What is Remarketing?
Remarketing shows ads to people who have previously interacted with your website or app.
Definition
Remarketing (also called retargeting) keeps your brand visible to past visitors as they browse other sites and platforms. It works because most visitors do not convert on first visit but remain interested. Remarketing segments can be based on pages visited, actions taken, or time since visit.
Why Remarketing Matters
- Reaches warm, interested audiences
- Higher conversion rates than cold targeting
- Cost-effective use of ad spend
- Keeps brand top of mind
- Recovers lost conversions
How Remarketing Works
A tracking pixel identifies visitors. They are added to remarketing lists. Ads are served to those users on display networks, social platforms, and search.
Best Practices for Remarketing
Segment by behavior and intent
Set frequency caps to avoid annoyance
Exclude recent converters
Create stage-appropriate messaging
Use dynamic remarketing for products
Frequently Asked Questions
What is the difference between remarketing and retargeting?
Practically synonymous. Google uses remarketing, others use retargeting. Both refer to advertising to previous site visitors.
How long should remarketing lists last?
Match your sales cycle. 30 days for quick purchases, 90-180 days for considered B2B purchases. Longer lists have lower intent but greater reach.
Related Terms
Retargeting (Remarketing)
Retargeting shows ads to people who have previously visited your website or interacted with your brand online.
Pay-Per-Click (PPC)
PPC is an advertising model where advertisers pay each time someone clicks on their ad, commonly used on search engines and social platforms.
Conversion Funnel
A conversion funnel visualizes the customer journey from first awareness through to purchase, showing where prospects drop off at each stage.
Customer Journey
The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand, from first awareness through purchase and beyond.
Ready to Implement Remarketing?
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