What is Remarketing?

Remarketing also known as retargeting is a technique used in marketing that provides personalised advertisements to potential clients and customers. Many marketers fail to examine what is remarketing and how to effectively take advantage of it.

How it works

Remarketing works through the use of cookies. Once a person visits a website or a product online, they are assigned a cookie that marks their online address. The back office then records the addresses for all the site visitors and eventually marches them with ads for the product or service they are most likely interested in.

Remarketing targets people who have already visited the website or taken an action during their online visit.  There are several expected actions for website owners and e-commerce websites such as making a purchase or subscribing to a newsletter. In most cases, when the customer does not take any of these actions after visiting, it helps to retarget and advertisement to them with a hope of conversion.

Remarketers and website owners need to understand what is remarketing as it can be of great help for website and business owners to increase sales. 


There are many indicators for potential clients that may need remarketing such as people that add items in a cart on an e-commerce platform and fail to make the purchase or people that merely click a website. Focusing on these pointers is what makes remarketing reliable.

How to Easily Create a Remarketing Campaign

Creating a remarketing campaign is easy. The following steps illustrate how to retarget ads to customers and the probability of conversion.

1. Get your retargeting code from the advertising tool of your choice

There are several leading advertising platforms such as Google ad words. All you need to do is create an account with the platforms and request this code. Normally the code is added on every page of your website or the pages of your choice.

In the back office of your site, the code is inserted in the web address just before the body tag of the address.

This way, the code helps collect information on the visits and the kind of action each of the site visitors takes while on the site. This is then recorded and can be assessed in order to recreate an ad depending on the customers’ needs.

2. Create a campaign list

Once you sign up, you can then create personalised campaign lists depending on your goals. The ad list can be highly customised since it allows segmentation into several sections such as, the number of people visiting a certain page on your website or the number of people that click into a certain product.

It is possible to create several campaign lists that can be used repeatedly with a specified remarketing message.

3. Activate your campaign

Depending on the ad tool that you may choose, there could be a minimum number of users set before you launch a campaign. Once you have collected the number needed, usually your campaign is ready to launch. You can create several variations of the campaign and send it in intervals of your choice.

If need be, it is advisable to use the A/B testing method to optimise the campaign. This means creating two versions of the same ad with a single differing element that is used as the control. Using different metrics, analyse the reception of the two ads to decide which one is best depending on the desired results.

Benefits of Remarketing

Remarketing can deliver the following benefits to businesses:

1. Increasing the relevance of ads

In this digital era, it may be hard to decipher what exactly each of the online users wants. With remarketing, however, targeting returning clients helps give them products and services they are already interested in. Instead of the annoying repetitive ads to disinterested customers. Remarketing gives you a chance to target interested clients.

2. Increasing chances of conversion

If well done, remarketing shows ads to the people who have just left a website or interacted with the product. Due to the highly distractive nature of the Internet, people may intend to purchase a product but eventually get distracted.

Therefore, sending an ad to them immediately sends them a reminder and they are able to make the purchase. On the other hand, the relevance of the ad makes fond impressions to the target customer hence increasing the chance of converting them to clients.

3. Creating believability

People tend to trust brands that speak to their needs and desires. Therefore, remarketing allows customising for both the ads and the messaging of the same to potential clients. Once people receive customised messages, they are likely to receive the message better than a random ad of items they are not interested in.

4. Makes the marketing work easier

Instead of surfing endless tariffs and data on people’s preferences, it is easier to scout on website users that have a known print to your product. There is a great chance that when one clicks to a website, they could be interested in its content.

Capitalising on remarketing gives marketers a higher chance of closed deals and conversion rates as they target people that have already created interest in the brand.

5. Brand reminder

Many times it is possible to visit a nice and well-done website with great content but eventually just forget about it. It could be because one forgets the name of the brand or it simply skips their minds that they ever saw the website.

Remarketing, therefore, serves to remind customers of the content and products that exist online hence increasing the conversion rate. Brand awareness is a tool both to increase the probability of a purchase and secondly to increase brand believability.

Why Remarketing Works So Well

Remarketing is the gold in the world of advertisement. Those that are able to mine it stand a great chance of the benefits that it posits. It works very well because the ads created through remarketing are highly targeted and personalised. They focus on a group already interested in the product and the chances of success is, therefore, high.

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