What Is Remarketing?
Remarketing (also called retargeting) is an advertising technique that targets users who have previously interacted with your website, app, or content. When a user visits your site, a cookie or pixel tracks them, and you can then show them targeted ads as they browse other websites (Google Display Network), social media (Facebook, Instagram), or search (Google RLSA — Remarketing Lists for Search Ads). Remarketing typically has 2-3x higher conversion rates than cold traffic.
Why Remarketing Matters
Only 2-3% of website visitors convert on their first visit. Remarketing brings back the 97% who left. It keeps your brand top-of-mind during the consideration phase. Remarketing audiences are pre-qualified — they've already shown interest by visiting your site. RLSA (Remarketing Lists for Search Ads) lets you bid higher on search ads for past visitors, combining intent signals from both the search query and previous site visit.
How to Use Remarketing Effectively
Segment audiences by behavior (visited pricing page vs. read a blog post). Create tailored ads for each segment (someone who viewed pricing gets a discount offer; a blog reader gets a free trial CTA). Set frequency caps to avoid ad fatigue. Exclude converted users. Use dynamic remarketing to show specific products users viewed. Combine remarketing with organic content marketing — visitors from SEO can be remarketed via paid channels.
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