What is Remarketing?

Remarketing (also called retargeting) is an advertising technique in which you show ads to people who have visited your website before or interacted with your brand. By reaching these users again, you increase the chance of a conversion, because they already know your offer.

How does remarketing work?

Remarketing works through a pixel or tag on your website. If a visitor leaves your site without converting, they see your ad on other websites in the Display Network or again in the search results (RLSA). On social media, remarketing works through the Meta Pixel.

Types of remarketing

Standard remarketing shows ads to all previous visitors. Dynamic remarketing shows the specific products a user has viewed, which is very effective for e-commerce. RLSA (Remarketing Lists for Search Ads) adjusts your bids and ads for people who visited your site before, when they search on Google again. Customer Match targets existing customers based on their email addresses.

Remarketing and privacy

Stricter privacy laws and limits on third-party cookies are changing remarketing: Safari and Firefox already block these cookies by default. First-party data and custom audiences are becoming more and more important. Make sure you have a proper cookie banner that complies with the GDPR.

How long does someone stay on a remarketing list?

In Google Ads, up to 540 days. Set a realistic duration based on how long your customers usually take to make a buying decision.

Is remarketing expensive?

Remarketing is usually cheaper than prospecting, because the audience already knows the brand. The CPA is generally lower than in cold campaigns.

Does remarketing work for B2B too?

Definitely. Remarketing is especially valuable for long sales cycles. More at developers.google.com/search.

Remarketing is a technique within digital marketing and relies on the measurement that underpins it.