Remarketing
Short definition
Remarketing shows adverts on other platforms to people who have already visited a website.
A tag placed in the visitor's browser adds them to an audience list; that person may then see the same brand's advert while browsing Google, Meta or another network. Typical targets are people who viewed a product page without buying, or who abandoned a basket. The narrower and fresher that list is kept, the more relevant the advert tends to be.
Remarketing tends to convert better than cold audiences because the audience already knows the brand. Shown too often, though, the same advert becomes irritating, which is why frequency caps are set. Varying the message by how long ago the visit happened usually works better than repeating one static advert.
As Consent Mode and cookie preferences have become standard, visitors who decline consent cannot be added to remarketing lists, which directly affects list size and accuracy.
Why it matters
Because it reaches people who have already shown interest, remarketing is one of the more efficient uses of an advertising budget. It is a direct tool for reducing cart abandonment and reminding a visitor to complete a purchase.
Illustrative example
A spa chain's reminder advert, shown within three days to visitors who viewed the booking page without completing it, converted at a higher rate than its direct search traffic. The advert copy itself stayed simple.
