Most people who visit a business website leave without calling, booking or buying. Some of them were still interested and simply ran out of time. Remarketing gives you a way to show ads to those past visitors later on. In Google Ads this feature now sits under the name “your data” segments.

This guide explains how website visitor lists work in Google Ads and where the ads can appear. It also covers list sizes, how long people stay on a list and the policy limits that apply. The aim is to help you decide if remarketing suits your business.

What remarketing means in Google Ads

Google used to call this feature remarketing. In the current Google Ads help pages it is described as “your data”. The segments you build are lists of people who have already interacted with your business. Google calls the wider group of targeting options audience segments.

The idea is simple. Someone visits your service page, then leaves. Over the following days your ad can appear when that person browses other sites or searches again. You are spending money on people who already know your name.

The main types of data segments

Google’s help page on ways to use your data segments lists several options. Each one draws on a different kind of past interaction. Small businesses usually start with website visitors, but the others are worth knowing about.

  • Website visitors, shown ads as they browse sites and apps on the Display Network.
  • Data segments for Search ads, reaching past visitors when they search on Google again.
  • Dynamic remarketing, showing products or services people viewed on your site.
  • YouTube users who have interacted with your videos or channel.
  • Customer Match, using contact details your customers have given you.
  • Lead form segments, reaching people who submitted one of your lead forms.

Google also creates an Engaged Audiences segment automatically. It adds people who have engaged with your website. App owners can build app user segments too, once data collection for the app is turned on.

How people are added to a website visitor list

Website visitor segments are built from code added to your site. Google describes these as snippets of code, meaning the Google tag and optional event snippets. Visitors are added within seconds of viewing a tagged page. You set rules that decide which visitors join which list.

A new segment starts empty. People only join as they visit after the list is created. Google says a new list can take 48 to 72 hours to fully populate in Google Ads. Plan for a short wait before any ads can run.

It helps to know where your visitors come from before you build lists. Reports in your analytics tool show which pages draw the most interest. Our article on what web analytics can teach you covers the basics. Those busy pages often make good starting points for a segment.

Membership duration

Membership duration is how long someone stays on a list after their last visit. Google’s guide on how your data segments work gives the defaults. For the Display Network and Google Search, the default is 30 days. The maximum for both is 540 days.

Shorter durations suit quick decisions, such as booking a tradie for an urgent job. Longer durations suit purchases people think about for months. You can create several lists with different durations and treat each one differently. That lets you match the ad to how recently someone visited.

Lists that sit unused can close on their own. Google says a segment unused in campaign or ad group targeting for 540 days will be closed automatically. A closed segment stops adding people. It can be reopened if you need it again.

Minimum list sizes

A list cannot be used until it reaches a minimum size. For the Display Network, Google’s guide says a segment needs at least 100 active visitors or users within the last 30 days. Thresholds for other networks are set out in the help pages and can change. Check the current figures in your account before you plan a campaign.

Small sites with low traffic may wait a while before a list is large enough. In that case, building traffic through search and other channels comes first. Remarketing works best once a steady flow of visitors arrives each month.

Using visitor lists with Search ads

Data segments for Search ads let you treat past visitors differently when they search again. Google describes two approaches. You can adjust bids on your existing keywords for people on the list. Or you can bid on keywords you would not normally use, only for recent visitors and past buyers.

Google gives the example of raising your bid by 25 per cent for people who visited in the last 30 days. You could also show a different ad to people who added items to a basket but did not buy. This pairs well with a tight keyword list. Our guide to managing Google Ads with fewer keywords explains that approach.

The personalised advertising policy

Remarketing is a form of personalised advertising, so Google’s policy on that topic applies. Ads promoting products or services in sensitive interest categories cannot use advertiser curated audiences. That rules out your data segments and Customer Match for those advertisers. Health, gambling, alcohol and negative financial status are among the restricted categories.

The policy also says segments must not be so narrow that they target a very small number of people. Users under 18 are not eligible for personalised ads of any kind. Advertisers can disable data collection for users who opt out of personalised ads. Google may add notices to ads that disclose personalisation, and you must not hide them.

Google’s guide also says you are responsible for meeting any duration limits under applicable law. Privacy rules in Australia apply to how businesses collect and use personal information. If you are unsure, read the guidance from the Office of the Australian Information Commissioner or speak with an adviser. A clear privacy policy on your site is a sensible starting point.

Writing ads for people who already know you

Past visitors have already seen your site, so the ad does not need to introduce you from scratch. Remind them what they looked at and give them a clear next step. A booking link or a simple quote form often works better than a general home page. Keep the message honest and avoid pressure tactics. Remarketing works best as one part of a wider plan, much like the approach in our article on online law firm marketing strategy.

Frequency matters too. Seeing the same ad over and over can annoy people rather than persuade them. Watch your results and refresh the creative when performance drops. Tracking traffic from these campaigns is easier with the methods in our article on monitoring your website traffic.

Frequently asked questions

Is remarketing still available in Google Ads?

Yes, though the name has changed. Google now refers to it as “your data” segments. Website visitor lists, Customer Match and YouTube user lists all fall under that heading.

How long does someone stay on a list?

The default membership duration for Display and Search is 30 days. You can set it as long as 540 days. Choose a length that matches how long your customers take to decide.

Why can I not use my new list yet?

A new segment starts with no visitors. It can take 48 to 72 hours to populate, and it must reach the minimum size before ads run. Low traffic sites may need longer to get there.

Can every business use remarketing?

No, some cannot. Advertisers promoting products in sensitive interest categories such as health or gambling cannot use your data segments. Predefined Google audiences remain available to them under the policy.

This article is general information only and does not cover every rule that may apply to your business. Google’s policies and Australian privacy obligations can change over time. Check the current Google Ads help pages and seek professional advice for your situation.