Google to Go Wide With Remarketing Service

Google wants to encourage its thousands of search advertisers to spend more money on the Google Content Network. So it’s opening up its previously-in-beta Remarketing product to its entire ad base.

Going forward, any Google advertiser can retarget customers that have previously visited that brand’s site anywhere on the Google Content Network with display, video and/or text ads.  Executives at Google say its ad network covers roughly 1 million Web sites, reaching over 80 percent of the U.S. Web audience.

Google first introduced Remarketing to hundreds of select brands as part of a pilot program initiated last March. So far the results have been excellent, say officials, as brands are able to reach users who are likely interested in their products, since they have recently visited specific sections of their sites, shopped for individual products, or even interacted with that brand’s recent campaigns on YouTube.

“We are really enabling success for these marketers,” said Brad Bender, director of product management for the Google Content Network. “This really runs the gamut. It works for brand marketers and direct response marketers.”

For example, the product—which built into Google’s current AdWords user interface—is ideal to target in market shoppers such as people who have recently priced out hotel rooms on the Web. “We’ve found it to be such an effective solution that we’re increasing our investment in it,” said Michael Menis, vp of global interactive marketing of the InterContinental Hotels Group.

But Remarketing can also be an engagement driver, according to Paul Holden, chief marketing officer of Samsung. The company was able to reach 100,000 users who had previously interacted with its YouTube Valentine’s Day–time campaign across the Google network.

And besides big brands, Google said that Remarketing should entice more local and small businesses—which make up a huge chunk of its search advertising based—to try more display campaigns.

Bender said that small brands that want to retargeted customers across the Google Content Network can utilized Google’s self service Display Ad Builder product, which has already helped 20,000 businesses produce banners. “80 percent of those brands are completely new to display,” said Bender.