Published on 2025-06-29T21:01:46Z

What Is Remarketing? Examples of Remarketing

Remarketing (also known as retargeting) is a digital marketing strategy that reconnects you with website visitors who didn’t convert on their first visit. By leveraging tracking cookies or pixels, you can segment audiences based on behavior and serve tailored ads across websites and social platforms. This approach boosts brand recall, nurtures warm leads, and increases conversion rates. Remarketing is essential for maximizing ROI by focusing ad spend on users already familiar with your brand. Tools like Prevue.me provide actionable critiques on your landing pages and ads to optimize your remarketing campaigns for CRO, UX, and SEO.

Illustration of Remarketing
Illustration of Remarketing

Remarketing

Target past website visitors with tailored ads to re-engage them and maximize conversions.

Definition and Purpose

Remarketing lets you re-engage visitors who left your site without converting by showing them targeted ads as they browse other sites or social platforms. It reinforces brand recall, keeps your offering top of mind, and encourages users to return and complete desired actions.

  • What is remarketing?

    Remarketing uses cookies or tracking pixels to identify past visitors and serve them ads on the Google Display Network, social media, or partner sites.

Types of Remarketing Campaigns

Different campaign types allow you to align your ads with user intent and behavior, improving relevance and performance.

  • Standard remarketing

    Shows general ads to previous visitors as they browse other sites in the Display Network, maintaining brand visibility.

  • Dynamic remarketing

    Displays personalized ads featuring the exact products or services a user viewed on your site, driving higher engagement.

  • Email remarketing

    Sends targeted emails to subscribers or cart abandoners with reminders, special offers, or incentives.

Best Practices for Website Remarketing

Optimizing remarketing campaigns involves strategic audience segmentation, frequency control, creative personalization, and seamless landing page experiences.

  • Segmentation

    Group visitors by behavior—such as pages viewed, products browsed, or time on site—to deliver tailored messaging.

  • Frequency capping

    Limit the number of times an ad is shown to each user to avoid ad fatigue and overspending.

  • Creative personalization

    Use dynamic creative and compelling calls-to-action that resonate with each segment’s interests and past interactions.

  • Landing page alignment

    Ensure ad clicks lead to highly relevant, optimized pages. Tools like prevue.me can critique your landing pages for CRO, UX, and SEO to improve conversion rates.

Measuring Remarketing Performance

Tracking the right metrics helps you evaluate effectiveness and refine your remarketing strategy over time.

  • Click-through rate (ctr)

    The percentage of ad impressions that result in clicks, indicating how compelling and relevant your ads are.

  • Conversion rate

    The share of clicks that lead to completed goals—such as purchases or form submissions—measuring overall campaign efficiency.

  • Return on ad spend (roas)

    The revenue generated for each dollar spent on remarketing, a critical indicator of profitability.

  • View-through conversions

    Conversions that occur after a user sees an ad but doesn’t click immediately, capturing the indirect influence of your campaigns.

Related terms