Remarketing And Retargeting | A User Guide To Various Strategies. Skip to content

What is remarketing and how can I use it?

Last update : 25 November 2020

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You may have already noticed how some websites have the unfortunate tendency of reappearing before your eyes after you’ve just visited them. They seem to be everywhere, in the advertising spaces in your email as well as on other sites that you visit…

And the most surprising thing is that they can be websites dedicated to travel, chocolates, flowers, clothes etc. Anything goes! Many Internet users accuse Google of being responsible for this advertising campaign that seems to follow you everywhere, but Google’s responsibility stops after the development of its advertising platform (Google AdWords). For the rest, it’s the specific travel, chocolate, flower, and all other sites that use remarketing strategies that are to be blamed! 🙂

More concretely, what exactly is remarketing?

Remarketing is also called “retargeting”; it deals with all the techniques and strategies automatically implemented by websites to follow visitors who did not act the way they wanted them to (watch out, Big Brother is everywhere!). Most of the time, the “action” we are talking about concerns the act of a purchase. The e-commerce sites therefore tend to follow and solicit users who left their website without completing a purchase. Companies that want to increase their visibility online also use remarketing.

How can I set up a remarketing strategy on my website?

As part of this article we will look into remarketing using Google, but feel free to leave us a comment if you would like to learn more about other search engines. To put into effect remarketing on the Google network, you first need to create a list. “A list? But a list of what?” Quite simply a list of all the people who visited your site. To create it, you must put a snippet of code, which you will find in your Adwords interface, on all the pages of your site. If you wish, you can also place this code in the footer of your website.

Once you have successfully registered a number of visitors, you must create your lists. “But isn’t that what we just did before?” Not exactly, by integrating the code into your site, you simply made an inventory of your visitors. Now, you have to make a remarketing list. You can decide to make one or more. To be as clear as possible, here is an example:

Imagine you sell chocolate and chickens (unlikely, I grant you, but imagine it anyways for this example). You notice that one of your visitors has arrived on the “chocolates” category of your site by having searched “creamy chocolate” on Google. Another user typed: “roast chicken” into the search engine and arrived directly on the “chicken” category of your site. To be able to best “remarket” to these two customers, the ideal would be that the first visitor sees advertisements related to chocolates and the second, advertisements relating to chickens.

So you have the option of making a single list with an advertisement that talks about chocolates and/or chickens, but this can lead to advertising chocolate to one of your visitors when they really wanted chicken and vice versa. As always, Google offers you the solution, you can decide to make two remarketing lists. The first will be called “chocolate list” and will target all people who have visited the category “chocolates” while proposing an advertisement with a message about your chocolates. The second will target people interested in chicken in the same way.

With Google, you can also choose to do remarketing in different ways depending on your activity, purpose and campaign type. This allows you to decide whether to remarket on the Google Display Network or the search network.

But why should I use remarketing?

Depending on your business activity and goals, you may decide to use remarketing for a variety of reasons. You can try to increase your traffic, your sales, your conversions, your image, the number of subscriptions to your newsletter, etc. Remarketing is often seen by advertisers and online merchants as a tool not to be neglected in order to better target customers and increase their conversion rate.

If you liked this article, you will probably also like this one: The 4 key points to create an effective text or display ad.

Do not hesitate to contact us at 514 572 7758 or via our contact form if you wish to speak with an expert who will answer all your questions.


Co-founder and SEO-SEM Specialist

Eugénie began her web marketing career at Microsoft with partners that included Hewlett-Packard and Dell. In 2013, she co-founded My Little Big Web with Maxence to help SMBs optimize their web marketing. Her SEO, online advertising and user experience skills help My Little Big Web's clients quickly and lastingly rank at the top of search results. Since she is committed to sharing knowledge, she teaches many internal and external workshops and gives talks on various topics related to digital marketing.

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