In this guide
Bring interested visitors back with a relevant message
Remarketing can help you reach an eligible audience of previous website visitors. A traveller who explored your safari page might find a clear planning guide useful a few days later. The campaign should give them a reason to return; repeating a generic advert is not a complete plan.
Visitors are not the same as a usable audience
Each stage has its own requirements; the groups will not necessarily match.
People who visit
A visit alone does not establish permission for advertising use.
Advertising use is supported
The consent choice and technical implementation must support the intended use.
People included by your criteria
Check the chosen pages, actions, membership period and exclusions.
Eligible audience for this campaign
Platform eligibility and campaign settings affect whether advertising can run.
Check the foundations
Read Measure your results first. Confirm that advertising consent, the relevant Google tag and audience collection are configured appropriately. Test both acceptance and refusal. Verify the action you want to measure, such as a completed enquiry. An active tag does not automatically prove that every page, booking tool and audience rule works.
Check eligibility in the account
Google applies audience-size and eligibility requirements that depend on the advertising network and audience type. Use the current status shown in your account. A new site may not yet have a useful audience, and you should not buy poor-quality traffic simply to increase its size.
Build a bounded test
- Choose a useful audience rule. For all-site visitors, check that it covers people landing directly on destination and advice pages, not only the homepage.
- Choose a membership period that fits how customers consider your holidays. Start simply; tiny overlapping audience groups are difficult to evaluate.
- Select a relevant advert and landing page. Check image rights, accurate claims and a clear next step.
- If this is a test restricted to previous visitors, check both audience targeting and any expansion or optimised-targeting settings. Google's optimised targeting can go beyond selected audience segments.
- Set a spending plan, review date and exclusions where the message no longer fits. Review repetition and any available frequency controls.
Measure what it contributes
Check spend, eligible reach, frequency, placements and valid enquiries. Look beyond cheap clicks. People who already know your business may have returned anyway, so attributed bookings alone do not establish the extra bookings caused by remarketing. Where practical, compare periods or audiences carefully, allowing for seasonality and other activity.
Make the return visit useful
Illustrative journey; delivery and attribution are not guaranteed.
A visitor explores safari holidays
Use an appropriate audience rule where permission and the setup support it.
A practical safari planning guide
Explain relevant choices, such as travel timing and the style of itinerary.
Ask for help planning the trip
Link to the promised guide and a relevant enquiry route.
Complete this guide when
- Audience rules and consent handling have been verified.
- Any broader targeting or expansion is understood.
- The advert links to relevant content.
- The test has a spending plan, review date and owner.
Pause or revise the campaign when it is not adding useful business.
Travelgenix support request
Please confirm how the Google tag and advertising consent can be supported on [website], including [embedded search or booking tool]. Which parts of the audience and enquiry journey need a separate implementation or check?
Sources and further help
Use the official guidance below when checking settings, eligibility and responsibilities. Platform features and rules can change.
