When it comes to conducting online advertising campaigns, whether using Google AdWords, Facebook Ads or any other platform, remarketing has become one of the best strategies to achieve conversions.


Mainly because we can reach users who are interested in our product or service, either because they have previously visited our website, or because they fulfill a series of characteristics that we have previously defined.

Let me explain it to you with a real example that I’m sure you understand perfectly.

Recently my mobile stopped working and I needed to change it for a new one, so I went to Amazon .

I started browsing the categories of Smartphones and spent a good time looking at several phones and cases to compare features, prices and opinions. As I did not reach a clear conclusion and did not have time to buy it at that time, I closed the browser tab and left Amazon to think carefully.

When I got home at night, I started surfing the internet looking at the websites I usually visit and, suddenly, Amazon banner ads started appearing with the mobile phones and cases that I had been looking at in the morning.

Well, it is not a coincidence. It’s about remarketing, also called retargeting.

Therefore, remarketing is an advertising strategy that is based on automatically collecting users who visit our website, and/or who perform some specific action, then conduct a specific campaign for that particular audience and obtain better results.

Advantages of remarketing campaigns

The benefits of this advertising strategy are many, although we could mainly summarize them in 4:

We increase the CTR

By advertising campaigns to people who already know us, we will get a greater number of clicks in relation to our impressions, which will increase the CTR of our ads.

 They have a lower cost

Depending on the network where it is going to be done, the costs may be lower, since we are targeting people and not web pages in particular.

We improve the ROI

Thanks to the fact that the costs are usually lower, since remarketing advertising campaigns are very effective, the return on investment increases with respect to conventional advertising campaigns.

We promote branding

Since our ad will pursue users during their browsing if we carry out a remarketing campaign, our brand will become more visible to those people and they will become more familiar with us. And if the ads appear on platforms that allow the inclusion of ads with images, the effect will be greater.

How to start a remarketing campaign?

Depending on the advertising platform we use, the operation may vary slightly. However, the process tends to be similar in all of them. To illustrate the process, we will take as a reference how it would be done in Google AdWords and Facebook Ads.

In Google AdWords, the easiest way is through Google Analytics following these steps:

  1. Link Google Analytics with Google AdWords.
  2. In Analytics, go to Property> Audience definitions> Audiences and create your own remarketing list.
  3. Go to Google AdWords and when you run your campaign, choose the Remarketing listing you created in Audiences.

In Facebook Ads, it is also very easy:

  1. Create the code in the “Pixel” section within the Facebook Ads Manager.
  2. Insert this code between the <head> and </ head> tags of your web page.
  3. Launch your campaign by selecting the personalized audience you want to contact.

Types of strategies and remarketing ads

Now that you know how it works, let’s look at different types of remarketing ads that you can start applying to your advertising campaigns to improve their performance right now.

Sequential remarketing in time

One of the techniques that work best in remarketing, is to show different ads to users depending on the stage of purchase in which they are.

Imagine that you are responsible for a marketing tool and want to address people who have previously visited your landing page where you put all the features. However, you want to go further and make a different announcement based on the time that has passed since users visited your website.

In this way, people who leave our website during the first two weeks will be seeing ads in which we will remind them of the characteristics and benefits of our product or service. With this, we persevere with our message in interested users and we will have more possibilities of conversion.

In the third week, our announcement will be different, since it will be focused on those users who still refuse to convert.

For those types of users, we can make an announcement with a special discount to encourage them to take the step. This announcement can be linked to a special landing in which the price is lower and thus encourage more conversion.


The user visits the landing where the information of the tool is located → We insert the cookie → It leaves our website

  • Week 1 : We show you an ad with the main features of the tool.
  • Week 2 : We show you an ad with the benefits you get when using our tool in relation to our competition.
  • Week 3 : We show you an ad with a special offer and a 10% discount to encourage the undecided.

Best of all, we will exclude the previous remarketing lists from each other, so that users who have already converted before the phase with the discount, do not complain when we have offered a discount to certain users who took longer to give the He passed.

