Remarketing (also known as Retargeting)

Definition

Remarketing (sometimes called Retargeting)  is a digital advertising strategy that reconnects you with people who have already interacted with your brand. Whether they visited your website, viewed a product, or engaged with your app, remarketing uses cookies or tracking pixels to show them tailored ads as they browse other sites, watch YouTube, or scroll through social media.

Why It Matters

Not every visitor converts the first time they land on your website. In fact, most will just browse or take a quick look but not convert. Remarketing keeps your brand front of mind, reminding potential customers why they were interested in you in the first place. Done right, it shortens the buyer journey, improves conversion rates, and delivers stronger ROI compared to targeting cold audiences alone. It’s also one of the most cost-efficient ways to maximise the value of your existing traffic.

Example

Imagine someone browsing an online store for fire safety equipment. They add a commercial extinguisher to their basket but leave without checking out. With remarketing, you can serve them a tailored ad the next day — perhaps highlighting a limited-time discount or free delivery. That subtle nudge often makes the difference between a lost lead and a completed sale.

Additional Insights

Remarketing works across multiple platforms, including Google Display Network, YouTube, LinkedIn, and Meta ads. It’s not just about chasing abandoned carts — it can also be used for upselling, cross-selling, or nurturing leads in B2B campaigns. To succeed, balance frequency caps, creative variety, and audience segmentation. Overexposure risks annoying users, but smart, well-timed ads feel helpful rather than pushy.

Bottom Line

Remarketing is all about second chances. It’s about turning “almost” into “converted.” By re-engaging warm audiences with relevant messaging, you reduce wasted ad spend and increase the likelihood of winning loyal customers.