Remarketing strategy in marketing targets users who visited your site before, showing them tailored ads to boost conversions and keep your brand top of mind.
Remarketing Strategy in Marketing, also known as retargeting, is one of the most effective digital marketing strategies available in 2025. If you’ve ever visited a website and then seen its ads following you around the internet, you’ve experienced remarketing in action.
This strategy allows businesses to re-engage potential customers who showed interest but didn’t convert the first time.
In today’s competitive digital landscape, Remarketing Strategy in Marketing, also known as retargeting, isn’t just a “nice to have”—it’s a must-have for increasing conversions, boosting ROI, and staying top of mind.
In this article, we’ll break down how to start a remarketing strategy step by step in 2025, along with pros and cons and 10 frequently asked questions.
Table of Contents
What is Remarketing Strategy in Marketing?
These interac tions could include:
- Visiting a product page
- Adding to cart but not checking out
- Watching a video
- Signing up for a newsletter
By using cookies, tracking pixels, or platform-specific tools, marketers can show relevant ads to these users on platforms like Google,Facebook, Instagram, TikTok, and even YouTube.
Why Remarketing Strategy in Marketing Matters in 2025
- Most users don’t convert on their first visit
- It’s highly cost-effective
- You target people who already know your brand
- You can personalize ads based on previous actions
Whether you’re a small business or an enterprise, remarketing can dramatically improve your marketing performance—if done right.
Step-by-Step Guide to Start Remarketing Strategy Marketing in 2025
Define Your Goals Of Remarketing Strategy in Marketing
Before launching your remarketing campaigns, Ask yourself:
- What’s the end goal? (Sales, leads, sign-ups, video views?)
- What actions qualify for remarketing?
- What platforms will you use?
Example:
If your goal is to recover abandoned carts, your strategy will look different than someone trying to boost video views or course sign-ups.
Choose the Right Platforms Of Remarketing Strategy in Marketing
Best Platform
Different platforms offer powerful remarketing options:
- Google Ads Website visitors, YouTube viewers, app users
- TikTok Younger audience engagement, content retargeting
- LinkedIn B2B remarketing, whitepapers, lead magnets
- YouTube Retargeting based on video interaction
Choose the ones that align with where your audience spends time.
Install Tracking Pixels
This can include:
- Google Ads Pixel
- Facebook Pixel (Meta Pixel)
- TikTok Pixel
- LinkedIn Insight Tag
These pixels allow platforms to track visitor behavior and build custom audiences.
Segment Your Audience
Segmentation is key. Not all visitors are equal. You can create custom remarketing lists like:
- All visitors in the last 30/60/90 days
- Cart abandoners
- Viewed specific product or service
- Spent more than X seconds on site
- Watched 75% of a video
- Segmenting lets you deliver highly relevant ads that convert better.
Create Customized Ads
Now that your audience is segmented, it’s time to craft personalized ads. Examples:
- For cart abandoners → “Still thinking it over? Your cart is waiting!”
- For blog readers → “Liked our tips? Get our free eBook!”
Use eye-catching visuals, strong CTAs, and platform-specific ad formats (carousel, video, stories, etc.).
Set Up Your Campaign
Depending on the platform, you’ll create your remarketing campaign and choose:
- Audience list
- Budget
- Ad format
- Placement (feed, stories, display, etc.)
- Bidding strategy
Use A/B testing to try different ad creatives and CTAs to optimize results.
Monitor & Optimize
Track KPIs
- Click-through rate (CTR)
- Conversion rate
- Cost per acquisition (CPA)
- Return on ad spend (ROAS)
Pause underperforming ads, scale winners, and regularly refresh creative to avoid “ad fatigue.”
Expand with Lookalike Audiences
- Once you have a remarketing list that converts, create Lookalike Audiences (or Similar Audiences) to reach people who resemble your best customers.
- This helps you grow while still maintaining targeting accuracy.
Best Practices for Remarketing in 2025
- Don’t annoy users: Limit ad frequency to avoid overexposure.
