Have you ever noticed ads for products you’ve browsed—like sneakers, a coffee maker, or a vacation package—popping up on other websites or social media? That’s remarketing in action. It’s a smart digital marketing strategy that helps businesses reconnect with people who showed interest but didn’t make a move.
Remarketing is not just effective—it’s backed by numbers.
- 97% of potential customers don’t make a purchase on their first visit to a website. However, those who see retargeted ads are already interested in the product or service, making them more likely to convert.
- 26% of website visitors return thanks to remarketing, increasing their chances of converting (Invesp).
- clicks on retargeting ads cost 2 to 100 times less than clicks on traditional search ads, making them highly cost-effective (Signifi Media).
- 20% of advertisers allocate a specific budget for remarketing, reflecting its importance in digital marketing strategies (Exploding Topics).
- 25% of consumers find product reminders useful, showing that remarketing resonates with many shoppers (Skai).
Want to know how remarketing can take your campaigns to the next level? Read on to see how it works and why it’s a must-have strategy.
What is Remarketing?
Remarketing is a digital marketing strategy that targets people who’ve already visited your website or app but didn’t follow through—whether that’s making a purchase, signing up, or completing another goal. The idea is simple: reconnect with these potential customers and turn their initial interest into action.
Example:
Hannah browsed natural skincare products, looking for the perfect facial cleanser. She explored different options and added a few to her cart but left the site without completing the purchase. Later, while scrolling through Instagram, she saw an ad for the exact cleanser she was eyeing, bringing her right back to finish what she started. She also received a reminder email encouraging her to complete the purchase.
Remarketing keeps your brand in front of users who’ve shown interest, nudging them to take the final step. Businesses can turn that “maybe later” into a sale by showing them relevant, timely ads.
What is Remarketing in SEM?
Remarketing in SEM is the technique of displaying ads to users who have previously visited a certain website. It shows them your ads when they search again for similar products or services.
Here’s how it works: if a user visits your site after searching for “best noise-canceling headphones” but leaves without buying, SEM remarketing ensures your ad appears the next time they search for related terms like “top-rated headphones” or “best deals on noise-canceling headphones.”
The process relies on cookies that track user activity on your site. These cookies create lists of visitors based on their behavior, allowing you to target ads to people most likely to convert. This strategy helps keep your brand visible at the right time, increasing the chances that users will return and take action.
What is Remarketing in Google Ads?
Remarketing in Google Ads is a highly effective strategy for re-engaging users who have previously visited your website but didn’t complete an action. Google Ads lets you display personalized ads to remind users of your offerings and encourage them to return through tracking user behavior.
The strategy relies on several key tools:
- Google Analytics – this tracks user interactions on your website, providing detailed insights into visitor behavior and creating remarketing audiences based on specific actions (e.g., visiting a product page or adding items to a cart).
- Google Tag Manager – a powerful tool for deploying tags that collect data about user activity without requiring constant updates to your website’s code.
- Remarketing Lists for Search Ads (RLSA) – these lists enable you to customize search ad campaigns for people who have previously visited your site, ensuring your message reaches users with high purchase intent.
- Dynamic Remarketing – this feature displays ads featuring the exact products or services users viewed, making the ads more relevant and increasing the likelihood of conversion.
With these tools, Google Ads helps you maximize your ad spend, focus on high-value audiences, and create personalized ad experiences that convert browsers into buyers.
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How does Remarketing Work?
Remarketing uses tracking technologies like pixel tags and cookies to monitor what users do on your website. When someone visits your site, these tools collect data about their actions, such as:
- which pages they viewed,
- how long they stayed,
- if they added something to their cart.
This data is then used to create remarketing lists that group users based on their behavior. For instance, you might have one list for visitors who browsed your product pages and another for those who started checkout but didn’t finish. You can serve highly targeted ads to specific user groups with these lists. For example, users who abandoned their carts might see an ad offering a discount on the items they left behind. These ads can appear across platforms like the Google Display Network, on social media, or even in search results.
What is the Importance of Remarketing in Digital Marketing?
