What is Remarketing, what is it for, advantages and tips on how to do it 

If you want more conversions and more sales, you must master remarketing.

It is a relatively new concept, but with which you have surely already had some kind of contact.

Have you already had the impression that some advertising on the internet follows you everywhere?

When browsing blogs or searching on Google, we see a series of ads, whether graphic or textual, for articles that we are not interested in or that we have searched for on some previous occasion.

Many people do not know it, but they are not there by pure chance.

That’s remarketing in full swing.

When this strategy is well structured, it can increase the sales of your business with a low investment cost.

I prepared this article to help you on that journey.

You will know what remarketing is, how it works, how to do it, and learn some tips to start taking advantage of its full potential today.

Do you want better results in your campaigns? Surely yes.

So stay with me.

What is remarketing?

What is remarketing

Remarketing is Google’s own retargeting tool.

Its function is to mark and identify the users who visited your site.

At a certain point, it begins to show your ads to that audience more frequently, when they browse other pages that accept advertising from the Google display network.

The term “targeting” comes from English and means to look.

Therefore, retargeting means looking again.

And it is precisely what this tool does.

Present your ads to someone who has already shown interest in the product.

Therefore, it is an excellent action to induce the user to make the purchase of what you offer.

 What is remarketing for?

What is remarketing for?

Remarketing is used to generate a greater number of conversions (link copywriting) and is considered a strategy aimed at increasing sales.

Its effectiveness is manifested in the new display of the ad to the potential customer.

Since, hardly, he executes the purchase the first time he meets your advertising.

Take a look at your own consumer behavior and your experience on the other side of the counter.

Do you usually see the ad on the display network and the first time you make the purchase?

Very rarely, right?

When the product or service has a more complex sales process, requiring a demonstration or sending a quote, for example, it is even less common.

In that context, remarketing comes in handy.

Its objective is to keep the brand present in the mind of the user, showing the ads frequently, until they decide to buy.

The tool is a perfect fit for inbound marketing.

It serves to reach the user through a successful message, according to the stage in which it is located in the so-called sales funnel.

In this way, you can lead him through the other stages until he reaches the purchase, and later, to his loyalty as a customer.

How does it work?

How does it work

It looks like magic.

Google identifies you and also the ads for the product you are interested in.

Later, that advertising “chases” you through the places where you browse.

There was always and is there, some TV presenter who says “buy, buy, buy”, as if he wanted to put that idea in your head repeatedly.

But the remarketing process works very easily. .

I’m going to explain it to you with an example.

First of all, keep in mind that for it to work, you must install the remarketing tag on your site (I’ll tell you about it later).

So, imagine you want to buy a pair of shoes.

As most people proceed today, you go to Google and do a search to find models and identify prices.

When you click on an ad and are taken to a site, a cookie is stored on your computer.

It is like a small harmless file that helps Google identify on the net, when you are visiting sites.

From there, the search engine shows your ads related to the product, or to other offers in the spaces reserved for that display.

That doesn’t just happen overnight or in one day.

Remarketing doesn’t work for a few hours.

The tool shows you the ad for 30 days or so, always with the aim of influencing the purchase process.

For this reason, sometimes we have the impression that a brand is following us or what it offers…



The main advantage of remarketing is, without a doubt, the economy.

But the tool provides many other benefits.

What are they?

  • Brand exposure: the more a potential customer is exposed to your brand, the more likely they are to negotiate with you when they decide to make the purchase.
  • Higher conversion rates: strong brand exposure leads to higher conversion rates in your campaigns. Keeping your brand in the memory of consumers increases your chances of future sales.
  • Better ROI: higher conversion rates, consequently, generate a faster return on your investment, and also a lower cost per sale.
  • Audience targeting: You can focus your remarketing efforts on specific audiences, based on their interests or demographics. You can segment hot leads, and even those visitors who abandoned the cart, guiding them to purchase.
  • Flexible budgeting: like all other Google advertising tools, you have full control of your budget, including robust reports that help you make smart spending decisions.
  • You can also see which sites on the display network are performing the best and thus optimize messages and budgets for specific pages.

