July 13, 2023

Remarketing Tactics: Re-Engaging Potential Customers


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In the fast-paced digital landscape of today, attracting the attention of potential customers is an ongoing challenge. With relentless efforts to drive website traffic, create captivating ads, and optimize landing pages, it can be disheartening when visitors leave without taking the desired action. Surprisingly, statistics show that a staggering According to Mailchimp, 97% of these visitors never return.

Remarketing, also known as retargeting, presents an ingenious strategy that allows businesses to reconnect with potential customers who have previously interacted with their brand. It offers a second chance to remind them of the value they may have overlooked and rekindle their interest.

In this article, we will delve into the world of remarketing tactics and explore how these strategies can significantly enhance your conversion rates, elevate brand awareness, and ultimately drive revenue.

Definition of Remarketing & Its Purpose

Remarketing, also known as retargeting, is a digital marketing strategy that involves targeting individuals who have previously interacted with a brand or visited a website but did not convert into customers. The primary purpose of remarketing is to re-engage these potential customers by displaying personalized ads to them across various platforms and channels.

Statistics have shown the significance of including remarketing in your marketing strategy. In 2020, 59% of marketers ranked retargeting as the top MarTech trend, highlighting its effectiveness. 

Benefits of Remarketing Tactics 

Remarketing strategies offer numerous benefits for businesses looking to enhance their marketing efforts and improve conversion rates, including

  • Increased brand visibility: Remarketing allows businesses to maintain a strong presence in front of potential customers, reinforcing brand awareness and recognition.
  • Targeted advertising: Remarketing enables precise targeting by focusing on individuals who have already demonstrated an interest in the brand, resulting in higher engagement and conversion rates.
  • Improved conversion rates: By re-engaging potential customers, remarketing helps to overcome hesitation and prompts them to take the desired action, such as making a purchase or signing up for a service. Most websites can convert only 2.35% of their visitors on average, highlighting the need for remarketing to capture those who didn't convert initially.
  • Cost-effective marketing: Compared to traditional advertising, remarketing campaigns can be more cost-effective since they target a specific audience segment that is more likely to convert. The average cost-per-click (CPC) for remarketing ranges from $0.66 to $1.23, making it a potentially cost-efficient strategy.

Types of Platforms and Channels for Remarketing

It's clear that remarketing can be a valuable addition to your marketing strategy, allowing you to leverage the power of personalized ads and target individuals who have already shown interest in your brand or offerings. 

Website Remarketing

This form of remarketing involves tracking user behavior on a website and displaying relevant ads to them when they browse other websites or platforms within a display ad network. Website remarketing utilizes cookies or tracking pixels to identify users and deliver personalized ads based on their previous interactions. Remarketing can help recapture the 97% of visitors who do not return to a website.

Email Remarketing

Email remarketing focuses on sending targeted emails to individuals who have shown interest in a product or service but did not complete the desired action. By delivering personalized content and offers, businesses can encourage these potential customers to revisit their websites and convert.

Social Media Remarketing

Social media platforms like Facebook, Instagram, and Twitter provide remarketing opportunities through their advertising platforms. By using the tracking capabilities of these platforms, businesses can target ads specifically to individuals who have engaged with their brand on social media or visited their website.

Setting Up Remarketing Campaigns

Successful remarketing campaigns involve a series of steps and the implementation of a carefully crafted strategy that includes

Defining Campaign Goals & Target Audience

Before launching a remarketing campaign, it's essential to define clear goals and identify the target audience. This involves determining the desired actions you want potential customers to take, such as making a purchase, filling out a form, or subscribing to a newsletter. By understanding these goals, you can tailor your remarketing strategy to achieve specific outcomes.

Additionally, identifying the target audience is crucial for effective remarketing. You can segment your audience based on various criteria, such as website behavior, demographics, interests, or past interactions with your brand. This segmentation allows you to deliver personalized and relevant ads to specific audience segments, increasing the chances of conversion.

Installing Tracking Pixels & Codes

To track and identify potential customers for remarketing, it's necessary to install tracking pixels or codes on your website. These snippets of code enable you to capture user data and track their behavior. By placing the tracking code on specific pages, such as product pages or cart checkout, you can monitor user interactions and trigger remarketing campaigns accordingly.

Most advertising platforms, such as Google Ads or Facebook Ads, provide easy-to-use tools for generating and implementing tracking pixels. By following the platform's instructions, you can integrate the code into your website and start tracking user activity for remarketing purposes.

