How to increase company profits with remarketing?

Key information:

  • In the article, we discuss various aspects of remarketing, its advantages, types and practical tips for implementing effective remarketing campaigns.
  • We also outlined potential risks and mistakes to avoid in order to achieve success in your remarketing efforts
  • Remarketing allows you to re-target people who have already visited your site and increase the chances of them converting.
  • It's worth using remarketing because it helps to increase website traffic, increase brand awareness and improve campaign performance.
  • The types of remarketing include standard, dynamic, email and video, among others.
  • Remarketing can be implemented with Google Ads and Facebook Ads, using tools such as Google Analytics.
  • Avoid risks and mistakes in remarketing, such as intrusive ads, inadequate audience segmentation or lack of campaign optimization.

Details below!

What is remarketing?

Remarketing is marketing strategy targeting people who have had previous contact with your site, product or service, but have not made a purchase or performed the desired action. The data of such people is collected, and then by displaying dedicated ads, these people are persuaded to further interact with the company and complete the transaction. Most often, the strategy is based on displaying ads to customers for a product they have viewed.

What exactly does remarketing consist of?

The main goal of remarketing is to convince potential customers who have visited a site to make, or renew, a purchase. Often a special offer is sent, which the selected target group may find attractive and unbeatable. The offer can also be targeted to a group of people selected based on a specific location (attendees of a particular event) or based on the date of last purchase. Remarketing based on the date of the last purchase then places ads for products similar to the last purchase, and location-based remarketing displays ads to people based on their GPS geolocation.

Remarketing is based on collecting data about users. The main sources of this data are cookies and tracking pixels. With the information gathered in this way, the company can accurately determine what actions users are taking on the site.

In practice, when a user visits a site and browses products or services, he or she leaves a digital footprint. Remarketing involves using these footprints to deliver personalized ads when he or she browses other websites or uses social media.

Facebook pixel

The Facebook pixel performs several key tasks that help in effective Facebook marketing. It is an extremely useful tool in reaching the right audience.

One of the primary tasks of the Facebook pixel is remarketing. It allows us to reach people who have already interacted with our website or profile on social media. This means that we can target ads to users who, for example, visited our site, added a product to their shopping cart, but did not complete a transaction. With the knowledge we gain about these behaviors, we can create personalized ads, such as with a promo code, to draw users back to our site and encourage them to make a purchase.

Remarketing ads are often very effective because we target people who have already had some contact with our offer. By doing so, we reach people with high purchase intent. This gives us a better chance of conversion, and advertising algorithms process such campaigns more easily, which means they can be more effective.

The Facebook pixel is not just for remarketing. We can also use it to build brand awareness, strengthen it and expand it. By directing consumers who have already purchased our product to pages with tips and educational materials, we can increase their trust in our brand and convince them of the value of our products and services.

In a nutshell, the Facebook pixel is a tool that Helps you reach the right audience, create personalized ads, build brand awareness and increase conversions. It works in favor of Facebook advertising campaigns.

Google remarketing

Google remarketing campaigns are one form of advertising available through Google Ads. Google Ads remarketing uses advanced tools, allowing you to use data from your website to create advertising campaigns on the Google network.

The Google Ads platform is commonly used to issue tracking ads. Google Ads allows you to display remarketing ads in various places, such as Google Search (in the form of text ads, known as RLSA) and on Google's partner sites, including on popular online portals such as wp.pl, onet.pl, interia.pl And through video ads on YouTube.

To use Google Ads remarketing, you need to combine Google Analytics and Google Ads tools. A special code is placed on the website to track and save users to a list of potential customers. The key role in the remarketing process is played by cookies, which are small files stored on a website visitor's computer. Thanks to them, we can monitor consumer behavior on the site and tailor ads to their interests and take into account the places they have visited on our website. This allows us to reach potential customers more effectively and provide them with more personalized advertising messages.

E-mail remarketing

With email remarketing, you can deliver personalized emails to those who have registered on your site or made a purchase.

E-mail remarketing is an effective form of direct marketing that uses electronic mail to communicate with recipients. The main tasks are Collecting and managing an email database, sending messages and creating content for mailing campaigns.

One of the main uses of email remarketing is to deal with the problem of abandoned shopping carts in online stores. Baskets are abandoned for a variety of reasons; such as comparing offers, lack of funds or concerns about the security of the transaction. In such situations, email remarketing is crucial. It's a good idea to keep growing your database of shoppers' email addresses, which will allow you to keep in touch with them after they leave your store's website. Via newsletters and remarketing mailings, you can deliver personalized messages that make the customer feel uniquely treated.

