Darko Andric

October 25, 2023

Reconnect & Convert: Beginner's Guide to Remarketing

6 min read

As a business owner, you already know that paid advertising can be an effective way to drive traffic to your website and increase your sales. However, what happens when potential customers visit your site but don’t make a purchase or take any other desired action? This is where remarketing comes in.


Remarketing, also known as retargeting, is a digital advertising technique that allows you to target users who have already interacted with your website or social media accounts. By showing ads to users who have already expressed interest in your products or services, you can increase the likelihood of converting them into customers.


In this beginner’s guide to remarketing, we’ll explore the key concepts and strategies you need to know to bring back lost conversions and grow your sales.

1. Understand Your Audience

The first step to successful remarketing is understanding your audience. Who are the people who have visited your website or engaged with your social media accounts? What are their interests and preferences? What stage of the customer journey are they at?


By answering these questions, you can create targeted ads that speak directly to your audience’s needs and motivations. For example, if you run an e-commerce store that sells outdoor gear, you might create different ads for users who have viewed hiking boots versus those who have browsed camping tents.


When it comes to remarketing, your audience is key. You want to make sure you’re targeting users who have shown some level of interest in your products or services but haven’t yet converted. This might include users who have visited your website or social media accounts, added items to their shopping cart but abandoned them, or interacted with specific pages or posts.


To identify these users, you can use tools like Google Analytics or Facebook Pixel to track user behavior on your site or social media channels. You can also segment your audience based on their actions, such as creating a list of users who have viewed a specific product category or spent a certain amount of time on your site.

2. Choose Your Remarketing Channels

There are several channels you can use for remarketing, including social media platforms, search engines, and display networks. The best channel(s) for your business will depend on your audience and goals.


For example, if your audience is highly active on Facebook and Instagram, you might focus your remarketing efforts on those platforms. If you want to target users who have abandoned their shopping carts, you might use Google Ads to show them ads for the products they left behind.


There are many channels you can use for remarketing, including social media platforms like Facebook, Instagram, and Twitter, search engines like Google, and display networks like Google Display Network. The best channel(s) for your business will depend on your audience and goals.

For example, if you’re targeting younger users, you might focus your efforts on Instagram and Snapchat. If you’re targeting users who have abandoned their shopping carts, you might use Google Ads to show them ads for the products they left behind. It’s important to choose the channels that will be most effective for reaching your specific audience.

3. Creating compelling ads

To get users to engage with your ads, you need to make sure they’re visually appealing and relevant to their interests. Dynamic ads are a popular choice for remarketing because they show users the exact products or services they’ve previously viewed on your website.


You can also use personalized messaging or offers to entice users to come back and complete their purchase. For example, you might offer a discount code or free shipping to users who have abandoned their shopping cart.


It’s also important to make sure your ads have a clear call to action that tells users what you want them to do. This might be “Shop now,” “Learn more,” or “Sign up today.”

4. Setting up your remarketing campaigns

Once you’ve identified your audience, chosen your channels, and created your ads, it’s time to set up your remarketing campaigns. This involves creating remarketing lists based on the user behavior you want to target.


For example, you might create a list of users who have visited your website in the past 30 days but haven’t made a purchase. You can then create a remarketing campaign that targets this audience with ads that promote your products or services.


It’s also important to set your bid strategies and budgets appropriately to ensure you’re getting the most out of your remarketing campaigns.

5. Monitoring and optimizing your campaigns

To make sure your remarketing campaigns are delivering the results you want, it’s important to monitor your key performance indicators (KPIs) and make adjustments as needed. This might involve tweaking your targeting or bidding strategies, adjusting your ad content, or testing different offers or calls to action.


You should also regularly review your remarketing lists to make sure they’re up to date and relevant to your goals. For example, you might remove users from your list who have already made a purchase or whose behavior indicates they’re no longer interested in your products or services.


Remarketing can be a highly effective way to bring back lost conversions and grow your sales through paid ads. By identifying your audience, choosing the right channels, creating compelling ads, setting up your campaigns, and monitoring and optimizing your results, you can make the most of this powerful technique and drive more revenue for your business.

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