What Is Remarketing and How Does It Work? 

Amelia H.
August 1, 2023
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What Is Remarketing and How Does It Work? 

Most times, buyers do not buy after just one encounter with your business. As said by Marketo, 96% of visitors that come to your site are not set to purchase. However, 70% of those customers are more likely to buy with reconnecting ads. That's just one case of why reminding commercials are so vital, and why the huge majority of organizations utilize this tactic.

In this way, are you successful in re-advertising to your future clients? We will split down everything essential that you need to know, along with five schemes to convince people who are familiar with your brand to transform.

What Is Remarketing and How Does It Work? 

Remarketing: Re-Engaging Potential Customers for Increased Conversions

Remarketing is a strategic marketing approach aimed at re-engaging individuals who have previously expressed interest in a company, product, or service but have not yet taken the desired action, such as making a purchase or filling out a form. This interest could have been demonstrated through actions like clicking on an ad, visiting the website, opening an email, or engaging with the brand on social media.

The key to successful remarketing lies in understanding consumer psychology and the importance of repeat exposure. Customers often need multiple encounters with a brand before they feel compelled to take action, making remarketing an effective method for reinforcing messages and building brand relevance.

Benefits of Remarketing:

1. Increased Outreach: Remarketing campaigns enable businesses to reach a broader audience than traditional marketing methods. By targeting individuals who have already shown interest, the potential for conversions and sales is significantly enhanced.

2. Improved Targeting: Remarketing allows businesses to personalize their campaigns for individual consumers. This ensures that the content displayed is relevant and appealing, increasing the likelihood of engagement and conversion.

3. Cost Efficiency: Compared to other forms of advertising, remarketing campaigns are often more cost-effective. By focusing on interested consumers rather than broad outreach, businesses can optimize their advertising budget for higher return on investment (ROI).

4. Brand Visibility and Awareness: Through remarketing, brands can stay at the forefront of customers' minds, reinforcing their message and strengthening customer loyalty. This continuous exposure helps ensure that the brand's products or services are top of mind when customers are ready to make a purchase decision.

5. Improved Conversion Rates: Ultimately, the primary goal of remarketing is to increase conversion rates. When implemented effectively, remarketing campaigns can achieve higher click-through rates (CTR) and subsequently lead to more sales and increased profits over time.

Benefits of Remarketing

Retargeting vs. Remarketing: Unraveling the Distinction

Though the terms "retargeting" and "remarketing" are often used interchangeably, they encompass distinct strategies within the realm of digital advertising. Over time, the lines between these strategies have blurred, leading to some confusion. Let's break down each concept to understand the differences:


Retargeting is a digital advertising strategy that involves targeting users based on their previous interactions with your website or ads. The process typically utilizes cookies or tracking pixels to track user behavior on your website. Users who exhibit specific behaviors, such as viewing products or abandoning shopping carts, are added to retargeting lists.

Subsequently, these users are shown targeted ads as they browse other websites or social media platforms. The primary aim is to re-engage them, remind them of your brand or products, and encourage them to return to your website to complete desired actions.


Remarketing, on the other hand, is a broader term that encompasses a range of marketing tactics aimed at re-engaging potential customers. It goes beyond just targeting users based on website interactions.

In addition to retargeting based on website behavior, remarketing can involve re-engaging users through various other means, such as email marketing, SMS marketing, or even traditional offline advertising. For instance, if a user signs up for your newsletter but doesn't make a purchase, you can use email remarketing to send them personalized offers and incentives.


Understanding Remarketing: 

The remarketing process assists you maintain your brand before the eyes of your possible consumers' even once they go away from your website— convincing them to revisit your offer when they require it. Here's how this functions.

A bit of code described as a pixel marking would be furnished by your ad network for addition to your website so that when a visitor reaches your site, and agrees to employ cookies, their cookie identifier is joined to your second thought list. After that, you can produce an outward campaign that displays ads to your list of imaginable clients. This will bring to mind visitors of your products and convince them to take the wanted action.

As Google intends to ultimately transition into a landscape without the use of cookies, we propose you start publicizing on mediums that allow tracking to make your re-advertising tactic prepared for the upcoming changes.

Leveraging Remarketing Campaigns for Increased Conversions

Remarketing is a powerful tool that can significantly enhance your chances of converting potential customers. Studies show that remarketing can make users three times more likely to click on your ads compared to those who haven't interacted with your company before. To effectively target and re-engage potential customers, here are some essential types of remarketing campaigns:

1. Standard Remarketing:

This type of campaign targets users who have previously visited your website. By displaying tailored display ads to these users as they browse other websites, you can remind them of your products or services and encourage them to return for conversion. Additionally, it targets users who have searched for terms related to your offerings, allowing you to capture their interest again.

