Interest Based Advertising on Google

Google just launched its interest-based advertising solution which allows you to target your ads on the content network at users based on interest. You can either target users who have visited your site already OR you can target using interest-based categories for example travel or sport.

This can be very powerful if you want to increase your brand visibility because you can have your ad appear to the same user multiple times on different sites that they visit in the content network.

What you do is copy and paste a remarketing tag (or snippet of code which you get when logged into your Google Adwords account) onto your website and then in Google Adwords you go to the “audiences” tab and create an Ad just for this “remarketing list”. If someone visits your site and gets “tagged” by the cookie then if they visit a site on Google’s content network, Google will recognise their cookie and your ad may be displayed. Since they have already visited your site, you are increasing your brand awareness and customer mind share.

If you want your display ads to be shown to anyone who visited your site no matter which page then you need to put the tag on all pages on your site, but you can for example tailor the campaign so the ads are only shown to people who visit a specific page on your site by just putting the tag on that page. For example lets say you want to target only users who visit your contact page but don’t leave an enquiry, then you could just put the tag on your contact page.

There are many other useful ways of using Google’s new remarketing tags and you can get more information about this on Google.