Beginner's Guide to Remarketing

  • Introduction

  • Pixel-based and List-based Ads

  • Choosing your Remarketing Partner

  • Remarketing Platforms

  • When does Remarketing Work?

  • Remarketing Approaches

  • Conclusion


Once is not always enough. Website visitors will not always purchase or take interest the first time they visit your website or see an advertisement for your services/products.

It’s said that around 90% of website visitors leave before converting at all. But, it’s also said that even those who visit your website and leave - come back. They revisit, maybe a few times, before deciding whether to purchase or not. If they come back on their own accord, that’s brilliant! If not… how do you get them back?




Google remarketing allows owners of websites to reach back out to visitors of their website, and put the it back in front of them. It acts as a reminder for what they once visited. Hopefully, this reminder acts as an encouragement for purchase or even a simple conversion. Either way, it benefits you positively.

Pixel-based and List-based Ads


Pixel-based remarketing is extremely common, and is seen almost everywhere. Pixel-based remarketing is essentially the type of remarketing everyone has witnessed once in their life. You visit a website, perhaps a certain item of clothing, etc. and then visit another website or are just browsing the internet - and an advert comes up for that specific item of clothing.

This is just a simple, gentle reminder that what you once looked at and viewed is still available and you can purchase it that minute if you wanted to. So how does it work?

Whenever you get a visitor to your website, UPI technology adds a bit of code - a pixel - onto their browser. These are commonly known as cookies. These cookies then track the visitors actions once leaving the site and browsing other web pages. Cookies send information to your remarketing provider, which then sends out the relevant adverts in hopes to tempt visitors back to your website. Simple, right?



List-based remarketing isn’t quite as complex. It simply involves taking your email list, manually adding them to your remarketing provider - which then shows adverts to the people who own those email addresses. List-based remarketing can be used on Facebook, Twitter, Google, etc. but the email addresses may have to be altered and checked. Not everyone will use their work email for a social media account so ensure you get the correct email addresses before carrying out list-based remarketing on other platforms.

Either one of these approaches to remarketing is effective. They allow previous visitors or people who have taken an obvious interest in you to see adverts and learn more about you.



Choosing your Remarketing Partner

Remarketing is a task your team can carry out themselves, as well as a task that you can hire a company to complete for you. When looking for a company, if that’s the route you want to follow, there are things that you must look for. You’re putting trust into another company to complete an important task for you, the company needs to be trustworthy and brilliant at what they do. Here are some points to evaluate…


i. If they’ll work with your budget

It’s important that the company in hand are willing to work with your budget and deliver work worthy of the money you’re investing into this company. If they’re unwilling to work with the budget you’re wanting to set, then there is no point in even investing time into the company.


ii. If they know where to send traffic, and will optimise landing pages

A good attribute to a company will be knowing how to properly explore your target audience and the traffic you’re acquiring on landing pages and/or your website altogether. They may then also optimise your landing pages in light of this exploration. This optimisation further enhances ad performance and overall traffic performance.


iii. Will they carry out segmented targeting?

A segmented target audience allows for improved, targeted and specific ads. Segmentation enables you to reach specific audiences and people with distinct messages. These distinct messages should be carefully crafted to attract different sets of people. An area of segmented targeting may also be having different landing pages for each segment.


iv. Do they create good ads?

Obviously, the ad creative is the heart of the remarketing company and the most important part. If a company produces average or poor adverts, there’s no chance of gaining interest. The adverts need to be attractive, eye-catching, interesting, engaging, and so much more. The remarketing company you choose must be experts at creating good quality adverts that will gain you more visitors and views.


v. Will they monitor performance?

Below creating adverts, monitoring the performance of said adverts is one of the most important activities your remarketing company must do. It’s important to measure how the adverts did and how they can be improved next time. Your remarketing company should also keep you up-to-date with reports on the performance of the adverts they’re sending out and providing you with information on how they intend to improve such reports. Improvements should be made consistently.


vi. Will they focus on your needs?

Every business has different needs. Your remarketing company won’t have come across another business with the exact same needs as you, maybe similar; but never the same. This means they need to adapt and focus on what your business needs/wants. You don’t want a remarketing company that simply does generic advertising and disregards your unique business.


vii. How much experience do they have?

This does not only matter in terms of a remarketing company, it matters in any company you’re going to hire to do work. The remarketing company you’re looking to use/using needs to have experience that enables them to complete tasks easily and with high quality. It’s essential they have the ability to carry out tasks you require to a good standard and help you get one step closer to reaching your end goals.


