Remarketing — re-engaging potential customers
Not every website visitor is ready to make a purchase or submit an enquiry during their first visit. A user may be comparing offers, reviewing specifications, agreeing on a budget, or postponing a decision.
Remarketing helps reconnect with part of this audience through available Google advertising formats. Depending on settings, this may include users who viewed particular pages, showed interest in specific products, or started checking out.
The aim is to maintain contact with potential customers and help them return to the offer when they are ready to consider it again.
What remarketing can do
- Reach website visitors again.
- Remind users of products or services they viewed.
- Engage an audience that started but did not complete checkout.
- Promote additional products or services to relevant audience segments.
- Support repeat purchases where this fits the business model.
- Measure the results of subsequent advertising contacts.
The availability of specific scenarios depends on the advertising format, audience size, settings, and rules for data use.
How remarketing is set up
1. Audience definition
User groups are selected according to their actions. For example, visitors to service pages, users viewing product pages, and those who started checking out may be considered separately.
2. Data collection setup
We check the operation of the necessary tags, events, and data transfer tools. The implementation method depends on the website and selected advertising format.
3. Advertising asset preparation
Different messages can be used for different segments. Someone who viewed a particular product can be shown a relevant offer, while an audience that only explored services can be reminded of the main terms of working together.
4. Campaign setup
Budgets, available formats, audience exclusion rules, and campaign goals are defined.
5. Results analysis
We evaluate conversions, costs, advertising contact frequency, and other available metrics. A conversion following an advertising contact does not always mean remarketing was its sole cause.
Does your business need remarketing
It can be useful if the website already receives visitors, decisions are not made immediately, and the available audience is large enough to run advertising campaigns.
For a new website with little traffic, the audience may be too small. In this case, attracting visitors through other advertising tools may be needed first.
Audience collection and use must be organized in accordance with applicable personal data protection rules, consent settings, and advertising platform requirements.
Request remarketing setup
Describe your website, main target actions, and traffic sources. This will help identify available audiences, necessary technical settings, and repeat advertising formats.