How to Use Remarketing in A Digital Business?

Remarketing is a strategy used in the digital marketing universe. Its main function is to display ads to users who have shown interest in the company’s products or who have had contact with the brand.

The technique allows ads to be displayed to users after they have had their first contact with your business. The objective is to maximize the ROI (Return on Investment) of the enterprise.

Want to know how it works? Then you are in the right post. 

What is remarketing?

Have you ever accessed a website and, after that, received several advertisements with products from that brand or similar goods? Well then, ads that “stalk the user” are remarketing.

Remarketing, today, is one of the techniques that enable a higher percentage of sales recovery. In addition, they optimize sales funnels and customer relationships.

One of the reasons to use it is to refresh the potential customer’s memory and facilitate the interaction and the purchase decision, after all, there are several reasons that lead a customer to decide for a product on the internet, right?

How important is remarketing?

Remarketing allows you to increase sales through brand awareness, reconnecting potential consumers with relevant ads across devices such as mobile, tablet and desktop.

Some users don’t complete a sale on their first visit to a website, and that’s where remarketing comes in. When a user receives an ad about a product they are interested in or have viewed before, the chances of conversion are higher.

In this way, the strategy places your brand in the potential customer’s routine while he is still in the decision-making process and directly influences the decision-making process.

No one goes to a company’s website, puts an online course or book in their cart, and just gives up. As much as you don’t know the reason for the withdrawal, you can be sure that, at some point, that person wanted to complete the purchase.

At these times, remarketing is a powerful tool to bring those customers back and keep your eyes on the market.

How it works?

Remarketing is often seen as a tool of little use, but those who think like that certainly miss out on great conversion opportunities. In addition to putting your brand ahead of competitors, the strategy also places you at the center of your target audience’s vision.

Before creating a remarketing campaign, it is necessary that the chosen platform has user information, as this is how they are able to customize each ad through the search or access performed.

After the potential customer has the first contact or interaction with your brand, such as accessing your website, blog or online store, you start remarketing, which can take the form of advertisements and even targeted emails with promotions and offers.

For these cases, Google Ads provides timely points to correctly target content to customers through your website.

One of the ways to start remarketing campaigns is to leverage your email lists. They are an interesting interaction channel between your company and the customer, as they make it possible to recover abandoned carts, for example, and also display ads that lead to new purchases and influence conversion.

With this, it is possible to carry out high-reach campaigns and also show your ads to several people at the same time and on numerous devices, whether in the mobile or desktop version.

What is remarketing pixel?

It is a code included in the ads. It is used in digital marketing to track consumer behavior and provide information about conversion and mapping of potential customer actions on your page.

Using the remarketing pixel, it is possible to target the ads created efficiently. With this, you will receive detailed data of user actions on your site or page.

The main reasons for using pixels are:

  • web analytics;
  • calculation of visits;
  • conversion and interaction calculation.

 By installing these pixels, you automate your remarketing processes, capturing information from users who access your website through cookies.

How to use remarketing in a digital business?

Remarketing campaigns, as you learned, are designed to convert potential customers or encourage new purchases. Given this, defining the audience of your campaign and customizing the ads is essential for your strategy to bring profit.

Remarketing can be used for all businesses, including digital ventures. And, contrary to what it seems, applying it is simple, and works differently on each platform.

See some of their main examples:

Google AdWords

To start a remarketing campaign on Google AdWords, it is necessary to enter a “Remarketing Tag”, which must be configured directly on the platform. Understand how it works:

In your AdWords account, click on the “Campaign” tab;

Then open the “Shared Library” tab and click on “Audiences”;

In this menu, it will be possible to configure remarketing, and the next steps will depend on your knowledge in HTML development.

If you are a developer who will manage this campaign, click on “Send to” and enter your developer’s email so that he or she forwards the HTML Tag to be added to the site.

If you manage and develop the HTML yourself, just click on “View Tag”, copy the code and insert this code into your website pages before the closing </body> tag.

Note: If your website uses a common file, as a footer, it is necessary to insert the code snippet directly in this file instead of inserting it on every page.

After this configuration, the configured tag will collect information through cookies and will begin to fill in the “All visitors” tab, providing the data of Internet users who have had contact with your page.

In case of questions about how to configure your ads, Google provides more detailed information about the procedures and also a help portal for users of the platform by accessing the Help Center.

Facebook Ads

The first step when creating a Facebook remarketing campaign is to define the audience your campaign should impact. For this, it is necessary to create custom lists with conditions for display.

So, just go to Facebook’s “Ads Manager” and click on “Audiences”. When defining the audience, it is important to remember that the remarketing audience is the people who have already had a first contact with your brand and may or may not have converted.

You can define conditions, such as “users who…”:

  • accessed X pages;
  • added X products to cart;
  • subscribed to the newsletter;
  • bought product x.

After that, establish the product catalog that will be displayed and install the Facebook Pixel, which is a tool that allows you to analyze the performance of your ad and understand how the user navigates through your page.

Now that all the steps have been carried out, it’s time to create the ad to be displayed:

  • Open your Facebook Ads account;
  • Click on “Create an Ad”;
  • Open the “Audiences” tab and select the previously defined audience.
  • Set the budget and time you want to keep your campaign running.

Know that the ad can also be posted on Instagram, just select the option as well.


With this content, you learned that, when opting for online sales, it is important to take advantage of all available tools, manage marketing campaigns and also remarketing.

It’s not news to anyone that ads attract attention, however, remarketing can often be seen as an ineffective strategy, but it’s not quite like that, right? Remarketing is an effective tool in promoting your products and converting your potential customers.

Now, put what you’ve learned into practice and analyze your sales performance.

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