What is Remarketing?

Remarketing is a digital marketing strategy businesses use to reconnect with users who have previously interacted with their website, app, or online content. It leverages online ads to target these users, reminding them of the products or services they showed interest in. Remarketing campaigns typically involve displaying ads across various platforms, such as Google Display Network or social media channels like Facebook, to entice visitors to return and complete desired actions like making a purchase or signing up for a service.

Remarketing works by using browser cookies or tracking pixels to follow users after they leave a website without converting. Advertisers can then segment these users based on their behavior—such as viewing specific product pages, adding items to a shopping cart, or spending a particular amount of time on the site—and deliver tailored ads to them. The goal of remarketing is to boost conversion rates by re-engaging users who are already familiar with the brand.

How Does Remarketing Work?

Remarketing relies on tracking technology, such as cookies or pixels, which are small bits of data stored on a user’s device when they visit a website. Here’s a basic step-by-step breakdown of how remarketing works:

1. Visitor Interaction: When a user visits a website, they may browse through products or services, but they might not make an immediate purchase or take any other desired action.
2. Cookie Placement: A remarketing pixel or cookie is placed in the user’s browser when they visit the site. This cookie collects information about the user’s interaction with the site, like which pages they visited, what products they viewed, or whether they added something to their shopping cart.
3. Audience Segmentation: Advertisers can create custom remarketing lists to segment users based on their behavior. For example, one list may include users who visited a product page but didn’t make a purchase, while another may focus on those who abandoned a shopping cart.
4. Ad Display: Once the user leaves the website, the remarketing ads are displayed across different platforms and channels. These could be banners, video ads, or sponsored posts appearing on third-party websites or social media platforms, reminding the user about the products or services they were interested in.
5. Ad Customization: The ads are usually personalized to show the exact products or services the user was viewing, which increases the likelihood of re-engagement. For instance, if a user viewed a pair of shoes on an e-commerce site, the remarketing ad will likely display that same pair of shoes or a similar product.
6. User Returns: Ideally, the user clicks on the remarketing ad, revisits the website, and completes the action that the business initially wanted them to take, such as making a purchase or filling out a form.

Types of Remarketing

Remarketing is not a one-size-fits-all solution. There are several types of remarketing strategies, each tailored to meet specific marketing objectives. Here are some of the most commonly used types:

• Standard Remarketing: This involves showing ads to past visitors as they browse websites in the Google Display Network or use Google apps. Standard remarketing can help businesses reconnect with users who have previously visited their site and encourage them to return and convert.
• Dynamic Remarketing: With dynamic remarketing, ads are more personalized, displaying the exact products or services users previously viewed on the website. For instance, if a user was looking at a specific product category, such as electronics, dynamic ads would show related products or accessories. This method tends to be more effective as it creates a tailored shopping experience.
• Remarketing Lists for Search Ads (RLSA): This method allows advertisers to customize their search ad campaigns for people who have previously visited their website. It’s a way to adjust bids, ads, and keywords for returning visitors when they search on Google.
• Video Remarketing: This type of remarketing focuses on users who have interacted with a business’s YouTube videos or channel. These users can then be retargeted with ads on YouTube or the Google Display Network.
• Email Remarketing: Often referred to as email retargeting, this involves targeting users who open but do not take action on emails sent by the business. Ads are displayed to these users as they browse the web or interact with social platforms.

Benefits of Remarketing

Remarketing offers numerous advantages for businesses looking to boost their online marketing efforts. Below are some of the key benefits:

• Improved Conversion Rates: One of the primary goals of remarketing is to turn window shoppers into customers. By re-engaging users who have already shown interest, businesses have a better chance of converting these users than attracting new, unfamiliar visitors.
• Cost-Effective: Compared to other forms of advertising, remarketing tends to be cost-effective. Since it targets users who are already familiar with the brand, businesses often see a higher return on investment (ROI) from remarketing campaigns than from broader advertising efforts.
• Personalized Messaging: Remarketing enables businesses to create more personalized ad experiences, as they can deliver ads based on specific user behaviors. This increases relevance and, subsequently, the likelihood of engagement.
• Increased Brand Recall: Even if users don’t immediately convert, seeing a brand’s ads repeatedly can improve brand recall and recognition. When users are ready to make a purchase or take action, they’re more likely to choose the brand they remember seeing.
• Higher Engagement Rates: Remarketing ads typically have higher engagement rates because they are more relevant to the user. Since the user has already interacted with the business in some way, they’re more likely to click on the ad and return to the site.

Best Practices for Remarketing

To run effective remarketing campaigns, it’s crucial to follow best practices that maximize the potential for engagement and conversion. Here are a few tips:

• Segmentation is Key: Dividing your audience into specific groups based on their behavior allows for more personalized and targeted ads. For example, create separate ads for users who added items to their cart but didn’t complete the checkout process, and those who only browsed certain pages.
• Frequency Cap: One common mistake in remarketing is overexposing users to ads, which can lead to ad fatigue. Setting a frequency cap ensures users don’t see the same ad too many times, preventing irritation and negative associations with the brand.
• A/B Testing: Constantly experiment with different ad formats, messaging, and designs. A/B testing helps you determine which combinations work best for driving conversions.
• Use Dynamic Ads When Possible: If you’re in e-commerce, dynamic remarketing ads that display the exact products users viewed are more likely to lead to conversions than generic ads.
• Target Recent Visitors: Users who have recently visited your site are more likely to convert than those who haven’t been back for months. Focus on engaging with users within a short time frame after their initial visit.

Platforms and Tools for Remarketing

Several platforms and tools can help businesses implement remarketing strategies. Some of the most widely used are:

• Google Ads: Google’s remarketing options, including both display ads and remarketing lists for search ads, are some of the most popular tools for running remarketing campaigns. Google Ads provides extensive reach through its display network and integrates with YouTube for video remarketing.
• Facebook and Instagram: Both platforms offer robust remarketing capabilities through Facebook’s Custom Audiences feature. Businesses can upload a list of contacts, or target users based on interactions with their website, apps, or social media content.
• LinkedIn: B2B companies often use LinkedIn for remarketing campaigns, targeting professionals who have previously interacted with their website or LinkedIn content.