Guides 2 min read
What Is Remarketing and How It Brings Back Visitors
Remarketing shows ads to people who have already visited your website or profile. See how it works, where the ads appear and when it pays off.
In this article
Remarketing means showing ads to people who have already visited your website or profile but did not get in touch. Most visitors do not buy on the first visit: they compare offers, get distracted or are interrupted by a call. Remarketing reminds them of you at the right moment.
How remarketing works
Your website has a small piece of code, such as the Google tag or Meta Pixel. When a visitor accepts cookies, the code adds them to a list, for example “people who viewed a service page but did not send an enquiry”. You then show ads to those people while they use Google, YouTube, Facebook or Instagram.
Remarketing and retargeting mean the same thing in practice. Google uses the first term, Meta and others more often the second.
Where remarketing ads appear
- Google Search. Your ad gets priority when a past visitor searches for the service again.
- Google Display Network and YouTube. Image or video ads on websites and videos.
- Facebook and Instagram. Ads in the feed, Stories and Reels.
Examples that work
- A visitor looked at the dental implants page but did not book. Remarketing shows them a patient review and an invitation to a free check up.
- A shopper left a product in the cart. The ad reminds them of the product and, if you like, of free delivery.
- Someone viewed a property. The ad shows them similar properties in the same neighbourhood.
When it pays off
Remarketing makes sense when your site has at least a few hundred visits a month, otherwise the lists are too small to show ads. It brings the most to businesses whose customers think for a while before deciding: clinics, real estate agencies, contractors and online stores.
It is important to limit how often someone sees the ad and exclude people who have already got in touch, so remarketing does not become annoying.
How to start
- Set up the Google tag and Meta Pixel, with cookie consent.
- Build lists based on what people viewed.
- Prepare ads with a message that fits that step: proof, a review or an offer.
I set up remarketing as part of the Google Ads and Meta Ads services. If visitors come but do not get in touch, see conversion rate optimization as well.
Frequently asked questions
What is remarketing?
Remarketing means showing ads to people who have already visited your website, watched your video or viewed your profile, but did not get in touch or buy.
What is the difference between remarketing and retargeting?
In practice they mean the same thing. Google uses the term remarketing, while Meta and other platforms more often say retargeting.
Is remarketing GDPR compliant?
Yes, when the visitor accepts marketing cookies and it is described in your privacy policy. Without consent a visitor is not added to a remarketing list.
How much does remarketing cost?
Remarketing is usually cheaper per result than ads for new people, because it targets a smaller audience that already knows you. The budget depends on how many visits your site gets.
About the author
Matija Terzić
I am the founder of VRH Agency from Rijeka. I run the whole marketing for businesses, from ads and SEO to websites and automation, so they win more clients and more profit, and I write about it from my everyday work with clients.
More about me
