How Do Some Banner Ads Follow Me from Site to Site?

If you've spent any time on the internet, then it's very likely that you've experienced this. You're surfing the web, browsing a particular site, and later you move on to another site to find a banner ad for the site you visited hours earlier. This is called 'Remarketing.'

by Drew Barton

Inbound Marketing | PPC

Reading Time | 3 min

It’s happened to all of us. We’re surfing the web and browsing a particular site. Later, we move on to another site to find a banner ad for the site we visited hours earlier.

It’s almost as if the ads are following us?!

So, what’s going on here? The answer is ad remarketing.

Ad remarketing is a tool used by web advertisers to bring potential customers back to their websites after they’ve left, without having to put work towards search engine optimization. By keeping track of a customer’s browsing habits, companies can in effect give the customer a second chance at buying their product.

Why is Google Ad Remarketing so valuable?

Remarketing is an effective strategy for encouraging conversions because it specifically targets individuals who have already shown an interest in a company’s product. These individuals are more likely to convert than random individuals who may have little or no desire to buy a particular product.

How does ad remarketing work?

Experts have found that only 2 percent of potential customers “convert” (i.e., buy a product) during the first visit to the company’s website. Remarketing is designed to bring the 98 percent of users that don’t buy a product back to the website for a second look.

For this to work, the owner of a company has their WordPress Support team put a small snippet of code, or a “remarketing pixel,” on their website. This code places an anonymous cookie into new visitors’ browsers. The cookie allows the advertiser to track visitors’ browsing habits and discover the optimum time to serve ads to those visitors.

How Remarketing Advertising Works

Examples of Ad Remarketing

To illustrate how ad remarketing works, let’s imagine that a person is browsing the web looking to buy a pair of shoes. They will likely visit numerous sites looking for the best pair for the best price, but it’s unlikely that they will buy any shoes on the first visit to a site.

The company that uses remarketing has an advantage, however. While the potential customer is browsing other sites, the shoe company will serve an ad designed to remind the customer of its site, perhaps highlighting a specific sale or product. The customer will then click on the ad and return to the site. On their second visit, they are much more likely to make a purchase and increase the company’s ROI.

Ready for another example of how ad remarketing works? The case study video below demonstrates how a real-life small business uses Google Ads ad remarketing and Display Network to encourage its site visitors to convert:

Using Google Ads for Remarketing

Now that we’ve discussed how banner ads follow you from site to site, let’s talk about why so many companies turn to Google for their remarketing campaigns.

The simple answer to why Google dominates search remarketing is the sheer reach the search engine giant has. Estimates show that the Google Display Network reaches approximately 90 percent of all web users worldwide.

With a number like that, it makes sense for advertisers and web publishers alike to take advantage of Google Ads for their remarketing campaigns.

Using Google Ads, companies can create advertisements that appear on Google search results as well as Google’s network of partner sites. And with a Google remarketing campaign, companies can tag certain pages of their site that visitors have browsed (for example, the pages that feature shoes).

This allows them to create a campaign to reserve relevant ads as the visitor goes on to different sites. This is the basic essence of how remarketing works, though there are other benefits of using Google Ads for remarketing campaigns.

Google’s advertising programs aren’t only profitable for companies selling products and services, they can be greatly lucrative for web content publishers. With Google AdSense, web publishers can post ads on their websites and receive revenue for each view (called “Pay Per Impression” or “PPI”) or each click (called “Pay Per Click” or “PPC”).

Ad remarketing = a win-win situation

Using Google Ads Remarketing creates a win-win situation for individuals looking to gain revenue from the Web. On one hand, companies can target consumers who are most likely to buy their products. On the other, web content publishers can increase their revenue from PPI and PPC advertising. Finally, remarketing also benefits customers who are looking to make the right purchases.

Kickstart your remarketing campaign today.

If you’re looking for assistance setting up Google Ads remarketing with your pay-per-click campaign, don’t hesitate to contact us for help.

Drew Barton | President and Founder

Drew Barton is the President and Founder of SiteCare, LLC. For over two decades, Drew has helped thousands of businesses grow online. He is the author of the Buyer’s Guide to Websites, an Eagle Scout, and a Board Member of the Atlanta chapter of Entrepreneurs' Organization.