In the event that we only offer a product or service and the user could not buy more, we should not forget to exclude the remarketing list of all converters, since in principle we are not interested in showing the ad to people who are already customers.

Remarketing for users who abandon cart

If you have an online store, surely your goal is to sell as much as possible. However, in every purchase process, there is an unavoidable user leak. Either because the shipping costs are too high, or because the final price of the purchase is somewhat more expensive than the competition, we can make those visitors come back if we give them an incentive.

Keep in mind that users who come to your store, add a product and go to the cart and payment page, means that they have a great purchase intention, so many of them will only need a small push forward.

This is where remarketing comes into play.

If you use AdWords to run advertising campaigns, you just have to create a remarketing list with the people who arrive at the final cart URL, but they do not reach the typical final URL of / thanks-for-your-purchase.

In this way, we can show specific ads to those users who have been about to buy and have not done so. For example:

  • Offering you the free shipping costs .
  • Providing you with a  discount  on your next purchase.
  • Reminding you that you have abandoned the shopping cart halfway.

Dynamic remarketing

In the previous example, we could see how to launch generic advertising campaigns offering discounts and free shipping to users who had abandoned a cart. This is a good remarketing strategy to refine and direct advertising to people who are really interested.

But what would you think to be able to impact those same users, with ads that have those specific products that they have been about to buy? With dynamic remarketing present on platforms like Google AdWords, this is possible.

And best of all is that we can not only show specific products, but we can also include other dynamic fields through which we can encourage more purchase, such as the stock that remains, the price that was before and the one that has now, or even a countdown with the time remaining before the end of the offer.

Another advantage of this type of advertising campaigns is that we save time in the creation and design of the ads since in dynamic remarketing, they are generated automatically showing the products that the user visited without having to make them by hand.

To do this in Google AdWords, you’ll need to create an account in Google Merchant Center and link it to AdWords. Then, you will have to create a feed, that is, a file in csv, .tsv, .xls or xlsx format that includes all your products and services, as well as the additional details that you want to show. Finally, you will need to add a special dynamic remarketing tag to your website.

Remarketing to buyers

If a person has already bought you, but you still sell more products or additional services that are likely to be bought by the same user, why not try to buy them again?

When we sell something and the customer is satisfied with his purchase, there will be many more chances that he will buy us again because he already knows us and knows that our products or services are of quality.

In fact, according to a study carried out by Intershop, in Europe the recurring buyers represent approximately 26% of the income of an online store, a figure that rises to 41% in the case of e-commerce in the United States.

Therefore, we can make a remarketing list that collects all the buyers and offer them similar or complementary products to those that you have previously purchased.


  1. A user visits the Amazon mobile section and ends up buying a smartphone. → Amazon adds that user to the list of “Smartphone Buyers”.
  2. The next day, Amazon launches a remarketing campaign promoting mobile cases exclusively aimed at smartphone buyers.
  3. Upon seeing the ad, users feel the need to buy a case to protect their newly purchased smartphone and end up buying a complementary product on Amazon.

Remarketing to users similar to those who convert

One of the best ways for your ads to bring visitors and conversions is to get to know your target audience. And what is the best way to do it? Looking at your statistics in Google Analytics.

With Google Analytics, using the Behavior report , you can identify if the users who usually buy you follow a specific pattern.

For example, if you analyze the visitors that normally generate conversions on your site and you discover that this type of user performs more than 2 sessions, has an average duration of more than 3 minutes and is between 35 and 44 years old, you can make a Audience from Google Analytics with those requirements and use it in your Google AdWords campaigns.

In this way, you can make advertising campaigns focused on an audience that, according to your data, is more likely to convert.

Remarketing based on page value

If a person has visited your home page, but has not gone to any of the specific product pages, it probably does not have the same purchase intention as the user who has visited the sales page of the product with all the information.

Therefore, a good remarketing strategy would be to make a campaign aimed exclusively at people who have visited only the sales pages.

