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A Guide to Bing, Yahoo & Google Retargeting Ads

An introduction to Retargeting Ads in 2020

What are Bing, Yahoo & Google Retargeting Ads?

Retargeting with advertisements is also known as remarketing. It is a form of advertising online that allows your business to remain in front of a user even after they have left your website. For most websites, a large chunk of traffic will leave on the first visit, after a few moments of browsing.

It is thought that only 2% of web traffic converts on the initial lookup, this is why Google Retargeting ads can be very effective. It is a well-designed tool created to help brands reach the remaining 98% of users who don’t convert straight away.

Google Retargeting ads work from a cookie-based technology that uses JavaScript code. The code then ‘follows’ your target audience anonymously as they browse across the internet. The way that this works is, it begins when you place a small piece of code on your website (this can also be known as a pixel). You will need to be familiar with website code to do this. Once this is complete, the code will be invisible to the users that visit your site and will not affect the performance of your website.

Every time a new visitor comes on to your website, the code will then drop an anonymous browser cookie. When your users come to browse the web later on, the cookie will then alert your Retargeting provider so they know when to show the ads. This ensures your ads are visible only to the people who have previously visited your website and didn’t convert right away.

Once someone clicks on to your site, they will start to see your ads whilst shopping, reading a blog post or listening to music online. They are effective reminders of your product and service to bring them back to your site, to make a purchase.

In the past, marketers had no other option except to create their own marketing strategies based on research and audience information. Thanks to Google Retargeting ads and the many benefits that come with them, businesses can continue a conversation with potential leads, without the need for email or phone.

Retargeting a potential customer builds the visibility of your brand and allows you to share your message with them more than once. This method is highly effective and builds up trust with people who have already demonstrated an interest in your business and gets them back on board.

Benefits of Retargeting Ads


  • Builds Brand Awareness
    As mentioned above, one of the biggest benefits of using Google Retargeting ads for your business is that it instantly builds awareness of your brand. Retargeting users with ads increases brand recognition showing previous website visitors a quality and helpful theme. People will see your logo, slogan and content more than once so it remains at the forefront of their mind.
  • Customer Value
    With the gentle reminders to customers that will appear to them as they browse the web, this not only builds the awareness of your brand but it also extends the amount of time that a potential customer will remember your business, extending their lifetime value.
  • Conversion Rate
    Often, when people visit your website for the first time, they are not ready to buy your product they are simply browsing. When you implicate ads retargeted at those previous users, by this point they have done enough research and are usually ready to make the purchase. This is because they have already spent time browsing your website and have built up some knowledge of your brand and services. Those people who click on your ads and visit for a second time, are much more likely to have the intention of making the final purchase as they have already done the initial ground work.
  • Cost Effective
    Google Retargeting Ads are very cost effective for businesses because you are effectively getting more for your money. This is because as mentioned above, the second time round users have more of an intention to purchase. You are Retargeting users who have already expressed their interest, you are focusing in on a narrowed audience rather than trying to reach anyone and hoping for the best outcome.
  • Long Term Success
    Google Retargeting ads are most effective after they have been running for a couple of months online. As the amount of website visitors you get increases, this will then increase your audience for the Retargeting ad.
  • Creativity
    Successful Retargeting ads give you a chance to get creative with your brand and to reach your audience. There are several ways in which you can create a different type of ad e.g. an event Retargeting ad or segmenting the promotion of one of your features with bright and bold words to clearly demonstrate your offering. You don’t want your second time ad to be bland and boring, you want to bring those people back to your site.
  • GDPR
    The use of Retargeting ads for businesses does not go against any privacy laws. As long as your website has a clear privacy policy that mentions how your brand collects and uses data, including cookies.

Examples of Successful Campaigns

When you are browsing any kind of website, it is tracking your every move. Websites can monitor products that potential customers are looking at so that once you have left their site, they can email you with deals on that particular product or something similar. Since a company knows that you are interested, they have a higher return on investment advertising to you, an interested user, than they do advertising to people who might not even be aware of their business.

Here are some examples of different companies that have successful Retargeting campaigns.

Expedia is a great example of how a Retargeting ad campaign can really work. As one of the leading, global travel agencies, Expedia wants to be able to gather as much information as possible about the users that come onto their website. Capturing large amounts of traffic, Expedia are monitoring information about the intentions of each user such as destination and time frame.

One of the ways in which Expedia retargets people is, they like to approach those interested in last minute holidays and will extend their deals out to them. If you do some browsing on their site and then leave, you will notice last minute deals to your dream destination pop up on your social media.

Confused.com is an online insurance aggregator that works with agents who will contact several insurance companies on your behalf to find you the best deal based on your information provided.  Whether it is car insurance or home insurance, an agent will work in the background to gather the best quotes for you, even if you don’t view them right away. If you request a quote and then leave the website, the work will still be done and going forward, you will begin to receive information about your quotes via email and ads. You will notice the retargeted ad will begin to show on different websites that you go on including social media. In the ad, it will showcase the best deals for you based on your criteria and those deals are just a click away.

Best Buy
Best Buy is an online shop selling mostly electronic devices and appliances. They showcase good examples of what an abandoned cart ad would look like. When you visit them, shop around, add something to your cart and continue to browse and then leave without purchasing, you will see ads pop up.

These ads will show themselves to users when Best Buy thinks you are still interested in buying the product you left in the cart. These types of reminders are generic and not personalised.

Nike’s Retargeting campaigns are a great example of how it should be done. If you search for a pair of any Nike trainers on their website, you will then receive a series of marketing ads, often in banner form, as you browse other websites. These Remarketing ads allow you to scroll through different pairs of trainers that are ‘suggested for you’ based on your previous activity on Nike’s website. These kinds of ads often feature a call to action button directing you back to Nike’s website to complete your purchase.

How can Fluid Ads help?

Here at Fluid Ads, we are committed to helping your business achieve brand recall and awareness through personalised ads which is more important than ever. Our service is able to capture data on your potential customers and use this information to tailor your messaging to your target audience. We can work with you to retarget users to an advertisement that is unique to them and what they are looking for.

Fluid Ads provides two types of Retargeting; Pixel Retargeting for your website to establish website visitor’s information and continue to deliver creative retargeted ads based on the product or service left behind at the add to basket stage.

In addition to this, we offer Search Retargeting which is where we will retarget your users based on the keywords that they have originally searched for.

We have the complete solution for all of your digital display advertising needs. Get in touch with us today to discuss how we can help your brand grow.

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