What is remarketing?

Remarketing means remarketing in German and is an online advertising technique that allows advertisers to target specific audiences based on their previous interactions with the advertiser’s website. This can be done, for example, with the help of cookies (which track users across websites).

How does remarketing work?

Remarketing refers to a type of online advertising where companies serve ads to users who have already come to their website or app but have not triggered a conversion. This is often done using tracking tags or cookies placed on the website or app that track user activity.

Why should you use remarketing?

Remarketing is an effective way to win back users who are interested in a product or service but are not yet ready to trigger a conversion. There are several ways remarketing can be used, including:


Classic remarketing, also referred to as “standard remarketing,” is a type of remarketing in which companies play ads to people who have already clicked on their website or viewed their products or services. This is usually done by using cookies that are stored on the computer of the person who has already clicked on the website. This allows the company to retarget the person by playing ads on other websites or social media that the person visits.

Classic remarketing is an important part of online advertising and is often used by companies to re-advertise their products or services to potential customers and increase conversion rates. It can be used on various platforms such as Google Ads, Facebook Ads and others.

Dynamic remarketing is a special type of remarketing in which companies play personalized ads to people who have already clicked on their website or viewed their products or services. Unlike traditional remarketing, which plays out generic ads that are the same for all website visitors, dynamic remarketing creates personalized ads that are tailored to each visitor’s specific interactions and interests.

Dynamic remarketing mostly uses a database that stores information about users’ interactions on the website. This information is then used to create personalized ads and play them out on various platforms.

Examples of personalized ads may include:

Dynamic remarketing allows companies to optimize their advertising campaigns and increase conversion rates by playing personalized offers to potential customers who are more likely to convert.

This technology uses personalized ads that are tailored to users’ specific interactions and interests to retarget potential customers and increase conversion rates.

Remarketing examples

There are many ways companies can run remarketing campaigns. Here are some examples:

  1. Google Ads: Companies can create remarketing lists consisting of people who have visited their website. They can then play targeted ads on the Google Search Network, Display Network, and YouTube to retarget and convert.
  2. Email marketing: Companies can run remarketing campaigns by sending personalized emails to people who have already had interactions with their products or services, such as making a purchase or signing up for a newsletter.
  3. Facebook Custom Audiences: Businesses can create an audience on Facebook consisting of people who have visited their website or come from customer lists, catalogs, apps, etc. They can then play targeted ads to this audience to re-engage them. They can then play targeted ads to this audience to retarget and convert.
  4. Instagram Shoppable Posts: With Shoppable Posts, e-commerce is linked with content. This way, products can be sold directly via Instagram. This type of post is great as a remarketing post, as it takes potential customers directly to the product page to make the purchase.
  5. Retargeting pixel: Companies can use retargeting pixels on their website, which allows them to play targeted ads on other websites visited by the same people who have already visited their website.

All these examples show that there are many ways to run remarketing campaigns and retarget potential customers.

How do Google Ads remarketing campaigns work?

Google Ads
Google Ads is an extremely powerful advertising platform. Around 90% of search queries in Germany are made via Google. With Google Ads, Google offers advertisers a wide range of tools and features, including highly targeted campaigns, remarketing lists, and multiple ad formats. These tools allow advertisers to create ads that are tailored to specific audiences and optimize them for maximum performance.

The following types of Google Ads remarketing can be used to retarget users who have already been to your website:

Each type of Google Ads Remarketing has its own advantages and can be used depending on the needs of the business.


The goal of remarketing is to bring these users back to the website and convert them into customers. It is considered an effective strategy to increase conversions and sales.


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