What is Remarketing and how do you run tracking ads?

Imagine that someone visits your website, but leaves without completing the order, or an Internet user carefully reads your offer, but decides not to make a phone call or get in touch in any other way. You are probably wondering how to reach such a potential customer? How to make them finally decide to take advantage of your offer? The solution is remarketing, which is a specific promotional activity that targets potential customers who have already expressed interest in your offer. So how can you use remarketing and why should you do it?

Remarketing – what is it and how does it work?

Remarketing is one of the most effective ways to acquire new customers in the e-commerce industry. Remarketing (also called retargeting) refers to a method of online sales in which visitors or customers of a website /application are informed about your products or services again using special tracking methods (cookies) on other websites via advertising media (e.g. banner ads). In order to reach your users with remarketing activities, Internet users must have previously interacted with your website and met criteria defined by you such as adding a product to the shopping cart without completing the purchase. With remarketing campaigns, you can achieve a variety of goals, including but not limited to generating leads, improving conversions, increasing brand awareness, and increasing sales and profits.

How does remarketing work online and how does it help you reach potential customers?

Although at first glance the process of using remarketing may seem quite complicated, in practice using this method to increase sales is quite simple. Remarketing starts when someone visits your website. However, if a given Internet user does not use your offer, thanks to a well-configured remarketing campaign you can reach him again, already outside your website. This gives him the opportunity to return to your website and complete the purchase. To be able to use remarketing, you need to equip your website with an appropriate script, which will save a cookie on the computer of the Internet users visiting your website.

The script is added by pasting a small piece of code into the page. Then, when a new user visits your site, the information about his/her activity is saved in the cookie. Importantly, the script that allows you to use remarketing should be on every subpage. Remarketing can be set up using various advertising platforms. The most popular of these are Google Ads and Facebook Ads, as these are portals that allow you to create remarketing campaigns very easily.

Why use remarketing? – We bring customers back to the website

Well-configured remarketing is a powerful sales tool that is particularly effective in the e-commerce industry. Compared to other ways of promoting a company and its products, remarketing campaigns achieve much higher click-through and conversion rates. The high success rate of remarketing is directly related to the fact that you can reach potential consumers who are at an advanced stage of the customer path. After all, remarketing is about encouraging users who have previously shown interest in a particular product or group of products to return to purchase.

The biggest advantage of remarketing is precisely that you can target ads to users who have already come across your brand or product. This is important because many users do not make a purchasing decision on their first visit to an online store’s website. However, if a potential customer sees your offer again, they are much more likely to decide to buy. With remarketing, even if a person has already left your site, you still have a chance to convert them or at least increase brand recognition.

Remarketing in Google Ads – an effective advertising strategy

Remarketing is used to encourage people who have already read your offer to reconsider their purchase. The most popular platforms for using remarketing are Google Ads and Facebook Ads. The Google Ads platform allows you to broadcast remarketing ads on Google’s search engine in many different forms, as well as on Google’s ad network, i.e. on partner sites (sites that are part of the ad network) and on YouTube. To use remarketing in Google Ads, place a special code on your site, which you can get by linking tools like Google Analytics and Google Ads to your site. Users and their actions are remembered through cookies that are stored on their computers. However, you don’t have to worry about anything because it is a legal form of promoting your products and doesn’t break the rules of GDPR.

Thanks to cookies, it is possible to adjust the type of advertisement and its content to the preferences and habits of a particular user and bring him to the exact place where he decided to leave the site. Importantly, to further optimize your sales efforts, create separate lists containing data on potential customers of different ages and lists of potential customers interested in many different product/service categories. Setting up remarketing campaigns in Google Ads can also include choosing where ads will be displayed and pointing to, for example, pages on specific topics.

Remarketing in Google Ads – ad campaign step by step

  • Sign up for Google Ads and Google Analytics
  • Generate and add a tag to the page, which allows to track users actions (you can use a tag from
  • Google Analytics or tags from Google Ads)
  • Create a list of recipients in your Google Ads account in the section: manage recipients.
  • Prepare a graphic or text ad that will encourage internet users to return to your offer
  • Plan and create a remarketing campaign (specify all parameters such as e.g. goal, type and budget of the ad campaign)
  • Create a group of ads and add graphic creatives to them
    Start the advertising campaign and observe its effectiveness

Remarketing in Facebook Ads – how to take care of the advertising message?

