13th November 2020

Remarketing - What it’s All About and Does it Really Work?

Will Fleming

Remarketing, are you using it yet? If not, then welcome! 

Remarketing is a key tool in your paid advertising belt, helping you to engage with an audience that is already familiar with your products. Used wisely, it will encourage potential customers into making a purchase or getting in touch with you - whatever your goal is.

What does it look like?

As a quick reminder - have you ever visited a website, seen an item you fancied but weren’t ready to make a purchase, and then later you spotted the same item or website advertised elsewhere? That’s remarketing. You can read a more detailed explanation of how it works here.

Why Do I Need Remarketing?

It’s really effective to have your brand whenever your audience are, especially if they are at the point of making a purchasing decision.

Below, we’ve listed the top five reasons as to why you should consider adding remarketing to your digital marketing strategy. Want to know more? Just get in touch to speak to our Google Ads specialists, you can call on 0161 402 3170 or email us at info@i-com.net.

1. Keep connected
Remarketing ensures you keep connected with your target audience. In an ideal world, users will enter a site for the first time, fall in love with the product or service and then instantly convert - buying your goods or filling in a contact form.

However, we know that people's buying cycle often involves researching and comparing different options, exploring similar products on different websites.

Using remarketing ensures that your brand stays at the forefront of the mind of your users.

2. Cost-effective 
Using a remarketing campaign for people who haven't converted on your website is a more cost-effective tool than encouraging new users to visit your site for the first time. That’s because we already know that they are interested in your company and a warm lead is, nine times out of ten, easier to convince than a cold lead.

When combined with an effective paid search strategy, remarketing will ensure you will pick up the most conversions possible at the cheapest cost.

You will also see a lower cost-per-impression as you aren't competing against other businesses in an auction to get your display or social campaign visible.

3. Relevant for all stages
Regardless of whether your customer is idly browsing, conducting serious research or is ready to commit, remarketing is a fantastic tool to attract them to your business at any stage of their lifecycle. 

So, if you want to grow brand awareness towards a relevant audience or acquire more conversions from a solid base of users that you've built up over time, remarketing can help achieve your goals.

4. Super specific
One of the key benefits of remarketing is that you can be very specific with how you target your ads and what content you show those users. As an example, in the same campaign you can send an advert showing the specific product or service a user showed interest in and you can also send a different ad to a user that spent a longer period of time on a different page.

5. Detailed analysis
An essential part of any digital marketing campaign is the ability to review and analyse work in order to continually improve the activity for ever-greater results. Remarketing campaigns are fantastic in that they give an extra layer of detail that can be analysed. 

This doesn’t just help us make adjustments to the remarketing strategy but also helps us to make tweaks across the rest of the marketing strategy; meaning you’ll see an improvement to your results across the board.

6. Universal
There is very little limit to where remarketing can be used - it can be used effectively across the entire web. We can remarket users on Google, Facebook, LinkedIn, Twitter, Pinterest and many many more sites. 

But Does it Really Work?


We reviewed our remarketing work for clients across the B2B and B2C spectrum, and discovered that, compared to users who aren’t retargeted, you can expect: 

  • The click through rate (CTR) is 180.55% higher for retargeted users on the display network
  • The conversion rate is 291.66% higher for retargeted users on the display network
  • Retargeted users are 8 times cheaper to reach per click

B2C Ecommerce Case Study

Homeware and soft furnishings brand

  • Retargeted users are 499% more likely to convert
  • Average order value is 30% higher for retargeted users

Legal Case Study

Full-service law firm

  • Display click through rate is 268% higher for retargeted audiences - compared to the network's  average of 0.35%!
  • Cost per click (CPC) is 466% cheaper for retargeted users

B2B Ecommerce Case Study

Wholesale supplier of eco-friendly packaging

  • Remarketing on Google shopping yielded a 403.26% increase in return on ad spend
  • Conversion rate is 236% higher for remarketed users 
  • Average order value is 60% higher for retargeted users 

Download our remarketing infographic with the full stats here.

Interested to find out how our remarketing service can help grow your business? Give us a call on 0161 402 3170 or use our nifty contact form and we’ll get back to you right away.