Google has made its ‘Remarketing Programme’ available to all AdWords advertisers, New Media Age reports.

The service allows advertisers to target previous visitors in trying to lure them back.

Remarketing has previously been limited to only few advertisers as a premium-priced, exclusive product, but having moved out of beta stage the company has decided to offer it to everyone.

Bruce Daisley, Google UK head of YouTube and display, said: “The hardest thing for a marketer is getting people back to their site time and time again.

“We’re using the reach we have on the Google Content Network to bring people back at really low cost.”

Google has also announced that its other new ad service, called ‘Interest-Category Advertising’, is also expected to be rolled out to the masses later this year.

While still in the testing stage, the ‘Interest-Category Advertising’ allows advertisers to serve ads to people based on their browsing habits.

The company has already addressed fears of behavourial advertising undermining web privacy by pointing out the importance of transparency.

Daisley said: “Google takes privacy issues very seriously, which is why we launched the ad preference manager last year so anyone can see how they’re being categorised and can opt out”

Source: New Media Age