What is remarketing?
Remarketing is the practice of showing ads to people who have already interacted with your business, such as website visitors, app users, or past customers. The goal is to bring them back to complete an action.
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How remarketing works
You build an audience from people who took a certain action, such as viewing a product or starting a checkout. The platform then shows ads to that audience as they browse other sites, apps, or social feeds.
Customer lists are another source. Uploading emails lets platforms match people who already know your business.
Why it works
People who have shown interest are often more likely to convert than strangers. Remarketing gives them a reminder or a reason to return, such as an offer or new information.
Segment audiences by behavior. Someone who abandoned a cart needs a different message than someone who read a blog post.
Doing it responsibly
Set frequency limits and exclude people who have already converted. Respect privacy laws and platform policies, which affect how audiences can be built and used.
Common questions
What is the difference between remarketing and retargeting?
The terms are often used interchangeably. Some people use retargeting for ad-based efforts and remarketing for email or other follow-up, but there's no universal rule.
Does remarketing need cookies?
Many methods rely on cookies or similar identifiers, while others use customer lists or platform data. Privacy changes affect what's available, so check current options.
Which platforms offer remarketing?
Most major ad platforms do, including search, display, video, and social platforms, each with its own audience tools.
How long should people stay in a remarketing audience?
It depends on your sales cycle. Shorter cycles call for shorter windows, and longer cycles for longer ones. Test and adjust.
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