The principle of email remarketing is simple. It requires having user's e-mail address, who has already made a transaction or is interested in the offer. By tracking activity and his interests, we can customize the offer in the messages sent. Timing is also important - The first message encouraging people to return to the site after abandoning their shopping cart should be sent quickly, while subsequent messages with dedicated offers can be sent after a longer interval.

Email remarketing is not only a solution for e-commerce, but also for other websites that want to increase conversions and keep in touch with shoppers. The key is to make the user feel valued and special, which increases the chance that they will return to the site and perform the desired action.

When is it a good idea to use remarketing?

The use of remarketing increases the effectiveness of advertising in many situations;

  • Abandoned baskets: If you run a website and notice that many people abandon their shopping carts before making a purchase, remarketing will help remind customers about products and encourage them to resume the buying process.
  • Brand awareness: The strategy can be used to keep in touch with users who have visited a site but have not yet performed any action on it. In this way, you can provide potential customers with content and information that builds brand awareness and interest.
  • Seasonal campaigns or promotions: Introducing seasonal offers, or a new promotion, the strategy will help reach out to those who were already interested in the products or services in question to inform them of new, attractive offers.
  • Cross-selling and up-selling: The strategy helps promote complementary or more advanced products and services to people who have shown interest among similar products.
  • Increasing commitment: When running a blog or news site, remarketing can help keep readers engaged by reminding them of new articles or content.
  • Segmentation of customers: Allows you to create personalized campaigns for a group of similar audiences or a group of non-standard audiences, which increases the effectiveness of the campaign.
  • Increase conversions: Remarketing allows you to reach customers who have already interacted with your offer, which typically increases conversion rates compared to traditional marketing campaigns.

What are the types of remarketing?

Depending on your marketing goals, there are several types of remarketing:

  • Standard remarketing: Otherwise known as static remarketing, it involves displaying ads to users who have previously visited a site.
    These ads appear on computers or mobile devices when users browse sites that are part of Google's ad network, or type content related to products or services offered by a particular advertiser into Google's search engine.
  • Dynamic remarketing: Display ads for the exact products/subsites that consumers have previously visited.

    Dynamic ads are an excellent tool for attracting users who have previously shown interest in your site. They are especially effective for companies offering products. Noteworthy, dynamic ads adjust the content of the ad themselves depending on which specific sections of the site a user has visited.

Dynamic remarketing or standard remarketing?

What to choose: dynamic remarketing or standard remarketing? The difference between dynamic remarketing and standard remarketing is that the former is on a regular basis customizable according to user preferences. It doesn't require as much manual setting of what will be displayed to the buyer and when. You only need to provide Google or Facebook with the tools (i.e., what you offer in your store, as well as information about what the customer did on the site) to run such remarketing campaigns.

Other types of remarketing

In addition to standard and dynamic remarketing, there are other types:

  • RLSA Remarketing: allows you to create a remarketing campaign from a regular Google Ads campaign. The ads will display on the search engine and on the sites of partners in the search network.

    RLSA (Remarketing Lists for Search Ads) is a form available in Google Ads that allows you to reach consumers who previously visited your website but did not make a purchase. With RLSA, you can make your ads appear higher in search results, which increases the chances of attracting these users and encourages them to make a purchase.


  • Mobile remarketing: The campaign targets people who have viewed the site on the mobile version or in the app.

    Google AdWords allows you to interact with users of the mobile version of your website, or those using the app. Relevant ads are displayed while users are using their mobile devices. Remarketing in phone apps helps promote the brand and increase sales of products and services.


  • Video remarketing: a strategy that involves using videos as a remarketing tool.

    Video ads can be displayed on a variety of platforms, such as YouTube, Facebook and Instagram, with the goal of capturing users' attention and encouraging them to revisit a website. Video remarketing has many advantages, such as greater visual appeal, the ability to convey more information in a shorter period of time, and higher effectiveness compared to traditional text ads.


  • Addressed remarketing: campaigns go to people whose data (email, phone number) we manually put in the "customer list" uploaded to the Google Ads system.

    Remarketing campaigns can target a precisely defined list of users who have provided their contact information, for example, when registering, filling out forms or signing up for a newsletter. These individuals already have some connection with the company. With targeted remarketing ads, you can build stronger relationships with them and gain their loyalty, especially if they have previously shown interest in your offerings.

