Not every visitor is ready to buy on the first visit. Remarketing makes it possible to continue communicating with audiences that have already interacted with a website, product or content.
How remarketing works
An advertising platform builds audiences using permitted signals and can then show them ads across supported channels.
Which audiences can be useful?
Visitors to key pages
Interest in a specific service is usually a stronger signal than a random visit to the home page.
Cart without purchase
For e-commerce, this can be a high-intent audience when tracking is configured correctly.
Existing customers
Depending on the objective, they can be excluded from new-customer acquisition or used for repeat offers.
Why showing everyone the same ad is a weak approach
Someone seeing the brand for the first time and someone who has already started checkout are at different stages of the customer journey.
Ad frequency
Showing ads too frequently can irritate the audience and waste budget. Frequency and audience size should be monitored.
Consent and privacy
Remarketing should take applicable consent requirements and advertising-platform settings into account.
What to measure
Evaluate not only clicks, but also incremental conversions, cost per result and the role remarketing plays in the overall funnel.