Google Announces ReMarketing for AdWords

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I’ve been meaning to write about an interesting online advertising service called Retargeter, but before I got around to it, Google has changed the landscape by introducing Remarketing for AdWords advertisers.  The concept of remarketing or retargeting is fairly simple, yet brilliant.

Basically, someone visits your site, checks it out, but isn’t ready to sign up or make a purchase, so they travel on across the web.  With remarketing, those past-visitors are presented with your advertising as they browse, so that when they are ready to commit, your brand is top-of-mind.

As pointed out in Venturebeat, this move from Google ties in with earlier announcements that help marketers target varies phases of the sales & marketing funnel — making the online advertising model more effective.  After all, we know that people browse and click to multiple sites before finally making their decision, but it is only that final ad that gets the credit, making it hard to measure ROI on campaigns that generate intent.

I haven’t dug into the pricing differences between these two services but from what I can tell, the main point of differential is that ReTargeter.com will serve up your ads across a variety of sites and publishers like AOL, Yahoo!, Fox News, YouTube, and others (can’t seem to find a full list and if you have any control over placement.)  Whereas, Google will serve them across their Google Content Network, which is certainly quite broad.

Has anyone had any experience with any remarketing services? Thoughts on preferences, differences, what Google’s move will mean to ReTargeter and the like?  Please comment.

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