Segmenting Audiences for Personalized Campaigns

Segmenting your audience is a vital step in a remarketing campaign. By dividing your audience into specific segments based on their behavior, preferences, or demographics, you can create personalized campaigns that resonate with each group.

For example, you can segment your audience based on the products they viewed, the pages they visited, or their engagement level. This segmentation allows you to tailor ads with relevant product recommendations or incentives that are most likely to capture their interest.

Choosing Remarketing Platforms and Tools

Selecting the right remarketing platforms and tools is crucial for campaign success. As mentioned earlier, popular platforms like Google Ads, Facebook Ads, and LinkedIn Ads provide remarketing features that enable you to reach potential customers across various networks and channels.

Consider the platforms that align with your target audience and campaign goals. Each platform may offer unique advantages and targeting capabilities. It's essential to assess factors like reach, cost, and ad format options to make an informed decision.

Creating Compelling Ad Content & Visuals

To maximize the effectiveness of your remarketing campaigns, you need to create compelling ad content and visuals. Your ads should grab the attention of potential customers and motivate them to take action.

Focus on crafting compelling copy that highlights the benefits of your product or service. Incorporate clear calls-to-action (CTAs) that encourage users to revisit your website or make a purchase. Additionally, design visually appealing ads that align with your brand identity and stand out in the cluttered advertising space.

Experiment with different ad formats, such as static images, videos, or carousel ads, to see which resonate best with your target audience. A/B testing can help you optimize your ad content and visuals over time, ensuring better engagement and conversion rates.

Effective Remarketing Tactics

There are several remarketing tactics that can help business owners increase the chances of success for their retargeting campaigns.

Dynamic Remarketing: Tailoring Ads Based on User Behavior

Dynamic remarketing takes personalization to the next level by creating highly relevant ads based on users' past behavior on your website. By dynamically inserting specific products or services that users have viewed or shown interest in, dynamic remarketing increases the chances of conversion. These personalized ads can be displayed across various platforms, reminding potential customers of the exact products they were interested in and enticing them to return and complete their purchase.

Cross-Device Remarketing: Reaching Users Across Multiple Devices

In today's digital landscape, users interact with brands and websites through multiple devices, such as smartphones, tablets, and desktop computers. Cross-device remarketing allows you to target users across all their devices, ensuring a consistent and cohesive remarketing experience. By tracking user behavior and syncing data across devices, you can deliver relevant ads to users regardless of the device they're using, maximizing the chances of re-engagement and conversion.

Cart Abandonment Remarketing: Recovering Lost Sales

Cart abandonment is a common challenge for e-commerce businesses. Remarketing can help you recover those lost sales by specifically targeting users who have added items to their cart but did not complete the purchase. By displaying personalized ads that include abandoned products and offering incentives like discounts or free shipping, you can entice users to return to their carts and complete the checkout process.

Customer Loyalty Remarketing: Encouraging Repeat Purchases

Remarketing is not only effective for acquiring new customers but also for nurturing existing ones. By targeting past customers with tailored ads, you can encourage repeat purchases and foster customer loyalty. Consider offering exclusive discounts or rewards to existing customers to incentivize them to return and make additional purchases. By staying top-of-mind and showing appreciation to loyal customers, you can strengthen relationships and increase customer lifetime value.

Upselling and Cross-Selling Through Remarketing

Remarketing provides an excellent opportunity to upsell or cross-sell to your existing customer base. By analyzing past purchase behavior and preferences, you can target customers with complementary or upgraded products or services. For example, if a customer previously bought a camera, you can remarket accessories like lenses or camera bags. This strategy not only increases revenue but also enhances the customer experience by offering relevant suggestions that add value to their original purchase.

Time-Limited Offers and Incentives

Creating a sense of urgency is a powerful tactic in remarketing campaigns. By offering time-limited discounts, promotions, or incentives, you can motivate potential customers to take immediate action. Highlight the limited availability or expiration date of the offer to create a sense of urgency and drive conversions.

Personalized Recommendations and Product Reminders

Personalized recommendations based on users' past interactions and preferences can be highly effective in remarketing. By suggesting related or similar products to what users have previously shown interest in, you can pique their curiosity and increase the likelihood of conversion. Additionally, sending product reminders to users who have viewed specific items but haven't taken action can serve as gentle nudges to re-engage and complete their purchase.

A/B Testing and Optimization Strategies

To ensure the success of your remarketing campaigns, it's essential to continuously test and optimize your strategies. Run A/B tests with different ad variations, targeting options, and messages to find out what resonates best with your target audience. Analyze key performance metrics such as click-through rates, conversion rates, and return on ad spend (ROAS) to refine your campaigns and maximize their effectiveness over time.