Did you realize how remarketing helps to impact people who showed interest in your products or services?

Each additional impression increases the chances of winning a new customer.

Even those who have already bought a product or service of yours can be reached through this marketing strategy.

Your profit comes from the memory they keep of your brand.

Forms of remarketing

Forms of remarketing

Remarketing strategies can be executed in three ways:

Google’s display network and search network, as well as Facebook, one of the main social networks.

I explain.

Display Network

Have you already noticed the banners or other display ads that appear on the sites you visit?

The display network has thousands of sites that allow ads to be displayed on their pages.

In this model, the advertiser chooses how they want to pay, if by the number of clicks on the ad (CPC), or according to the number of times it is displayed (CPM).

In addition, the ads on the display network tend to be more interactive and attract a lot of users’ attention.

Search network

Unlike display ads, search ads appear directly on the results page.

Likewise, they appear not only on the Google search page itself, but also in the company’s other tools, such as Google Maps, Google Shopping and other external sites that make up the network.

Ads on that network tend to promote higher conversion rates.

This happens because they will appear whenever your product is related to keywords that the user is using to solve their question or problem.

Its onboarding in remarketing is more recent than the display network.

But as behavior on the web has been changing rapidly with the revolution of micro moments, the need arose to reinforce the sale as soon as the user is looking for the same issue again.


Have you also noticed the number of sponsored ads that appear on your Facebook feed?

That’s a tactic that resembles ads on the display network.

They tend to be more interactive and creative. Therefore, they can produce good results for companies of any size.

Today it is easier to impact a much more segmented audience.

You also want users to find your company and your customers to remember it, right?

¿ what is the best way to do remarketing for my business?

Well, you already know the three ways to do remarketing, however, you can ask yourself this question, since it is a common question.

Which of them to choose?

First of all, you have to evaluate your need, objectives, and mainly, the channels that your audience uses the most.

You must know your person in detail, which corresponds to the representation of the ideal client.

But even after having that definition, you don’t necessarily have to make a choice.

The truth is that all three models can work very well working together and increasing your brand recognition.

The ideal, as I said before, is to analyze the behavior of your audience, the way they search for content and solutions in the virtual world.

Then, try to adapt the results to the reality of your business to have a more effective communication.

If you do not want, or it is not possible to invest in all three ways at the same time, it would be interesting to carry out tests to discover in which of them there are more expressive results.

How to Remarketing

How to Remarketing

Now that you know what it is for, how it works and the remarketing models, it is time to discover how to do it within your company or business.

I selected some essential tips to help you set up your remarketing strategy.

Notice …

Make up important audiences

First of all, you must delimit your audience well so that your ads generate return.

But how to do it?

The best thing here is to create multiple remarketing lists, depending on your priorities and purposes.

For example, a list with those users who abandoned the cart can be a timely way to reinforce your offer and encourage them to complete the purchase.

Create specific ads for each audience

Now that you’ve identified your most important audiences, it’s time to create ads for each of them.

Nothing to send the same ad to all the lists.

This division helps to lead the user more easily through the sales funnel, showing the product at the exact time.

Also, you need to take the visitor’s interests into account as well.

Perhaps the user who abandoned the cart is more likely to purchase, compared to the other user who is still learning about your solution and who visited the pricing page a few times.

For the latter, discounted ads can make you buy.

Use high-converting landing pages

Landing page is another term in English, and in its free translation it means landing page.

In other words, they are the pages to which users are driven after clicking on the ad.

Therefore, in addition to having an attractive ad, your landing page must be well structured.

That is the secret to increase the chances that the visitor becomes a lead.

In addition to making it clear on the page, the benefit that the user will have with that offer, there are a number of other good practices to ensure that these spaces generate high conversion rates.

Marketplace tools, like Klickpages, make it possible to create your landing pages quickly and easily.

And they have many customization options that help optimize your performance.

Analyze the results of your efforts

Analyze the results of your efforts

To prevent your investment from being a failure, you need to establish metrics.

They allow you to measure the results of your ads.

After all, you want to know if you are on the right track, right?

