Definition of Remarketing Campaign

A remarketing campaign is a digital marketing strategy that focuses on re-engaging users who have previously interacted with a brand’s website or online content but did not make a purchase or complete a desired action. This is achieved by displaying targeted ads to these users as they visit other websites or platforms, reminding them of the brand or products they were interested in. The aim of a remarketing campaign is to increase conversion rates by reaching out to potential customers who have already shown interest in the brand.


The phonetics of the keyword “Remarketing Campaign” are:Remarketing: rɪˈmɑrkɪtɪŋCampaign: kæmˈpeɪn

Key Takeaways

  1. Remarketing campaigns allow you to re-engage with visitors who have previously interacted with your website or app, increasing the likelihood of conversion.
  2. These campaigns utilize targeting strategies, such as displaying personalized ads based on users’ browsing behavior, to appeal to their interests and preferences.
  3. By analyzing the performance of your remarketing campaign, you can optimize ad placement, design, and messaging, resulting in a higher return on investment (ROI).

Importance of Remarketing Campaign

Remarketing Campaign is a crucial digital marketing strategy that enables businesses to re-engage with potential customers who had previously shown interest in their products or services.

By targeting these users during their browsing activities, a remarketing campaign not only fosters brand familiarity and increases the chances of conversion, but also helps businesses pinpoint their most engaged demographic.

As a result, they can focus their advertising efforts on an audience that is more likely to be receptive to their message, leading to better utilization of marketing budgets, higher return on investment, and stronger customer relationships.


Remarketing campaigns are a strategic approach to re-engage potential customers who have interacted with a brand or visited their website in the past. The main purpose of these campaigns is to nurture and convert interested users into loyal customers by persuading them with tailored advertising content, based on their browsing behavior and preferences.

These types of campaigns target users who are already familiar with the brand, but may require some extra motivation to make a purchase, sign up for a service, or otherwise engage with the company. Remarketing reinforces brand recognition and keeps the company at the forefront of the user’s mind, increasing the likelihood of conversion.

A remarketing campaign uses various platforms – such as Google AdWords, social media, and third-party websites – to display personalized advertisements that resonate with the target audience. The ads can be tailored to the customer’s prior behavior, such as the specific items they previously viewed, their abandoned shopping carts, or the content they engaged with during their past visits.

By strategically aligning the ads with the user’s preferences, remarketing campaigns help bolster the effectiveness of a brand’s overall digital marketing efforts. This fosters a deeper connection between the user and the brand, driving more qualified prospects towards conversion and ultimately boosting the return on investment of the marketing initiatives.

Examples of Remarketing Campaign

Amazon’s Cart Abandonment Remarketing: Amazon uses remarketing campaigns to target customers who have added items to their cart but haven’t completed the purchase. When a shopper leaves without making a purchase, Amazon sends personalized emails featuring the abandoned items, product recommendations, and promotional offers to encourage them to return and complete the transaction. This remarketing campaign helps Amazon in re-engaging potential customers and increasing sales.

Airbnb’s Destination Remarketing: Airbnb utilizes remarketing campaigns to target users who have recently searched or browsed accommodations in a specific destination. It then displays display advertisements across various websites and social media platforms that showcase properties in that destination, often promoting unique stays and experiences. This strategy helps Airbnb remain on top of the users’ mind, increasing the likelihood of them booking accommodations on the platform when they eventually plan their trip to that destination.

Nike’s Product Remarketing: Nike uses remarketing to re-engage website visitors who have browsed through their products but didn’t make a purchase. Nike leverages various advertising platforms such as Google Ads, Facebook, and Instagram to show retargeted advertisements featuring the previously viewed products. In addition, these ads often show user-generated content, reviews, or limited-time offers to create a sense of urgency and reliability, ultimately encouraging the users to re-visit the website and complete the purchase.

Remarketing Campaign FAQ

What is a remarketing campaign?

A remarketing campaign is a type of online advertising strategy where ads are shown to users who have previously visited a website or engaged with a brand. This approach helps businesses reconnect with potential customers, reminding them of their previous interest and encouraging them to complete a purchase or take further action.

How does remarketing work?

Remarketing works by using cookies to track users’ online activities. When a user visits a website and engages with its content, a cookie is stored on their device. Ad platforms like Google Ads and Facebook Ads can then use this information to show relevant ads to those users as they browse other websites or use social media.

What are the benefits of a remarketing campaign?

Remarketing campaigns offer several advantages, including increased brand exposure, higher conversion rates, and a better return on advertising spend. By targeting users who have already shown interest in a brand or product, remarketing helps businesses stay top-of-mind and encourages users to complete their desired actions.

What platforms can I use for remarketing?

Popular platforms for remarketing campaigns include Google Ads, Facebook Ads, and Twitter Ads. Each platform offers various targeting options and tools to help businesses create and manage their remarketing campaigns effectively.

How do I set up a remarketing campaign?

Setting up a remarketing campaign typically involves the following steps: 1) Choose a remarketing platform, 2) Create and install a tracking code or pixel on your website, 3) Build custom audiences based on user behavior, 4) Design and create your ads, 5) Set your budget and targeting preferences, and 6) Monitor and optimize the campaign over time to achieve the best results.

Related Digital Marketing Terms

  • Ad Retargeting
  • Conversion Tracking
  • Custom Audiences
  • Display Advertising
  • Cookie Tracking

Sources for More Information

Reviewed by digital marketing experts

More terms

Guides, Tips, and More