Remarketing
Re-engaging past visitors
Remarketing is a form of advertising that re-engages people who already visited your website or app but didn’t buy or inquire. It reminds them later on other sites or on social media. Because it targets people who already know you, it tends to be far more effective than advertising to a completely new audience.
How remarketing works
When someone visits your site, information about which pages they viewed is stored — either through tracking codes or a sign-in. The ad system can then show that visitor an ad later, while they browse other sites, read news, or use social media. The ad literally follows the interest they have already shown.
Audiences can be segmented precisely. You can show one ad to someone who only viewed the homepage and a different one to someone who left items in the cart. This makes the message relevant and the chance of completing a purchase rises significantly.
Why remarketing belongs in every campaign
Most visitors don’t buy on the first visit — they compare, think it over, or get distracted. Remarketing as part of PPC campaign management gives you a second and third chance to remind them at the moment of decision and bring them back.
- Brings back visitors who hesitated or left.
- Targets abandoned carts and unfinished orders.
- Tends to be cheaper per conversion than ads to a new audience.
- Keeps your brand in mind throughout the buying decision.
Want to bring back visitors who didn’t buy?
Explore our PPC servicesFrequently asked questions
What is the difference between remarketing and retargeting?
In practice the terms are used interchangeably and mean the same thing — re-engaging people who have already been in contact with your brand. Minor differences in interpretation exist between platforms, but for a business owner it is the same tool.
Won’t remarketing annoy people?
With poor settings, yes. That is why you set a frequency cap and a time window for how long the ads run. Well-tuned remarketing reminds people discreetly and at the right time, not endlessly.
Does remarketing work for a small website?
It does, but you need enough visitors to fill the remarketing audiences. With low traffic, it can be wiser to first bring more people to the site and add remarketing afterwards.