Definition of Remarketing

Remarketing, also known as retargeting, is a digital marketing strategy that involves displaying targeted ads to users who have previously interacted with a brand online, such as visiting their website or clicking on an ad. The goal of remarketing is to re-engage these users, remind them about the brand or product, and encourage them to complete a desired action, such as making a purchase or signing up for a service. It is a powerful and highly effective technique to boost conversions and strengthen brand recall.


The phonetic pronunciation of the keyword “Remarketing” is: /riːˈmɑːrkɪtɪŋ/.

Key Takeaways

  1. Remarketing allows you to re-engage with users who have previously shown interest in your products or services, increasing the chances of conversion.
  2. By utilizing strategic ad placement and targeting based on user behavior, remarketing campaigns can improve brand visibility and boost overall marketing ROI.
  3. Remarketing can be implemented across multiple platforms, including Google Ads and social media, offering tailored messages that cater to users at different stages of the buying journey.

Importance of Remarketing

Remarketing is an important digital marketing strategy because it enables businesses to reconnect with potential customers who have previously shown interest in their products or services but have not yet made a purchase.

By displaying targeted advertisements to these individuals as they browse the web or use social media platforms, businesses can raise brand awareness, reinforce their message, and increase the likelihood of conversion.

Remarketing not only ensures that brands remain visible to potential customers throughout their decision-making process, but it also helps in optimizing marketing budgets by focusing on an audience that is more likely to convert, ultimately improving overall return on investment.


Remarketing is an essential strategy for businesses aiming to reconnect with potential customers who have previously shown interest in their products or services. The primary purpose of remarketing is to target and engage users who have visited the website, abandoned shopping carts, or interacted with a brand on multiple touchpoints, but have not made a purchase or completed a desired action.

By exposing these users to custom-tailored advertisements, businesses not only seek to increase brand recall but also motivate potential customers to take the required action, such as completing a purchase or signing up for a newsletter. Remarketing is geared towards increasing conversion rates and maximizing return on investment (ROI) by focusing on those users who are already familiar with and have demonstrated interest in a brand.

Utilizing advanced tools and analytics, remarketing campaigns allow businesses to create a more personalized experience for their target audience by showing ads that are relevant and specific to their interests and needs. These personalized ads are predominantly displayed on different platforms, such as social media and other websites within relevant ad networks.

Strategically timed, eye-catching, and purposeful ad placements effectively nudge users, creating a sense of urgency or offering a special incentive, resulting in higher chances of conversion. By closely monitoring user behavior and analyzing data, marketers can continuously optimize their remarketing strategies to improve engagement, conversion rates, and customer retention.

Examples of Remarketing

Amazon’s product recommendations: When a potential customer browses through Amazon’s website and shows interest in specific products but doesn’t make a purchase, the e-commerce giant utilizes remarketing techniques. Amazon will then display targeted ads on other websites and social media platforms the user visits, showcasing the same products or similar ones to remind the customer about those products and entice them to return and make a purchase.

Netflix’s personalized suggestions: Netflix is known for personalizing users’ viewing experiences. If someone watches a show or movie on Netflix and doesn’t finish it, the streaming platform will often remarket the same content to the user at a later time. For example, the unfinished show may appear on their home screen as a reminder to continue watching, or Netflix might send an email to the user with a list of recommended shows and movies based on the unfinished content.

Airlines’ seat sales and discounts: Airlines like Delta Air Lines or American Airlines often use remarketing strategies to remind potential customers who abandoned their searches for flights or left a booking incomplete. The airline might display follow-up ads on other websites or send targeted emails with special offers for the flights the customer was initially interested in. This strategy aims to entice the user to return and complete the booking process, either by offering a discount or simply reminding them of their previous search.

Remarketing FAQ

1. What is remarketing?

Remarketing is a digital marketing strategy that targets users who have previously interacted with your website or mobile app. The goal is to re-engage these users by displaying relevant ads based on their previous browsing behavior and interests, encouraging them to return to your site or take a specific action.

2. How does remarketing work?

Remarketing works by using cookies to track user activity on your website or mobile app. When a user visits your site or interacts with your app, a cookie is placed in their browser or device. The users are then added to a remarketing audience list, which can be used to target them with tailored ads across various ad networks, search engines, and social media platforms.

3. What are the benefits of remarketing?

Remarketing can help businesses improve conversion rates, increase brand awareness, and boost revenue by targeting users who are already familiar with their products or services. By focusing on users who have shown interest in your business, remarketing campaigns often deliver a higher return on investment (ROI) compared to traditional display advertising.

4. What platforms can I use for remarketing?

There are several platforms you can use for remarketing, including Google Ads (formerly AdWords), Facebook, Instagram, LinkedIn, and Twitter. Many of these platforms offer remarketing options as part of their standard advertising offerings, making it easy for businesses to reach users in multiple online environments.

5. How do I set up a remarketing campaign?

Setting up a remarketing campaign typically involves the following steps: 1) Choose the platform or ad network you want to use for your campaign. 2) Sign up for an account and create a remarketing audience list based on your tracking data. 3) Create and design ad creatives tailored to your audience. 4) Set a budget and define your bidding strategy. 5) Launch your campaign and monitor its performance, making adjustments as needed for optimal results.

Related Digital Marketing Terms

  • Ad Retargeting
  • Conversion Tracking
  • Behavioral Targeting
  • Segmentation
  • Display Advertising

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