Google Uses Adword Remarketing to Expand Audience Reach  

Google is going wide with their "Remarketing" feature, which allows advertisers to reach users who visit their website after they leave. The feature uses "remarketing lists," or rather a list of website visitors that a company would like to reengage. Visitors are followed as they browse the internet via a Google cookie, and then are re-targeted on other websites with compelling messages to get them to return to the advertised site. Advertisers can run several Remarketing campaigns at once, for a variety of products or offers.

This program has been in a trial run since March of 2009, and has became popular with companies seeking to boost brand awareness, drive sales and increase their clicks. All advertisers need to do to use the Remarketing feature is to check the "Audience" tab on their Adwords account page. Concerns about user privacy emerge, because Remarketing collects a wealth of browsing information from consumers. Time will tell whether or not this feature is successful in boosting website traffic and clicks for advertisers.

Click here to learn more about Google Remarketing.