Remarketing is a way to reconnect with your customers — whether they have previously bought from you, or have expressed any sort of interest in your product or service. It’s a cost-effective way of reaching customers who are already engaged in what you’re offering, however close they are to converting. For instance, you might rein back in customers who were indecisive about their purchase and give them a reason to do so a second time, or upsell new or different products or services to those who have already bought.

Being able to identify these customers, and determine just how far along in the purchase cycle they are is the foundation of a solid remarketing strategy. When we remarket, we build up audiences based on behaviours, and deliver targeted ads to them that are tailored to their interests, and experience with your website at that specific point in their journey.

Remarketing is straightforward in theory, but it’s important you think thoroughly about the steps involved in conversions to get it right. We’ll create a separate plan for marketing to users at each of the stages involved, and be aware of the client’s buying cycle, so as to consciously adopt into that strategy, too.

It’s essential to set clear remarketing objectives, and conscientiously optimise your remarketing campaigns to ensure you’re keeping up with how users are engaging with your website. Ad impressions should be monitored closely — we want to be present in a customer’s mind, but not appear as if we’re constantly hounding them to buy what we’re offering.

There are plenty of other filters, exclusions, and criteria we can apply to a remarketing strategy, all of which depends on understanding what an audience wants, and the types of messaging they’ll react to. Good remarketing should create a connection between your audience and your brand, as well as giving you the opportunity to segment your audience, and create highly relevant ads.