This post was updated on Jun 8, 2023

What is Remarketing?

Remarketing is the tactic of serving targeted ads to people who have already visited or taken action on your website. In terms of technical execution, remarketing is the process of using a javascript tag (known as a pixel) to place a cookie in the user’s browser. The cookie then informs a remarketing platform to serve specific display ads through an ad exchange, based on the pages or products the user has engaged with or searched for on your website or app. Remarketing can be used to promote a specific product or offering, or to achieve a certain conversion goal such as lead generation. In eCommerce, for example, remarketing ads can be used to reduce shopping cart abandonment by displaying the product the user added to the cart but left the site without purchasing.

Remarketing vs retargeting

Remarketing and retargeting are often used interchangeably. However, some may use remarketing to when referring to re-engagement with personalized emails and retargeting when dealing with dynamic ads. 

Benefits of Remarketing

Guide Users Further Down the Funnel

Remarketing not only reminds visitors of their desire to engage with your brand but can facilitate the transition to the next step of the conversion funnel. If a user has left a product page, for instance, the remarketing ad can be presented to them immediately, leading the user back to the product page where they can be incentivized to move to the next stage of the funnel—adding the item to cart.

Increasingly Relevant Ads

Remarketing ads can be combined with personalization to fit the preferences and needs of each user or to specific customer segments. This can be done through the use of dynamic ads, which automatically adapt content and promotions specifically to each user and ensure they are exposed to the most relevant creative.

Remarketing strategies

Making use of dynamic advertising solutions fused with automated personalization capabilities increases the richness of remarketing campaigns, resulting in deeper user engagement and higher marketing ROI. The following comprise some of the most popular remarketing strategies to help you do so.

• Constantly invest in audience segmentation
• Onboard 1st party or 3rd party CRM data
• Strategize your cross-device and cross-channeling retargeting
• Leverage dynamic retargeting ads with automated personalized offering
• Effectively measure view-through conversion
• Optimize for ROI, not Conversions or CTR
• Dynamically personalize campaign landing pages
• Initiate sequence retargeting
• Perform ongoing creative testing
• Apply frequency capping

To learn more about how to personalize your remarketing ads and provide increasingly relevant offerings that raise the chances of re-engagement, read our blog post, The Secret to Running Smarter Dynamic Remarketing Campaigns