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How to implement remarketing techniques step by step?

  • Article written by Kevin
  • 06/04/2023
  • - 7 minutes of reading
Comment mettre les techniques de remarketing en œuvre étape par étape

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In the world of digital marketing, businesses can use many techniques to reach their target audience. However, one technique that has proven to be very effective is remarketing or retargeting. This technique allows businesses to target potential customers who have shown interest in their product or service before, but for one reason or another have not converted. In this tutorial, we’ll cover remarketing techniques and how to implement them effectively.

What is remarketing?

Remarketing, also known as retargeting, is a technique used in digital marketing to target potential customers who have previously interacted with a business but have not converted. These interactions may include visiting a website, adding products to a shopping cart, or subscribing to a newsletter. Remarketing allows businesses to target these leads with advertisements on various platforms such as Google, Facebook, Instagram or other websites, providing another opportunity to convert them.

How does remarketing work?

Remarketing is a powerful digital marketing technique that helps businesses reach potential customers who have already interacted with their website, social media profiles, or mobile app. Remarketing works by placing a small code, also called a pixel, on your website or landing page. This code captures data from your website visitors, such as their browsing history, the products they viewed, and the items they added to their cart but did not purchase.

This data is then used to create targeted advertisements that will be shown to these potential customers when they browse the web, use social media, or watch videos. These targeted advertisements can be served on different platforms such as Google, Facebook, Instagram and YouTube.

Remarketing works by targeting customers who have already shown interest in your products or services. Doing so is a cost-effective way to reach valuable leads that are more likely to convert into paying customers. Remarketing is an effective way to remind potential customers of your products or services and encourage them to come back and complete their purchase.

Different types of remarketing techniques

Retargeting, also known as remarketing, is a powerful tool that allows you to bring visitors back to your website who have previously shown interest in your products or services. There are different types of remarketing techniques you can use to increase your conversions:

  • Standard Retargeting: This technique involves showing advertisements to people who have already visited your website. These advertisements may be displayed on different platforms, such as Google and social networks.
  • Dynamic retargeting: This technique involves showing advertisements to people who have already viewed specific products on your website. Ads will feature images and information about products that the person is already interested in.
  • Email Remarketing: This technique involves sending targeted emails to people who have abandoned their cart or haven’t visited your website for a while. These emails can include special offers or discounts to keep the recipient coming back to your website.
  • Video remarketing: this technique consists of serving advertisements to people who have already watched your videos on platforms such as YouTube. These ads can be used to promote your products or services to people who have previously engaged with your brand.

By combining these remarketing techniques, you can increase your chances of converting visitors into customers. It’s important to experiment with different strategies to determine which works best for your business and your audience.

Benefits of remarketing

Remarketing is a very effective marketing technique that offers many benefits to businesses, including:

  • Target the right audience: Remarketing allows businesses to target visitors who are already interested in their products or services. This increases the chances of audience conversion, which results in a higher return on investment (ROI).
  • Cost-effective: Remarketing is a cost-effective technique because it targets a smaller audience, which reduces advertising spend.
  • Brand awareness: Remarketing keeps your brand visible to potential customers, increasing brand awareness and recognition.

Creating retargeting ads

Now that we’ve discussed the benefits of remarketing, let’s see how to implement it.

Step 1: Create a remarketing list

The first step in implementing remarketing is to create a remarketing list, which will be the target audience for your remarketing campaign . The list can be created in a number of ways, including:

  • Website Visitors: This list includes all visitors who came to your website but did not convert. You can set rules for how long website visitors will stay on this list, such as 30, 60, or 90 days.
  • Cart Abandonment: This list includes all visitors who have added products to their cart but have not completed the checkout process.
  • Visitors to specific site pages: This list includes visitors who viewed specific pages on your site, such as contact pages or pricing pages.
  • Customer List: This list includes previous customers, which can be used for cross-selling and up-selling.

