Remarketing.

Remarketing (also called retargeting) is the practice of serving targeted ads to users who have previously interacted with your brand—visiting your website, engaging with your app, watching a video, or opening an email. By reaching users who have already demonstrated interest, remarketing typically produces much higher conversion rates and lower costs-per-acquisition than prospecting campaigns.

How Remarketing Works

Remarketing uses tracking pixels (small pieces of JavaScript) or customer lists to build audiences. Google Ads remarketing pixels track website visitors and add them to audiences that can be targeted across Google Search, Display Network, YouTube, and Gmail. Meta Pixel does the same across Facebook and Instagram. These audiences can be segmented by pages visited, time spent, products viewed, or actions taken, enabling highly relevant ad personalisation.

Remarketing Strategy

Effective remarketing involves audience segmentation: users who visited the pricing page but didn't start a trial are much closer to conversion than users who read one blog post. Create different ad creative and offers for different intent levels. Apply frequency caps to avoid overexposure. Use 'burn' lists to exclude recent converters from seeing ads for what they just purchased. The most sophisticated remarketing programmes use dynamic ads that show the exact products or content the user viewed.