February 3, 2020

Remarketing 101

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Michael Jenkins
Michael Jenkins

CEO - Shout Agency


It’s no coincidence that when you browse the web you’d notice ads from a website or brand you’d interacted with or visited.

For example, you may see ads reminding you of a nice pair of shoes from a site you had visited a few days ago. This experience happens when that ubiquitous site or brand has an active remarketing campaign.

Remarketing is an excellent tool for websites and companies to reach target customers who don’t convert immediately. It’s a method of online advertisement that allows a particular brand to remain in front of bounced traffic after viewers leave the site.

About two percent of web traffic converts on their first visit to the website. Remarketing then helps in reaching the remaining 98 percent. It automatically follows up with them and reminds them of their last engagement. This tactic is designed to bring them back to your website to purchase something.

What Remarketing is and How it Works

Image Source: Instapage

Remarketing works by using browser cookies generated by the remarketing tags placed on your website and pages. The user’s cookie ID is added to your audience list for remarketing. These tags allow you to re-target previous visitors to your site based on their behavior while going through your content.

If they spent several minutes checking out gadgets or clothes, the tags note their preferences and send ads when they leave the site.

How to Create your Remarketing Audience List

Image Credit: Teemu Paananen

Before you start making your list, ensure that your ad is relevant to what your visitors are looking for, or offers a form of enticement to make them revisit your site.

Displaying a special or discounted offer for an item they once inspected serves as a great incentive.

If you’re using Google Ads, you could click on the tools icon, then go to the shared library. Select the option for ‘Audience Manager’ and click on ‘Audience List.’

Press the big blue “+” button to select Website Visitors. Start the process by entering a descriptive remarketing list name on the page that pops up. Select a template from the “List members” menu and choose the set of rules to follow from the “Visited pages” option. Add the conditions for the web pages where you’d wish to collect the cookies.

Enter the initial list size you need, state a membership duration, audience description, and then create the audience. You can always create more remarketing lists as you progress.

Your audience may include

  • Everyone: As long as they visited your site and looked at different pages
  • Buyers: Individuals that made purchases or almost did
  • Interested parties: People that visited key pages during their tour

Remarketing Strategies: 5 Strategies to Employ

Image Credit: Unsplash

Of all the strategies available to marketers, these five options work like a charm.

1. Re-Engaging your Best Customers

Repeat customers are the best when it comes to remarketing products – especially if they had a pleasant experience. Use your campaign to show them new products that match their previous purchase, or offer them promos.

2. Remarketing Seasonal Product

This tactic involves advertising seasonal products to previous visitors or customers when they return in a particular season. They could be gardening equipment during spring, wedding-related accessories during wedding season, or jackets and hoodies for winter periods.

3. Adopting Abandoned Cart Campaigns

Image Credit: Campaign Creators

It’s common to have window shoppers who want to browse your store and abandon items in their carts. Use remarketing campaigns to bring these shoppers back and then create irresistible opportunities for them.

4. Blog Visitors

Remarketing to blog visitors is one of the best ways of generating eCommerce traffic. It allows for more brand awareness and trust.

5. Product Views

Another great strategy involves targeting particular users who were interested in specific items on your site. It allows you to create an audience of potential shoppers and remind them of the things they viewed.

How Cookie Pools Are Created

Image Credit: Michal Wlosik

A cookie is a piece of code (pixel) used to store information on users for later use. Each time someone visits your site, the server drops the code onto their computer – creating a unique identifier for them. The cookie tracks your internet activity and stores and compiles them into a profile. Only a website or domain that placed the cookie can use it.

How to Drive More Re-Views from Cookie Pools

People like it when someone or something remembers their preferences and appreciate the effort. So use your cookie pools effectively to give your visitors a customized and comforting experience.

“Make them remember things that had skipped their minds by sending ads of things they liked.”

Michael Jenkins

Use the cookie pools to promote a direct line of communication between prospective and existing customers. And identify the best places to position the ads to achieve maximum profits.

Benefits of Remarketing

Image Source: Himanshu S

  • The effect is immediate
  • It streamlines campaign costs by targeting the right people
  • It’s more effective than standard ads
  • It’s suitable for every industry or business
  • Remarketing keeps your brand in the minds of your target audience

Now That You’ve Started Your Remarketing Journey

Remarketing is excellent for connecting with your site visitors who haven’t made an immediate inquiry or purchase. It’s best in a competitive market. Remarketing, when adequately done, is a powerful tool for improving sales and raising brand awareness.

Book a free 45 minute consultation today.

    Book a free 45 minute consultation today.


      As Founder and Director of Shout Web Strategy, Michael Jenkins is at the forefront of digital marketing. Since it’s inception in 2009, Shout has built a strong reputation as one of Australia’s leading strategic SEO agencies, assisting online businesses to formulate, implement and track successful marketing strategies. Michael is a respected thought leader and digital strategist, specialising in online strategy, corporate SEO, Google retargeting, email and conversion rate optimisation, and online reputation management. Follow Michael on Google+, connect with him through LinkedIn or visit the Shout Web Strategy website.

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