What is Remarketing? How is it done?

What is Remarketing? What is the Difference Between Remarketing and Retargeting? What is Behavioral Retargeting? How Does the Remarketing Model Work? What are the Advantages of Remarketing?

What is Remarketing? How is it done?

You are taking care of yourself shoes. You went to a few websites and looked for an Adidas shoe. The next day, you're reading a finance post on another website, and in the middle of the post, you saw an Adidas ad. The advertisement for the shoe you looked at yesterday!

Congratulations, you've become the object of the remarketing initiative!

What is Remarketing?

Remarketing (or remarketing) is an important element of digital marketing. Based on the principle of showing ads similar to these people based on people's internet backgrounds, remarketing can also be considered as a method of reminding people who were interested in a product a while ago.

Because it is possible to target past visitors or current customers. So showing an Adidas ad on another website to someone who is researching to buy Adidas shoes reminds that person of their shoe purchase decision.

What is the Difference Between Remarketing and Retargeting?

The terms retargeting and remarketing are sometimes used interchangeably.

Both aim the same thing. While retargeting is about showing ads again about the products that potential customers are interested in based on the cookies they leave while browsing the internet, remarketing is about sending sales-oriented e-mails to these people.

Although there are unique areas where both are beneficial, it would be more effective to use both in digital marketing.

What is Behavioral Retargeting?

Behavioral retargeting is to suggest advertisements and websites that online customers may be interested in, based on the websites they visit and the products they research, based on the activities of online customers.

Digital marketing today is based entirely on the interests, needs and behaviors of the customer. Because you can only learn what the customer is really looking for by knowing these factors.

How Does the Remarketing Model Work?

Remarketing is an effective and affordable way of attracting customers. This is because you target people who have shown an interest in your products before. You can increase your sales by taking advantage of this model with the right targeting and budget.

Remarketing usually works on cost per click (CPC), cost per impression (CPM), or cost per purchase (CPA). This gives you a good idea of ​​setting your budget right for your remarketing campaign.

It is not difficult to set up a remarketing campaign for your website. When you create a campaign and place an advertisement, the ad network (usually Google Adwords) gives you a small code (pixel tag, pixel tag) to use in ad links. When a user enters your website, the code analyzes their internet history and that person is added to your remarketing list. When this person enters another website containing Google Adwords advertisement, the system shows this person the advertisement of the products on your website.

What is a Pixel Tag?

What is called a pixel tag is actually a small code. This code is required to place cookies on websites. What is called a cookie is the information left behind by a visitor to a website. Thanks to this information, it can be determined what kind of websites a person has accessed on the Internet. The advertising network (Google Adwords) thus records the information and shows the same ad to this person on different sites.

What is a Remarketing List?

A remarketing list is the name given to a list of visitors who come to your website and do something specific. For example, people who click on the "Men's Shoes" tab will be added to the "Men's shoes remarketing list".

You can show your advertisements of your men's shoes models to people on this list in different channels.

In other words, you can create a list of your choice and retarget these visitors according to their searches.

What are the Advantages of Remarketing?


It allows you to regain the traffic you lost.
It allows you to reach people who have previously entered your website and reviewed a certain product.
It targets people closer to purchasing.
It allows people to remember your brand in different media.
It is suitable for all sectors.

Your website may have good traffic, but a first-time visitor is unlikely to shop. According to research, only 1.6 out of 100 people who enter an e-commerce site for the first time do shopping. So getting a lot of traffic doesn't mean you make a lot of sales. With remarketing, the sales rate can increase up to 10 times. That's why remarketing is vital to your business.

Because people may have entered your site in the last 6 months and examined various products. During this time, people have met your site and brand. It makes sense to remind yourself of someone who knows you and your brand, who is familiar with you, and have them revisit your website.

At this point, let's give a high-level suggestion: You can show "Sale" focused ads to remind yourself of a person entering your website for the first time. So people have a valid reason to come back to your website.

When to Use Remarketing?

Some marketers are constantly running a remarketing campaign. In other words, people who enter the website but do not buy anything appear at every point of the internet.

Some marketers use a personal tactic. It conducts a remarketing campaign based on a certain criteria. For example, an e-commerce site can run a remarketing campaign aimed at people who just click on "Tote Bag" models. Or, a campaign can be organized for visitors who come to the website only on the eve of the holiday.

At this point, it is very important not to overwhelm people. When you show too many ads, you can annoy people and cause them to have antipathy towards your brand.

There are different channels and platforms for remarketing:

Google ads are the most common example of this.

You can also catch people visiting your website on social media and show yourself on Facebook, Instagram and Youtube.

Remarketing is a method where you can get more for your advertising expenses. If you're on a tight budget, you can also run your remarketing approach more specifically.

For example, you should analyze which devices and which operating systems the people visiting your website use. If Windows users are more than MacOS users, develop your ads as Windows compatible and focused. If the number of people visiting with a mobile phone is more than the number of people entering your website with a tablet, make sure your ads are mobile friendly. Thus, it prevents some of your advertisements from being wasted; you will get maximum efficiency from your advertising expenses.


You never know exactly why people entering your website aren't shopping. Maybe they didn't like the site design, or maybe they closed your page because they were busy at the moment. Maybe they didn't like the product prices.

Regardless of the reason, you should retarget the people who have logged into your site once in different channels and at different times, and show them yourself a few more times. A first-time visitor may have taken time to reflect on completing the purchase. After this process of thinking and brewing, if you come across these people with attractive opportunities, you will observe that the rate of shopping increases up to 10 times.