11 July, 2020

The majority of users will visit your website multiple times before converting; whether that means submitting a form or making a purchase. These visits sometimes occur over the space of days or even weeks, depending on the level of involvement the decision entails. Are they booking their wedding day? This decision is one a consumer is highly involved in and is likely to take weeks to months before a final decision is made. 

You would be crazy to not use remarketing to ensure your brand is staying in their sites and minds throughout the decision-making process – particularly the long ones. On top of this, before making a final decision, users now have the power at their fingertips to compare you with your competitors. When was the last time you bought something without comparing it with other brands? Exactly. You can’t expect your one ad click is enough to make a conversion anymore. During this process, there is significant risk that you’ll lose your conversion to a competitor.

How valuable would it be to remind your previous website visitor about you and your offer at this moment? Perhaps an even better time to make a special offer to win them back. It’s also important to note that it multiplies the value of any paid advertising and organic marketing.


Remarketing can minimise these risks by keeping your brand, product and/or service top of mind throughout this process. We believe remarketing is a crucial part of any marketing effort and it isn’t going to break the bank!

Google Adwords/Bing

There are two options available for remarketing via Google Adwords:

  1. Tagging your website visitors based on which pages they visit via cookies
  2. Uploading email lists to target specific members, employers or your enquiry database.

Targeting Previous Website Visitors – How Does it Work?

A cookie is placed on the computer of each of your website visitors with data including when they visited you, what pages they viewed etc. When 3rd party websites that are part of Google’s Display Network (GDN) are visited by anyone with your cookie on their computer they’re eligible to see your display ads.

Tips for this strategy:

    • Set a cap of how many times your banner ad will show each day to your audience
    • Split test banner variations to work out which ones resonate more with your audience
    • Choose (or exclude) which websites your banner ads are eligible to show on. Google also already has a filter implemented to prevent your ads from showing on adult and pharmaceutical websites. Thanks Google!
    • Setup multiple remarketing lists based on which pages on your website were viewed. For example we can show existing members, employers and potential signups different display ads based on the actions we’d like them to take.
    • As well as showing previous website visitors display ads on Google’s display network, we can also adjust our bid strategy to ensure our search ads are #1 when a previous website visitor is searching in Google for any of our target keywords. The benefit of this is that we maximise brand visibility and stay top of mind throughout the decision making process.

How To Target Your Email Database

First you’ll need to create target audiences based on your email lists. Once uploaded to Google any email addresses which are also a Google account will be eligible for targeting. You can extend this email list to include other sources of information from your database. Google does this using Customer Match. For information on how Google treats customer match data you upload, you can follow this link: https://support.google.com/adwords/answer/6334160

If targeting your email lists via display ads is currently unavailable another option is to use a bid adjustment strategy. You can implement a strategy to increase your bids in search campaigns for anyone searching in Google that are part of your target lists. This means you are bidding higher for previous website visitors to ensure that your most qualified market return to your website – making it more likely they’ll convert next visit. If you’re having trouble or need more information about remarketing set-up, visit this Google Support page.

Facebook remarketing

Facebook’s active monthly user base is larger than China’s population, and has 22 billion ad clicks per year making the amount of opportunities to increase sales endless. Facebook remarketing ads also get 3 times the engagement than regular Facebook ads – awesome right?

Facebook remarketing is similar to Google AdWords remarketing in that once a potential customer visits your site or interacts with your brand they’re tagged with a code you can use to follow them round, and then while they’re scrolling through their Facebook feed your ad pops up to remind them what they’re missing. These are easy wins, they’ve already shown interest in your product or service and you can entice them back to convert by reminding them of what they were interested in purchasing. The primary Facebook remarketing strategies are customer lists and website traffic.

Customer List: You want to use your current customer list as much as possible as it is already qualified. This could be email address, phone numbers or Facebook user ID’s. You then use Facebook like an email marketing tool, targeting the customers you want for that particular campaign with a personalised message.

Website Traffic: One of the easiest ways to remarket through facebook is to set up a pixel on your website so you can track your your customers activity while they are searching your site, then once they have left you can set up that particular product to come up as an add on Facebook.

We hope this has given you some insight into what remarketing is all about and why it is so valuable. If you’re still not sold check out this article from SEO.com and of course we would love to here from you if you have any questions leave a comment below.

Author: Hayley Sward