Here, remarketing means advertising to people who previously interacted with a business. Google Ads calls its remarketing audiences “your data” segments. Mailchimp describes Google remarketing ads as a form of web retargeting. These terms are used here in that advertising context. Source: Google Ads: About your data segments Source: Mailchimp: Getting started with Google remarketing ads

Define a useful next step

For an illustrative travel campaign, consider the next useful message for someone who viewed a destination guide. Decide the audience rule, message and destination page together. This gives the campaign a clear purpose instead of repeatedly showing the same advert without a reason for the person to return.

Review eligibility and exclusions

Before setup, check the platform’s current rules and the permissions needed for the data you intend to use. Agree who should be excluded and when the message stops being relevant. Recording those decisions with the campaign brief makes the audience choice reviewable and helps avoid relying on an old setup by habit.

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and recommendations are editorial illustrations, not customer results.