Google officially unveils remarketing for AdWords

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Mountain View, Calif.—Google said Thursday that remarketing capability is now available to its AdWords advertisers. Remarketing enables advertisers to send targeted messages to consumers who have previously visited an advertiser’s Web site. The new AdWords feature has been operating in beta format since last March.

In a blog post on its Web site, Google used the example of a basketball team offering last-minute ticket discounts across the Google Content Network to previous visitors to the team’s Web site to illustrate the feature.

“Remarketing on the Google Content Network has been a great way to entice users who have already expressed interest in our hotels. We’ve found it to be such an effective solution that we’re increasing our investment in it,” Michael Menis, VP-global interactive marketing for InterContinental Hotels Group, said in a statement.

Google said that AdWords advertisers can create a remarketing campaign through the new “Audiences” tab in AdWords.

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