The Google AdWords blog has announced the introduction of 'interest-based advertising' which has now been released from beta testing. Called 'remarketing', this is a new feature for AdWords advertisers who are using the content network and enables advertisers to present their sales messages to previous visitors to their website.

Google claims that the testing period with selected advertisers has proved very successful and the concept allows companies to display tailored ads on sites throughout the Google content network to web users that have previously visited the site from an AdWords link. This is similar to behavioural targeting so that previous activity can be used to target new offers through text, display or video adverts.

Google provides an example of how this might work for an advertiser, such as a basketball team with tickets to sell. By putting a piece of code on the tickets page of their website, this will let them later show relevant ticket ads (such as last minute discounts) to everyone who has visited that page, as they subsequently browse sites in the Google Content Network. Several remarketing campaigns could also be run at the same time. For example, the company could offer discount game tickets to users who’ve previously visited the tickets page, advertise VIP hospitality packages to users who clicked on a “How to get to the arena” page, and advertise a sale on team merchandise to users who previously visited a YouTube brand channel.