When you are going to set up an advertising campaign on Facebook or Adwords, one of the strategies to consider to improve your conversion rate is remarketing.

Many users enter a website for the first time and do not complete the purchase instantly. Usually, if someone is interested in one of your products, and they don’t know you, they will look elsewhere to compare prices and other details.

There are even other external circumstances for which the user ends up abandoning the cart or the website, such as a call, an email or any other distraction.

And what about those potential customers who showed interest but didn’t return to the site to make a purchase? In that audience is precisely where remarketing and retargeting have a place.

To understand what remarketing is and how it works, join us until the end!

What is remarketing? And retargeting?

Remarketing is a strategy that consists of segmenting advertising campaigns based on users who showed interest (such as by visiting a website, viewing a video or making a first contact), but who did not finish making the purchase.

This will help you to make a personalized remarketing campaign with which to increase the conversion rate thanks to, for example, managing to rescue abandoned carts .

So in other words, when doing remarketing you will be advertising segmented from potential customer data.

Benefits of remarketing

Now that you know what remarketing or retargeting is, you should know what benefits you will get by running remarketing ad campaigns:

  • The reminder of certain products in the consumer is activated.
  • Audience segmentation to receive the right offer.
  • Stronger brand image, since it will become more visible to the user, wherever they browse.
  • Increase the CTR in your ads, since they already know you.
  • ROI is increased, compared to conventional advertising strategies.

How does a remarketing campaign work?

Before you start a remarketing campaign, it’s important to understand how this process works:

  1. The user visits your website.
  2. Accept the cookie policy, so your IP information is recorded.
  3. The website records this information through the insertion of the remarketing tag.
  4. Remarketing lists are created that can be segmented based on pages visited.
  5. The ad appears to users as they browse the Web.

After understanding its operation, we must differentiate several remarketing strategies within Google Adwords, which is one of the most powerful to apply this technique:

  • Standard remarketing:  These are display ads, the first ones used in Google Adwords. It consists of storing the information of the user who has visited your page and offering a unique ad on the display network.
  • Search remarketing: The ad appears when the user (previously interested in your product) performs a keyword search.
  • Remarketing on YouTube: For users who interact with the videos on your YouTube channel. The ads can appear in any YouTube advertising option, but above all they attract more attention in the previous ads that are shown before starting a video on YouTube.
  • Dynamic remarketing: Instead of showing the user (if they have visited the website) a single ad on the display network, they will be shown an ad for the exact product they have been viewing.

How to make a campaign in Google and Facebook Ads

Thanks to platforms like Google or Facebook Ads, the results of remarketing are amazing. Although Adwords is one of the first with which remarketing began, many are using Facebook Ads and are also giving them good results.

  • In Google Ads : After having selected the type of audience for your ad group in the Audiences < Edit Audiences option, the remarketing option will appear.

Also, in addition to being able to launch campaigns from Google Ads (SEM) ads, there are some social networks that also add this function to their platforms to create effective ads. The most used and powerful is Facebook Ads.

  • In Facebook Ads: First you will have to install the pixel code; then create a custom audience (for your website visitors or create an audience from a list); then create a remarketing ad.

Important: When you create your ad, don’t forget to choose the custom audience you created earlier.

Remarketing lists for eCommerce

On the other hand, ecommerce should make the most of this technique to close more sales. These lists can be used to:

  • Users who have visited the product catalog.
  • Users who have added and removed products from their cart.
  • Users who used a discount voucher.

In the case of remarketing based on cart tracking, the ideal is to combine Google Ads with Analytics in order to obtain more detailed information, such as knowing the rate of returns, web errors or anticipating certain decisions based on the conversion funnel.

Another strategy is to do remarketing through email. For example, a user performs the action of adding something to their cart and then abandons it. A remarketing campaign will be very effective in this case, because the user will be reminded by email that they can continue their purchase process from where they left off.


We hope that this article has helped you get an idea of ​​what remarketing is, so that you can integrate this technique into your strategy when you consider.

It is true that there are many ways to carry out remarketing campaigns to reach your target, so we recommend that you do not block yourself when choosing one of them and focus on reaching the right people at the right time, with the objective to activate the pilot to return to your site and finish the purchase.