3 Effective Remarketing Strategies in Google Ads

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Implementing effective remarketing strategies in Google Ads allows businesses like yours to reconnect with users who have previously interacted with your website. Keeping these customers engaged with your brand and encouraging them to return to your store is as important as attracting them in the first place. With this in mind, we’ve analyzed the primary remarketing strategies used by millions of businesses worldwide and are sharing a selection of the three best. Proper implementation will help increase your store’s conversions and strengthen your relationship with your customers.

What is Remarketing?

Before diving into the top three remarketing strategies in Google Ads, let’s clarify what remarketing is and its purpose. Simply put, remarketing is a digital marketing strategy that involves reconnecting with users who have previously visited your website or interacted with your mobile app.

Using cookies and other tracking technologies, Google Ads allows you to identify these users and present them with relevant ads while they browse other websites or use apps. The primary goal is to keep your brand in the minds of potential customers and encourage them to return and complete an action, such as making a purchase.

Now that we’ve clarified the concept of remarketing, let’s explore the best strategies you can use for your website.

Which are the Remarketing Strategies in Google Ads?

There are various remarketing strategies that can be implemented in Google Ads, each designed to address different objectives and user behaviors. Some of the most common and effective include Standard Remarketing, Dynamic Remarketing, Search Remarketing, Video Remarketing, Customer List Remarketing, and Gmail Remarketing, among others.

Let’s focus on three of the most effective ones: Standard Remarketing, Dynamic Remarketing, and Search Remarketing.

Standard Remarketing: Recapture Your Visitors’ Attention

Standard remarketing is one of the most widely used strategies in Google Ads. This technique allows you to show ads to users who have visited your website while they browse other pages in the Google Display Network. The goal is to remind users of your store and the products they were interested in.

In a world where over 90% of website visitors do not buy on their first visit, reminding them of what you offer can make a significant difference. To make the most of this strategy, it is recommended to perform smart audience segmentation, use attractive creatives, and maintain a balance in ad frequency.

Why segment? Not all visitors to your store are the same. By segmenting them based on their behavior, you can tailor your strategy towards them. For example, if a user visited a specific product page but did not make a purchase, you can show them ads for that same product with a special discount.

To do this, you need to create lists and use the remarketing tag correctly. If you have doubts about how to do it, I recommend visiting the Google Ads Help Center, where you will find all the information you need.

Additionally, to create visually attractive ads that capture users’ attention, include clear calls to action and offer incentives such as discounts or free shipping to motivate purchases.

It’s also advisable to adjust the frequency with which your ads are shown to avoid overwhelming users. Moreover, set an appropriate duration for your remarketing lists to keep your brand in users’ minds without being intrusive.

Beyond these “standard” practices, there are more advanced strategies for effective remarketing. Let’s discover them.

Dynamic Remarketing: Personalize the User Experience

Dynamic remarketing is a strategy that involves showing personalized ads that include the specific products or services that users viewed on your website.

In short, dynamic remarketing takes personalization to the next level and is particularly effective for stores with an extensive product catalog.

To implement dynamic remarketing effectively, it’s important to set up your product feed in Google Merchant Center and link it to your Google Ads account. This way, Google Ads will automatically pull information from your products to create personalized ads.

Also, it’s crucial to ensure your ads are visually appealing. Even if you present your audience with the specific product they want, if you don’t do it in a way that captivates them, they won’t buy it. In this sense, it’s advisable to use high-quality images and descriptive texts that highlight the features and benefits of the products.

When executing dynamic remarketing strategies, it’s also wise to leverage Google Ads’ automation and machine learning capabilities to optimize your campaigns. This practice will help you identify the best times to show ads and personalize the offer based on user behavior.

Now, let’s discover the features of search remarketing, a remarketing strategy that focuses on capturing users at the precise moment.

Search Remarketing: Capture Users at the Right Moment

Search remarketing is a powerful strategy that allows you to show ads to users who have previously interacted with your website or have already made related searches in search engines. Nevertheless, unlike standard or traditional remarketing, this strategy focuses on displaying personalized ads in Google search results to those users who have previously shown an interest in your business.

This technique is especially effective for capturing users who are in the consideration phase and have shown prior interest in your products, in other words, capturing them at the precise moment.

To make the most of search remarketing, you need to create remarketing lists based on users’ previous interactions with your website. You can adjust your bids and personalize your ads for these specific users when they make relevant searches.

Moreover, it’s essential to use specific and relevant keywords that align with the searches of users who have already shown interest in your products. Doing so will increase the likelihood that your ads will be seen by a highly qualified audience.

Finally, customize your search ads to highlight the products or promotions that most interested users in their previous visits. Offering an additional incentive, such as a special discount for “returning visitors,” can be a decisive factor for conversion.

Without a doubt, each of these strategies is full of potential, but at this point, you may be wondering why they are so effective. Read on to discover the answer.

Why These 3 Remarketing Strategies are the Most Effective in Google Ads?

Standard Remarketing, Dynamic Remarketing, and Search Remarketing are considered the most effective strategies in Google Ads due to their capacity to target users at various stages of the purchasing process and personalize the advertising experience.

In first place, Standard Remarketing helps keep your brand top-of-mind by displaying ads to past visitors as they browse other sites within the Google Display Network. This broad reach helps re-engage users who may have left your site without converting.

Then, Dynamic Remarketing takes personalization a step further by showing ads that feature specific products or services users viewed on your site. This higher level of relevance increases the likelihood of conversion, especially for e-commerce businesses with extensive product catalogs.

Finally, Search Remarketing targets users who have previously interacted with your site when they conduct searches on Google. This strategy captures users with a high intent to purchase, making it particularly effective for driving conversions.

These strategies leverage the vast reach and sophisticated targeting capabilities of Google Ads, ensuring that your ads are seen by the right audience at the right time, significantly enhancing your chances of conversion​.

Impact of Google Consent Mode V2 on Google Ads Remarketing

Recently, the implementation of Google Consent Mode V2 has become mandatory, sparking much debate about its impact on remarketing strategies.

The fact is that Google Consent Mode V2 has introduced significant changes in how user data is collected and used for remarketing campaigns in Google Ads.

This mode allows advertisers to adjust the behavior of Google tags based on the user’s consent status, meaning tags can operate differently depending on whether the user has consented to the use of advertising or analytics cookies.

So, how does this affect your remarketing strategy?

If a user does not consent to advertising cookies, Consent Mode V2 will allow Google Ads tags to continue operating in a limited manner, using aggregated and anonymous data to measure conversions and campaign performance.

This ensures that your remarketing strategy remains effective and compliant with privacy regulations, although with somewhat reduced capacity for individualized tracking and ad personalization.

Adapting your strategies to this new reality is essential to continue achieving optimal results in an environment with greater user privacy protection.


Undoubtedly, remarketing in Google Ads offers a great opportunity to reconnect with users who have already shown interest in your store.

By implementing remarketing strategies – standard remarketing, dynamic remarketing, and search remarketing – you can significantly increase your conversions and foster customer loyalty. Start implementing these remarketing strategies today and watch your sales grow! And remember, adjust your campaigns according to user behavior and performance metrics to achieve the best results.

Don’t miss the opportunity to maximize the potential of your online store!