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    We can use remarketing campaigns in our strategy in various ways. When we want to increase sales, to attract new potential customers looking for services or products we can offer. We can also build our brand image in the eyes of users through remarketing ads. As long as you make good and thoughtful use of the possibilities of tracking ads, they can become central to your strategy and generate a number of benefits.

    If you have repeatedly dabbled with all the advantages of remarketing, but still don’t know how to go about it, this article will be for you!

    What kind of remarketing to choose?


    Have you ever had that situation where ads for products you’ve seen recently in online stores “follow” you around the internet and social media for days? You certainly have. That’s what Google Ads remarketing is all about! 

    Explaining in simple words – remarketing campaigns reach users with your ads who were previously on your website, app or online store. With remarketing working, you can create lists of recipients based on any events, interests or use other additional information about users that the system suggests. 


    In order to start populating your audience lists and thus be able to take advantage of remarketing capabilities, you will need to implement a tag on your site whose purpose is to save a cookie on the user’s browser. You can do this in a variety of ways:

    1. By adding a simple code in your site at the appropriate place.
    2. Using the available plugins on your site.
    3. Using Google Tag Manager.

    Personally, I most recommend you to use Google Tag Manager, which gives you a lot of possibilities to modify the implemented tags. If, on the other hand, you don’t feel confident in such implementations, ask your programmer for help or ask the experts at agency 


    When using Google Ads, you can choose different types of remarketing campaigns. It’s worth learning about all of them so you know which will work best for your marketing strategy.

    Standard remarketing 

    Using standard remarketing, you can create graphic or text ads that will be displayed to users in the ad network, that is, for example, when they browse another website or use a mobile app. Using a graphic ad, thanks to its attractive form, is more likely to be memorable to a future potential customer. 

    Dynamic marketing

    This is certainly one of the types of remarketing that you, as an Internet user, experience most often. It is dedicated especially to online stores and involves displaying products that you have recently viewed on the site. Dynamic remarketing is often used to close the conversion path. 

    Video remarketing 

    The attractive form of remarketing ads that are video ads are often used as branding efforts, and thus, an effective video ad is one that will make your brand stick in users’ minds faster (and for longer!). You can target video ads to people who have watched another of your videos or interacted with your YouTube channel. These types of ads can also show up while users are on YouTube, browsing websites or apps on the ad network.

    RLSA (Remarketing List for Search Ads)

    This is a type of search engine remarketing. It displays your ads to users who have been to your site and then search on the search engine for items or services you have on offer. RLSA remarketing activities are effective and reach your potential customers with ads in a precise way. 

    Remarketing targeted to your customer list

    Displays ads to users whose data you have acquired, for example, by signing up for a newsletter. The audience built in this way has already shown interest in your services, products or brand itself, so you already have a list of targeted and engaged audiences at the start. 


    You already know that standard remarketing will allow your ads to be shown to users who have made any interaction with your site. You’ve also learned that dynamic remarketing is more advanced and allows you to reach users with ads for the exact products and services they browsed on your site. This is a big advantage over standard remarketing because we have the ability to reach your audience with a personalized message, thus increasing the likelihood of conversions. 

    Sounds great, right? Well, then what do you need to start using dynamic remarketing ads?”

    1. A data file about your products or services. 

    Create a file containing the necessary information about your products or services (you also create a very similar set for product ads). This data is then pulled into dynamic ads.  

    2. Place a dynamic remarketing tag with custom parameters on your site.

    Make sure that yes is on every page, so that recipients will be added to remarketing lists and will be linked to unique identifiers for data elements about the products or services they viewed.

    3. Create flexible display ads

    They will be based on assets from data files and will automatically adjust to the ad space. 

    Data segments

    Data segments in Google Ads are nothing more than collections of data about users of a website or application collected by remarketing codes on your site. When you create a segment, you define rules based on which specific users are targeted to the segments. 

    Site users

    They are added to your segments automatically within seconds after visiting a page containing the Google tag or Google tag and event code snippet. It’s good to know that if a user who has already visited your site once and visits again in a while, his/her time signature will update for the specified membership time. 


    This segment will populate based on the rules (i.e. conditions) you specify. This will allow you to create segments of audiences who have performed some action on your site, e.g. added a product to the shopping cart.

    Similar users

    This is one of the ways to target ads remarketing. With this feature, your audience lists can easily grow your user base. The main advantage of such a solution is to find audiences that resemble those who end up in the “site users” segment, so you can gain a valuable list of new potential customers. 

    How does Google Ads assign users to the segment of similar users? It analyzes the recent activity of users who are already on your remarketing lists, and based on this, the system searches for new potential customers whose recent activity is similar to the one it already knows. 

    What does it do?

    Example – suppose you have a remarketing list of users who bought a camera from your online store. Instead of targeting ads to people interested in photography more broadly, the “similar audiences” function will search for users who typed “cameras” into the search engine before visiting your store and making a purchase. Based on this, the “similar audiences” function will search for users with similar activity – that is, users who also typed “cameras” into the search engine.

    Discover the possibilities of remarketing in Google Ads!

    By doing so, you can increase conversions, strengthen brand awareness and generate greater user engagement. Contact us to learn more and start an effective Google Ads remarketing campaign.

    Let’s talk!


    When creating remarketing campaigns, it’s a good idea to develop a few habits that will make our job easier, and will ultimately pay off with good ad optimization and better results. Here are some of them:

    • Remarketing list size (data segment size)

    Depending on the type of network you want to target with your remarketing ads, your audience lists must collect:

    – In Google’s ad network: at least 100 users on your audience lists, active in the last 30 days

    – In Google’s search network: at least 1,000 users on recipient lists, active in the last 30 days

    – YouTube: at least 1,000 users in segments, active in the last 30 days

    – Discovery Ads: at least 1,000 users in segments, active in the last 30 days

    • Period of remarketing list membership

    By default, users are placed on your remarketing list for a period of 30 days, but you can extend the membership period to a maximum of 540 days during the creation process.  

    • Remarketing tag on your site

    Make sure the remarketing tag is working everywhere on your site. Without it, your lists and thus – remarketing activities will be incomplete.

    • Create thoughtful and precise remarketing lists

    Observe and analyze which audience groups are closest to realizing conversions that are important to you. Focus on them specifically!

    Focus on them.

    • Exclusions from your remarketing lists

    Remember to exclude from your remarketing audience lists those users who have already bought. In that case, it’s better to target them with your brand’s image ads or those with information about promotions, for example, for regular customers. 

    • Limit ad impressions 

    It certainly happened to you more than once that the ads of a particular company “followed” you even several times a day. It was annoying and unlikely to end up in your liking for a particular company, right? Don’t do the same to your potential customers and remember to limit the number of displayed ads per user in your campaign settings. 

    After reading this article, you already know what types of remarketing there are and how they differ from each other. You can easily fit it into your strategy and create dynamic ads. You also know how to use remarketing lists to target the right audience with your ads.

    Ahead of you is the most exciting part – create campaigns and act! 

    Good luck! 🙂

    Let's talk!

    Dominika Andrejko
    Dominika Andrejko

    Hi, my name is Dominika Andrejko, and in the digital marketing industry I work in Google Ads and analytics. At UpMore, I joined the SEM team and would be happy to explain the intricacies of the latest GA4 and run campaigns on Google.