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What is remarketing all about? Check out now!

Many people assume that Web users particularly hate Internet ads. According to the data provided by the Interactive Advertising Bureau, 26% of the PC-users and 15% of the mobile devices’ users use AdBlock-type software.

On the other hand, research carried out by Hubspot pinpoints that 77% of people would rather install software that filters web ads instead of completely blocking them. It clearly shows that the web users highly value the data provided by the advertisements provided they’re selective and adjusted to their interests, which is beneficial for the advertisers as well.

In the light of these facts and figures, how to reach the potential customers with the ads which they would welcome with open arms? Remarketing is one of the answers. It’s a great tool, especially if the sale process is long-term, complex and burdened with the need for a repetitive decision rethinking by the client. However, what exactly is remarketing, and how can you benefit from using such a strategy?

What is remarketing?

Remarketing involves strategies aimed at reaching the people who have already visited your webpage or taken an interest in your products, services or any other aspect of your marketing campaign (e.g. those who have watched your video ad on YouTube). This method allows you to focus your efforts on the potential clients who are further down the sales funnel. 

Remarketing software can be used on specific subpages of your website. For instance, many companies tend to follow the shopping carts of their customers. That way, they can engage remarketing to communicate with those who left their carts unpaid and display the very products that were almost bought.

Let’s assume that you’re selling kitchen appliances. In that case, you can e.g. create a remarketing campaign which will focus on the people connected to the keyword such as “blender”. It will include those who have visited your website’s subpage offering blenders of various types. As a result, the ads of the products they’re interested in will be displayed to them when they continue to browse the Internet. That way you can coax them into buying from you, e.g. by mentioning free shipment or overcoming any other objections that might have prevented them from sealing the deal earlier.

How does remarketing work?

To implement such methods, you need to add a few lines of code, also known as a tag or pixel, to your website (depending on the place where you want to display remarketing ads). As a result, your website’s visitors will be automatically added to a remarketing list through the Cookies. The code itself can be customised depending on the particular subpages or categories.

For instance, you can create separate lists of potential customers, which will include certain age groups and various groups of products or services.

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Subsequently, the right type of advertisements will be displayed to those particular groups of customers on websites they accept Google Ads. Obviously, there are numerous other channels in which you can use remarketing, too.

What channels are used for remarketing?

  1. Google Ads Network

It’s the most popular way of using remarketing. Your ads will be presented in places which were made available by their owners for Google Ads display. Naturally, you can adjust the ad banners’ content so that they display on subpages focusing on particular topics or according to other pre-selected criteria.

  1. E-mail

You can target the people who are on your mailing list. As they have already subscribed to it, they’ve expressed a particular interest in your brand and products.

  1. Search engines

It’s a unique way of taking advantage of the remarketing. This way, you’ll reach the people who have used search engines for looking up certain keywords connected to what you offer. For example, they were typing the names of your products in but haven’t visited your website. Additionally, you’ll instantly start focusing on the customers that are interested in your competition’s offer.

  1. Video

You can also reach your potential customers on YouTube. The video ads you prepare will be displayed during their viewing of the content of this popular platform. You can plan the ad video sequence so that they are presented to the viewers in a particular order.

It’s also possible to use remarketing on social media, e.g. on Facebook or LinkedIn and reach your customers in a more “social” environment. This option is worthy of thinking through as we tend to spend the most time on Facebook while browsing the network.

The benefits of remarketing

Remarketing is a powerful tool, provided you use it properly. Let’s look into its significant benefits.

  1. Brand visibility enhancement

The ads that return to the people who are potentially interested in taking up your offer are supposed to remind them about your brand’s existence. Furthermore, they can allow them to recall your website’s content.

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  1. Better conversions

Reach the people who’ve got stuck in the sale process. For instance, an e-shop may focus its remarketing campaign on those customers who have followed the sales funnel up to the payment stage. Following those who have already downloaded some content from your website (e.g. a free e-book) is another reasonable strategy.

  1. More precisely aimed ads

Remarketing works so well because it allows the sellers to customise the advertisements based on the customers’ previous behaviour. If, for instance, the client went through the product subpage the retargeted ad will display this very particular product or others that may potentially catch customer’s attraction.

Client behaviour segmentation may also bring certain opportunities. Its positive outcome is the fact that the potential customer is presented with a customised ad instead of the standard one.

  1. Flexible campaign budget

Like in case of the other Google or Facebook-based advertising tools, remarketing gives you full control over the campaign budget. Furthermore, you receive complex reporting tools which allow you to make informed and right decisions. 

  1. Fewer losses

Remarketing allows you to reach the customers who were previously in touch with your brand but for some reasons have fallen out of contact with it. And that is what remarketing is all about. By taking up this marketing strategy, you give them a “second chance” to get back to you. Hence, remarketing works well when you want to enhance your brand awareness.

In the light of those facts, you can definitely say remarketing is an excellent addition to SEO, social media marketing and traditional marketing strategies as well. Combining them all will lead not only to reducing the loss of the leads but also to continual reintroducing the customers to your brand on various occasions. 


Remarketing provides you with a plethora of possibilities. Thanks to this strategy, you can reach out to the customers that may seem to have been lost irrevocably. So, if you’re not using remarketing, it’s high time you started now! In the meantime, try not to neglect the other marketing channels, such as SEO, social media or e-mail marketing. Uniting all those resources will let you achieve expected results and more. 

If you think you might need some help in implementing remarketing strategy, don’t hesitate and just contact us!

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Author of the article

It’s been 8 years since Maciej took his first steps in the world of marketing - especially the one related to content. So far, he has worked for politicians and the b2b and b2c industries. A fan of content marketing in the digital strategy and its influence on customer navigation and brand reputation. He is also interested in the issue of Corporate Social Responsibility and sees this topic as a springboard for the communication development of many businesses. Responsible for marketing in Verseo. In his free time Maciej reads reports from the world and scientific + sci-fi literature. :)