Have you ever browsed a website, looked at a product, and then noticed ads for that same product following you around the internet? That’s remarketing in action!
It’s like the internet has a memory, and it remembers what caught your eye.
But there’s much more to remarketing than just those follow-you-around ads.
Let’s dive into this powerful marketing technique that helps businesses reconnect with potential customers.
What is Remarketing?
Remarketing (also called retargeting) is a clever advertising strategy that targets people who have already visited your website or mobile app.
Instead of trying to reach brand new people, remarketing focuses on those who already showed some interest in what you offer.
Think of it like this…
When someone visits your online store and looks at red sneakers but doesn’t buy them, remarketing helps you show them ads about those exact red sneakers later while they’re reading news articles, watching videos, or scrolling through their social media feed.
Why Remarketing Works
Remarketing works because it targets warm leads rather than cold ones.
These people already know something about your brand, which means they’re more likely to take action when they see your ads again.
The numbers back this up too! Remarketing ads often have:
- Higher click-through rates
- Better conversion rates
- Lower cost per acquisition
- Improved return on ad spend
Plus, it takes most people multiple exposures to a brand before they decide to buy. Remarketing helps create those additional touchpoints that guide people through their buying journey.
Types of Remarketing Strategies
There are several ways to implement remarketing. Each works a bit differently and might be better suited for different business goals.
Standard Remarketing
This is the most common type that shows ads to past visitors as they browse other websites. These ads can appear on millions of websites that are part of the Google Display Network or other advertising networks.
Dynamic Remarketing
Dynamic remarketing takes things a step further by showing visitors the exact products they viewed on your site.
This personalized approach can dramatically increase conversion rates because it reminds customers of products they were already interested in.
For example, if someone looked at a blue dress on your clothing website, dynamic remarketing would show them that exact blue dress in ads across the web.
Video Remarketing
Video remarketing targets people who have interacted with your videos or YouTube channel. This can be especially powerful since videos create strong engagement and emotional connections with viewers.
Email Remarketing
Email remarketing involves sending targeted emails to people who have started but not completed specific actions on your website. Common examples include:
- Abandoned cart emails
- Browse abandonment emails
- Post-purchase follow-ups
Search Remarketing
Also known as RLSA (Remarketing Lists for Search Ads), this approach targets previous visitors when they search for related terms on Google or other search engines. This lets you customize your search ads for people who already know your brand.
How to Set Up a Remarketing Campaign
Setting up a remarketing campaign might sound complicated, but it’s actually pretty straightforward. Here’s how to get started:
Step 1: Install Your Tracking Code
Before you can start remarketing, you need to install a tracking code (often called a pixel or tag) on your website. This small piece of code places cookies on visitors’ browsers so you can show them ads later.
Common remarketing platforms include:
- Google Ads Remarketing
- Facebook Pixel
- LinkedIn Insight Tag
- Twitter Pixel
- Microsoft Advertising UET Tag
Each platform has simple instructions for installing their tracking code. Many website platforms like WordPress also have plugins that make this process even easier.
Step 2: Create Audience Lists
Once your tracking code is installed, you can create audience lists based on how people interact with your website. You might create lists for people who:
- Visited your homepage
- Viewed specific products
- Added items to their cart but didn’t purchase
- Spent more than a certain amount of time on your site
- Visited a specific number of pages
The more specific your audience lists, the more targeted your remarketing can be.
Step 3: Design Your Ads
Now it’s time to design the ads that your past visitors will see. Effective remarketing ads often:
- Remind visitors what they viewed
- Offer a special incentive to come back (like a discount)
- Include a clear call to action
- Feature eye-catching visuals
- Maintain your brand identity
Don’t be afraid to create multiple versions to test which ones perform best.
Step 4: Set Your Budget and Bids
Like other online advertising, remarketing campaigns need a budget. You can start small and increase your spend as you see results. Most platforms let you set daily budgets and maximum bids for your remarketing ads.
Step 5: Launch and Monitor
After launching your campaign, closely monitor its performance. Look at metrics like:
- Click-through rate (CTR)
- Conversion rate
- Cost per acquisition (CPA)
- Return on ad spend (ROAS)
Use this data to refine your targeting, ad creative, and bidding strategy over time.
Best Practices for Remarkable Remarketing
To get the most from your remarketing efforts, follow these proven best practices:
Don’t Be Too Pushy
While remarketing is effective, showing too many ads too frequently can annoy potential customers. Use frequency capping to limit how often someone sees your ads.
Segment Your Audience
Segment your audience based on their behavior and create specific messages for each group. Someone who abandoned their cart should see different ads than someone who just glanced at your homepage.
Set a Reasonable Duration
How long should you remarket to visitors? It depends on your product and sales cycle.
For impulse purchases, a short window of 15-30 days might work best. For high-consideration products, you might extend remarketing to 60-90 days.
