Short answer: Remarketing in Google Ads lets you reach people who already know you, such as website visitors, app users, YouTube viewers and customers on your email list. Set up the Google tag, create audience segments in Audience manager, then use them in Search, Display, YouTube, Demand Gen and Performance Max campaigns, either to target these people or to bid differently for them. Keep frequency sensible and exclude recent buyers.
Types of remarketing audiences
| Segment | Source | Example use |
|---|---|---|
| Website visitors | Google tag | People who viewed a product but did not buy |
| Customer lists | Customer Match uploads | Past buyers for repeat offers |
| YouTube users | Linked YouTube channel | People who watched your videos |
| App users | Linked app | Users who did not finish sign up |
Find them under Tools, then Shared library, then Audience manager, in the Your data segments section.
Step 1: install the Google tag
Install the Google tag on every page, directly or with Google Tag Manager, and accept the prompt to collect audience data. Make sure your consent mode setup is correct, because in many regions Google only adds people to lists when they consent.
Step 2: create segments
Useful website segments include:
- All visitors in the last 30 days
- Product or service page viewers who did not convert
- Cart or form abandoners
- Converters, to exclude or to upsell
- High intent visitors, such as people who viewed the pricing page
Choose a membership duration that matches your buying cycle. A food delivery app might use 7 days. A B2B service might use 90 days or more.
Step 3: use segments in campaigns
- Search: add segments in observation mode to see how returning visitors perform and to adjust bids, or use them for separate campaigns with broader keywords for people who already know you.
- Display and YouTube: target segments directly with reminder ads.
- Demand Gen: reach visitors across YouTube, Discover and Gmail with visual ads.
- Performance Max: add segments as audience signals to guide the system. Note that signals are a hint, not a limit.
Lists need a minimum number of active users before they can serve. Small lists may not show ads in some networks until they grow.
Do not annoy people
- Set frequency caps on Display and YouTube where available.
- Exclude converters from sales messages for a period after purchase.
- Change creatives regularly.
- Use a clear reason to come back, such as answering an objection or showing reviews.
Frequently asked questions
What is remarketing in Google Ads?
Where do I create remarketing lists?
Can I use remarketing in Search campaigns?
Does Performance Max use remarketing lists?
How long should people stay on a remarketing list?
Who can set up Google Ads remarketing for my business?
Want remarketing that brings buyers back?
I can set up the tag, consent mode and audience segments for you. See my Google Ads management service or request a free ads audit. Also read Google Consent Mode v2 for Google Ads and Google Ads conversion tracking with GA4 and GTM.