commonly used to describe online display ads that are shown to visitors who enter your website but leave without taking action. The types of display ads include adaptive ads, retargeting (or remarketing) ads, native ads, and social ads. The reach of the Google Display Network in the U.S.

The U.S. is considerably high, reaching more than 92% of visitors on millions of websites, videos and devices. The Google Display Network allows you to reach people through more than 2 million websites and applications, as well as across devices.

Keira Shaw
Keira Shaw

Lifelong web specialist. Evil baconaholic. Avid internet evangelist. Wannabe bacon guru. Infuriatingly humble web advocate.

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