Google Ads Will Now Follow You Across The Web

Advertisers are beginning to realize that ads on the Web have their own lifecycle. People who eventually click on an ad don’t always click on it the first time they see it. Just like on TV or in print, they need to be bombarded by the same message before they take an action. The more times people see an ad on the Web, the more likely they are to eventually click on it. As annoying as this may be to most consumers, this is how advertisers view the world. Google also sees the world through this lens, and last week it fully launched what it calls ad “retargeting.” If someone visits a page on an advertiser’s own site or YouTube channel, Google can now show a related follow-up ad to just that person when they visit another site which shows Google ads. Since there are millions of sites in the Google Content Network, chances are Google will see them again. The program has been in beta since March, but it is now being rolled out to all AdWords customers. The term “remarketing” has multiple definitions, but Google uses it describe a way for AdWords advertisers to run campaigns throughout the Google Content Network, which the company claims reaches about 80 percent of Internet users around the globe. Retargeting can be applied to either text or display ads, and during the trial period was used for everything from boosting brand awareness to driving clicks and sales


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