Remarketing (Retargeting)

Remarketing (retargeting) delivers ads to users who have already interacted with your site, app, or content, making it useful for re-engaging warm audiences with higher purchase probability. Effective remarketing segments users by behavior, such as product viewers, cart abandoners, or recent buyers, then aligns creative and offers to each stage. It is typically more efficient than cold prospecting, but it can become wasteful without audience exclusions, frequency caps, and conversion-window controls. Teams should monitor incremental lift rather than assume all return conversions are caused by ads. Good remarketing strategy balances persistence with user experience to avoid ad fatigue and diminishing returns.