Remarketing Ads: 3 Tactics You Should Be Practicing

Shoppers are flexible. They keep moving from websites to social media and from desktop to mobile with speed and ease. Remarketing ads need to be just as flexible as your customers. Your ads should not only reach those customers wherever they think right but also analyze and understand their point in the shopping journey. Messaging and creative should be tailored accordingly. A comprehensive Remarketing strategy will use all of the tactics available. It includes social, video, and app Remarketing delivering the exclusive, seamless experience that is so vital today.

If you need a quick introduction or refresher on social, video, and app retargeting ads, then read on:

Social Remarketing Ads

The dynamic Ads of Facebook and Instagram allow businesses to promote products from their catalog in a variety of ways, including Remarketing. Here’s how it works:

To get started, you need to open a Business Manager Account, upload your catalog, and set up the Facebook Pixel or Facebook SDK or tracking code provided by your Remarketing partner. When someone visits your website, adds something to a cart, views a product, or completes a purchase, Facebook or your Remarketing partner drops a cookie to record this action.

The cookie lets your Remarketing partner know when a bounced visitor is on the platform, such as Facebook or Instagram. The cookie visitor is then delivered an ad based on their browsing history and purchase intention.

Let’s look at a real-life example:

  • Let’s say James is surfing your website. As he moves through searching for a product, visit the product detail pages, and adds items to the cart, his intent data is obtained at each level.
  • James ends browsing but gets distracted and leaves your website to browse on Facebook, either on his desktop or mobile phone. Here the Remarketing process jumps in real-time.
  • James’ purchase intent is calculated, the product suggestion planned and dynamic design of the ad occurs in real-time. The ad is presented reflecting the products James viewed, plus new suggestion based on the items viewed and other intent signals recorded.
  • When James clicks on the ad, he is connected back into the product page of your website or app to complete the purchase.

Video Remarketing Ads

Want to stand out from the jumble? Start using video ads. Better yet, use dynamic video Remarketing ads, which deliver customized video ads that are created in real-time.

According to Hyperfine Media, 64% of people are more likely to purchase after watching video ads.

The process works just like regular Remarketing, where a cookie is dropped to record a site visitor’s action, like viewing a product or putting an item in their cart. Then, when they leave, the Remarketing process continues as they visit other websites, social media, and apps. The difference is that you’re hitting into video inventory and producing highly engaging, highly personalized, conversion-focused video ads.

Let’s look at a real-life example:

Sarah lands on your site and looks at a variety of products. Sarah’s shopping behaviors are recorded at each action level using tracking pixels. She leaves your site and moves to the internet.

As Sarah moves across websites and apps, the video Remarketing process advances in real-time. Her purchase intent is calculated, video inventory is obtained, relevant product suggestions are prepared and the customized video ad campaign is produced and served, all in real-time. The video ads could show up in-stream, out-stream, or in-app, based on where she is browsing.

These video ads show products that Sarah was interested in, plus new product suggestions that she might like.

When Sarah clicks on the ad, she is connected back to your app or website to complete the purchase.

App Remarketing Ads

If you’ve spent time and resources into developing a shopping app, one of the most remarkable things you can do is run Remarketing ads to keep users return to your website.

App Remarketing keeps the impulse going by serving targeted display ads to app users wherever they are to drive them back to your app.

The process is the same again here but is focused on reaching appropriate users while they are in other apps.

Let’s look at a real-life example:

Say Bill is looking for a watch in your app but decides he isn’t ready to purchase it right now. As he browses, his intent data is recorded.

Bill leaves without making a purchase an open another app, his purchase intent is calculated, app inventory is obtained, relevant product suggestions are determined and the customized ad is generated and served, all in real-time.

The ad shows the watches he was interested in, plus new recommendations he might like.

He clicks the ad and is connected directly to the product page within your app to complete his purchase.


Remarketing, when used adequately is a low-cost initiative that could have immense impacts on your business’ bottom line. You have worked hard to attract visitors to your website through actions like email marketing, paid advertisements, and social media; why not make a profit on these efforts with remarketing?

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