Google AdWords “Remarketing” and Privacy Policy

Remarketing, while it still looks like a spelling mistake, is a word that’s becoming more and more common. And for good reason. Remarketing is one of the most powerful tools, inside of the most powerful online marketing tool kit…Google AdWords.

What is it?
Google AdWords Remarketing allows Google to note who’s visited your site, and then proceed to follow them all over the internet, showing them your ads. It’s quite impressive.

So, if I visit a site that has Remarketing running, Google takes note of this, and then when I go to my Gmail or happen to be checking out a business on Yelp, I’m shown an ad from that first site that I visited.

How does Google know?
Google “takes note” of a visitor in the cookies of that person’s browser. Google describes how they identify visitors as such:

“This cookie contains a randomly generated 18 digit ID number that uniquely identifies a web browser on a specific computer, but isn’t used to identify an individual person. If you use multiple browsers and a different computer at home and at work, each one has a different cookie.”

Why is this effective?
Remember the ‘ole marketing adage “you’ve gotta get 7 impressions/touches on a consumer before they’ll buy.” Weeeelll, if your Ads are following your visitors across Google’s online presence (85% of the internet, roughly the size of Simba’s Kingdom), then you’re going to get some serious impressions. And even if it takes 10-14 impressions, there’s a good chance that you’ll be converting a higher percentage of visitors.

1. When you start Remarketing, you or your developer will have to put a snippet of Google code on your site, much like the Google Analytics or Conversion Tracking Code that you may have implemented (or should have…). When you generate this code, you have the chance to give Google a time period of which to follow people. 30 days? 60 Days? 90? You decide.

2. Another limitation (and this is where Google’s Privacy Policy comes in) is that, of course, Google has to give everyone an “out.” So, anyone who wants to “opt out” can go to the Ads Preferences Manager and opt in or out, which will either establish a cookie in the browser or turn it off. This is a new policy from Google as of March 2012.

3. Lastly, before your Remarketing Campaign begins, you’ll need to add a disclaimer to your website policy page stating that you are using Google Remarketing and reasons for use.

If you decided to utilize Remarketing, try to give people a reason to come back to your site, such as a sweepstakes or a coupon code or free shipping. Doing so will increase the effectiveness of your Remarketing Campaign.

If you have any questions about Remarketing, please contact us at 512-222-7141 or And especially if you’d like to get Google Remarketing rolling for your business, we would love to help you set it up.

Thanks for Reading,

Seth Kuhn
Online Marketing Specialist
Upbeat Marketing

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