Can you still do Display Remarketing in Google Ads?

By: Jyll Saskin Gales, Google Ads Coach

Rumours have been swirling about the demise of Google Remarketing Display Ads in the wake of the upcoming third-party cookie deprecation. But is there any truth to this? Let's dive in and separate fact from fiction.

The Cookie Crumbles: The Impact on Display Remarketing

While Google hasn't officially announced the end of Remarketing, it's no secret that the effectiveness of cookie-based Display Remarketing has been declining. As third-party cookies become a thing of the past, reaching users based on their browsing history will become increasingly challenging.

The Rise of First-Party Data

So, does this mean the end of Remarketing as we know it? Not necessarily. The key to navigating this cookieless landscape lies in first-party data. This refers to information you collect directly from your audience, such as email addresses, customer lists, and website interactions.

By leveraging first-party data, you can continue to run effective Display Remarketing campaigns, targeting users based on their interactions with your brand, rather than their browsing behavior across the web.

In-Platform Remarketing: A Powerful Alternative 

Another viable option is in-platform Remarketing, which involves retargeting users within a specific platform, such as YouTube or Facebook. This type of remarketing is less affected by the loss of third-party cookies, as the platforms have direct access to user data.

For example, YouTube Remarketing allows you to reach users who have watched your videos, subscribed to your channel, or engaged with your content in other ways. Similarly, Facebook Remarketing enables you to target users who have interacted with your Facebook page or Facebook content.

The Bottom Line: Remarketing is Here to Stay

While the effectiveness of traditional Display Remarketing may be waning, there are still plenty of ways to reach your target audience and drive conversions. By focusing on first-party data and exploring in-platform Remarketing options, you can adapt to the changing landscape and continue to thrive in a cookieless world.