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Digital Marketing - Study Notes:

What is it?

Remarketing, also known as retargeting, will let you show ads to people who you've previously engaged with online, whether they visited your website, used your mobile app, or watched your videos on YouTube.


Remarketing can be a strong and strategic component of your advertising strategy.

  • Drive ROI: It can deliver return on investment for all types of advertisers.
  • Increase likelihood to buy: By targeting people who've previously engaged with you online, you have access to people who are the most likely to buy your product.
  • Reach your customers: You will also have the option to reach out to your existing customers as they search for you and as they browse the web.
  • Have large-scale reach: Your remarketing lists allow you to reach users as they browse over two million websites on their device and on their desktop.
  • Is tailored for your goals: You can also tailor your remarketing lists to align with your marketing goals.
  • Has efficient pricing: Because they are so highly targeted, they're very efficient when it comes to costs and pricing.


You have a number of options when it comes to remarketing on the display network.

  • You have standard remarketing, where you show your ads to previous visitors of your website.
  • Dynamic remarketing takes it to the next level, where you can automatically populate your ads with the product that somebody was last viewing on your website.
  • Remarketing for mobile apps shows ads to the people who have been using your app in the past.
  • Video remarketing allows you to show ads to people who have interacted with your video on YouTube in the past.
  • Email remarketing allows you to upload a list of customer emails and using customer match show them ads as they use Google Search, YouTube, or browse the internet.

How does it work?

To begin remarketing, the first thing you'll need to do is to add a remarketing code to your website, this is known as a tag.

After that, the code will paste a cookie on each browser of the visitors that come to your website. Then the visitor's cookie ID is added to your remarketing list. You can segment your remarketing lists to target your whole website, specific pages, or perhaps you want to target customers who have put things in their basket but not converted.

Setting up remarketing for the first time

To set up remarketing for the first time in AdWords, click on the settings menu at the top right of your screen, open your shared library, and click Audience Manager, and then click Audience Sources.

This opens a group of sources from which you can create remarketing lists. To set up the AdWords tag, click Set Up Tag, select which type of data the tag will collect, copy the tag that appears and follow the instructions for implementation. You may implement this for Tag Manager, or you may email the tag to yourself and pass it on to your developer.

Once the tag is in place, you will be able to start building lists. The first list that will be created is an all-visitors list, which will be viewable in your shared library once your tag is up and running.

Creating a remarketing list

With your remarketing tag in place you can create your first custom remarketing list.

Open the shared library from the settings menu at the top-right of the screen, click Audience Manager, Audience Lists, and choose Add Website Visitors.

Enter a descriptive name for your remarketing list. Choose a template from the Who You Want To Add To Your List drop-down menu. Now begin to add your rules. A dialog box appears where you can add all the conditions that a single web page needs to match. Once you're finished, click Done. Enter a membership duration, which is how long you want a visitor to stay in this list.

And you can change this membership duration at any time. You can later revisit these settings that you create here if anything needs to change.

Adding a remarketing list to an ad group

To add your remarketing list to an ad group, add your remarketing list like you would any audience targeting.

Go to Audiences, click your pencil or plus icon and select Remarketing and Similar Audiences, search for the list that you want to add, click the box next to each one and the added list will appear in the right column, click Save.

Remarketing in Google Analytics

You can also remarket through Google Analytics, which can be a lot easier to implement and has a lot of options. It's easier because you don't have to place a new tag on your website and use the Google Analytics tab that you've already got in place. The data within Google Analytics can be far more in-depth and collect a lot more data about your customers.

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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Lisa Dunn

PPC Account Manager @ OMD Ireland

  • 6+ years’ experience digital marketing 
  • Expertise in PPC advertising
  • Experience in content strategy development, paid social, and display advertising
  • Work day-to-day across paid search, video advertising, and Google Shopping
  • Clients include telecoms and utilties, local Irish brands, large online retailers, and government agencies

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library


    Display and Video Advertising
    Lisa Dunn
    Skills Expert

    This module begins with the fundamentals of Display and Video advertising and demonstrates how to set up and manage a YouTube channel. It covers the ad formats available on the Google Display Network and YouTube and shows how to set up and manage Display and Video campaigns. It also explains how to apply audience and contextual targeting, exclusions, remarketing, and bid adjustments to target Display and Video ads at the right audience. The module concludes by identifying the key metrics and tools to use to analyze and optimize the effectiveness of Display and Video campaigns.