This is especially useful when the budget is very limited , especially because there will be times when we will have little money and it will be very interesting to promote certain products or services.

In those cases, it is best to do a remarketing campaign aimed at people who have entered an important sales page for us. That is, a product or service with which we get a good profit margin .

Later, if we detect that the strategy works and we have a higher budget, we can go on to cover more sales pages with more campaigns depending on their importance to us.

Remarketing using client email lists

This type of remarketing ads do not need any remarketing tag or conversion pixel since it is done through a list of emails.

Therefore, if you already have a list of emails, either because users have subscribed to your newsletter or because you have exported a list of emails from your CRM, you can focus your advertising only to those users by uploading that list to the platform. advertising that you use.

If we use AdWords, when those list users log in with your Google account, your ads will appear when they use Google search or go to YouTube and Gmail


Normally, all online stores require the user a valid email to make a purchase. Thanks to this, we can know what each person has bought and what email they have.

Now imagine that you have an online fashion store and want to make a special promotion on accessories to those people who have bought a party dress.

  1. Download the list of emails from the buyers of party dresses.
  2. Create your Audience with the list of emails.
  3. Launch the campaign using that list of customers so that the remarketing ads only reach those users.

Remarketing in Google RLSA search results

One of the unknown features of Google AdWords is the possibility of launching remarketing campaigns on the Search Network, also known as RLSA.

These types of campaigns allow you to show ads to users who have previously visited your website, and who are searching on Google. Thanks to this, you can adapt the bids and reach users with a more concrete and different message that works better with those users who already know you.

Keep in mind that with the great competition that exists today, users visit many websites to compare prices and features, so it is possible that users forget the name of our website easily. But nothing happens, because for that we’re going to remind you with remarketing in search.

Remarketing through push notifications

Maybe you do not know exactly what I mean with push notifications, but I assure you that you receive them daily in your browser and, to a greater extent, in your mobile.

Push notifications are those messages that appear on your screen notifying you that a new message has arrived, that someone has commented on one of your posts on Facebook, or simply that the blog you visited the other day has published an article.

Thanks to this type of notifications, we can make the user return to our app or our website with a single click. And the best part is that we do not need the user to subscribe to our newsletter or give us their contact information. Simply click on Allow in the message that appears in your browser.

The best thing about this strategy is that it is a type of remarketing that is free and that does not need the user to give us any information such as the email or the name.


  1. The user visits your website and a small message appears in which we offer you to find out about the latest news/discounts/offers.
  2. Click on Allow and we automatically save it in a database
  3. We send push notifications whenever we want.

Remarketing to your YouTube viewers

When we talk about remarketing, most people think about advertising campaigns to someone who has already been on their website but has not converted. However, unlike most types of remarketing, when you create remarketing ads through YouTube viewers, it is not your website that uses your cookies to add people to the remarketing listings, but directly YouTube.

Therefore, if you have a YouTube channel where you generate content, you can use it to extract data and remarketing campaigns to those users. And best of all, you can build many different lists based on different criteria.

Some types of remarketing lists that can be created are the following:

  • People who watch a specific video
  • People who subscribe to a channel
  • People who click on “Like” a video.
  • People who leave a comment on a video
  • People who share a video of a channel.

In this way, we can promote specific products or services to people who have seen videos related to them.


We have a company that sells flavored syrups to make various types of coffee, such as chocolate syrup to make a mocha coffee.

In the YouTube channel, we have a video tutorial in which we teach how to make a mocha coffee, so we make a remarketing list of people who watched that video.

The next step is to carry out an advertising campaign with remarketing ads in which we promote chocolate syrup for coffee that we sell only to users who have seen the video.

It’s time to make remarketing ads

What do you think of these remarketing strategies? Do you apply any of them already? As you have seen, there are multiple options for making remarketing ads that reach your target audience.

Many times the success of an advertising campaign, whatever the platform, has to do with our ads being shown to the right people at the right time.

Now it only remains for you to apply them in your project and measure the results. Go with it!

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