A few years ago, Google came up with interest based advertising that also included remarketing as a means of reaching the desired audience or user base with your relevant message and re-engage with prospects, who have checked into a website. Since introducing this particular change, the company claims that users have witnessed positive results, leading to more customer engagement, better ROI as well as higher sales.

Remarketing is proving to be of help to publishers at the same time, and is effectively funding content online. In continuation of its efforts to help reconnect with your valued customers and access new ones, more powerful tools have been released. With a series of simpler, more user-friendly tools, such as ‘Why this Ad?’, ‘Mute This Ad’ and the ‘Ads Preferences Manager’, Google is looking to give users enhanced control over the ads that they see on the site and across the web.

Adhering to response and feedback of clients, the company has been trying to make these solutions more effective: looking to simplify the whole process of initiating remarketing, without any hassle. Some specific improvements being gradually rolled out are as follows:

• Getting started with remarketing or managing your remarketing lists is now more flexible and easier. Google has upgraded the AdWords remarketing tag. As a result, one only needs to place it once across one’s site. One can then define as many lists as required in AdWords; for instance, for webpages where the URL includes the term ‘electronics’.
• Remarketing for most Google Analytics clients today essentially involves multiple tags. The company is simplifying this, so just a minor edit to your Analytics tag will enable you to generate remarketing lists straightaway from the Analytics interface. Like those made with the AdWords remarketing tag, the lists can be utilized to run the Google Display Network campaigns.

Further explaining the rationale of these changes, including smarter and more flexible ways of managing remarketing, an official blog post reveals that the aim is to help reach the right audience. It adds,

“Remarketing delivers great results, but we think there’s even more we can do to help you reach potential customers and connect with a wide audience. For example, in the coming weeks, we are gradually adding a new option to enable you to show ads to audiences that are similar to those on your remarketing lists, but who may not have visited your site yet. We are expanding a test we’ve been running for search ads. This beta allows you to customize your search campaigns, based on your AdWords remarketing lists. It’s being made available to clients who have a managed account; reach out to your representative if you’re interested.”

When online advertising works at its optimum best, businesses can effectively and efficiently connect with their valued customers, publishers can fund their great content, and end users get to see ads, which are both useful and compelling. Google claims to be releasing more tools, which can help make this a reality. The idea, it claims, is to give users more amount of flexibility in managing their remarketing lists and ensuring newer ways for connecting with the target audience.