Remarketing

What is remarketing?

Remarketing is a digital marketing strategy that focuses on re-engaging users who have previously interacted with a brand's website or mobile app but did not complete the desired action, such as making a purchase or signing up.  

It uses tailored ads to re-engage these past visitors as they browse other websites or social media platforms, reigniting their interest and guiding them back to your site. 

Benefits of remarketing: 

• Higher conversion rates: It increases the chances of converting users into customers – by reminding them of their previous interest and transitioning to the next step of the social media conversion process, such as adding an item to the cart or completing a purchase. 
• Delivery of relevant ads: Since remarketing focuses on an interested audience, it allows for the personalization of ad content and social promotions based on each user's preferences and behavior. 
• Improved brand recall: Keeps your brand in front of potential customers, enhancing brand recognition and recall. 
• Boosting engagement: Studies show that remarketing campaigns can lead to a 161% increase in click-through rates compared to regular display advertising, thanks to the familiarity principle and the tailored nature of the ads. 

Now that you understand the definition of remarketing, let’s jump into how remarketing works on social media. 

How remarketing works on social media

Remarketing on social media platforms like Facebook, Instagram and X involves using the platform's advertising tools to target users who have previously interacted. This is typically done by installing a tracking pixel or tag on your website, which allows the social platform to identify and serve targeted ads to previous website or app visitors as they scroll through their social feeds. 

Some key strategies include: 

• Refining your audience segments based on user behavior, such as specific pages visited or actions taken, to deliver relevant ads. 
• Developing automated personalization capabilities to create dynamic ads that match the interests and actions of these segments. 
• Using multiple social media platforms and devices to display your remarketing ads, ensuring a consistent presence across channels. 
• Continuously measuring and optimizing your remarketing campaigns for improved social media ROI, not just conversions or click-through rates.