Google remarketing banners – when is it worth using them?

Steven /

The conversion rate for your e-commerce is lower than you would like it to be? Statistics say that as many as 98% of customers leave the online store without making a purchase. How can you make undecided customers visit you again? Use remarketing. Check out how Google remarketing banners can help you.

What is remarketing about?

Remarketing is a type of advertisement targeted mainly at users who did not convert during the first visit to your e-commerce website. The goal of the ad is mainly to encourage these users to return to your site. For this purpose, remarketing uses static or dynamic banners. They are displayed to users on other websites that they browse after leaving your site.

How do Google remarketing banners work?

Google AdWords is currently the most popular ad network of this type. Once you have registered in it, the code placed on your website will start saving files on the visitors’ computers. These are so-called cookies. Thanks to them, you can, in a way, track your users on the web. You can also research them, for example, in terms of:

  • what products of your e-commerce they browse,
  • when they leave the baskets,
  • on which pages they spend the most time,
  • when they leave your website.


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Based on this data, you then create remarketing lists divided into different users’ groups. Then, you can target personalized Google remarketing banners to each group. Such banners will be displayed to them while browsing other websites.


The purpose of a Google remarketing banner depends on the group to which you are displaying the message. For example, if you display it to the person who left the basket at the final moment of the transaction, you can include a graphic of the abandoned product in the banner and, for example, additional information about the discount on this product.

Static or dynamic banners – what is the difference?

Although there are many theories on the differences between static and dynamic banners, the answer to this question is very simple. Long story short, a static banner is a creation prepared earlier and ready to be displayed to the user in the default or personalized version, e.g. by:

  • encouraging users who have left the shopping cart to visit the store again,
  • offering discounts to customers who have not made transactions in the store for a long time,
  • a friendly message addressed to those who participate in your store’s loyalty program,
  • a message with a special discount displayed to users with high scoring (steel, profitable customers).


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Many think that static banner becomes a dynamic one thanks to personalization. Meanwhile, dynamic banners are those that are created in real time, ie. exactly at the time of display. How does it work? Dynamic banners personalize the messages by dividing the users into groups, as in the case of static banners described above. However, dynamic banners draw additional information from the so-called product feed (prices, discounts, product information), and as a result, create a number of message kernels.

Which banner to choose?

It is estimated that dynamic banners are four times more effective than their static counterparts. This is due to the unlimited possibilities of matching advertising to users’ individual preferences. Their advantage is also the fact that the same user gets different messages from you – they change in line with the change of the context, e.g. the interests of the potential customer.