What is Remarketing?

The importance of remarketing in achieving conversions in Digital Marketing for your company


Remarketing is a digital marketing strategy that allows your Google Ads ads to appear more than once to users who have already shown an interest in yours. website.

You must have heard several times about Digital Marketing strategies. In this article, we will discuss a strategy that is extremely effective in improving your sales results.

What is Remarketing anyway?

Remarketing is remarketing to users who have already done so. That is, remarketing arises to generate a new impact on someone who has already shown interest in a specific product. In practice, this strategy is used through email campaigns (which are responsible for reintegrating and reactivating customers from your email list) encouraging them to make a decision. Remarketing can be used in several situations: from an email reminding the customer of items placed and forgotten in the shopping cart by the customer, an email notifying the customer of a promotion that may interest that particular person, etc.

The Advantages of Remarketing

The purpose of Remarketing is to increase conversions. And this is done through a simple assumption: it is extremely rare that the consumer makes a purchase in his first search. According to Google Adwords, only 3% of e-commerce visitors convert immediately. This number will be lower when we talk about complex sales, such as those that require a quote request. Thus, Remarketing allows the consumer to have a more personal contact with the brand through personalized messages in their email box. With your remarketing emails, your website visitor will be reminded of your offer and will continue to consider the purchase. Gradually, you will be convinced that it is worth moving forward to finalize the purchase. We still haven’t convinced you with this strategy? Below is some data that confirms the success of remarketing:
  • 58% of people like to receive emails with notifications that the products they visited on the site are on discount;
  • 51% of people said they liked personalized emails and VIP treatment;
  • 41% of adults between the ages of 25 and 34 like to receive emails reminding them that they abandoned items in their shopping cart.
According to an MIT study, the chances of a company to engage (engage) with a lead drop by 10% if the follow up is done more than one hour after the first interaction with the site.

How to run a Remarketing campaign?

Before putting your Remarketing strategy into action, you need to create a plan to facilitate the mapping of leads that are in different stages of the buying process: awareness, consideration, purchase or loyalty. For this, you have to use a list system. The lists will break down the people who visit your site according to the type of action they took. The email for visitors who searched for the product will be different from the email for visitors who clicked on the product or those who placed the product in their cart and abandoned it and will certainly be different from visitors who became customers and actually completed the purchase. Here is an example of relevant lists you can create:
  • Who spent more than €50, €100 or €200
  • Who has subscribed to your newsletter;
  • Who responded to a survey;
  • Who has downloaded a downloadable document from your site;
Starting from the example, templates can be created with the content of the emails to be sent to each of these groups. To help in this process, the use of marketing email automation tools are great because in addition to helping with this task, they centralize the information obtained.

How to integrate Remarketing and Inbound marketing?

Inbound Marketing is the set of marketing strategies that aim to attract and convert customers using relevant content. When we combine it with Remarketing, we have the ideal recipe for creating an unbeatable marketing strategy! In this way, instead of being limited to sending occasional emails, you can also promote some content. In this way, you will encourage people to become regular and frequent visitors to your website. One of the biggest problems in Inbound Marketing is the large volume of visitors who don’t return to consume more content, and that’s where Remarketing comes in to fill this gap. The combination of these two strategies makes it possible to create more and better opportunities for the consumer to advance in the sales funnel stages.

Remaketing vs Retargeting

But if Remarketing is about the emails you receive, what are the ads that “hound” you around the internet? These ads are related to Retargeting, another marketing strategy. Although Remarketing and Retargeting have similar names and a common objective (involve visitors), in practice, they are two very different things. Google has its own tool for retargeting, known as Remarketing, which is why the terms are often used synonymously, despite these being very different strategies.

What is Retargeting?

Retargeting is focused on converting people who are already interested in your product or service offerings through the use of paid ads placed in strategic locations on online pages. Retargeting, (from the English word “target”- target ) means to direct the action again, targeting the consumer who did not complete the purchase the first few times.

Advantages of Retargeting?

There are several advantages of Remarketing over a regular ad campaign.
  • Retargeting is more focused than an ad campaign. Since it only directs the ads to those who entered your site: a user profile with great potential to complete the purchase. That’s why the conversion rate of Retargeting tends to be higher than the rate of ad campaigns in general.
  • With Retargeting, the frequency of displaying ads is much higher.
  • For people who abandon their shopping cart, Retargeting, like Remarketing, can be the incentive that was missing, as it helps to eliminate indecision and move towards the checkout.

Retargeting Tips

As in Remarketing, for retargeting it is also necessary to create a plan. In this case, in addition to segmentation by contacts, visitors can also be segmented, such as:
  • Who visited more than 5 pages of your site;
  • Who visited a specific product or product category on your site);
  • Who has left a comment on your content;
  • Who clicked your social media profile link.
After creating the plan, it’s time to start your strategy. Retargeting works through cookies. There are many websites that inform visitors about their privacy policy and ask for user permission to collect cookies. These cookies are a kind of “beacon” and are stored on the computer of people who visit your website, linking them to a tag inserted in the website’s code. When that visitor accesses other websites, Google will identify the cookie and display the ads you determined when creating your campaign. The retargeting period is normally 30 days. After that time, cookies are deleted and the visitor will no longer see your ads. However, this configuration can be changed and extended for a while longer, in order to be in line with your strategy.

Retargeting and Google Ads

Google is the biggest search engine on the internet and so it can display ads on its own search page (which always generates lots of results). However, Google has a link with thousands of websites all over the world that participate in its affiliate program. These sites give space for ads to be placed – in exchange, they receive a price for each click. We call this the display network. It is important to mention that Google seeks to place ads on sites that have a related theme, as this ensures that the user who sees the ad is really interested in the product or service, which increases the chances of conversion. In the case of Retargeting, this rule is not so valid, since the target is already a specific user who has shown interest in that product. In practical terms, display network ads have some advantage for a common marketing strategy, as they are more visually elaborate, allowing the creation of banners with different formats and sizes, as well as the use of images and effects. However, retargeting on the search network has the advantage that the user is researching the topic when the ad is displayed, so their predisposition to click is much greater.
You can also do Retargeting through Facebook, using ads focused on custom audiences, based on your site’s traffic history.


Remarketing is an excellent digital marketing strategy that allows your Google Ads ads to appear more than once to users who have already shown an interest in your site, which they will do < /span>leverage your conversions, expand and spread your brand or business. If you need help, Remarketing has a team of professionals who are always willing and available!
Need a specialized team to help you?
Contact us for more information, or Ask for your custom quote and let us help you succeed with digital marketing!
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