What is Remarketing in Digital Marketing: Definition & How it Works

Ever notice ads for shoes, a coffee maker, or a trip you browsed—suddenly following you online? That’s remarketing.

It’s a smart digital marketing strategy that reconnects with people who visited your site but didn’t take action. And it works:

• 97% of visitors don’t convert on their first visit
• 26% return after seeing remarketing ads (Invesp)
• Retargeting clicks cost 2–100x less than search ads (Signifi Media)
• 20% of marketers set a dedicated budget for remarketing (Exploding Topics)
• 25% of consumers find product reminders helpful (Skai)

To boost results, match your ads with landing pages tailored to the offer. A consistent message increases trust—and turns more clicks into conversions.

What is Remarketing?

Remarketing is a digital marketing strategy that targets people who visited your website or app but didn’t complete a desired action—like making a purchase or signing up. The goal is to reconnect with these users and turn their interest into action.

Example:
Hannah browsed natural skincare products, searching for a facial cleanser. She added a few to her cart but left the site without buying. Later, while scrolling Instagram, she saw an ad for the exact cleanser she was considering, which brought her back to finish the purchase. She received a reminder email urging her to complete the order.

Remarketing reminds interested users to complete their action. Showing timely, relevant ads can turn interest into a sale by reminding users of what they left behind.

What is Remarketing in SEM?

Remarketing in SEM is a strategy that shows ads to users who previously visited your website. It targets them when they search again for related products or services.

Example:
If a user visits your site after searching for “best noise-canceling headphones” but leaves without buying, your ad can appear when they later search for terms like “top-rated headphones” or “best deals on noise-canceling headphones.”

This process uses cookies to track user activity and create visitor lists based on behavior. You can then target ads to those most likely to convert. Remarketing keeps your brand visible at the right time, increasing the chance users will return and take action.

What is Remarketing in Google Ads?

Remarketing in Google Ads is a strategy to re-engage users who visited your site but didn’t complete an action. It uses personalized ads based on user behavior to encourage return visits.

The strategy uses several key tools:

• Google Analytics – Tracks user interactions and creates remarketing audiences based on actions like viewing a product page or adding items to a cart.
• Google Tag Manager – Deploys tags to collect user data without needing frequent code changes.
• Remarketing Lists for Search Ads (RLSA) – Customizes search ad campaigns for users who have visited your site, targeting those with higher purchase intent.
• Dynamic Remarketing – Shows ads featuring the exact products or services users viewed, making ads more relevant and increasing conversions.

These tools help you focus on high-value audiences, improve ad relevance, and turn visitors into customers.

How does Remarketing Work?

Remarketing uses tracking tools like pixel tags and cookies to monitor user activity on your website. When someone visits your site, these tools collect data such as:

• pages viewed
• time spent on each page
• whether they added items to their cart

This data creates remarketing lists that group users by behavior. For example, one list might include people who browsed product pages, while another targets users who started checkout but didn’t finish.

You can then show targeted ads to each group. A user who abandoned their cart might see an ad with a discount on those items. These ads can appear on the Google Display Network, in search results, or on social media.

What is the Importance of Remarketing in Digital Marketing?

Remarketing focuses on users who already know your brand and have shown interest, making them more likely to convert. It keeps your brand visible and encourages users to return.

When paired with an effective landing page, it shortens the path from interest to purchase. This approach uses your ad budget efficiently and increases conversions. It also builds brand recognition and encourages customer loyalty by turning one-time visitors into repeat buyers.

7 Key Benefits of Remarketing

Remarketing offers several advantages that can boost your campaign performance:

#1 Improved Brand Recall

Users forget quickly. Remarketing keeps your brand in front of people who’ve shown interest, making it easier for them to return when they’re ready to act.

#2 Higher Conversion Rates

You’re targeting users who already know your brand. This makes them more likely to convert than first-time visitors.

#3 Better ROI

Instead of chasing cold leads, remarketing targets high-intent users—helping you get more value from your ad spend.

#4 Personalization

Remarketing delivers ads based on user behavior—like showing the exact product left in a cart—increasing relevance and engagement.

#5 Multi-Platform Reach

Remarketing shows your ads across platforms—like Instagram, Google, and blogs—so your message follows users wherever they spend time online.

#6 Cost Efficiency

Targeting interested users is cheaper and more effective than starting from scratch. Remarketing focuses your budget on high-conversion audiences, reducing costs and improving results.

#7 Increased Customer Loyalty

Remarketing builds trust, not just sales. By staying connected with personalized ads, you turn one-time shoppers into loyal customers.

6 Different Types of Remarketing in Digital Marketing

Remarketing includes several types, each tailored to different goals and platforms. Here are six common types and how they work:

#1 Display Remarketing

Display remarketing shows ads to users as they browse other websites in the Google Display Network.

For example, if someone viewed running shoes on your site but didn’t buy, they might see ads for those same shoes on news sites or blogs. This keeps your brand visible and encourages them to return and complete the purchase.

#2 Search Remarketing

Search remarketing uses paid ads on search engine results pages (SERPs) to target past visitors.

In Google Ads, this is called Remarketing Lists for Search Ads (RLSA). It tracks users who visited specific pages on your site, then shows them targeted ads when they search for related terms on Google.

