What is remarketing? How it works, types and advantages (+ videos)

What is remarketing? How it works, types and advantages (+ videos)

The remarketing is to create custom ad campaigns for users who have previously visited your website or ecommerce, in order to increase ROI. This concept was known in a generic way for any action or type of marketing such as retargeting. But, Google decided to give it its own name: remarketing, and it has become very popular in recent years, so much so that the two concepts are already used generically.

So, being so important, have you already incorporated remarketing into your marketing plan ? And if not, what are you waiting for?

If you want to achieve more conversions and make profitable your efforts to attract users , you cannot miss this opportunity. Here I will tell you everything you need to know about this technique: what it is, how it works, what its advantages are for your company and some tricks to improve your campaigns. Let’s start!

  • Do you want to learn more about Remarketing ? Discover the secrets of retargeting according to each type of platform or advertising action. Click here to download the free ebook .

What is remarketing

What is remarketing?

The basic concept of remarketing is, therefore, reaching users who already know your brand or your products and therefore have many more opportunities to convert. It is about creating several increasingly personalized impacts, encouraging the user to advance through the conversion funnel.


The most popular remarketing tool on the market today is Google Ads, so I’ll focus on it for this article. Not surprisingly, the basic concepts can be applied to other tools as well.

The process can be summarized in three steps:

  1. The user visits our website or consumes content from our brand.
  2. This user is marked with a cookie and added to a remarketing list whose parameters we have previously defined.
  3. An ad campaign targeting that list is carried out, that is, only users who are part of it will be able to see it.

Depending on how the user is recruited for the list and what type of ads are shown, we can distinguish different types of remarketing:

  • Standard : Show display ads to people who have previously visited a page. The ads appear on websites and applications on the display network (in the case of Google Ads, it includes more than two million sites).
  • Dynamic : similar to the previous one, but with the feature that it displays personalized ads based on the products and services that users have seen on the website.
  • For mobile apps : In this case, the ads are displayed specifically on mobile apps and websites.
  • For search network ads : these types of campaigns do not include display ads, but are shown when users who have already visited the web are doing Google searches. In this way, it is possible to refine a lot with the target: people who have already visited our website and who also continue to do searches related to our products and services.
  • Video : in video remarketing, the recruitment of users for the list does not occur when visiting a website, but when interacting with videos or a YouTube channel. Ads are displayed on YouTube itself, on websites and in apps.
  • By distribution list: here we can show the ads to a previously collected email list, for example, the subscribers of our newsletter.

How does remarketing work?

If you are interested in creating your own remarketing campaigns , you should know that its operation is very simple. You just have to follow these steps:

  • Access your Google Ads account (or the corresponding advertising tool) and get your remarketing tag . This tag is HTML code that you will need to insert into all the pages of your website before the </body> tag closes.
  • Create one or more remarketing lists . These lists include users who have taken a certain action on your website, so you can configure it based on your goals. For example, you can make a list with all the visitors to your website in the last month or with those who have visited a specific page. You can even segment based on the step in which the user is in the conversion funnel, for example, people who came to put a product in the cart but never completed the purchase. Once the list is set up, you may have to wait a few days or weeks for it to have the minimum number of users required.
  • Launch your campaign . Create a new remarketing campaign and choose the desired audience from the lists you have created. You can also configure the usual options: language, geographic area, bid, etc.
  • Create one or more variants for your ads . If you are starting, you can experiment with different creatives using  A/B tests  . In this way, you can optimize your campaign by selecting the options that work best.
  • You are now ready to publish your campaign!


Advantages of remarketing for your brand

  • Maximum personalization of your audience . Customizing remarketing lists offers endless options that you can take advantage of. Basically, there are two deciding factors you can play with: the action taken by users (for example, visit page X) and the time elapsed since the action. In this way, you can attract users with different interests and at different times of the purchase cycle and thus offer maximum customization.
  • Extension of scope . As we have already seen, the Google display network has more than two million web pages and applications. Other retargeting tools, like Facebook Ads, also offer truly impressive reach numbers. In short, you can reach users potentially interested in your brand, wherever they are.
  • Reminder of your brand . How many times have we visited a web page and then forgotten about it? With remarketing, you can make sure you stay in the memory of your visitors and potential customers and gradually nurture your relationship with them, always adapting to the phase of the process they are in.
  • Adequacy to your marketing objectives. Thanks to different list building options, user engagement sites, and sites where ads are displayed, remarketing allows you to adapt to a wide variety of situations and goals.
  • Increased conversions . This model makes it possible to reach users when they are more likely to convert, since they have already shown their interest in the brand. By selecting the sites where the ads are displayed, we can fully personalize the contact points to achieve a greater impact. You will see how your CTRs improve!


How to improve your remarketing campaigns

If you want to get the most out of this tool, don’t lose sight of these tips:

  • Limit how often ads are displayed . You want to make sure your message gets through … but not make your potential customers overwhelm. Use the frequency limiting tools and make sure you have the precise number of hits per user.
  • Don’t be afraid to create different lists. Remember: personalization is key. Users visit your website for different reasons and are interested in different things, so the more you segment, the more you can hit.
  • Create specific lists for users who have already bought you . If you create a special list for users who have seen the end of an order page, you can go directly to your customers. Treat them with discounts and promotions and make them feel special.
  • Experiment, measure and repeat : you have a lot of analysis tools for your remarketing campaigns so use them! Establish regular controls, look at the options that give better results and go introducing changes based on them. With a little practice and patience, you are sure to get the ideal remarketing campaign for your goals.


Remarketing in other types of marketing

True, remarketing is associated with Google Ads, but it can also be applied to Facebook . We explain it to you in one of our videos in 5 steps.

Another well-known channel for remarketing is email marketing , also called email retargeting. Here is one of our Youtube videos where we explain it in detail.

And finally, here are 4 examples of remarketing ads to strengthen your e-commerce strategy and recover lost customers or those who have been left with the cart halfway through without purchasing.

This makes it much clearer what remarketing is, its functionality, the advantages it can bring you and the types there are.

Ebook: Manual de Remarketing


Related posts

The Google Micro Moments


Why does a retreat make us happier?


Cyberclick gives you 8 ebooks on digital marketing for Book Day


Leave a Comment