Remarketing: How Is It Useful for Small Businesses?

Remarketing is working with a "warm" audience that has already visited the site. Not using remarketing campaigns is a big mistake because the company misses not only the randomly entered users but also those who did not make the conversion, after a step from it (they put the goods in the basket and digressed to other matters). Technically, remarketing is implemented using the code installed on the site, which collects individual cookies, after which, when remarketing is started, the user will see ads on the search or the Display Network on other sites.

What is Remarketing?

Remarketing is a type of targeting where ads on the partner network and on Google search are shown to users who previously visited the advertiser's site. In this case, the company can create different remarketing lists, highlighting users who have performed or failed to perform certain actions on the site. This tool allows the advertiser to re-engage the attention of interested users and return them to the site. In addition, remarketing campaigns can be used for additional sales and brand awareness.

Why are Remarketing Campaigns Important?

Remarketing campaigns are important because of the following their advantages.

  • Payment for clicks. The advertiser pays only for the advertisement on which the user made the transition ("clicked").
  • High efficiency. If the ad is demonstrated at all stages of the potential customer's purchase (search for information on sites, forums, social networks), the likelihood that the user will choose this product increases significantly.
  • Loyalty. When a user sees an advertising offer in search engines, on other sites and in social networks, the trust to the brand increases.
  • Competitive advantage. Remarketing is one of the most effective and modern marketing tools, but not all advertisers use it. Using remarketing, a company can have advantages over competitors.
  • Behavioral factors. Remarketing can be configured by various parameters. It's possible to set up behavioral targeting, in which the ad will change depending on the client's actions on the site.
  • Audience selection. It is possible to select the right customers by forming remarketing lists, having set the necessary selection criteria: by actions (put the goods in the basket, but did not make the purchase); at the price of the goods (more expensive, cheaper), by interest in the goods, by the source of information about the product (search engines, social networks, etc.).
  • The depth of coverage. It is possible to set the number of times an ad is shown per day, per week, per month. It is also possible to create a list of sites on which it will appear. Depending on the purposes of the advertising campaign, there may be several lists.
  • High conversion of users. Unlike contextual advertising, remarketing is aimed at those visitors who have already visited the site and showed interest in a product or service. The conversion thus increases, and CPA (cost of attracting the buyer) decreases.
  • Branding. The effect of the constant presence of an advertisement leads one to assume that the advertiser spends a lot of money on advertising and promotion. This gives the company prestige in the eyes of a potential client.

Difference Between Remarketing and Retargeting

Often there is a discussion on the interpretation of two concepts - retargeting and remarketing. Retargeting is a kind of targeting, that is, the type of ad serving setting that involves re-showing ads to the same audience, while remarketing is a way of contacting an audience that involves repeated contact. In fact, two concepts describe the same phenomenon from different angles - from technical and marketing. One of the reasons for the confusion is that different terms are used in different advertising systems.

Types of Remarketing Campaigns

There are five main types of remarketing campaigns.

Standard Remarketing

Standard remarketing is just a case explained in general definition of this concept.

Dynamic Remarketing

Dynamic remarketing is a tool that automatically generates ads using products on the site. The user sees on the banner only those products that he viewed on the site. In dynamic remarketing, it's possible to segment an audience, create separate lists for each product category, and set up dynamic banner ads with the corresponding heading section.

Remarketing Lists for Search Ads

As the basic rule of displaying advertising remarketing lists for search ads are used. These sheets are formed according to certain criteria. For example, it is possible to display certain advertising materials to users who downloaded the presentation on the site, but did not order a commercial offer, or recall the "forgotten shopping cart".

Video Remarketing

Video remarketing allows searching among the numerous YouTube audience or partner video sites of visitors who used to watch the advertiser's videos or visit his channel and show them specially selected material.

Email Remarketing

Email remarketing is a remarketing by mailing lists.


Thus, remarketing is a very flexible Internet marketing tool that allows the company to conduct the most effective campaigns. Its success will directly depend on the correctness of the settings since it is important not only to correctly indicate the goals but also to accurately allocate the target audience so that the ads are shown only to potential customers.