2. Dynamic Remarketing:

Dynamic ads are customized based on users' browsing behavior on your website. By showing personalized ads that highlight the products or services they previously viewed, you can prompt them to revisit your site and complete their conversion. This type of remarketing is particularly effective in building leads and generating sales.

3. Remarketing Lists for Search Ads (RLSAs):

RLSAs is a feature in Google AdWords that enables you to customize your search ad campaigns for prospects who have previously visited your website. By tailoring your ads and bids to this specific audience, you increase the likelihood of re-engaging them and driving conversions.

4. Email Remarketing:

With email remarketing, you can deliver display ads to people who have opened your emails. By targeting these engaged users across various websites, you can further reinforce your message and bring them back to your site for conversion. Additionally, you can send follow-up emails to visitors who left without converting, encouraging them to return and complete their actions.

5. Video Remarketing:

This type of remarketing allows you to display ads to users who have previously watched your videos or visited your site. By placing these ads at the beginning or in-between videos, you can recapture their interest and drive them back to your site for conversion.

6. LinkedIn Remarketing:

Remarketing ads on LinkedIn are an excellent way to engage with users who have shown interest in your brand on the platform. LinkedIn's engagement remarketing options enable you to deliver targeted content without relying on browser cookies, ensuring a more personalized approach.

Leveraging Remarketing Campaigns for Increased Conversions

Making The Desired Action

Once you have settled on the kind of advertising campaign, you will need to determine what actions that persuade likely consumers to take action when they visit your website again. This can involve:

Taking care of paperwork is a mundane yet necessary task. Information needs to be written down for various reasons. When one needs to provide details on paper, there are forms that must be filled. Forms guide what is being asked for and spaces where data is to be inputted. Filling out the form requires providing details like names, dates, addresses, and other needed data to

Making an appointment for a demonstration. The schedule for an illustration. Arranging an on-site performance.

Getting a digital book required acquiring the book in electronic form. No including yourself or anything other than the content of the rewritten paragraph. The steps needed for getting a digital book are alike to those required for getting a printed book. The flow of steps should be the same. The meaning of the rewritten content should remain the same, but the terms used are different. Varied sentence structures are

Joining the trial " Enrolling in a free preliminary " Registering for a free trial "

Establishing a free account. One registers for no cost by providing the expected details. Certain information must be submitted to complete the enrollment. After submitting the requisite data, the account is created and remains functional. The steps for establishing need to be undertaken to make the account. Multiple pieces of variable information must be submitted as an obligatory part of the registration process. As soon as the required information is supplied, the

"Signing up for a free test period." Applying for free experimental access. During the free trial phase, one can experiment with the product or service without paying. Those wanting to try the offering without immediate expense can enroll throughout the free trial phase. One must register in the time frame to make use of the free trial offer.

It bears mentioning that you should not employ reengagement strategies to an individual who downloaded a digital book and never did anything else, such as someone who scheduled a demonstration and then vanished. The essential thing is to figure out how to provide the most pertinent marketing tactics to get an individual to do what you wish.

Tip for experts: When you conduct an advertising campaign that targets previous website visitors, divide your announcement based on where they stay in the customer process. But further on in a moment.

5 Effective Remarketing Strategies to Drive Conversions in 2023

Remarketing is a powerful tactic to engage potential customers who have shown interest in your brand. To generate leads and drive conversions, consider implementing the following five remarketing strategies:

1. Sales Funnel Guided Remarketing:

Recognize that the B2B sales cycle is often longer, requiring multiple touchpoints before conversion. Use remarketing to keep contacts engaged throughout their buyer's journey. Tailor your campaigns to align with different stages of the sales funnel, from lead generation to nurturing prospects, ultimately leading to repeat customers.

2. Remarketing Lists for Email:

Build remarketing lists based on website visitors' actions. Align PPC campaigns with the appropriate sales funnel stage to cater to customers' needs effectively. Create remarketing lists for each stage, allowing you to nurture leads with personalized content, progressively guiding them towards becoming buyers.

3. Segment-Specific Lead Gen Content:

Craft tailored content that speaks directly to potential customers at their specific consideration stage. Utilize various content formats such as datasheets, case studies, videos, blog posts, or emails to provide value and address their pain points authentically.

4. Personalized Landing Pages:

Avoid generic messaging by creating distinct landing pages for each remarketing campaign. Align the user experience with audience segmentation, guiding them through different funnel stages. Utilize content, social proof, and clear calls-to-action on each landing page to prompt conversions.

5. Post-Purchase Remarketing:

Don't stop remarketing efforts after a customer's initial purchase. Continue nurturing the relationship through post-purchase email campaigns, leveraging tracked interactions to highlight how your brand can address their needs in the future. Utilize upselling, cross-selling, loyalty campaigns, and more to maintain customer loyalty and encourage repeat business.

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Amelia H.

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