What Is Remarketing? How To Get Started

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Last Updated on: 7th October 2023, 04:50 pm

Remarketing, also known as Retargeting, is a useful and popular form of digital marketing where ads are shown to people who have visited your website, even if they have not made a purchase. If you’re not already using it, you’re missing out as it is a highly successful way to target people who have already shown interest in your business.

Maybe they visited your website at the wrong time, or were in two minds about making a purchase? Think of remarketing as a second chance where you can convert or hold on to customers, by having your ads follow them around online.

What Exactly Is Remarketing?

Remarketing is a highly efficient tool and paid marketing tactic. It enables you to show ads to people who have previously visited your website or interacted with your content.

When someone visits your website, they receive a pixel. These pixels allow you to follow visitors across the web with your ads.

For example, you looked at a pair of shoes on a popular shoe store’s website but didn’t purchase them. You go to an unrelated website later and you see an advertisement for a similar pair of shoes from the same shoe store. This is because the shoe store was running a remarketing campaign.

The aim of the remarketing ad is to remind you of your initial interest in purchasing a pair of shoes from this website. You may be more inclined to click the ad and purchase the shoes you previously didn’t.

Who Can Benefit from Remarketing?

Unfortunately, not all businesses can use remarketing. Let’s find out if your business is a good fit or not!

Quick decision businesses aren’t an ideal candidate for remarketing:

  • Emergency services
  • Locksmiths
  • Electricians
  • Plumbers

Similarly, some businesses can’t use remarketing down to Google’s policy which protects the searchers’ private information. In general, any industry which deals with sensitive personal information or hardships cannot be considered for a remarketing campaign:

  • Health services
  • Addiction services
  • Therapy

What Are the Benefits?

I highly recommend anyone who can use the remarketing campaign type, to use remarketing! It increases familiarity with your brand and increases the chances of a potential customer making a purchase.

It also can encourage your current customers to refer your business to others and promote repeat purchases.

Key benefits:

  • Capitalize on lost website traffic.
  • Target individuals who have already visited your website and shown interest in your brand.
  • Target individuals who are more likely to convert.
  • Keep your brand relevant by deliberately showing ads to interested individuals.
  • Convenient and affordable marketing tactic

How Do I Set It Up?

First, you must create remarketing audiences. You can do this by using either a Google remarketing pixel and adding it to your website or linking your Google Analytics account to Google Ads.

Once you install the pixel, your audience will start to fill up with visitors. However, you will need a certain number of audience members before you can remarket to them.

You can remarket to anyone who has previously interacted with your site previously, such as cart abandoners and previous purchasers.

Creating Your Remarketing Ad

Now that you’ve created your audiences, it is time to create your remarketing ads! You’ll need to decide how long you want to target someone. Do you want them to see your ads for a week after visiting your website, or target them closer to when you want them to renew a purchase?

It is also very important to decide how many times you want someone to see your ad. This is called frequency capping. Do you want someone to be targeted 3 times per week? Or perhaps only once a month?

Remarketing ads are similar in structure to Responsive Search Ads. You must add multiple headlines and descriptions. You also must upload images and logos. It is worth your time ordering professional, high quality images from a designer.

What To Write


  • What is the point of difference?
  • What benefits do your product/service offer?


  • Summary of the problem your product/service solves


  • Eye catching
  • Contrasting, bright colours
  • Match branding of landing page
  • Can include buzz words such as ‘add to cart’, ‘sale ends soon’, ‘buy now’

Your ads should offer an additional incentive for the potential customer to convert. Typically, businesses offer limited discounts or exclusive sales.

How Much to Bid

You won’t need extra budget for your remarketing campaign. The aim is to bid enough to get impressions, but not too much that you lose money. You can start a little higher and reduce if it is not profitable.

Your remarketing campaign is about targeting people who have already been interested by your current campaigns. Your aim is to isolate those searchers and create new experiences for them.

Unless your remarketing audiences are particularly large, or you expect your click-through-rate to substantially grow, your budget should not need to be large.

Remarketing Mistakes to Avoid

It can be easy to make mistakes when running a remarketing campaign, especially if it is your first time doing so. It is vital that you pay attention to your customers, what they want from your business and how they respond to your marketing. 

Remember, your timing is important. If a potential customer has just clicked off your website, they’re probably not in the best mood to purchase an item that very second. If you bombard them with ads straight away, you’re likely to put them off.

The frequency of your ads needs to be timed correctly. You must anticipate the customers needs and tailor your ads to them. It is important to try and put yourself in their shoes.

Alongside unsuitable timing, another common mistake to avoid is over-exposure. You risk overwhelming potential customers by repeatedly subjecting them to your ads. If every site they visit has ads for your business they are likely to become overwhelmed. 

Conclusion: Do I Need a Remarketing Campaign?

It is no secret that remarketing is a powerful marketing strategy, you would be a foolish not to utilise it! If done correctly, you can significantly increase brand awareness and boost conversions.

Remarketing is an inexpensive way of marketing that can pay off in long-term engagement and increased sales, so why not give it a go?

If you’re ready to learn more tips & tricks, get a copy of Claire’s best-selling Google Ads book! You’ll learn everything about launching a successful Google Ads campaign in 7 simple steps. Or if you’d like personalised help, get in touch with us. With over 15 years of experience in increasing Google Ads ROAS, we’d love to help you!  

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