The Ultimate Beginner’s Guide on Remarketing Strategy

Ever noticed ads “following” you online? You’re likely experiencing a remarketing strategy in action. A smart remarketing strategy can dramatically increase conversions.

What is a Remarketing Strategy (in Plain English)?

A remarketing strategy is a plan to show ads to people who have already visited your website or used your app. It’s a great way to get them to come back and buy something, sign up for something, or take another desired action.

• The Core Idea: Focus on individuals who showed interest but didn’t convert, encouraging them to return and finalize the purchase.
• Why It Matters: Instead of targeting everyone online, a remarketing strategy lets you connect with a pre-qualified audience.

The Core Components of a Winning Remarketing Strategy

Remarketing strategies thrive on a combination of user segmentation and targeted messaging. To do that, you must understand these two key components:

1. Remarketing Lists (Audiences): These are segmented lists of people based on actions they’ve taken on your website, allowing you to tailor your ads to their specific interests. Example: Creating a list of users who viewed a high-end laptop but didn’t add it to their cart.
2. Tracking Pixel (or Tag): A small piece of code embedded in your website’s code allows you to identify visitors. The pixel will then add them to the corresponding remarketing lists based on their website activity. Note: The tracking code is usually supplied by your advertising platform, such as Google Ads or Meta Ads Manager.

Remarketing vs. Retargeting: What’s the Real Difference?

While often used interchangeably, understanding the subtle nuance between remarketing and retargeting can refine your overall approach. While both aim to reach people who interacted with you before, the term “remarketing” often encompasses email campaigns in addition to display ads, while retargeting is mostly related to paid advertising.

• Retargeting: Focusing primarily on paid advertising efforts to re-engage potential customers who have already visited your website or mobile app. Example: Showing ads to people who viewed a specific product on your site.
• Remarketing: Broader than retargeting, also includes email marketing and other CRM activities. Example: Sending a “Did you forget something?” email to customers who abandoned items in their online shopping cart.
• Takeaway: For most beginners in advertising, the two terms are almost interchangeable. Your “remarketing strategy” will largely focus on retargeting ads.

Why is it also called Retargeting?

As previously mentioned, although there is a subtle difference between them, these terms are now mostly used interchangeably. Both are the main strategies to re-engage with past website visitors or customers.

How a Remarketing Strategy Works (with an Example)

Imagine a scenario where someone shops at your online store. The remarketing strategy involves the steps outlined below:

1. A Potential Customer Visits Your Website: Imagine Sarah browsing your clothing store and specifically looking at a red dress.
2. Your Pixel Adds Sarah to a Specific List: Because Sarah viewed the red dress page, your pixel adds her to a “Red Dress Viewers” list.
3. Sarah Leaves Without Making a Purchase: Sarah gets distracted by something else and leaves your website without buying the dress.
4. Sarah Sees an Ad Showcasing that Red Dress: Later, while browsing Facebook, Sarah sees an ad featuring that very red dress.
5. Sarah Clicks and Buys the Dress: Reminded of the dress and now with some free time, she clicks the ad and completes the purchase. Your remarketing strategy pays off!

Crafting Your First Remarketing Strategy: A Step-by-Step Guide

Ready to put your remarketing strategy into practice? Here’s a step-by-step plan:

1. Choose Your Advertising Platform: Select a platform that aligns with your target audience and advertising goals.
   • Google Ads: A wide reach, allowing you to target users across Google’s vast network, including YouTube.
   • Meta Ads Manager (Facebook/Instagram): Powerful targeting capabilities and visual ad formats, ideal for social media marketing.
2. Install the Tracking Pixel: Add the pixel code to your website to begin tracking visitors and building remarketing lists. This is often found under the “Audiences” or “Assets” section of your advertising platform.
3. Create an “All Website Visitors” List: A fundamental list to capture all traffic to your website. This can be refined over time with more targeted segmentation.
4. Design a Compelling Ad: Create an ad that is visually appealing and clearly communicates your offer. Use high-quality images or videos.
5. Write Engaging Ad Copy: Use the following to boost engagement and increase conversions:
   • Personalize the Message: “Still considering that red dress?”
   • Offer an Incentive: “Get 10% off your first order today!”
   • Create a Sense of Urgency: “Limited stock available! Don’t miss out!”
   • Include a Clear Call to Action: “Shop Now”
6. Set Your Budget: A small daily budget allows you to test the waters without a significant financial commitment.
7. Launch Your Campaign and Monitor Performance: Start your campaign and monitor its progress. Key metrics include click-through rates (CTR), conversion rates, and return on ad spend (ROAS)

Remarketing Strategy Pro-Tips: Take Your Campaigns to the Next Level

Fine-tuning your approach can significantly improve your results:

• Hyper-Targeted Lists: Create granular lists based on specific behaviors, like “Abandoned Cart Value Over $100” or “Viewed 3+ Pages in Category X,” for more effective ad tailoring.
• Strategic Frequency Capping: Limit the number of times a user sees your ad to avoid becoming intrusive or annoying.
• Dynamic Product Ads: If you have an e-commerce store, use dynamic ads to automatically show users the exact products they viewed on your site.
• A/B Testing is Essential: Experiment with different ad copy, visuals, and targeting options to identify what resonates best with your audience.

Common Mistakes to Avoid in Your Remarketing Strategy

Steer clear of these common pitfalls to ensure a smoother and more successful campaign:

• Pixel Installation Errors: Double-check your pixel implementation with the platform’s validation tools to ensure accurate tracking.
• Neglecting Mobile Optimization: Ensure that your ads and landing pages are fully optimized for mobile devices.
• Generic, One-Size-Fits-All Ads: Tailor your ads to the specific action that triggered a user’s inclusion on a remarketing list.
• Forgetting to Exclude Converters: Avoid showing ads to users who have already completed the desired action (e.g., purchase, sign-up).
• Inadequate Conversion Tracking: Accurately track conversions to measure your campaign’s ROI and make informed optimization decisions.

Conclusion

A well-executed remarketing strategy is an invaluable tool for businesses seeking to drive conversions and increase revenue. Follow this comprehensive guide to build and optimize your campaigns today!

Azjargal (Azaa) Gankhuyag

Azjargal (Azaa) Gankhuyag is the founder of ByteCode Digital Marketing Agency. With expertise in data-driven strategies and authentic storytelling, she helps startups and sustainability-focused brands grow through impactful digital marketing.