Term

Remarketing

Re-engaging users who already interacted with a website, app, or ad — across Display, Search (RLSA), Video, or Shopping campaigns.

Remarketing — in more detail

Remarketing (also called retargeting) serves ads specifically to users who previously engaged with a brand — site visit, app usage, YouTube interaction, or customer upload. Lists are built via Google Ads tags, GA4 audiences, or Customer Match uploads, then plugged into Display, Search (RLSA), Video, or Shopping campaigns. Since these users already signaled interest, conversion rates tend to be noticeably higher and CPAs lower than for cold-audience campaigns — at limited volume.

Example / In practice

An online store builds a remarketing list “cart abandoners in the last 14 days” and serves dynamic display ads featuring the exact products left in the cart. In parallel, an RLSA campaign raises bids in Search for the same list.

Distinction from similar terms

Dynamic Remarketing is the product- or service-specific variant with a feed connection. RLSA is remarketing tailored to Search ads. Customer Match uploads first-party CRM data — related mechanics, different source. Lookalike / Optimized Targeting moves beyond existing users to similar profiles.

Entdecke mehr

Glossar

Synthetic Personas

Synthetic personas are target-audience profiles simulated with AI language models to mimic real respondents. Marketing uses them to test messages, concepts or products quickly against a modelled audience — as a complement to, not a replacement for, real research.

Lexikon