Remarketing 101: A Beginner’s Guide

Remarketing is a powerful and necessary digital marketing strategy designed to re-engage potential customers who have already shown interest in your products or services but haven’t yet completed a transaction. Our trust in the things we see often and in higher frequency stems from evolutionary traits—unfamiliar environments are often dangerous. In marketing, trust means sales. Here, we’ll cover the basics of remarketing, how it works, and why it’s essential for your business.

What is Remarketing?

Imagine you’ve recently checked the prices of spas on the Alpine Spas website in Auckland or visited their shop in Penrose. Shortly after, you might notice advertisements for spas and saunas appearing everywhere—on websites, social media, or even in your email inbox. While this might feel like you’re being “followed,” or “remarketing”, it’s not necessarily the case . Instead, it could be an advanced form of targeting competitors’ potential customers.

Remarketing, on the other hand, specifically targets individuals who have already interacted with your website or business but haven’t converted into customers. These individuals have demonstrated interest in your offerings but left before completing their purchase. By reconnecting with them, you build trust and credibility (through the repetition of impressions)  which encourage them to return and complete their transaction in a non-salesy manner.

How Does Remarketing Work?

Remarketing works by tracking user behavior on your website and creating audience lists based on specific actions. For example:

  • Visiting your website: A user browses your homepage or product pages.
  • Viewing specific products: A user looks at a particular product or service.
  • Adding items to the shopping cart: A user adds a product to their cart but doesn’t complete the checkout process.

Using tools like Google Analytics 4 (GA4), you can create audience lists based on user activity and engagement. These lists enable you to target users with customised ads that address their specific needs or concerns. For instance, you might offer a 10% discount to entice a user who abandoned their shopping cart to complete their purchase.

Why is Remarketing Important?

The short version is repetition and familiarity build trust, which is essential for any user looking to purchase a product or engage a service. Remarketing is crucial because it allows you to reconnect with warm leads or users—potential customers who are already familiar with your brand. These individuals are more likely to convert than new prospects, making them a high-priority audience, making it possible for:

  • Increase conversions: By staying top of mind, you encourage users to return and complete their transactions.
  • Shorten the decision-making process: Remarketing ensures you’re engaging with customers during their decision-making window. Depending on the product, the time frame for decision-making can vary. For example, purchasing a car might take months, while buying a phone might take weeks, and smaller purchases might only take days. 
  • Build brand awareness: Even if users don’t convert immediately, remarketing helps reinforce your brand’s presence, increasing the likelihood of future engagement.
Where Can Remarketing Ads Appear?

Where Can Remarketing Ads Appear?

Remarketing ads can be displayed across various platforms and channels, including:

  • Email: Email marketing is one of the most effective remarketing tools. Personalised email campaigns reminding users of their interest.
  • Video platforms: Ads on YouTube or other video-streaming services.
  • News websites: Banner ads on popular news sites.
  • Mobile apps: Ads displayed within free apps or games.

Best Practices for Remarketing

  1. Segment your audience: Use tools like GA4 to create detailed audience lists based on user behavior. Tailor your messages to each segment for maximum impact.
  2. Personalize your ads: Highlight specific products or services the user showed interest in and provide compelling reasons to return, such as discounts or limited-time offers.
  3. Set frequency caps: Avoid overwhelming users with too many ads, which can lead to ad fatigue and annoyance.
  4. Test and optimise: Continuously monitor your campaigns to see what works best. Experiment with different messages, visuals, and offers to improve performance.

Let Us Help You Get Started

Remarketing targets users who have already interacted with your website or business but haven’t converted into customers, aims to build trust and encourage users to complete their transactions or conversions (for service providers). It works by tracking user behavior on your website and creating audience lists based on specific actions, such as visiting your site or adding items to their cart. It helps increase conversions, shortens the decision-making process, and builds brand awareness by reconnecting with warm leads.

From setting up your audience lists in GA4 to designing targeted ad campaigns, we’re here to help. Contact us today, and we’ll guide you through every step of the process. 

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