- Time your campaigns: E.g., show cart reminder ads within 24–72 hours.
- Use exclusions: Don’t show ads to people who already converted.
- Mobile-first design: Most users will see your ads on mobile.
- Test different CTAs: E.g., “Buy Now” vs. “Get 10% Off Today”
Pros and Cons of Remarketing
Pros
- Higher conversion rates
- Cost-effective targetingImproves brand recallIncreases customer lifetime value
- Works across multiple platformsHighly customizable
- Boosts ROI of other campaigns
Cons
- Requires technical setup (pixels, tags)
- Can be creepy if overdoneAd fatigue is common
- Privacy regulations (GDPR, CCPA) must be followed
- Not effective without proper segmentation
- May not work for cold audiences
- Users may ignore repeat ads
FAQ’s
Both terms are often used interchangeably. Technically, “retargeting” often refers to ads, while “remarketing” may include email or other forms of re-engagement. In 2025, they mean the same in most digital marketing contexts.
What is remarketing in digital marketing?
Remarketing is a strategy that targets users who have previously interacted with your website, app, or ads, encouraging them to return and complete a desired action like making a purchase.
Do I need a large website audience to do remarketing?
Not necessarily. Even 100–1,000 website visitors can make a meaningful remarketing list, especially for niche businesses.
Can I remarket without a pixel?
Some platforms (like email remarketing) don’t require pixels. But for ad-based remarketing, pixel installation is essential.
Why is remarketing important in 2025?
In 2025, remarketing remains crucial because it helps increase conversion rates, reduce ad spend waste, and re-engage warm leads using personalized and data-driven ads.
How do I get started with remarketing?
Start by installing tracking pixels (like Google Ads or Meta Pixel), defining your audience segments, and creating customized ad campaigns based on their past behavior.
What are tracking pixels and how do they work?
Tracking pixels are small pieces of code added to your website that collect data on user activity. This data helps identify which users to target in your remarketing campaigns.
Can I do remarketing without a website?
While having a website helps, some platforms like Facebook or YouTube allow remarketing based on engagement with your profile, videos, or posts.
What types of remarketing campaigns can I run?
Common types include site-based, email remarketing, dynamic remarketing (showing products users viewed), and list-based remarketing using customer email lists.
How do I segment my audience for remarketing?
Segment users based on behaviors like visited pages, time spent, abandoned carts, clicked links, or partial form completions to deliver more relevant ads.
What kind of ads work best for remarketing?
Ads that are personalized, visually appealing, include strong CTAs (Call to Actions), and highlight benefits, offers, or urgency (e.g., “limited stock”) perform best.
How long should a remarketing window be?
Depending on your goal, a remarketing window can range from 7 days (for hot leads) to 90+ days (for long sales cycles). Always test and adjust based on performance.
What is dynamic remarketing?
Dynamic remarketing automatically displays ads featuring products or services that users viewed on your site, increasing relevance and chances of conversion.
How do I measure the success of my remarketing strategy?
Track key metrics like click-through rate (CTR), conversion rate, return on ad spend (ROAS), cost per acquisition (CPA), and bounce rate.
What are common mistakes to avoid in remarketing?
Avoid overexposure (ad fatigue), targeting too broad an audience, not testing different creatives, ignoring frequency caps, and failing to exclude converted users.
Can remarketing be used for B2B marketing in 2025?
Yes, B2B businesses can use remarketing effectively, especially on LinkedIn, Google, and email, targeting users who visited service pages, downloaded resources, or attended webinars.
Conclusion
Starting a remarketing strategy in marketing 2025 is a smart move for any business aiming to re-engage potential customers and boost conversions.
By following a step-by-step approach—defining your audience, setting up tracking pixels, segmenting visitors, creating targeted ads, and analyzing performance—you can effectively bring users back into the sales funnel.
With advanced tools like AI-driven ad platforms, personalized content, and cross-platform integration, remarketing Strategy in Marketinghas become more precise and impactful than ever.
For beginners, staying consistent, testing creatives, and optimizing based on data are key to long-term remarketing success.