What is Remarketing? Retargeting Past Visitors

Depends on your sales cycle. Impulse purchases: 3–7 days. Considered purchases: 14–30 days. B2B services: 60–90 days. Cart abandoners: start within 1 hour. The most aggressive targeting should be in the 24–48 hours after someone visits your site, when intent is highest.

Yes — B2B remarketing is extremely effective. LinkedIn remarketing lets you show ads to website visitors on LinkedIn where business decisions happen. Google Display remarketing can follow prospects for 90 days throughout their research process, keeping your brand top of mind until they are ready to engage.

Dynamic remarketing shows personalized ads featuring the specific products or services a visitor viewed on your site. Setup: (1) Add the Google Ads remarketing tag with custom parameters to every page (product ID, page type, value), (2) Create a Google Merchant Center feed with all products, (3) Create a Display campaign using a Dynamic Ads template, (4) Select the product feed as the data source. Dynamic remarketing consistently outperforms standard remarketing for e-commerce — showing someone the exact product they viewed converts 2–3x better than generic brand ads.

Prevent remarketing ad fatigue by: (1) Setting frequency caps (3–7 impressions/person/week maximum), (2) Rotating multiple creative variants — keep 3–5 different ad designs in each campaign, (3) Segmenting by recency and showing different messages ("Still interested?" at day 3 vs "Last chance" at day 25), (4) Excluding users who converted within the past 30 days from non-upsell campaigns, (5) Refreshing creative every 4–6 weeks. Signs of fatigue: declining CTR, rising CPM, falling conversion rate despite no changes.

RLSA lets you adjust your Google Search ad bids for users who previously visited your website. Uses: (1) Bid higher for past visitors searching your keywords (they are more likely to convert), (2) Show different ads or enable broader match keywords only for past visitors, (3) Target cart abandoners with a special discount offer when they search your competitors. Example: bid +50% for users who visited your pricing page within 14 days when they search your target keyword. RLSA is one of the highest-ROI bid adjustment strategies in Google Ads.

Customer Match lets you target or exclude users based on email addresses you have collected. Upload a CSV of customer or prospect emails — Google matches them to signed-in users. Uses: exclude existing customers from acquisition campaigns, bid higher for warm leads from your CRM, create lookalike audiences from top customers, and run win-back campaigns targeting churned customers. Match rates are typically 30–60% of uploaded emails. Customer Match is GDPR/privacy compliant as long as emails were collected with proper consent.