Remarketing (or retargeting) is the practice of retargeting website visitors with targeted ads after they have left the site without conversion have left.
How remarketing works technically
Remarketing uses a tracking pixel or tag that is placed on the website and tracks visitor behavior, including which pages were visited and which products were viewed. Based on this information, targeted ads are then displayed on other platforms, such as the Google Display Network, Meta, or YouTube.
Why remarketing often has a high conversion rate
Because these visitors have already shown interest—by visiting the site, viewing a product page, or filling out part of a form—the conversion rate is typically significantly higher than for cold ads targeting an entirely new audience that has not yet had any contact with the brand.
Segmentation makes remarketing stronger
Effective remarketing further segments the audience: visitors who only viewed the homepage receive a different message than visitors who abandoned a shopping cart without checking out; the more specific the segment, the more relevant (and effective) the follow-up ad.
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