Remarketing campaigns can also be implemented on Facebook. The principle of functioning of this kind of ads in social media is the same as in Google – it is enough that a particular user had some contact with your brand, e.g. visited your fanpage, saw a post or an advertisement, or visited your website. Facebook Ads allows you to apply manual remarketing or dynamic remarketing. Regardless of the solution you choose, you need to remember to properly configure Facebook Ads before starting your campaign.

First, install Pixel and add events such as purchase, display product, add product to cart and proceed to checkout, among others. Next, create an audience to which you will target your ads. On Facebook, you can choose different audience sources based on, for example, visits to your website. A very interesting (and in many cases profitable) solution is a remarketing campaign targeted at people who have already interacted with the website – e.g. made a purchase. Thanks to remarketing you can encourage them to make another purchase and build a strong bond with them, which will make them regular and loyal customers. When setting up a remarketing campaign, you can also upload ready-made data like your mailing list. If you want to use dynamic remarketing, then you need to set up a Company Manager account and add a product catalog, which contains, among other things, descriptions and photos of the offered products.

Remarketing in Facebook Ads – ad campaign step by step

  • Install and configure Facebook Pixel
  • Create several groups of custom recipients or add a ready-made list of customers
  • Create an ad campaign and adjust its parameters, i.e. target group, ad budget, ad display location, ad type and schedule
  • Watch the effectiveness of your ads and adjust your ad spend
  • Evaluate the effectiveness of your remarketing campaign

Dynamic and standard remarketing – types of remarketing campaigns

Remarketing is a very broad sphere of marketing activities, so for both Google Ads and Facebook Ads you can use different types of ad campaigns and adjust the settings to your needs. In the case of Google Ads, you can choose from such remarketing types as standard remarketing, dynamic remarketing, video remarketing, targeted remarketing, and RLSA (Remarketing List for Search Ads). The most popular is the easy-to-use standard remarketing, which is a type of campaign that displays ads in text or graphic form to users who have previously interacted with your brand.

Dynamic remarketing, on the other hand, is a solution dedicated exclusively to online stores. It consists in displaying offers for products previously viewed by a particular internet user. In the case of remarketing campaigns in Facebook Ads you can choose between manual and dynamic remarketing. Recently, dynamic remarketing has been gaining popularity, because then the ad campaign is practically entirely managed by Google algorithms, which enables automation of promotional activities.

Remarketing in e-commerce industry – make sure your ads are showing to the right users

Abandoned shopping carts and unfinished sales are some of the biggest nightmares of online retailers. Fortunately, with remarketing you can make sure that customers who didn’t decide to complete the purchase the first time, will do it after seeing an ad with the same or similar product. Remarketing is a key tool for any online store, so don’t wait and make sure you place special tags on your website today.

With the data collected, you will soon be able to plan and execute your first remarketing campaign and increase your company’s profits. An important advantage of remarketing in the context of e-commerce is that many types of campaigns are tailored to the e-commerce industry (e.g. dynamic remarketing in Google Ads and in Facebook Ads). A remarketing campaign can be recommended for promoting all online stores.

Summary – remarketing, an effective way to reach potential customers

Classic advertising campaigns often require advertisers to pay higher rates, yet remarketing activities provide better results. Well-planned remarketing campaigns are extremely effective and make it possible for customers who have already visited the website to return to it thanks to actions on various communication channels. Importantly, a remarketing campaign and its associated sales process provide better ad exposure, which greatly increases the chance of reaching potential customers who are ready to make a purchase. So if you want your website (your online store) to be visited again by Internet users who are interested in a particular product (it is obvious from the fact that they have visited the website), or by customers who have already made a purchase, it is necessary to incorporate dynamic remarketing into your advertising activities.