Create Fresh Creative
Don’t let your ads grow stale. Update your remarketing creative regularly to keep your audience engaged and prevent “banner blindness.”
Include Clear Call-to-Actions
Every remarketing ad should tell viewers exactly what you want them to do next. Use action words like “Shop Now,” “Get Your Discount,” or “Complete Your Order.”
Add Value
The best remarketing ads offer something valuable. This could be a discount, free shipping, a content download, or simply a reminder about a product feature that solves their problem.
If you want to learn more about remarketing as it relates to digital marketing, check out my book here.
Remarketing Platforms Compared
Let’s look at some of the most popular remarketing platforms and what makes each unique:
Google Ads Remarketing
Google offers the largest reach with access to over two million websites in their Display Network plus YouTube. Their options include standard remarketing, dynamic remarketing, video remarketing, and RLSA.
Best for: Businesses wanting maximum reach and versatility
Facebook Remarketing
Facebook’s remarketing (which they call retargeting) reaches users across Facebook, Instagram, and their Audience Network. Their sophisticated targeting options can be combined with demographic and interest data.
Best for: Businesses with visual products and services, especially those targeting specific demographics
LinkedIn Remarketing
LinkedIn offers remarketing that’s especially valuable for B2B companies. It lets you target professionals based on industry, job title, company size, and more.
Best for: B2B companies and professional services
Twitter Remarketing
Twitter’s remarketing targets users who have visited your website as they browse Twitter. It works well for timely offers and trending topics.
Best for: Businesses with time-sensitive promotions or news-related content
Common Remarketing Mistakes to Avoid
Even experienced marketers can make these common remarketing mistakes:
Not Setting Exclusions
Make sure to exclude people who have already converted. Nothing looks less professional than advertising a product to someone who just bought it.
Targeting Too Broadly
General remarketing to anyone who visits any page on your site usually wastes money. Focus on visitors who showed real interest through specific actions.
Ignoring Mobile Users
Many remarketing campaigns fail to optimize for mobile devices. Make sure your landing pages and ads look great on smartphones.
Forgetting About Privacy Regulations
Remarketing must comply with privacy laws like GDPR in Europe and CCPA in California. Make sure your privacy policy clearly mentions your remarketing activities and provide opt-out options.
Relying on Remarketing Alone
Remarketing works best as part of a complete marketing strategy, not as a standalone tactic. You still need to attract new visitors to your site through other channels.
Measuring Remarketing Success
How do you know if your remarketing campaigns are working? Look at these key metrics:
Conversion Rate
The percentage of remarketing ad clicks that result in a desired action (like a purchase or sign-up).
View-Through Conversions
These happen when someone sees your remarketing ad, doesn’t click it, but later visits your site and converts.
Cost Per Acquisition (CPA)
How much you spend on remarketing to acquire each customer. This should be lower than your customer value.
Return on Ad Spend (ROAS)
The revenue generated for every dollar spent on remarketing ads. A ROAS of 4:1 means you earn $4 for every $1 spent.
Frequency
How often users see your ads. Too high might indicate wasted impressions; too low might mean missed opportunities.
Privacy Considerations in Remarketing
As remarketing relies on tracking user behavior, privacy concerns are important to address:
Cookies and Tracking
Most remarketing uses cookies to track users across websites. With increasing restrictions on third-party cookies, marketers need to adapt their strategies.
Transparency
Be upfront with visitors about your tracking and retargeting practices. Your privacy policy should clearly explain what data you collect and how you use it.
Compliance With Regulations
Make sure your retargeting complies with regulations like:
- General Data Protection Regulation (GDPR)
- California Consumer Privacy Act (CCPA)
- ePrivacy Directive (Cookie Law)
Many advertising platforms have built-in compliance features, but you should still understand the requirements for the markets you serve.
The Future of Remarketing
Things are changing rapidly due to new technologies and privacy concerns:
Cookie-Less Tracking
As third-party cookies phase out, marketers are exploring new tracking methods like first-party data, contextual targeting, and privacy-friendly identifiers.
AI and Machine Learning
Advanced algorithms are making retargeting smarter by predicting which users are most likely to convert and which ads will resonate with them.
Cross-Device Remarketing
As users switch between multiple devices, cross-device retargeting helps maintain consistent messaging across a user’s phone, tablet, computer, and other devices.
Video and Interactive Formats
Remarketing is moving beyond static banner ads to include interactive elements, video content, and more engaging formats.
Final Thoughts on Remarketing
Remarketing is one of the most cost-effective advertising strategies available to businesses today. By focusing on people who have already shown interest in what you offer, you can boost conversions and build stronger connections with potential customers.
Remember that successful retargeting requires a balance. You want to remind customers about your products without becoming annoying. When done right, retargeting feels helpful rather than intrusive.
Start small, test different approaches, and refine your strategy based on data. With time and optimization, retargeting can become one of your most valuable marketing channels.
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