Google AdWords vs Remarketing: Which is Right for Your Business?


It’s no secret that your website’s rankings in major search engines like Google have a big impact on your business. If you’re looking to have the most successful presence possible on the web, we strongly recommend pay-per-click (also known as PPC) campaigns.

Google has two major options for pay-per-click advertising: Google AdWords and Google Remarketing. Although they are both run by Google, both campaigns take a slightly different approach and it is important for you to know the difference when deciding which is right for your business.

To help you understand the difference, we’ve created a venn diagram comparing and contrasting AdWords and Remarketing.

Venn Diagram by ijenti illustrating google adwords vs remarketing

Key Terms:

  • Google AdWords: PPC campaign, ads appear on both search and display networks. Targets audience searching on Google regardless of whether or not the user has visited your website before.
  • Google Remarketing: PPC campaign, ads appear on display networks ONLY. Only targets users who have visited your website in the past. If you’ve ever visited a website and then noticed that website’s ad “following” you around the web, that’s remarketing at work.
  • Search network: From Google’s website: “Your ad will show on Google search sites, including Google Search, Shopping, Maps, Images, and Groups, as well as on search results on sites that partner with Google, like AOL.”
  • Display network: From Google’s website: “Your ad will show on Google’s network of partner websites, as well as on Google sites like Gmail, YouTube, Blogger, and Google Finance.”
  • Targeting: this describes methods used to narrow the audience for your campaign. By refining your audience, you benefit from less competition allowing you to maximize your monthly budget.

Interested in starting your own PPC campaign?

We’d love to help you decide which PPC campaign is right for you, manage your account and provide analytic reports of results. Contact ijenti today to get started on your AdWords or Remarketing campaign!


ijenti is a digital marketing agency with locations in Nashville, Atlanta and Orlando. ijenti offers several digital platforms such as web design and development, as well as marketing campaigns including SEO, SEM, PPC, and SMM. With clients spread across the United States, ijenti works to serve its clients through consulting, development, and software applications. ijenti develops digital assets such as websites, desktop software applications, mobile applications, videos and manages digital and conventional marketing campaigns. Learn More >

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