Remarketing Platforms

As mentioned, your team can carry out remarketing tasks by itself. There are a multitude of platforms that allow you to get started with your remarketing campaigns. You can choose one, or combine a few to get more results and hopefully more visitors back to your website.


i. Google Display Network

Google possibly has the biggest reach potential of all the potential remarketing platforms. GPN allows you to create all different types of ads, place said ads on websites relevant to you and show them to people who’ll most likely be interested - as well as tracking and measuring your results as you go. Your adverts can be found on websites, in Google searches, and so on. The aims of GPN is to get your advert out there and in front of as many people as possible.


ii. AdRoll

AdRoll actually works with clients to help them meet their remarketing goals. They market their Growth Platform; which they explain to be “software that takes some of the best marketing tactics” (display ads, social ads, triggered emails, etc). AdRoll is designed to combine every aspect of remarketing and give you the best experience you can get.


iii. Facebook 

Facebook dynamic ads are ads that promote products to people who have visited your website, app, etc. You can reach more people; Facebook will show people products or services that are relevant to their interests, even if they’ve not used your site. You can also, obviously, remarket these to people who have previously shown interest and/or visited your site. There’s a multitude of services Facebook dynamic ads provide.


iv. LinkedIn

LinkedIn is mostly utilised for business purposes. If you’re wanting to reach more professional people and show adverts that will attract them, LinkedIn is a good way to achieve this goal. LinkedIn has also launched Account Targeting that allows you to target by demographics, reaching the people who are most important and significant. Account Targeting simply enables you to target people who will definitely be interested.


When does Remarketing Work?

You may think remarketing always works. The fact of the matter is that it doesn’t. Remarketing works best when there are people to speak to and people to engage. You need an audience that is ready to listen. Remarketing won’t be as effective if you send out adverts to people when they don’t want to listen.


You have to get your advert out there at just the right time


It’s a balance of not being too early so that they don’t even feel a need to click the advert, and not being too late whereby they’ve either already purchased or have gone elsewhere to purchase. You have to ensure you time the adverts right and get them interested again.

Now, you don’t have to find this perfect time by yourself. Remarketing platforms will send out the adverts after the user has interacted with your website and shown some interest. Remarketing platforms know exactly when to send out the adverts and how to get them re-interested. They will show the adverts as the previous visitor is browsing other websites, and the adverts will hopefully be so relevant and intriguing they click through to your website again.


It ensures they’re captured at just the right time; when they’re ready


Remarketing cannot just be done individually. It needs to be part of a bigger strategy, whether this strategy simply be a social media strategy or just a Google strategy (PPC, My Business, etc.). It’s good to combine all these strategies together to ensure you’re hitting all angles and targeting all possible audiences.


Remarketing Approaches

There’s a multitude of options in terms of the different approaches to remarketing. It’s good to have different approaches which allow you to run different campaigns and decipher which approach performs the best. Experimenting with the different approaches is important as you need to get it right.


Targeting visitors with a brand message

This may be the most generic approach. This is simply just general adverts that give visitors a taste of your brand and what you do. They are designed to encourage a visitor to get to know you and expand their knowledge on you. The tone of this message is, as said, generic and isn’t formulated to sell a certain product - it’s there to sell your brand.


Product targeting

This approach, however, is more focussed on selling a product and getting them interested, or re-interested. It’s all about those people who have visited your site and shown interest in a product or service. This approach to remarketing is simply about showing previous visitors the product they took interest in in hopes of gaining their attention once more.


Targeting by lifecycle

Whilst the previous approach focussed on a product, this approach focuses more carefully on where the person is on their buyer’s journey. It looks at what they were researching and looking at in terms of your product or your prices. This then signifies what advert should go out to that specific person. Making sure the right advert goes to the right person is essential especially when they’re on their buyer’s journey. It can be the encouragement they need to purchase.



 Remarketing is one of the most effective marketing tools as it recaptures the attention of previous visitors.


It ensures they are constantly reminded of your business and how you can benefit them


This constant reminder may be enough for them to feel as though they are ready to take the next steps and make a purchase or take an action that benefits you.

As mentioned, though, you cannot just focus on remarketing. You need to ensure all aspects of your team are prepared for sales and are working harmoniously in creating positive experiences for your visitors and potential customers. It’s important to interact with people on all platforms and access their needs in different ways, rather than just with faceless advertising. Advertising may work, but on the other side of advertising there needs to be a humanised brand ready to nurture those who are lured in by advertising.

And of course, in order for remarketing to work - your website and/or social media needs to have visitors. You need to create some sort of brand awareness before you even begin your remarketing campaign.

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