Digital Marketing, Social Media

What Is Remarketing? A Comprehensive Guide To Strategically Reach Your Audience

September 18, 2023A group of people engaging in remarketing with smartphones and social media icons.
What Is Remarketing? A Comprehensive Guide To Strategically Reach Your Audience
By 10MILE Studio
7 minutes read

Have you ever noticed that ads for a product or service you’ve recently looked up seem to follow you around the internet? That’s the power of remarketing, a marketing strategy that allows businesses to reach out to potential customers who have already shown an interest in their products or services. In this comprehensive guide, learn all about what remarketing is and how you can use it to strategically reach your target audience. 

Introduction to Remarketing 

Remarketing is a powerful marketing tool that allows you to reach your audience even after they’ve left your website. By tracking their online behaviour, you can serve them targeted ads as they browse the web or use social media, reminding them of your product or service and bringing them back to your site. 

To remarket to your audience, you first need to set up a remarketing campaign in Google Ads. This involves creating a list of potential customers based on criteria such as website visitors or those who have interacted with your brand on social media. Once you have this list, you can create targeted ads that will follow these individuals around the web, ensuring that your brand stays top of mind. 

While remarketing can be an extremely effective marketing strategy, it’s important to use it sparingly and strategically. Unfortunately, too much remarketing can come across as intrusive and turn potential customers off from your brand completely. When used correctly, however, remarketing can help you boost conversions and bring valuable traffic back to your site. 

What is Remarketing? 

Remarketing, also known as retargeting, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. Remarketing involves adding a piece of code called a pixel to your website, which sets a cookie on the visitor’s browser. Then, as the visitor browses the web, they will begin to see ads from your company on other websites that participate in Google’s Display Network. 

The beauty of remarketing is that you can specifically target people who have already shown an interest in what you have to offer. For example, if someone visits your pricing page but doesn’t purchase anything, you could serve them an ad with a special discount the next time they visit another website. This helps improve your chance of making a sale while also providing valuable information about what potential customers are interested in. 

Benefits of Remarketing 

Remarketing is a powerful tool to help you reach your target audience and improve your bottom line. Here are some of the benefits of remarketing: 

1. Increased brand awareness: Remarketing allows you to keep your brand in front of your target audience, even if they don’t convert on their first visit. This helps to build brand awareness and recognition, which can lead to more sales down the road. 

2. More targeted advertising: With remarketing, you can show ads to people who have already shown an interest in what you’re selling. This makes your advertising more targeted and effective and can result in higher conversion rates. 

3. Improved ROI: Because remarketing is more targeted and effective than other forms of advertising, it generally has a higher ROI. This means you’ll get more bang for your buck with remarketing, making it a wise investment for any business. 

4. Greater flexibility: Remarketing allows you to be very specific with who sees your ads and when they see them. This gives you a lot of control over your marketing budget and ensures that you’re only spending money on ads that will reach people who are most likely to convert.  

5. Increased customer loyalty: Remarketing can help to build relationships with customers, as it helps them to remember your brand and stay engaged with your products or services. This can result in more repeat business and overall customer loyalty.  

Overall, remarketing is a great tool for any business that wants to reach its target audience and improve its bottom line. With remarketing, you can show ads to people who have already expressed interest in what you’re selling, making your advertising more effective and efficient. Plus, you’ll benefit from increased brand recognition, higher ROI, greater flexibility, and improved customer loyalty. 

How Does Remarketing Work? 

Remarketing is a marketing technique that allows you to strategically reach your target audience through various channels, including email, social media, and display advertising. By targeting people who have already shown an interest in your product or service, you can more effectively sell to them and increase your chances of converting leads into customers. 

There are a few key steps involved in setting up a remarketing campaign: 

  1. First, you need to identify your target audience. This can be done by looking at past customer data, website analytics, and other sources of information. 
  1. Once you have a good idea of your target audience, you need to create a list of them. This can be done using cookies, pixel tracking, or other methods. 
  1. Next, you need to create ads that are relevant to your target audience, and that will persuade them to take the desired action (such as clicking through to your website or making a purchase). 
  1. Finally, you need to monitor your campaign results and make adjustments as necessary to ensure that it is performing optimally. 