Many companies stick only to the use of CPC-Cost per Click, as the main metric and forget to pay attention to others that are also important, such as CPA – Cost per Acquisition.

The CPA shows the real monetary value of the customer acquisition and helps calculate the ROI of the strategy.

Therefore, once the metrics have been defined, the ideal is to keep constant monitoring to make possible adjustments focused on optimizing the campaigns.

Do not exaggerate the number of exhibits to a user

While remarketing can help generate new revenue, it can also be desirable.

This happens due to the saturation of visible ads, which may encourage you not to buy, that is, the opposite of what you want.

Therefore, it is advisable to plan the number of impressions, that is, how many times a certain ad will be displayed to the user.

The purpose of this strategy is not invasive, nor is it intended to scare off the potential customer. Nothing like that.

In times of Ad Block (ad blocker), it is best to present it 10 times per person, maximum.

3 main mistakes of remarketing campaigns

So, you already know almost everything about remarketing, and it’s time to understand what not to do.

I picked out some common mistakes, but for that reason, they can go unnoticed during your strategy implementation.

Remember that paying attention to them avoids budget waste and makes it possible to optimize campaigns in real time.

Do not exclude specific audiences (negative lists)

Just as you need to create specific audiences, you need to build negative lists.

They are those for which you do not want your message to appear.

A good practice is to place those users who have already become buyers.

In such cases, the presentation of the ads will not exert any influence, other than unnecessary expenses for your business.

Avoid them!

Do not adapt the exhibition

As I told you before, it is useless to cram the user with the product sample 24 hours a day.

You can put at risk the relationship marketing relationships between him and your brand.

So that you know how to impact it in the best possible way, it is necessary to study its activity on the network.

Find out what are the peak browsing hours, when they are most predisposed to interact, what time there is the highest conversion, among other factors.

With that data in hand, you will be able to optimize your campaign and schedule the ads, according to the hours in which your audience tends to buy more.

Also make sure that your ad is clear, direct and that it really does what it offers.

Don’t add the remarketing tag to your site pages

It seems obvious, however, it is one of the most frequent mistakes.

Putting the remarketing tag on all the pages of your site ensures that your campaign has more impact and, possibly, some sale is achieved through the ad.

In addition, the data on the behavior of the users in the pages that do not contain the tag, are lost.

It’s a beginner’s fault, but it happens.

Create landing pages for your remarketing campaign with Klickpages

Create landing pages for your remarketing campaign with Klickpages

If you want to launch a successful remarketing campaign, you can’t give up on a well-crafted landing page.

I already addressed that matter before.

It is an instrument in charge of capturing the visitor’s data, turning it into a lead.

And also through it, you give your potential customers what they want, according to their level in the sales funnel.

And there is no way to be successful in remarketing, or in traditional marketing itself, without knowing how to converse with the public, gain notoriety and arouse interest in your product or service.

If you still don’t use your site or blog to capture leads, you are missing out on a great opportunity.

When talking with the consumer about articles, or when presenting promotions, do not miss the chance to obtain their contact information so that communication is more direct and profitable.

This can be through an invitation to subscribe to a newsletter, receive news by email, download an e-book or enroll in a free course.

No matter the action, striving for the landing page is a must to increase your desired conversions.

  1. Choose your model: know the high conversion alternatives proven by tests.
  2. Customize the page a: edit the texts, colors and images, as well as hide the elements that are not useful.
  3. Publish: finally, you only need to publish your own domain, without additional hosting costs.

Get your campaigns off the ground!


remarketing conclusion

In this article, I chatted with you about remarketing and customer-chasing ads on the web.

That is an economical and efficient strategy to generate conversions and sales.

Taking into account that in the digital world people are increasingly looking for solutions and answers to their problems, investing in this tool is an almost mandatory condition.

As a final tip, make sure you find your balance.

You have to know when to impact the user with your advertisements, but also when to interrupt the display.

Don’t make remarketing have the opposite effect.

Use its potential to build a stronger and more attractive brand.

And when creating your landing page, count on Klickpages and its enormous possibilities.

Good results await you!

See you soon!