Remarketing: What It Is and How to Use It to Increase Your Sales
Have you ever visited a website, looked at a product, and then started seeing ads for that same product across the internet? That’s not a coincidence—it’s remarketing, one of the most powerful tools in digital advertising.
In this guide, you’ll learn what remarketing is, how it works, why it boosts your sales, and how to implement it step-by-step—even if you’re a beginner traffic manager or running your first campaigns.
What Is Remarketing?
Remarketing is the practice of targeting people who have previously interacted with your website, app, or social media profiles—but didn’t complete a desired action (like making a purchase or filling out a form).
The goal of remarketing is to bring people back to your sales process by showing them relevant ads that match their previous behavior.
Remarketing is also known as retargeting, especially on platforms like Facebook and Google.
Why Remarketing Is So Effective
Remarketing works because most people don’t convert the first time they interact with your brand. On average:
- Only 2% of users convert on their first website visit.
- The remaining 98% leave without buying.
Instead of losing that traffic, remarketing helps you recover and nurture those visitors through strategic ad placements.
Key benefits:
- Lower cost per conversion (CPA)
- Higher ROI compared to cold traffic
- Reinforces brand awareness
- Targets people already interested
- Supports multi-step funnels and higher-ticket offers
Types of Remarketing (With Examples)
There are several forms of remarketing, depending on the platform and strategy:
1. Website Remarketing
Target visitors who landed on your website or specific pages.
Example: Someone visits your product page but doesn’t check out. You show them an ad offering a 10% discount on that item.
2. Video Remarketing
Target users who watched your videos on YouTube or Facebook.
Example: Someone watches 75% of your product demo video on Instagram. You retarget them with an ad offering a free trial.
3. List-Based Remarketing
Upload your email or customer list to ad platforms and show them tailored ads.
Example: Retarget people who abandoned a cart but are already on your email list.
4. App Remarketing
Re-engage users who installed your app but haven’t used it recently or didn’t complete a purchase.
How Remarketing Works (Step by Step)
To run a remarketing campaign, you need to install tracking tools on your website and platforms.
Step 1: Install Tracking Pixels
These pixels are small pieces of code that track user behavior:
- Facebook/Meta Pixel
- Google Ads Tag (via Tag Manager or hardcoded)
- TikTok Pixel or LinkedIn Insight Tag (optional)
Step 2: Build Custom Audiences
Create segments based on user actions like:
- Viewed product page
- Spent X seconds on site
- Watched a video
- Initiated checkout but didn’t complete
Step 3: Create Relevant Ad Campaigns
Use copy that speaks directly to the stage of the buyer’s journey:
- “Still thinking about it? Here’s 10% off”
- “You left this in your cart”
- “Don’t miss out—limited spots available”
Use urgency, trust elements, and tailored creatives.
Step 4: Set Your Frequency and Duration
- Limit how often your ads appear (to avoid ad fatigue)
- Choose how long someone stays in your remarketing list (e.g., 7 days, 30 days)
Platforms That Support Remarketing
✅ Google Ads
Create remarketing lists based on user actions using Google Analytics or Tag Manager.
✅ Meta Ads (Facebook & Instagram)
Build custom audiences for website visitors, video watchers, or lead form interactions.
✅ YouTube Ads
Retarget viewers based on watch time or channel engagement.
Remarket based on website visits or LinkedIn page interactions (great for B2B).
✅ TikTok Ads
Track and retarget based on pixel events or engagement on your TikTok profile.
Best Practices for High-Converting Remarketing Campaigns
- Use Segmentation
Not all visitors are the same. Segment your audiences into:
- Visitors to product page
- Cart abandoners
- Existing leads who didn’t buy
- Time-Sensitive Offers
Add urgency: “Offer expires in 24 hours” or “Only 3 seats left.” - Use Testimonials or Reviews
Build trust with social proof from past customers. - Test Different Creatives
Rotate ad images, videos, and copy every 7–14 days to prevent fatigue. - Cap Ad Frequency
Don’t bombard users—2 to 3 impressions per day is enough. - Use Exclusions
Don’t show ads to people who already converted.
Examples of Remarketing Campaigns
| Business Type | Action Tracked | Remarketing Ad Message |
|---|---|---|
| E-commerce | Abandoned cart | “You forgot something! Here’s 10% off to complete it.” |
| SaaS product | Visited pricing page | “Need more info? Try a 14-day free trial.” |
| Course creator | Viewed webinar but no signup | “Your seat is still reserved—register now.” |
| Local service | Site visitor, no booking | “Book now and get 15% off your first service.” |
Remarketing vs. Cold Traffic
| Criteria | Cold Traffic | Remarketing |
|---|---|---|
| Audience awareness | Low | High |
| CTR (Click rate) | Usually lower | Higher |
| Conversion rate | 1–3% typical | Often 5–10% or more |
| CPA (Cost per action) | Higher | Lower |
| Best for | Brand awareness | Conversions, recovery, loyalty |
Common Mistakes to Avoid
- ❌ Not installing the pixel correctly
- ❌ Retargeting everyone the same way
- ❌ Showing ads for too long (e.g., 180 days for a time-sensitive offer)
- ❌ Using the same ad creative over and over
- ❌ Forgetting to exclude converters
Remarketing is an essential piece of any modern ad strategy. It allows you to maximize every dollar spent on traffic, build stronger brand recall, and bring back users who were already close to converting.
If you’re not using remarketing, you’re likely losing sales to forgetfulness—not disinterest.
Start small. Segment your audience. Personalize your message. Watch your conversion rates improve without spending more on cold traffic.