Unlike display remarketing, the ads appear directly in search results, reaching users with strong intent.

#3 Dynamic Remarketing

Dynamic remarketing delivers personalized ads based on a user’s actions on your site.

These ads can appear in different formats but are tailored to show the exact product or service a user viewed. This high level of personalization increases relevance and boosts the chances of conversion.

#4 Video Remarketing

Video remarketing uses video ads to re-engage users, usually on YouTube.

With Google Ads, you can target users who interacted with your site or YouTube channel. The ads play before or during videos, keeping your brand in front of viewers who’ve already shown interest.

#5 Email Remarketing

Email remarketing sends personalized messages based on user behavior.

These aren’t generic newsletters—they’re triggered emails like cart abandonment reminders, product follow-ups, or special offers. When well-timed, they feel like helpful nudges, not spam.

#6 Social Media Remarketing

Social media remarketing targets users on platforms like Facebook, Instagram, and LinkedIn based on their interactions with your site or app.

It delivers ads in their feeds—like product carousels or story ads—keeping your brand visible where users spend most of their time.

3 Successful Examples of Remarketing in Digital Marketing

Remarketing campaigns reconnect with potential customers and drive results. Here are three strong examples of brands using it effectively:

Amazon’s Dynamic Remarketing

Amazon is a leader in dynamic remarketing. If you add a product to your cart but don’t buy, that exact item often follows you across the web. These personalized ads use urgency—like “Only 2 left” or “Get it by tomorrow!”—to push users to complete their purchase.

Airbnb’s Email Remarketing Campaigns

Airbnb sends personalized emails to users who browse but don’t book.

For example, if someone looks at beach villas in Hawaii, they receive an email with eye-catching images and a message like “Your tropical getaway is waiting.” This emotional appeal encourages action.

Nike’s Social Media Retargeting

Nike uses carousel ads on Instagram to retarget users.

The ads highlight recently viewed items along with related products or time-sensitive deals. This keeps the content relevant and nudges users to complete their purchase.

How to Measure Success in Remarketing?

To measure success in remarketing, track key metrics such as conversion rate, which shows how many visitors took the desired action after being retargeted. Monitor click-through rates (CTR) to evaluate ad engagement and assess return on ad spend (ROAS) to ensure your campaign is profitable. Additionally, analyze cost per acquisition (CPA) to gauge the efficiency of your remarketing efforts and measure customer retention by tracking how often past visitors return and convert.

What are the KPI’s in Remarketing?

KPIs (Key Performance Indicators) measure how well your remarketing campaigns are performing. Here are the main ones to track:

• Impressions – The number of times your ads are shown.
• Click-Through Rate (CTR) – The percentage of users who click after seeing your ad.
• Conversion Rate – How many users complete a desired action, such as a purchase or signup.
• Return on Ad Spend (ROAS) – The revenue earned for each dollar spent on ads.
• Frequency – How often the same user sees your ad. High frequency can cause ad fatigue.

Tracking these KPIs helps you adjust your strategy for better results.

What is the Difference Between Remarketing and Retargeting?

Remarketing and retargeting both re-engage potential customers, but they use different methods.

Remarketing

• Email-based strategy
• Sends direct, personalized messages to users
• Best for nurturing leads and building relationships
• Example: A follow-up email to someone who abandoned their cart, often with a discount or reminder

Retargeting

• Ad-based strategy
• Uses cookies to track user behavior
• Shows tailored ads as users browse other sites or social media
• Example: A dynamic ad showing the product someone viewed but didn’t buy

Where Can I Run Remarketing Campaigns?

You can run remarketing campaigns across many platforms, reaching users wherever they spend time online. Common options include:

• Google Ads
• Facebook Ads
• Instagram Ads
• LinkedIn Ads
• Twitter Ads
• Pinterest Ads
• YouTube Ads
• Snapchat Ads
• TikTok Ads
• Microsoft Advertising (Bing)
• Amazon Ads
• Google Display Network
• Programmatic Advertising Platforms
• Email Campaigns
• Native Platforms (e.g., Taboola, Outbrain)

Each platform offers tools to track behavior and deliver targeted ads.

What is Remarketing Used for in Social Media Marketing?

Remarketing on social media helps re-engage users who showed interest in your brand but didn’t take action.

For example, someone visits your site, views a product, but leaves without buying. Later, they see a carousel ad on Instagram featuring that same product—along with related items—reminding them to come back.

Using tools like video stories and interactive posts on platforms like Facebook and Instagram, you can create eye-catching ads that keep your brand top-of-mind and encourage users to return.

Match Your Remarketing Strategy with Perfect Landing Pages

Remarketing helps re-engage users and guide them toward a decision—but it needs the right landing page to convert.

Remarketing campaigns work best when paired with landing pages designed to convert. The landing page highlights the product discount with a clear call-to-action (CTA) when your ad promotes the offer. Consistency between your ads and pages creates a smooth experience that drives results.

With Landingi, creating pages perfectly matching your campaigns is simple and frustration-free. Bring your ideas to life and see how easily clicks can become conversions.

Don’t wait—your next sale is just a landing page away!