How remarketing works
A tag on your website, such as the Google tag or the Meta Pixel, adds visitors to audience lists based on what they did: viewed a product, started a checkout or read a pricing page. You then show those lists relevant ads while they browse other sites, use social media or search. You can also upload lists of existing customers’ email addresses, which Google calls Customer Match.
Where you can use it
- Google Ads: remarketing lists for display, YouTube, Demand Gen and search campaigns. Google now calls these lists “your data segments”.
- Meta, LinkedIn and TikTok: custom audiences built from website visitors or customer lists.
- Email: reminders such as abandoned cart emails.
Good practice
- Segment by intent: someone who abandoned a cart needs a different message from someone who read one blog post.
- Cap the frequency, so people don’t see the same ad too often.
- Exclude people who have already converted.
- Get consent: in the EU and UK, remarketing tags need the visitor’s consent through your cookie banner.