Have you ever looked at a pair of shoes, or that new gadget that you really want for your kitchen and then felt like it’s following you around as you browse the internet? Well, they probably are following you; this is called re-marketing. But what is it and how can it work for your business?

What is Re-marketing?

Re-marketing allows you show ads to users who have visited your website previously as they browse the web. It utilises a simple piece of script in your website through which you will be able to tag the visitors and segment visitors who show interest in a particular product group and re-target them later through highly targeted messages.

Why Re-marketing?

Remarketing is a best way to stay engaged and connected with your target audience. It is key as it increases the propensity to buy or get the service from the particular Brand whose ads are have been constantly seen by the visitors. Especially when you present them with relevant ads, this radically improves the ROI and the conversions rate.

According to Listrax, the Cart abandonment rate is close to 76%. This is a key matrix as 97% of the users who visit an e-commerce site don’t convert at the first instance.


If you don’t know how long it takes for a user to convert from the first time they have visited the website, you can find it through Google analytics matrix time lag report. The time to purchase matrix shows two important parameters:

  • Days to transaction
  • Sessions to transaction

This matrix will help you to understand the length of time you need to re-target your new users to the site. Along with data, you can use the time lag to conversions as well to ensure you get the best period for which you need to re-market aggressively.

It is commonly understood that lists with users who have frequented the website in the past three days, or have visited more than three product pages will work best. It is worth considering whether the purchase is a considered one or an impulse purchase, if the value of the purchase is quite small the decision could be instantaneous; however, if it is a bigger purchase then more of a considered purchaser will be undertaken.

It is interesting to see that most cart abandonment happens in the mobile device rather than the Desktop and the tablet according to Barilliance. This could vary for different domains according to the device strategy.


Hence as a part of Re-marketing campaign it is impertinent to have specific bids for Mobiles. With Google introducing the device specific bids this quarter, it will be great to utilise that for the Re-marketing campaigns. However, it is important to have audience segment targeting the Mobile device or a tablet. This cannot be done using the AdWords codes, but can be achieved using the re-marketing tags using analytics.

How to Build the audience for Re-marketing?


At Digital Next, we have found that re-marketing is much more fruitful when implemented using Google Analytics as this allows you to make your own specific lists according to your needs. For example, recently working on a re-marketing campaign for a gym clothing company, we used different lists according to gender, working to relay product/gender specific messages that proved to be successful, using an audience builder to achieve the correct target segment that worked well for conversions.


Audience builder enables customisation like never before, this could be based on location, date of first session, device, traffic sources and even their behaviours, amongst other things. This kind of list enables us to identify different audience requirements, i.e. now we know that on Groupon the audience are swayed by price and offers, this list can be utilised again during Black Friday and sales periods.

Ads for Re-marketing:

Now you have the right audience, it’s all about delivering the right message; Google offers their Ad Builder Tool which enables you to create display ads. This includes dynamic ads, static ones and HTML5 animated adverts.

What is dynamic Re-marketing?

Dynamic re-marketing takes your campaign to the next level, advertising specific products the users might have visited (i.e. that pair of shoes or kitchen gadget we first mentioned!). This is a simple yet effective way to promote a product and gain more conversions. If you have an e-commerce store, dynamic remarketing should be an integral part of any campaign.

Other Re-marketing Platforms:

As a performance based agency, we use Ad roll as the re-targeting platform as well as we can customize the attribution model which is brilliant. Instead of operating on a last click model, we can assign specific values depending on the channel’s contribution which is brilliant.

One another important reason we use Adroll is to engage with the users through multiple sites. Google has a huge inventory of sites, however Adroll provides with even a better inventory. This allows us to manage the re-marketing campaigns centrally through Adroll for both Facebook and General web platforms which includes Google network as well.

The success we achieve through Re-marketing campaigns is massive. We measure the direct conversions and also the view through which pushes us to invest more on re-marketing for clients. If you need a free consultation for Re-marketing campaigns, just contact us directly and we could help you with a Re-marketing strategy.

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