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Remarketing 101: Complete Guide to Boosting Your Brand Awareness & ROI

Did you know that most sites experience a first-time visit conversion rate of around 2%? 

Not much, right? 

Clearly, not every website visitor will make a purchase or perform the action you desire of them immediately.

Some people will engage with your content on social media but might not visit your website or make any further contact. Others may enter your site but only view what you have to offer. Some will click on a particular product without taking any further action. And then there are those who will go all the way to pricing but will not complete the purchase. 

Regardless of where their journey ended, a website visit or social media engagement is a sign of interest. It shows that what you're offering has caught their attention. 

But, just because these visitors didn't turn into customers the first time around, all hope is not lost.

If you know how to take advantage of their interest, you can entice them to visit again and convert them into loyal, paying customers. 

Want to know how?


This strategy allows you to recapture and reengage those who were previously interested in your product or service, increase their desire for it, and compel them to take the appropriate action. 

To help you succeed, we've put together this remarketing guide on remarketing and how it can boost your brand awareness and ROI. 

What Is Remarketing?

Remarketing guide

Remarketing is a cost-effective digital marketing strategy that uses paid ads to target audiences who have previously shown interest in your brand. Remarketing is like a follow-up or a second chance at convincing a potential customer to convert. 

The goal is to remind these potential leads of your brand, rekindle their interest with an offer, engage them, and hopefully convince them to take the desired action. You can carry out remarketing campaigns using a variety of platforms, such as Google, Microsoft, Facebook, Instagram, WhatsApp, email, and SMS. 

Besides being an effective strategy for staying connected with your audience, remarketing campaigns also improve your brand awareness by ensuring you stay fresh in the minds of both existing and potential customers. 

With remarketing ads, you can continue to engage audiences even after they have left your website, personalize your marketing efforts, target people with different interests, and meet users at various points in the buyer's journey. 

Ultimately, this strategy leads to higher conversion rates and return on investment. The more times a user sees something to do with your brand, especially one who is already interested in what you offer, the more likely they will follow through and make a purchase.

How Does Remarketing Work?

Remarketing generally works in two ways: pixel-based remarketing and list-based remarketing.

1. Pixel-Based Remarketing

Pixel-based remarketing

When you create a remarketing campaign with an ad network, the network provides you with a small piece of code called a pixel which you will need to attach to your website. Once done, each time a user lands on your site, the pixel will drop an anonymous cookie in the visitor's browser. 

When the visitor leaves your page and goes on to browse other websites, the pixel alerts your network, letting them know that this visitor needs to start seeing your ads. The pixel-based remarketing is the most commonly used, as it strikes while the iron is hot. Visitors can begin seeing your ads as soon as leaving your website. 

2. List-Based Remarketing

In list-based remarketing, you target visitors who have previously provided you with their email addresses. Using this information, you can send retarget-specific ads to them. 

This strategy is very effective when introducing a new product, offering product upgrades, incentives, bonuses, and freebies, for example, enticing your blog subscribers to download your latest ebook or users of your free application to upgrade to a premium plan. 

To use email remarketing, simply upload the list of email contacts into your remarketing platform. 

Your target audience will begin seeing your ads as they surf the web. You can also send personalized messages to your audience to re-engage them with your business. 

Types of Remarketing Campaigns

There are different types of Remarketing Campaigns. Understanding them will help you better target your remarketing efforts to yield the best results.

1. Standard Remarketing

Standard remarketing

In standard remarketing, past visitors of your site are presented with remarketing ads as they browse the web and social media platforms. This strategy also targets users who search for queries related to your product or service on search engines, such as Google.

Your ad network uses cookies to track all traffic to your website and display remarketing ads to past visitors. These ads will typically appear on websites connected to your ad network. For example, if you're using google ads, your ads will display to users when they visit sites that are part of the Google Display Network.

2. Dynamic Remarketing 

Dynamic remarketing is more specific than standard remarketing strategies, as they target users based on their personal activity on your website. In dynamic remarketing, visitors see ads regarding the exact product or service they viewed on your website, increasing the likelihood that they will return to make the purchase. 

If a visitor got all the way to the pricing page but then exited your website, chances are they're probably trying to compare prices before making a decision. In this case, your dynamic remarketing ad should be focused on pricing and is the ideal opportunity to offer a discount or remind them that they can begin with a free trial. 

3. Video Remarketing

Video remarketing

Video remarketing ads are aimed at visitors who have recently viewed your videos or visited your website. You can use YouTube to place these ads at the beginning or in the middle of the videos your target audience is watching. Alternatively, you can place the ad on the right side margin, where they would appear among video suggestions. 

Although there is always the option to skip ads, the fact that it is promoting a product or service that users previously searched for and expressed interest in will assist in capturing their attention. To maximize your chances of success, your video marketing strategy should be fool-proof. Try to keep your video ads short so that your message is received quickly rather than skipped.

4. Email Remarketing 

Email remarketing also called email retargeting employs two techniques. You can display your remarketing ads to users who opened your previous marketing email and clicked on the provided link but did not follow through. 

You can also send targeted personalized messages to website visitors who viewed items, and most likely added them to their shopping cart but didn't complete the purchase. A well-written targeted email will persuade them to return and finish their order. Remember, before you can persuade them to act, you need to ensure they open the email in the first place. And for this, you need a powerful email subject line; A/B test different options until you find the best ones for your campaign.  

One helpful tip is to provide a written and visual reminder about the item they abandoned, as well as a call to action button that directs them to the shopping cart and pushes them to complete the purchase. 

5. Social Media Remarketing 

Social Media remarketing

With the increasing number of people using social media platforms, this remarketing strategy is key for engaging potential customers and increasing sales.

Social media remarketing involves targeting social media users across various social platforms. In this strategy, the ads are displayed in users' feeds. You can target based on visits to your page, how audiences engage with your pages and content, and more. For example, you can use Facebook to target users who have previously visited your page and saved one of your posts.

6. Lists for Remarketing Utilization in Search Ads

Google AdWords provides remarketing lists for search advertising, allowing you to tailor your Search Ad campaigns to users who have previously visited your website. You can target your bids and ads to be seen by visitors that have browsed your website while searching Google and other related search engines. 

This type of remarketing is very beneficial for targeting visitors who exit your website and subsequently search Google for similar products or services. 


Remarketing campaigns can help you reach visitors who, while interested in your business, leave your site before completing the desired action. With remarketing ads, you can target users of different categories and personalize your ad campaigns to ensure your ads are relevant to the user.

Whether they're searching for products related to yours, have previously opened an email from you, or even added items to their shopping cart and exited, this strategy is effective in driving potential and existing customers to take the action you wish. 

Remarketing ads can help you re-capture visitor attention, pique their interests, increase their desire for your products, and compel them to act. With remarketing ads, you can turn a significant number of website visitors into paying customers, increase your brand awareness, and consequently, your return on investment. 


Want to reap these benefits?

Let's get started! Our experts are ready to create the perfect remarketing campaign for your business needs and goals. Contact us today to hop on a free consultation and begin your remarketing journey. 

Topics: PPC Digital Marketing Brand Awareness