Step 2: Installing the remarketing tag

The next step is to install a remarketing tag or code on your website. The remarketing tag is a small code generated by the platform you will use for remarketing, such as Google and Facebook. This code tracks visitor interactions on your website and adds visitors to your remarketing list.

Step 3: Create remarketing ad campaigns

After setting up your remarketing list and installing the remarketing tag on your website, the next step is to create your remarketing ad campaigns.

  • Creating ad creatives: The first step in creating your ad campaigns is to create ad creatives, such as images or videos, that will be used for your campaigns. They should be catchy, compelling, and in line with your business goals.
  • Define campaign parameters: Next, you’ll define your campaign parameters, such as duration, budget, bid strategy, and targeting options. You can target your audience based on location, language, interests, and more.
  • Choose ad formats: You can choose from different ad formats, such as image ads, video ads, carousel ads, and more. Each format has its strengths and suits different marketing purposes.
  • Test and optimize: Finally, you can test different ad creatives, different targeting types, and different ad formats to find the most effective combination. You can also track the performance of your campaigns and adjust them accordingly to maximize ROI.

Best practices for retargeting campaigns 

Retargeting is a powerful technique, but it’s important to use it correctly to get the best results. Here are some best practices to follow when creating your retargeting campaigns:

  • Segment your audience: Not all customers are the same. It is therefore essential to segment your audience based on their behavior on your website. For example, you can run a different campaign for customers who added items to their cart but didn’t complete the purchase, and another campaign for those who visited your website but took no action.
  • Use relevant messages and creatives: When retargeting your audience, be sure to use messages and creatives that resonate with your audience. Highlight the benefits of your product or service and use eye-catching visuals to grab their attention.
  • Set frequency limits: Retargeting ads can quickly become annoying if you run them too frequently. Set frequency limits to limit the number of times a customer sees your ad within a certain period.
  • Test different ad formats: Don’t limit yourself to just one ad format . Test different formats such as static images, carousel ads, and video ads to determine which ones work best for your audience.
  • Monitor your results: Keep a close eye on the performance of your retargeting campaigns and make any necessary adjustments. Track key metrics like click-through rate, conversion rate, and cost per conversion to determine if your campaigns are successful.

By following these best practices, you can create effective retargeting campaigns that drive conversions and ultimately help grow your business.


Remarketing is a very effective technique that allows companies to target potential customers who have already shown interest in their products or services. By creating remarketing lists, installing remarketing tags, and creating effective advertising campaigns, businesses can increase their ROI, brand awareness, and conversion rates. Follow these steps to implement remarketing for your business and start seeing results. Happy remarketing!

What is remarketing and how does it work?

Remarketing is an online marketing technique that allows you to target visitors who have already interacted with your website. The system uses cookies to track visitors and present them with personalized advertisements.

Why is remarketing important for your business?

Remarketing allows you to reach potential customers who have already shown interest in your products or services, thus increasing the chances of conversion. It's also an effective way to build brand awareness.

How to set up a remarketing campaign?

To set up a remarketing campaign, you must first create an audience list of visitors to your website. You can then use this list to create personalized ads and serve them on ad networks.

How do I customize remarketing ads?

To personalize remarketing ads, you may use your visitors' behavioral data, such as pages visited or products viewed. You can also use demographics and interests to refine your targeting.

How to measure the effectiveness of your remarketing campaign?

You can measure the effectiveness of your remarketing campaign by tracking metrics like click-through rate, conversion rate, and return on investment. You can also use tracking tools to follow the journey of your visitors.

How do you prevent remarketing from becoming invasive for your visitors?

To prevent remarketing from becoming intrusive, you can limit how often ads are displayed and avoid targeting visitors with ads that are not relevant to them. It's also important to give visitors the option to unsubscribe from your audience lists.

Kevin est un rédacteur spécialisé sur le thème du marketing en ligne. Il rejoint l'équipe de rédaction de SoContact en Janvier 2023 afin de simplifier l'accès à l'information sur le marketing en général.