Different Types of Remarketing Strategies 

There are a few different types of remarketing strategies that you can use to reach your target audience. Each one has its own advantages and disadvantages, so it’s important to choose the right strategy for your business. 

Display Ads 

Display ads are the most common type of remarketing. They appear on websites and apps as banner ads, pop-ups, or interstitials. Display ads effectively reach a wide audience but can be intrusive and annoying if irrelevant to the user. 

Search Ads 

Search ads are another common type of remarketing. They appear as sponsored results on search engines like Google and Bing. Search ads are less intrusive than display ads, but they can be less effective if your target audience isn’t searching for your product or service. 

Social Media Ads 

Social media ads are a newer type of remarketing that allows you to target users on social media platforms like Facebook, Twitter, and LinkedIn. Social media ads effectively reach a targeted audience but can be expensive if you’re targeting a large audience. 

Email Marketing 

Email marketing is a more traditional form of marketing that can be used for remarketing purposes. Email marketing allows you to send targeted emails to past customers or leads who haven’t converted. Email marketing is effective, but it can be time-consuming to create targeted email lists.  


Retargeting is a remarketing type involving showing ads to users who have previously visited your website. Retargeting effectively reaches potential customers who may be interested in your product or service but need a reminder to come back and complete their purchase. 

Setting Up Your Remarketing Campaigns 

Remarketing is one of the most powerful tools in a digital marketer’s toolbox. By targeting your ads to people who have already visited your website or interacted with your brand, you can more effectively reach your audience and drive conversions. 

But before you can start reaping the benefits of remarketing, you need to set up your campaigns. In this section, we’ll walk you through the process of setting up remarketing campaigns in Google Ads and Facebook Ads

Google Ads 

To set up a remarketing campaign in Google Ads, create a new campaign or edit an existing one, then, under “Audience,” select “Remarketing” as your targeting type. 

You’ll then be able to choose from various pre-defined remarketing lists or create a custom list. Once you’ve selected or created your list, you can create your ad as usual. 

Facebook Ads 

Setting up remarketing in Facebook Ads is similar to setting it up in Google Ads. First, create a new campaign or edit an existing one. Under “Audience,” select “Custom Audiences” and then “Website Traffic.” 

You can create a new custom audience or use a saved one. Once you’ve selected or created your audience, you can continue creating your ad as normal. 

Once you’ve created your remarketing campaigns, you can monitor their performance in your analytics dashboard. This will help you identify which strategies are working and which ones need to be tweaked or improved. With the right setup and ongoing optimization, remarketing can incredibly effectively reach potential customers and drive conversions. 

Tips for Effective Remarketing 

  1. Keep your remarketing campaigns targeted and relevant to your audience. 
  1. Make sure your ads are timely and relevant to your customer’s interests. 
  1. Experiment with different ad formats and strategies to find what works best for your business. 
  1. Use negative keywords to exclude people who have already converted from seeing your ads. 
  1. Use retargeting lists to create custom audiences of people who have visited specific pages on your website. 
  1. Keep your remarketing campaigns fresh by regularly adding new content and visuals. 
  1. Always test different versions of your ads before rolling them out to a larger audience.  
  1. Make sure you have the proper tracking setup to measure your remarketing campaigns’ performance. Make sure you have a clear call to action in your ads, so people know what to do next when they see them. 
  1. Use dynamic remarketing campaigns to tailor your ad copy and visuals for different segments of your audience. 


In conclusion, remarketing is a powerful tool that allows businesses to strategically reach their target audience and maximize the return on their marketing investments. With the right approach and creative tact, it’s possible to see success with remarketing campaigns while also encouraging customers to engage with your brand. So if you haven’t already done so, take some time to learn more about remarketing and how it can help grow your business – you won’t be disappointed! 

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