Remarketing targets users who already know your brand and have shown interest, making them more likely to convert. It keeps your brand fresh in their minds and gently nudges them to come back. Combined with a well-crafted landing page, the process from interest to purchase becomes more streamlined. This approach stretches your ad budget and boosts conversions. Plus, it builds brand recognition and loyalty, turning casual visitors into repeat customers.
7 Key Benefits of Remarketing
Here are 7 key benefits of remarketing that can help improve your campaign performance:
#1 Improved Brand Recall
People forget—and fast. Remarketing keeps your brand visible to users who have already shown interest, making it easier for them to remember and return to you when they’re ready to act.
#2 Higher Conversion Rates
By targeting users who are already familiar with your offerings, you’re more likely to turn those casual browsers into paying customers.
#3 Better ROI
Why invest in cold leads that may never convert? Remarketing sharpens your focus on high-intent users, maximizing the impact of every ad dollar.
#4 Personalization
Generic ads don’t cut it anymore. Remarketing serves personalized ads based on user behavior, like highlighting the exact product they left in their cart.
#5 Multi-Platform Reach
From Instagram to Google and even their favorite blogs. Remarketing ensures your message shows up wherever your audience spends time online.
#6 Cost Efficiency
Reaching someone already interested? Affordable. Starting from scratch? Costly. Remarketing focuses your budget on the audiences most likely to convert, saving you money and boosting results.
#7 Increased Customer Loyalty
Remarketing isn’t just about selling—it’s about building trust. You can create a stronger bond with your audience, turning one-time shoppers into loyal customers who stick with your brand just by staying connected with personalized ads.
6 Different Types of Remarketing in Digital Marketing
Remarketing comes in different types, each designed for specific goals and platforms. Here are six common types and how they work:
#1 Display Remarketing
Display remarketing works by showing ads to users as they browse other websites across the Google Display Network. For instance, if someone recently viewed a pair of running shoes on your website but didn’t complete the purchase, those same shoes might appear in ads on other sites, like news platforms or blogs. This keeps your brand in their view and reminds them of what they were interested in, making it more likely they’ll return and complete the purchase.
#2 Search Remarketing
Search remarketing works much like display remarketing, but instead of showing ads on other websites, it uses paid ads on search engine results pages (SERPs). In Google Ads, this is called remarketing lists for search ads (RLSA). Like display remarketing, it tracks visitors to specific pages on your site. However, instead of displaying ads on third-party sites, it targets users based on their Google searches.
#3 Dynamic Remarketing
Dynamic remarketing differs from the other types not due to its format but because of its personalized content. These ads can appear in various formats, but what sets them apart is their ability to be tailored to each individual. Dynamic ads are designed to target users based on specific actions they’ve taken on your site, typically related to a particular product or service. This level of personalization makes dynamic remarketing a highly effective retargeting strategy.
#4 Video Remarketing
Video remarketing is a straightforward idea—it’s just remarketing using video ads. YouTube is usually the go-to platform for this type of retargeting. With Google Ads, you can set up video ads just like you would with search or display ads. Your ads will typically play on YouTube before or during the videos users watch.
#5 Email Remarketing
Email remarketing is all about personalization and timing. These aren’t generic newsletters—they’re tailored messages triggered by user behavior. Think cart abandonment emails, special offers for browsing specific categories, or even follow-ups on viewed products. When done right, these emails feel like a helpful nudge rather than spam.
#6 Social Media Remarketing
Social media remarketing taps into the power of platforms like Facebook, Instagram, and LinkedIn. It targets users based on their interactions with your website or app, serving ads directly in their feeds. Whether it’s a carousel showcasing products they browsed or a story ad highlighting limited-time deals, social media remarketing keeps the conversation going where users spend most of their time.
3 Successful Examples of Remarketing in Digital Marketing
Remarketing campaigns are all about reconnecting with potential customers and driving results. Here are three successful examples of how brands are doing it right.
Amazon’s Dynamic Remarketing
Ads Amazon is the king of dynamic remarketing. Ever notice how the exact product you added to your cart—but didn’t buy—seems to follow you across the web? Using personalized ads, Amazon keeps reminding you of what you left behind, often with enticing prompts like “Only 2 left in stock” or “Get it by tomorrow!” This urgency-driven strategy drives conversions.
