Remarketing focuses on reconnecting with users who have previously interacted with your website or mobile app but did not complete a desired action, such as making a purchase or subscribing to a newsletter. It involves delivering customized ads to these past visitors as they browse through other platforms like websites and social media, reigniting their interest and guiding them back into your conversion funnel.

What is the effectiveness of remarketing?
Remarketing has proven highly effective in digital marketing, with studies indicating a 161% increase in click-through rates compared to regular display advertising. This heightened engagement is attributed to the familiarity principle, whereby users are more likely to engage with brands they recognize. Remarketing leverages this principle to reinforce brand awareness, foster trust, and guide users toward conversion.

The tailored nature of remarketing campaigns, aligned with users’ past interactions, enhances relevance and boosts engagement rates. Advanced remarketing platforms enable brands to adjust ad frequency and messaging strategically to prevent ad fatigue, ensuring a positive user experience. With higher click-through and conversion rates, remarketing stands as a cornerstone of successful digital advertising strategies.


Comparison: Remarketing vs. Retargeting
Remarketing and retargeting, though often used interchangeably, have subtle differences.

Remarketing primarily involves re-engaging users through tailored ads after interacting with a brand’s website or app, utilizing analytics and tracking platforms or cookies.

Retargeting, on the other hand, encompasses a broader scope, targeting users based on their online behavior regardless of previous engagement with the brand’s site. While both strategies aim to rekindle interest and drive conversions, retargeting casts a wider net, targeting potential customers without prior interactions with the brand.

Google Remarketing
Google remarketing, integral to Google Ads, enables advertisers to reconnect with users who have previously visited their website or interacted with their mobile app. It utilizes cookies to identify past visitors across the internet, presenting them with customized ads within the Google Display Network (GDN).

Creating a Remarketing Audience in Google Ads


Follow these steps to establish a successful remarketing audience in Google Ads:

Access Google Ads: Log in to your Google Ads account.
Navigate to Audiences: Click on the “Audiences” tab in the left menu.
Select Remarketing: Within “Audiences,” choose “Remarketing.”
Create Audience: Click the “+” button to generate a new remarketing audience.
Define Audience: Choose the audience type and customize parameters such as interaction duration and triggers.
Install Tag and Launch: Obtain the remarketing tag, install it on your site or app, and commence crafting tailored ads for your audience.

Creating a Remarketing Campaign on Facebook


For remarketing through Facebook, proceed to Facebook Ads Manager to begin your campaign creation process:

Access Facebook Ads Manager: Log in and open your Facebook Ads Manager account.
Initiate a New Campaign: Click the “Create” button to start a new campaign.
Select Campaign Objective: Choose the objective aligning with your goals, such as “Traffic,” “Conversions,” or “Catalog Sales.”
Set Audience: Under the “Audience” section, opt for “Custom Audiences.” Select the type of custom audience, like website visitors or app users.
Define Audience Parameters: Specify criteria for your custom audience, such as the duration of past interactions or engagement events.
Design Ad Creatives and Launch: Create ad content including copy, images, and videos. Set your budget, schedule, and placements, then launch your campaign to target the custom audience you’ve defined.