Boost Your Conversions with Remarketing Campaigns

What is Remarketing?

Remarketing is an online advertising strategy aimed at reconnecting with users who have previously interacted with your website or app. It involves displaying targeted ads to these users as they browse other websites, social media platforms or apps, in order to entice them to return to your site and complete a desired action, such as making a purchase or signing up for a newsletter.

An image of a laptop with digital remarketing strategy on the screen

Why Remarketing Matters

The importance of remarketing lies in its ability to address the common problem of cart abandonment, where users leave your site without completing a purchase. By targeting users who have already shown interest in your products or services, you can significantly boost conversion rates and achieve a higher return on investment (ROI).

Types of Remarketing

There are several types of remarketing, including:

  1. Display remarketing: Targets users with display ads as they browse other sites in the Google Display Network.
  2. Search remarketing: Also known as remarketing lists for search ads (RLSA), targets users who have previously visited your site when they perform a search on Google.
  3. Social media remarketing: Targets users who have interacted with your brand on social media platforms such as Facebook, Instagram, and Twitter.
  4. Video remarketing: Targets users who have watched your videos or interacted with your YouTube channel.
  5. Email remarketing: Sends targeted emails to users who have abandoned their carts or left your site without completing a desired action.

Setting Up a Remarketing Campaign

To set up an effective remarketing campaign, follow these steps:

Identifying Your Target Audience

First, determine which users you want to target with your remarketing campaign. This could be visitors who viewed specific product pages, added items to their cart but didn’t complete the purchase, or users who signed up for a newsletter but haven’t engaged with your content.

Setting up a remarketing audience on Facebook

Creating Compelling Advertisements

Develop eye-catching, engaging ads that resonate with your target audience. Use strong calls to action (CTAs), persuasive copy, and attractive visuals to encourage users to return to your site and complete the desired action.

Choosing the Right Remarketing Platform

Select the most suitable remarketing platform for your campaign, such as Google Ads, Facebook Ads, or LinkedIn Ads, based on your target audience, advertising objectives, and budget.

Best Practices for Remarketing Campaigns

To ensure the success of your remarketing campaign, consider the following best practices:

Segmenting Your Audience

Divide your target audience into segments based on their behaviours and interests, so you can tailor your ads to address their specific needs and preferences.

Frequency Capping

Limit the number of times your ads are shown to the same user, to prevent ad fatigue and maintain a positive brand perception. Adjust your frequency cap based on the platform and the nature of your campaign.

Arrows pointing to the word audience to show frequency of remarketing

Duration and Expiry of Remarketing Lists

Set an appropriate duration for your remarketing lists, considering factors such as your sales cycle and the relevance of your ads over time. Additionally, establish a list expiry date, after which users will no longer be targeted with your ads.

Monitoring and Optimisation

Regularly monitor your campaign’s performance, and adjust your targeting, bids, and ad creatives to optimise results. By continually refining your campaign, you can maximise conversions and ROI.

Measuring Remarketing Success

To gauge the effectiveness of your remarketing campaign, consider the following:

Conversion Metrics to Monitor

Track key conversion metrics, such as click-through rates (CTRs), conversion rates, and cost per conversion, to evaluate your campaign’s performance and identify areas for improvement.

A/B Testing and Iteration

Continuously test different ad creatives, targeting strategies, and bidding options to determine the most effective combinations for achieving your goals. Implement the insights gained from A/B testing to fine-tune your campaign and drive better results.

Somebody running an a/b test online


Remarketing campaigns are a powerful tool for boosting conversions and reconnecting with users who have shown interest in your products or services. By setting up a well-planned campaign, employing best practices, and continually optimising your efforts, you can significantly improve your ROI and grow your business.


  1. Is remarketing suitable for all businesses? Remarketing can be beneficial for most businesses, as it targets users who have already shown interest in your offerings, increasing the likelihood of conversions.

  2. How much does remarketing cost? The cost of remarketing varies depending on the platform and bidding strategy you choose. Generally, you pay for each click or impression your ads receive, with costs varying based on factors such as competition and ad quality.

  3. What is the difference between remarketing and retargeting? Remarketing and retargeting are often used interchangeably, though remarketing typically refers to re-engaging users through email campaigns, while retargeting focuses on displaying ads to users as they browse other websites or apps.

  4. Can I run multiple remarketing campaigns simultaneously? Yes, you can run multiple remarketing campaigns targeting different audience segments, platforms, or objectives. This can help you reach a wider audience and achieve better results.

  5. How do I prevent my ads from being shown to users who have already converted? You can create a separate audience segment for users who have completed the desired action, and exclude this segment from your remarketing campaign. This ensures that your ads are only shown to users who have not yet converted.

If you’re looking for help in setting up a remarketing campaign for your business, get in touch with Breed Digital today for a discussion on how we can help. If you want us to audit your ppc account then we can too!

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