Airbnb’s Email Remarketing Campaigns
Airbnb uses personalized emails to re-engage users who browse but don’t book. For example, if someone looks at beach villas in Hawaii, they’ll receive an email featuring stunning photos of those listings, with a message like, “Your tropical getaway is waiting.” This approach taps into emotions and encourages users to take the next step.
Nike’s Social Media Retargeting
Nike excels at using social media for remarketing, especially with carousel ads on platforms like Instagram. By showcasing products a user recently viewed, paired with complementary items or limited-time offers, Nike ensures its ads stay relevant and engaging, nudging customers toward completing their purchases.
How to Measure Success in Remarketing?
To measure success in remarketing, track key metrics such as conversion rate, which shows how many visitors took the desired action after being retargeted. Monitor click-through rates (CTR) to evaluate ad engagement and assess return on ad spend (ROAS) to ensure your campaign is profitable. Additionally, analyze cost per acquisition (CPA) to gauge the efficiency of your remarketing efforts and measure customer retention by tracking how often past visitors return and convert.
What are the KPI’s in Remarketing?
In remarketing, KPIs are measurable indicators that help you understand the effectiveness of your campaigns. Here are the key metrics to watch:
- Impressions – how many times your ads are shown to users.
- Click-Through Rate (CTR) – the percentage of people who clicked on your ad after seeing it.
- Conversion Rate – how many users took the desired action, like completing a purchase or signing up.
- Return on Ad Spend (ROAS) – the revenue you earn for every dollar spent on ads.
- Frequency – how often a single user sees your ad. Balance is key here—too much can lead to ad fatigue.
By monitoring KPIs, you can fine-tune your campaigns and ensure they deliver the best possible results.
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What is the Difference Between Remarketing and Retargeting?
The difference between remarketing and retargeting lies in their strategies for re-engaging potential customers. Remarketing uses email campaigns to send direct, personalized messages, while retargeting relies on user behavior data to display tailored ads across different platforms.
Remarketing
- Email-based strategy.
- Focuses on re-engaging users through direct, personalized messages.
- Effective for nurturing leads and maintaining relationships.
Example: Send follow-up emails to users who abandoned their cart, often with special offers or reminders.
Retargeting
- Ad-based strategy.
- Relies on cookies to track user behavior online.
- Displays tailored ads to users as they browse other sites or social media.
Example: Show dynamic ads featuring products users viewed but didn’t purchase.
Where Can I Run Remarketing Campaigns?
You can run remarketing campaigns on various platforms, meeting your audience wherever they spend their time.
- Google Ads,
- Facebook Ads,
- Instagram Ads,
- LinkedIn Ads,
- Twitter Ads,
- Pinterest Ads,
- YouTube Ads,
- Snapchat Ads,
- TikTok Ads,
- Microsoft Advertising (Bing),
- Amazon Ads,
- Display Networks (e.g., Google Display Network),
- Programmatic Advertising Platforms,
- Retargeting with Email Campaigns,
- Native Advertising Platforms (e.g., Taboola, Outbrain).
What is Remarketing Used for in Social Media Marketing?
Remarketing on social media is used to re-engage people who have already shown interest in your brand but have yet to take the next step.
Think about it: someone browses your website, checks out a product, and then leaves without buying. A little later, they’re scrolling Instagram and spot a carousel ad with that same product—and maybe a few related ones—reminding them what they’re missing out on.
With tools like video stories and interactive posts on platforms like Facebook and Instagram, you can create ads that catch their eye and keep your brand top-of-mind.
Match Your Remarketing Strategy with Perfect Landing Pages
Remarketing is a powerful way to re-engage users, keep your brand top-of-mind, and guide potential customers toward a decision. But even the best remarketing strategy needs the proper foundation to succeed—and that’s where landing pages come in.
Remarketing campaigns work best when paired with landing pages designed to convert. The landing page highlights the product discount with a clear call-to-action (CTA) when your ad promotes the offer. Consistency between your ads and pages creates a smooth experience that drives results.
With Landingi, creating pages perfectly matching your campaigns is simple and frustration-free. Bring your ideas to life and see how easily clicks can become conversions.
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