Remarketing Retargeting; Coteries Lab; Shutterstock

When you check your website’s analytics, do you ever look at your bounce rate? Of course, you do!

You’re interested in why so many potential customers (or previous customers) visit your website, take a look around, then leave. Why are they leaving? Is my website engaging enough? Do I have an optimal buyer’s journey? Did I send them to the wrong landing page?

Thoughts come flooding to your mind and you don’t know how to get these visitors back. Well, there’s a chance you can get them back, and have them convert. Digital marketers do it all the time; it’s called remarketing.

What is Remarketing?

Businesses fight and struggle with getting their ads to potential customers. Everyone wants the spotlight and they’re willing to pay to get it. Some companies throw millions of dollars on their ad campaigns just to get in the top position of search pages for a specific and very pricey keyword.

For businesses that can’t compete with these top competitors, there’s another solution to get your ads seen, clicked, and get some conversions rolling in. Remarketing is the strategy of reaching back out to your website visitors or email subscribers with products or pages that they might be interested in or have visited before.

What is Retargeting?

You might have heard about retargeting as a term used in conjunction with remarketing. While these two terms might serve a similar purpose, there’s a difference between remarketing vs retargeting. To cut it short and plain, remarketing is typically used as a strategy for emailing subscribers while retargeting is used for targeting past visitors with advertisements across a variety of channels.

But, when I’m using the term in this article, I’m going to be discussing the more retargeting side of remarketing strategies. While remarketing in terms of email targeting is great and there are a whole lot of strategies for remarketing to different demographics with different email testing, you might not be aware of how to retarget outside of your email subscriber list. Which is why I’ll be providing four different strategies for understanding your customer base, how to find the right potential customers, and how to remarket to them.

What About Ad Blockers?

A lot of what we’ll be covering is using advertisements for remarketing purposes. In case you’ve heard about the mischievous browser extensions called “ad blockers” causing havoc for marketers, don’t be alarmed. Ad blockers are said to be used by over 30% of online users in the U.S. alone as of 2018. While this percentage might seem shocking, it’s not as bad as you might think. Users aren’t typically annoyed that ads are being shown to them on all devices, they’re more upset with the type of ads that are being shown.

This is actually a good opportunity for you because your potential customers are looking for ads that are relevant to them. If they liked a product or page on your website, they’re more likely to appreciate that you’re providing them an ad for a promotion that’s happening for that product/page.

That being said, even though a lot of users might have ad blockers installed, they could also have them disabled on certain websites and might have installed advanced settings to allow certain ads through. All in all, ad blockers won’t be detrimental to your remarketing strategies.

Strategy 1: Segment Your Audience

Google Analytics provides a lot of metrics for analyzing your audiences, campaigns, pages, and so much more, but for remarketing purposes, you’re wanting to understand your customer segments. In this case, you should know who your converted customers are compared to your non-converted. Knowing this data will give you a better understanding as to who you should be targeting and for which products. Has the visitor purchased from you before? Have they only visited your website but didn’t engage?

To do this, head to your analytics dashboard. Go to the “Admin” section then select the property “Audience Definitions > Audiences”. From here, enable remarketing for your website and follow Google’s guide for creating an audience definition. Then, you’ll be able to create your audience segments.

Strategy 2: Use Google Ads

Previously known as Google AdWords, Google Ads is typically how marketers show their ads to users across the web. If you’re creating a remarketing campaign, Google Ads might be the right solution for you. Unfortunately, for a remarketing campaign, you need JavaScript tags within each page’s backend code for those pages you want to “trigger” to gain a user’s information and to track users and conversions. These tags tell Google to track valuable information in regards to who is entering your website and which pages should perform as ads to a specific user.

Luckily, if you want to take care of things faster and without a developer working on your backend to add the tags, you can use Google Tags Manager (GTM) to create these tags on each individual page or all of them! Just set up your Google Ads account with your GTM account and choose which pages should contain a remarketing tag. After you’ve connected these accounts, create your remarketing campaign on Google Ads to track a specific audience or all visitors who’ve visited your website. Google will take care of the rest!

Once you’ve set up remarketing for your website, Google will use browser cookies to follow users across the web. These cookies will track users on and off your website and will understand if they have converted before or have only visited. You can use this to your advantage to remarket to those who have never converted before.

Strategy 3: Create a Facebook Pixel

Facebook remarketing is a strategy that’s getting more incorporated nowadays. In order to reach out to more audiences, Facebook has delivered a fantastic remarketing strategy that targets Facebook users specifically.

With over 2 billion monthly active users, Facebook is a hit platform for remarketing. Facebook created the “pixel” code to add to your website to pick up on call-to-actions (CTAs) and conversions clicked on by Facebook users. It even follows them to your website then providing you data on where they landed and which products Facebook should be targeting to each user. Create and add your Facebook pixel code to your website’s pages then track and target Facebook users who’ve visited your website.

It’s really simple and super easy to use to increase conversion rates.

Strategy 4: Focus on Your Customer’s Time

A major strategy in the remarketing game is understanding when your customers will be online and ready to purchase. Timing is an important factor to take into consideration when your ads will be shown to a user. You need to understand what day of the week and what time of day is most beneficial to display your advertisements. You do this by analyzing your audience and testing. Testing is your best friend for anything you do in marketing.

Access your data over time and discover what times are most beneficial for your business to display ads. Your audience might be online on a Monday at 2 PM or perhaps they’re perusing their Facebook feed while on their lunch on a Thursday at 12 PM. What if your potential customers get paid on the 1st of every month and that’s the day they spend the most money?

Whatever the case, you should be focusing on understanding your audience to make the most out of your budget and efforts. This will help with ad spend and will also take advantage of your competition who may not be thinking about the time of day their audience is online.


After listing these four strategies, you should have a better understanding as to what tools to use for remarketing to your audiences, how to use these tools, and when to use them. Remember, Google and Facebook can only display your ads to users after they’ve previously clicked on your website, ads, or app. The whole point of remarketing is to gain your audience’s attention again and get them interested in finally converting.

Make the most of your efforts, know where your audience spends their time online, then go ham on your remarketing campaign!