01 — Remarketing
Remarketing
Most people do not buy on the first visit. That is normal.
The visitor who left is the cheapest audience you will ever advertise to, because you already paid to acquire them.
Remarketing shows ads to people who already visited your site, segmented by what they did there. Because the audience is already familiar with you, cost per conversion is typically a fraction of cold traffic, which makes it the highest-return campaign in most accounts.
02 — Detail
Segmentation is what separates it from nagging.
Showing the same ad to everyone who visited any page is the version of remarketing that annoys people and produces little. Someone who abandoned a cart, someone who read a pricing page and someone who bounced from a blog post are three different problems requiring three different messages.
Frequency limits matter more than most advertisers think. Past a certain point, additional impressions stop producing sales and start producing irritation towards the brand, which is a real cost that never appears in the campaign report.
Remarketing also depends entirely on traffic existing in the first place. It amplifies; it does not create. If the site gets few visitors, the honest recommendation is SEO or paid traffic first, and remarketing after.
03 — How it works
How we structure it.
- 01
Segment by behaviour
Cart abandoners, page viewers and past customers get different messages.
- 02
Match the message
What the person actually saw determines what the ad should say next.
- 03
Cap frequency
Enough to be remembered, not enough to be resented.
- 04
Exclude converters
Nobody should be sold something they already bought last week.
- 05
Set a window
Interest decays. A visitor from four months ago is not the same prospect.
04 — Questions
Next step
Losing visitors who never come back?
Tell us how much traffic your site gets. We will tell you whether remarketing has enough to work with.
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- Volta Redonda, Brazil · remote worldwide