Remarketing Best Practices

As with every other promotional method, remarketing has its own set of best practices.

Ad Frequency & Ad Fatigue Management

It's crucial to strike the right balance with ad frequency to avoid overwhelming your audience. Excessive ad exposure can lead to ad fatigue and a negative user experience. Set frequency caps to limit the number of times a user sees your remarketing ads within a specific timeframe. Monitor engagement metrics and adjust ad frequency to ensure optimal performance.

Ad Placement & Targeting Optimization

Selecting the right ad placements and optimizing targeting parameters are essential for remarketing success. Choose platforms and placements that align with your target audience's online behavior. Refine targeting criteria based on user demographics, interests, and behaviors to maximize ad relevance and engagement.

Compliance With Privacy & Data Protection Regulations

Adhere to privacy and data protection regulations, such as GDPR or CCPA, when implementing remarketing campaigns. Ensure that you have proper user consent for collecting and utilizing their data for remarketing purposes. Display clear and transparent privacy policies to build trust with your audience.

Monitoring and Analyzing Campaign Performance

Regularly monitor and analyze key performance metrics to gauge the effectiveness of your remarketing campaigns. Track metrics such as conversion rates, click-through rates, return on investment (ROI), etc. Identify underperforming segments or ads and make data-driven optimizations to improve campaign performance.

Continuous Refinement & Experimentation

Remarketing is an iterative process, and continuous refinement is necessary for ongoing success. Experiment with different ad variations, messaging, targeting strategies, and creative formats. Conduct A/B testing to identify the most effective combinations and make data-driven adjustments based on performance insights.

Overcoming Challenges & Pitfalls

To address challenges, it is important to consider certain points when running remarketing campaigns.

Dealing With Ad Blockers & User Opt-Outs

Ad blockers and user opt-outs pose challenges for remarketing campaigns. To address this, diversify your remarketing strategies by leveraging platforms that are less affected by ad blockers, such as email remarketing or social media remarketing. Additionally, provide users with clear options to manage their preferences and opt out if they wish, ensuring transparency and respecting their choices.

Importance of Mobile Retargeting Optimization

According to statistics, some marketers face specific challenges when it comes to mobile retargeting. The top reasons marketers avoid mobile retargeting include the lack of an app (34%), not having a mobile website (27%), and concerns about the mobile ad user experience (24%). These challenges highlight the importance of optimizing mobile platforms and ensuring a seamless user experience.

Balancing Personalization & Privacy Concerns

As personalization becomes increasingly important, it's crucial to strike a balance between personalization and privacy concerns. Obtain proper consent for collecting user data, be transparent about how data is used, and comply with privacy regulations. Implement privacy-focused practices such as data anonymization and encryption to protect user information and build trust with your audience.

Avoiding Ad Fatigue & Negative User Experiences

Ad fatigue can lead to diminished campaign performance and negative user experiences. Manage ad frequency and implement frequency caps to avoid bombarding users with excessive ads. Rotate ad creatives and vary messaging to keep content fresh and engaging. Tailor ad content based on user behavior to maintain relevance and avoid repetitive messaging.

Addressing Campaign Budget Constraints

Budget constraints can impact the effectiveness of remarketing campaigns. Prioritize segments or platforms that yield the best results and allocate the budget accordingly. Optimize ad targeting and messaging to maximize ROI. Consider cost-effective alternatives like email remarketing or social media remarketing, which often offer more budget flexibility while still reaching a targeted audience.

For expert guidance in overcoming these challenges and implementing effective remarketing strategies, seek professional assistance. Our team at JM&Co can help you navigate the complexities of remarketing, optimize your mobile platforms, and strike the right balance between personalization and privacy. 


Remarketing tactics offer businesses the opportunity to re-engage potential customers and drive conversions. By tailoring ads based on user behavior, reaching users across multiple devices, recovering lost sales from cart abandonment, and encouraging repeat purchases, businesses can maximize their remarketing efforts. 

It is important to stay updated on evolving remarketing trends and implement strategies that align with privacy regulations. By utilizing remarketing effectively, businesses can experience increased brand visibility, improved conversion rates, and stronger customer loyalty. Don't miss out on the potential of remarketing; implement these strategies to grow your business and stay ahead of the competition. 

At JM&Co, we specialize in remarketing strategies that can take your business to the next level. With our expertise in digital marketing and a deep understanding of consumer behavior, we can help you unlock the full potential of remarketing. Our team will work closely with you to develop personalized campaigns that target the right audience at the right time, ensuring maximum engagement and conversion. Get in touch with us now.

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