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Read article →97% of your website visitors leave without buying anything or leaving their contact details. Remarketing is a way to bring them back — and one of the most effective and cheapest tools…
97% of your website visitors leave without buying anything or leaving their contact details. And the average consumer needs 7 to 11 touchpoints with a brand before deciding to buy.
Remarketing is a way to bring these people back — to show them your ad after they have visited your website. It is one of the most effective tools in digital marketing, and yet surprisingly few small businesses use it.
What is remarketing?
Remarketing (or retargeting) is a technique where you track visitors to your website with a cookie/pixel and later show them targeted ads — on the Google Display Network, YouTube, or Facebook/Instagram.
A customer looks at your product, leaves, and then comes across your ad while reading the news, watching YouTube or scrolling Facebook. A subtle but effective reminder.
Why does remarketing work so well?
- It reaches people who have already shown interest — they are warmer leads than cold traffic
- Significantly lower CPC than standard search campaigns
- High CTR — people recognise a brand they have already seen
- Builds brand awareness — even if they don't click, they see your brand repeatedly
Types of remarketing in Google Ads
Standard remarketing
You show ads to all website visitors. Ideal for building brand awareness.
Dynamic remarketing
You show ads with the specific products or services the visitor looked at. Works great for online stores — the customer left with a product in the cart, and the ad reminds them of exactly that product.
RLSA (Remarketing Lists for Search Ads)
You adjust bids in search campaigns for people who have already visited your website. These people are more valuable — you can bid more for them.
Video remarketing
You show ads on YouTube to users who have interacted with your videos or channel.
How to set up remarketing in Google Ads
- Add the Google Ads remarketing tag to your website (or via Google Tag Manager)
- Create audience lists (e.g. all visitors in the last 30 days, visitors of a specific page)
- Create a Display campaign targeting these lists
- Design attractive banners in the right sizes
- Set frequency capping — don't flood people with ads
How much traffic do I need?
Google requires at least 100 cookies in 30 days for Display remarketing and 1,000 for RLSA.
For new websites with low traffic, wait until you have collected enough data — and in the meantime focus on building organic traffic.
Want more customers from your ads and website?
I'll review your campaigns or website and within 48 hours send you 3 specific things I would improve. Free and with no obligation.
