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What Is Remarketing in Digital Marketing and How Does it Work?


Remarketing, also known as retargeting, is a profitable digital marketing strategy that e-businesses use to add value to their ad campaigns. This marketing technique is ideal for guiding potential customers further down the funnel. It specifically targets those who are familiar with or who have shown interest in your products or services.

The application of remarketing on an ad campaign results in more relevant ads for potential consumers, hence, enhanced conversion and engagement rates. The strategy can work on different online platforms that display ads, such as Google and social media channels like Facebook, Instagram, and Twitter.

Whether you own an e-commerce store or work as a digital marketer, developing a thorough understanding of remarketing can be a significant breakthrough for your business’s growth.

Defining Remarketing

Remarketing is a marketing approach that targets potential customers who have browsed through a webpage or an e-commerce store or have interacted with the site by taking a particular action.

The approach “remarkets” a product to a customer who has already shown interest in it, increasing the prospect of conversion. In other words, remarketing provides businesses with a second chance to sell a product by displaying a relevant ad to the target audience.

How Does Remarketing Work?

The implementation of remarketing is not terribly complex. All you need to do is look for the pixel tags you receive when you create an ad campaign with an ad network. The ad network provides you with a pixel tag every time a person visits your website.

The pixel tag creates a browser cookie that the ad network uses to maintain a retargeting list. This retargeting list recognizes past visitors to your website on other sites and displays advertisements from your ad network.


Once the ad network recognizes a visitor, even if they are only a one-time visitor, it will show them the retargeting ads relevant to them. This process runs without interruption when the ad campaign is active but stops when the remarketing campaign ends.

Often, customers have online experiences where they visit an e-commerce store or a product page, add specific products to their shopping cart (or simply browse through it) and later see ads for those products on Google. This is an example of remarketing by way of retargeting consumers with relevant Google ads.

What Can Hinder a Remarketing Ad Campaign?

Google has recently restricted the use of third-party cookies, which has negatively impacted some aspects of remarketing ad campaigns. To overcome this issue, digital marketers can use advertisement platforms that rely on first-party data to track website visitors’ activities for marketing purposes.

Digital marketers should also look into tools and tactics that perform well without collecting cookies to prepare themselves for a cookieless future of the web.

Benefits of Remarketing

Remarketing is a proficient marketing tactic that can improve a business’s overall performance. Here are some significant advantages of adding remarketing to your digital marketing plan.

Better Outcomes from Paid Ad Campaigns

Everyone with a basic understanding of digital marketing knows that ads targeting the correct audience lead to higher conversion rates than generic ads.

These conversion rates are why remarketing is a more successful marketing approach. It aims to capture the attention of potential consumers who have already shown interest in your brand or the products or services you are selling.

Better Customer Retention

Since remarketing focuses on consumers who have actively shown interest in your business, you can use it to strengthen your customer retention. With effective remarketing, you can ensure that your business appears on an existing customer’s online feed and reminds them about specific products.

After all, the whole point of ads is to stay on consumers’ minds to build familiarity. The more a consumer remembers your brand, the more likely they are to engage in business with you.

Faster Brand Building

Repeatedly presenting your brand to a potential customer quickens the familiarization process, leading to you establishing a brand identity that consumers are more likely to trust. This is because familiar brands are often considered authentic and reputable by the general public.

You can also use remarketing as an opportunity to provide customers with more information about your products that are specifically relevant to them. This will develop a more reliable and relevant business persona among your potential and existing customers.

Outsource Your Marketing Department for a Flat Monthly Fee

You don’t understand how marketing works? You don’t know how to market your business? You’re too busy to dedicate time towards marketing? You don’t have the resources to devote to an internal marketing team?

Trust us. You’re not the first to say these words. Marketing is one of the most critical components of any business, but it is often overlooked and swept under the rug. By outsourcing your marketing efforts, you can save time and money while bringing in more business and improving your brand’s reputation, all at the same time!

The RSM Marketing team is hard-working, dedicated, and passionate about the work we do. Whether you require a full suite of digital marketing services or just want to focus on a couple of individual marketing efforts, we’ve got you covered.

Ready to talk? Give us a call at (877) 272-7810!

Alex Peters is the Senior Omni Channel Media Specialist at RSM Marketing. Over the last 4 years, Alex has stayed committed to providing our clients return through all channels, expanding audiences and increasing engagement by analyzing data and providing direction based on historical and industry trends. In his free time, Alex is driven by aesthetics, whether it's horology, mid-century architecture, or clothes. You can also catch him at Lambeau Field and Wrigley Field regularly.

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