Remarketing – what it is and why its important

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Most potential customers visiting an online store leave it without making a purchase. Remarketing may be the answer to this problem. Using it, you can cleverly return a potential customer to the shopping path.

Remarketing – what is it?

Remarketing is a series of marketing activities aimed at users who have already visited a given website but have not made a purchase. Remarketing ads follow the recipient on other websites or on Facebook.

The purpose of this kind of advertising campaign is to persuade the Internet user to return to the website and use the company’s services.

This form of advertising works especially in online stores, but in fact, virtually every company can use remarketing.


You probably visited a particular online store many times and did not buy anything there, and for the next few months you were bombarded with advertisements from this company. That’s what remarketing is! These activities are aimed at getting the potential customer back on the purchasing path.

How does remarketing work?

For several years, most websites have required your consent to the processing of personal data and permission to place cookies (cookies) in your browser. These files monitor the behavior of users, their preferences and enable the display of personalized advertisements.

Remarketing lists in Google Ads are created on the basis of cookies and without them remarketing would not exist. Appropriate tags, i.e. html code fragments, are also necessary – depending on the selected advertising channel, it looks like this:

  • Google Ads –on each subpage of the website, you must install a global site tag and optionally a snippet of event code that would be used for dynamic remarketing,
  • Facebook Ads – the so-called Facebook pixel, which you can implement on your own or use a partner platform, e.g. Google Tag Manager or WooCommerce.

The global site tag in Google Ads and the Facebook pixel allow you to create relevant lists of recipients who have already visited a given website and display personalized ads to them.

You can create remarketing lists freely, depending on your needs. Users may include:

  • everyone who visited the site,
  • visited a specific subpage,
  • abandoned cart,
  • made a purchase,
  • spent a certain number of minutes on the site.

You can also create lists by the period in which recipients belong to the list. The maximum membership period is 180 days for Facebook Ads and as much as 540 days for Google Ads.

The next step is to create text or graphic creations, create appropriate advertising campaigns and optimize them.

What does remarketing look like in practice?

  1. The user set out to search the Internet for information about products or services and enters the relevant terms into the search engine.
  2. He goes to a specific website and files are saved in his browser.
  3. The Internet user leaves the website (with or without making a purchase) and is recorded in the appropriate list.
  4. Remarketing ads are displayed to the user on other websites or on Facebook (depending on the selected system – Google Ads or Facebook Ads).
  5. Encouraged by advertisements, the recipient visits the website again and becomes a potential customer.

The most common mistakes in remarketing campaigns

The most common mistakes in remarketing campaignsThe effectiveness of remarketing campaigns has been proven many times in practice, so you should use their potential in your business. However, beware of the following mistakes – they can discourage your potential customers.

No limit to the number of ad impressions

When configuring the campaign, you can set the maximum frequency of ad impressions per user (so-called capping). Unfortunately, this is still a common error that creates a big problem.


A user who is “inundated” with repetitive advertisements will most likely become discouraged and never visit the intrusive website again. And we have the opposite effect to what was intended.

Unattractive advertising banners

Improperly prepared banners may be an obstacle in achieving the assumed goals in a remarketing campaign. Poor quality graphics, unmatched colors or boring advertising slogans may be the reason for the lack of conversion.

Non-specific audience lists

A common mistake is not excluding from the advertising campaign those users who have already converted. As a consequence, the advertisement of Nike shoes is displayed to the person who bought these shoes and is wearing them.

Good advertising practices

Properly created and optimized remarketing campaigns are a powerful marketing tool both on Facebook and Google. What is worth remembering when creating effective campaigns?

Relevant CTAs

Call to Action should be concise and contain specific information. This small element can do a lot for the effectiveness of your advertising message. Commonly used and effective CTAs include:

  • check,
  • look,
  • fill in the form,
  • choose,
  • register,
  • buy now,
  • order.

Adequate period of audience membership on lists

The membership term determines how many days your ads will be shown to a particular user. It’s a good idea to set it based on the type of business you run. For example, deciding to buy a laptop will certainly take longer than choosing a nice phone case.

Appropriate campaign budget

If the budget is too low, the funds will run out quickly and the ad will not reach a sufficient number of readers. It will also prevent campaign analysis due to insufficient data.


  1. Remarketing is a series of marketing activities aimed at users who have already visited a given website before.
  2. A global site tag (Google Ads) or pixel (Facebook Ads) is required to create audience lists.
  3. The most common mistakes in remarketing campaigns are: not limiting the number of ad impressions, unattractive advertising banners and too non-specific lists.
  4. In turn, good practices in campaigns are accurate CTAs, adequate period of audience membership on lists and appropriate campaign budget.

Oluwaseun Bakare

l am a Direct Response Copywriter with over 4 years experience in writing engaging and conversion driven content. Apart from writing content for websites such as blog articles and website management, l also enjoy swimming and binging on Netflix films.

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