How Do I Use Remarketing in PPC?

Remarketing shows ads to users who previously visited your website but didn’t convert. It’s effective for reminding potential customers about your business and improving conversion rates by staying top-of-mind.

Remarketing typically generates 2-3X higher conversion rates than cold traffic campaigns.

How Remarketing Works

When someone visits your website, a cookie is placed in their browser. This allows you to show them ads as they browse other websites or use Google services.

You can create different remarketing lists based on which pages people visited, how long they stayed, or what actions they took.

Types of Remarketing

• Standard Display Remarketing: Show banner ads on websites across Google Display Network
• Search Remarketing (RLSA): Adjust search ads for people who visited your site
• Video Remarketing: Show ads on YouTube to previous visitors
• Dynamic Remarketing: Show ads featuring specific products people viewed

Creating Remarketing Lists

Segment your audience based on behavior and intent.

• Cart abandoners who added products but didn’t purchase
• Product page viewers who showed interest
• Blog readers who engaged with content
• Recent converters for upsell opportunities

Remarketing Best Practices

• Set Frequency Caps: Limit how often people see your ads to avoid annoyance
• Use Duration Carefully: Match list duration to your sales cycle
• Exclude Converters: Don’t waste budget on people who already bought
• Customize Messaging: Speak to where they are in the buying journey
• Test Different Creative: Show varied ads to prevent ad fatigue

Measuring Remarketing Success

Track conversion rate, cost per acquisition, and return on ad spend. Compare remarketing performance to cold traffic campaigns.

Monitor frequency to ensure you’re not showing ads too often. Analyze which audience segments convert best.

Working With Remarketing Experts

At Digital Marketing Charlotte, we implement sophisticated remarketing strategies that nurture leads through the buying journey. Our audience segmentation and creative testing typically improve conversion rates by 50-150% compared to cold traffic only.