Remarketing

Definition

Remarketing is a digital advertising strategy that targets users who have previously interacted with a website, app, or brand but did not complete a desired action. It works by displaying tailored ads to these users across platforms such as Google, Facebook, or other ad networks, encouraging them to return and convert.

For example, if a shopper abandons a cart on an e commerce site, remarketing ads may remind them of the product while they browse other websites.

Advanced

Remarketing uses tracking technologies such as cookies and pixels to identify audiences and deliver ads. Platforms allow segmentation based on actions like visited pages, time spent on site, or engagement with specific products.

Advanced strategies include dynamic remarketing, which displays personalised ads with products users viewed, and sequential remarketing, which delivers different messages over time. Integration with CRM and marketing automation systems helps align remarketing with customer lifecycle stages, improving campaign efficiency.

Why it matters

• Re engages potential customers who showed interest.
• Increases conversion rates by targeting warm audiences.
• Improves ROI compared to cold audience targeting.
• Strengthens brand recall through repeated exposure.

Use cases

• Showing ads for abandoned cart items.
• Promoting upsells or cross sells to existing customers.
• Reconnecting with users who visited high intent pages.
• Running campaigns to nurture leads over time.

Metrics

• Conversion rate of remarketing campaigns.
• Cost per acquisition compared to prospecting ads.
• Frequency and reach of remarketing impressions.
• Return on ad spend across campaigns.

Issues

• Ad fatigue from overly frequent impressions.
• Privacy concerns with tracking technologies.
• Rising costs in competitive markets.
• Limited effectiveness if audiences are too small.

Example

An online travel agency uses remarketing to show dynamic ads with hotels a user viewed but did not book. The campaign leads to higher booking rates and reduced abandonment.