What Is Remarketing & How To Set This Up

Remarketing is vital to any advertising campaign, giving marketers more power when it comes to targeting audience who are interested in products or services available within a niche. However, remarketing involves far more than pooling your customers into a separate segment that says that they’ve previously engaged in your online advertisements. A successful remarketing campaign delves into the specific needs of that audience that encourages the desired action to be taken through utilising thought-provoking copy and imagery. Join us as we explain exactly how below!


What Is Remarketing?

As a PPC agency, we know that the remarketing market is bigger than ever with more brands jumping onto the bandwagon in an effort to re-engage their audience to promote the completion of the sales cycle. Crucially, remarketing isn’t just great for e-commerce brands wanting to sell physical items, but businesses who provide a service. It’s proven to be beneficial across B2C and B2B facing businesses, offering customers or clients additional opportunities to make a purchase (or multiple) or sign up.

Put simply, remarketing works like this:

  1. You set up an ad to target your audience
  2. Your audience will see the ad and, in some cases, engage with it
  3. You set up an audience on Google Ads, Facebook or elsewhere to re-engage these people
  4. You do this by remarketing to users who have visited your landing page, clicked on your ad, or requested more information
  5. You then create a new ad campaign that capitalises on the key selling points of your product, perhaps offering a limited time free trial or % off their next order
  6. A portion of users will re-engage with that advertisement, taking the desired action
  7. You can then consider remarketing to these users in a few months’ time or by showing new products or services to them


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What Asset Is Used To Build A Remarketing List?

There are a few simple steps to follow to create your own remarketing list to use on Google Ads, Facebook, and other remarketing channels. Though the steps to do so differ per channel, some can be crossed referenced meaning that you only must set up your list once before transferring it to utilise in another platform, helping to save time.

To create and segment remarketing audiences in Google Ads, you can either create audience segments using Google Analytics and pushing the specific groups into Google Ads. Alternatively, below ‘Tools/Settings – Audience Manager’ you can create rules for how to segment your remarketing data. This can be based on pages visited or specific tag interactions, better known as ‘events’, that have been mapped out.

When Should You Use Remarketing Lists For Search Ads?

Remarketing enables you to create RSLAs (remarketing lists for search ads) which provides the opportunity to target users who have previously visited your website. You can then create a series of tailored ad messaging based on their previous engagements to enhance your campaigns success rate.

How Does Google Remarketing Work?

Google remarketing works in a very similar way to other advertising channels, simply enabling you to establish your prospecting audience compared to your remarketing audience. Understanding the purpose of both audience types can help to boost your advertising campaign performance, ensuring your budget is effectively spent against what you want to achieve. Through setting up your remarketing audiences from the start, or at least you can utilise them throughout the duration of your campaign, capitalising on greater sales and leads.

The benefits of a remarketing campaign are limitless, providing businesses the chance to keep at the forefront of their customer’s minds through carefully targeting them as and when they need a particular product or service. This helps to minimise wasted time advertising to an audience who may/may not be interested in what’s on offer, heightening all avenues of campaign performance. And, thanks to the precise targeting options associated with remarketing, they can effectively reduce cart abandonment through the creation of dynamic ads that conveniently remind users of the items they’ve left in their shopping cart along the way.


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How To Set Up Remarketing

Remarketing to your audience is actually very easy. For example, on Google Ads through Tag Manager you can implement a remarketing tag to begin tracking users who have engaged with your website. In Google Analytics, you can then link your Google Ads account to create defined audience segments based on their behaviour. A similar method applies on Facebook. Here, all you need to do is create a new audience and input the details of where said audience has come from.

For example:

  • Users who have subscribed to your email list
  • Users who have initiated checkout
  • Users who have added an item to their cart
  • Users who have visited your website
  • Users who have engaged on social media/ elsewhere


When assigning these audiences, you can also apply a timeline as to how far in the past you want to remarket to these users. As a rule of thumb here at Absolute Digital Media, we select between 90 and 180 days depending on the total audience size. That way, we can ensure that enough time is provided for those audience sizes to increase.

You can then go ahead and set up the remainder of your ad campaigns as you usually would, assigning different ad copy and assets to each of your campaigns to ensure they’re as personalised and tailored as possible.

We hear you – how should your remarketing campaigns differ to your normal, prospect ad campaigns?

There’s a couple of ways you can go about this across both Google Ads and Facebook Ads. Start by considering your ad copy. Your remarketing ad copy should be completely different to your prospect ad copy, playing on FOMO, limited time promotions and offers and possibly the fact that you know your audience have already engaged with you. Your ad asset should follow suit, focusing on key elements of your product or service that can provide a solution to real life problems or unique selling points that make the product or service even more desirable.

For example:

Prospecting ad copy: Shop our latest summer clothing collection online whilst stocks last. Order now!

Remarketing ad copy: Don’t miss out! Our new summer clothing collection is selling out fast. Shop online now!


Remarketing is becoming increasingly important to brands across the globe, supporting both e-commerce businesses and B2B brands earn more sales and leads through easily targeting users who have already shown interest in what’s on offer either by visiting their website, following their Facebook Page or by other means. Remarketing comes at no additional cost outside your advertising campaign, helping you to maximise your budget.

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