Updated
Remarketing means showing ads to people who have already interacted with your business, for example by visiting your website, viewing a product or abandoning a shopping cart. Google calls it remarketing; Meta and most other platforms call the same idea retargeting.
How does remarketing work?
A tag on your website, such as the Google Ads tag or the Meta Pixel, adds visitors to audience lists. You then use those lists in campaigns, for example everyone who viewed a product page in the last 30 days without buying. You can also upload your own customer lists.
Typical use cases
- Dynamic remarketing that shows the exact products someone viewed
- Reminders for abandoned carts
- Cross-selling to existing customers
- Supporting long B2B decisions with case studies and references
- Excluding recent buyers so no budget is wasted
Privacy and consent
In the EU, remarketing lists may only include users who have consented to advertising. With Consent Mode v2, Google tags respect that choice, and Meta relies on the Conversions API for more reliable data. Lists get smaller, but they stay compliant.
What to watch
- Cap the frequency so the ads do not become annoying
- Match the message to the stage, with a different offer for cart abandoners than for blog readers
- Judge results by ROAS and cost per conversion, not by impressions
Digitalman sets up remarketing in Google Ads and Meta. Learn more on our PPC agency page.
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