Strengths and weaknesses of remarketing

Advantages of remarketing

The advantage of this marketing activity is its relatively low cost, which makes it available even for companies with limited budgets. It is worth realizing that acquiring a new customer involves a higher financial outlay than retaining existing ones. Comparing the cost of other strategies to the cost of remarketing, it is an attractive option to manage resources efficiently.

This strategy focuses on using the resources already available and informing existing customers about new products, promotions and special offers. This approach increases loyalty and fosters referrals, as satisfied shoppers often recommend your products or services to their friends, which is extremely effective at little cost.

What's more, with purchase history data, you can better customize your offerings by offering complementary products or services through cross-selling and upselling, which boosts sales.

Disadvantages and risks of remarketing

One of the main mistakes in remarketing is excessive intrusiveness in dealing with customers. E-mails that are too frequent and pushy can scare users away and be counterproductive. Therefore, it is important to exercise restraint in communication. An example of good practice might be reminding users to replenish their inventory, especially for products that customers buy regularly, or informing them of special occasions.

The danger of remarketing is the risk of messages that end up in the spam folder. That's why it's important to ask users to regularly check their spam folder and add the sender's email address to their trusted contacts list (whitelist).

Also beware of Inappropriate audience segmentation and violation of user privacy. Lack of precise targeting can cause ads to reach people who are not interested in your offer. Carefully select target groups to increase the effectiveness of your campaign. You should also be careful to respect customer privacy. Remarketing relies on collecting data about users, which can raise privacy concerns. Take care to be transparent about your activities and comply with data protection regulations.

It is worth noting email title, because it is the first element that makes an impression on the recipient. A catchy and interesting title can significantly increase the chances of opening the message and taking advantage of the offer.

In addition, it is advisable to consider, Whether remarketing is the right strategy for your business, as there are also some limitations and potential weaknesses of this strategy. Overuse of remarketing can annoy customers, and insufficiently tailored messages can be ineffective. Therefore, it is important to carefully plan and monitor remarketing campaigns to achieve the desired results.

What can be done to make remarketing effective?

When implementing a remarketing strategy, it is worth keeping in mind some of the most important principles that will contribute to the success of remarketing efforts:

  • Please take care of the quality of your website and content, which you publish on it to attract and keep the attention of users.
  • Bet on personalized ads, which reflect the needs and preferences of users, rather than using a one-size-fits-all solution.
  • Monitor the results of your activities remarketing and regularly optimize campaigns to increase their effectiveness.
  • Avoid being overly pushy in your ads so as not to discourage users from your brand.

Avoiding common remarketing mistakes will lead to better results. The following are also worth avoiding:

  • Misuse of data - Inappropriate use of user data can lead to ineffective campaigns. Make sure you analyze data properly and use it to create personalized ads.
  • No testing of different types of ads - Different ad formats can attract different audiences. Test different types of ads to see which ones produce the best results.
  • Target groups too broad - Creating target groups that are too broad can make your ads inadequately personalized. Try to create narrower audience segments to better tailor your ads to their needs.
  • No monitoring of results - Regularly tracking the results of remarketing campaigns allows you to react quickly to any problems. Monitor results and make necessary changes to achieve better results.

By avoiding the above remarketing mistakes and following the tips mentioned above, you increase the chances of success in your remarketing efforts, which will increase the effectiveness of your business.

Remarketing and retargeting

Although often used interchangeably, the differences between retargeting and remarketing are important. Retargeting is a technique that uses cookies to track users online and present them with ads based on previous interactions with your site. Remarketing, on the other hand, involves broader activities, such as sending emails to people who have abandoned a shopping cart, or presenting personalized ads based on browsing history. In practice, retargeting is one of the tools used as part of a remarketing strategy.

The similarities between remarketing and retargeting stem from the fact that. Both of these strategies are designed to increase the chances of conversion by retargeting people who have already interacted with your brand. Both remarketing and retargeting use data about users, such as browsing histories or interests, to present them with personalized ads.

Remarketing will help you increase your sales!

If you want to mitigate the problem of abandoned shopping carts in your store, want to build brand awareness among your customers or increase product sales, remarketing is a great strategy for your business. There are many tools that allow you to segment your audience and provide them with product ads that best match their preferences. Analyzing user data is key, but be sure to protect customer data and constantly monitor the effects of the campaign.

Matilda Podleśna

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