Paid Search

Remarketing

Remarketing, also called retargeting, is the practice of showing ads to people who have already visited your site or interacted with your brand but did not convert.

Because these users already know you, remarketing campaigns often deliver strong returns at lower cost. For example, showing a reminder ad to someone who abandoned a cart can recover the sale. It works across search, display, and social channels.

List construction does more for results than creative usually does. Segmenting by depth of engagement, so cart abandoners are separated from people who read one page, allows different messages and different bids for genuinely different intent. Recency matters as much: someone who visited yesterday behaves differently from someone who visited six weeks ago, and a single undifferentiated list averages them together. Exclusions matter as much. Existing customers and recent converters should be removed unless there is a specific reason to reach them, since paying to advertise to people who already bought is a common and invisible waste.