Remarketing

A strategy that shows targeted ads to people who have previously visited your website or used your app.

What is Remarketing?

Remarketing (also called retargeting) is a digital advertising strategy that allows you to show ads to people who have previously interacted with your website, app, or content. It keeps your brand in front of bounced traffic.

How Remarketing Works

Visitor comes to your website
A cookie is placed on their browser
They leave without converting
As they browse other sites, they see your ads
They click and return to convert

Types of Remarketing

Standard Remarketing: Display ads to past visitors
Dynamic Remarketing: Show specific products they viewed
Email Remarketing: Target known email subscribers
Video Remarketing: Target YouTube viewers
Search Remarketing (RLSA): Adjust search bids for past visitors

Best Practices

Segment audiences by behavior, set frequency caps to avoid ad fatigue, exclude recent converters, and create specific messaging for each audience segment.

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Cost Per Acquisition (CPA)

The total cost of acquiring one paying customer through a specific campaign or channel.

Cost Per Click (CPC)

The amount an advertiser pays each time a user clicks on their ad.

Pay-Per-Click (PPC)

An advertising model where advertisers pay a fee each time their ad is clicked, buying visits rather than earning them organically.

Quality Score

Google Ads metric that measures the quality and relevance of your keywords, ads, and landing pages on a 1-10 scale.

Return on Ad Spend (ROAS)

A marketing metric that measures the revenue generated for every dollar spent on advertising.

Search Engine Marketing (SEM)

A form of digital marketing that promotes websites by increasing visibility in search engine results through paid advertising.

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