Do's and Don'ts of Remarketing in Digital Advertising

Abhishek V
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September 1, 2023
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In today's digital landscape, remarketing has become an essential strategy for digital advertisers to efficiently target and engage potential customers. By re-engaging with users who have shown interest in a product or service, remarketing maximises the chances of conversions. However, to make the most of remarketing campaigns, it is crucial to follow certain best practices while avoiding common pitfalls. Let us explore the do's and don'ts of remarketing in digital advertising, focusing on ensuring effective and ethical practices for campaigns. 

What is Remarketing in Digital Advertising? 

Remarketing, also known as retargeting, is a strategy that enables advertisers to connect with users who have interacted with their website or digital ads. By utilising tracking pixels or cookies, advertisers can show targeted ads to these potential customers across various websites and platforms they visit, encouraging them to revisit, engage, and convert. 

Types of Remarketing in Digital Advertising 

Standard Remarketing

This type of remarketing involves displaying ads to users who have previously interacted with your website or app. It allows you to reach a broad audience and reinforce brand messaging.

Dynamic Remarketing

Dynamic remarketing takes standard remarketing a step further by displaying tailored ads that feature products or services the user has previously viewed. This highly personalised approach increases the chances of conversion.

Video Remarketing

Video remarketing allows you to target users who have interacted with your video content or YouTube channel. By displaying ads during subsequent video viewings, you can nurture engagement and generate leads.

Social Media Remarketing

This type of remarketing involves utilising social media platforms, such as Facebook and Instagram, to display ads to users who have previously engaged with your website or content.

Top 5 Do's of Remarketing in Digital Advertising


Do segment your audience based on their interaction with your website or specific pages/products. Customising ad messaging based on their behaviour maximises the relevance of your ads.

Creative Variety

Do use a variety of ad creatives, including static images, videos, and carousel formats. Testing different creatives helps you understand what resonates best with your target audience.

Frequency Capping

Do set frequency caps to avoid bombarding users with excessive ad impressions. Ad fatigue can have a negative impact on your brand, so ensure you find the right balance.

Adjust Bidding Strategy

Do adjust your bidding strategy to prioritise users who are more likely to convert. This can be done by bidding higher for users who have shown stronger engagement signals, such as spending more time on your site.

Monitor Conversion Funnel

Do track user behaviour beyond ad clicks. Monitor conversions, user flow, and drop-off points in your website analytics to identify opportunities for optimization.

Top 5 Don’ts of Remarketing in Digital Advertising


Don't stalk users by bombarding them with ads excessively. This can lead to a negative user experience and brand perception.

Ignoring Frequency Caps

Don't neglect to set frequency caps. Overexposure to ads can lead to ad blindness and a waste of your advertising budget.

Ignoring Segment Exclusions 

Don't forget to exclude certain segments from your remarketing campaigns. For example, if a user has already made a purchase, they should not continue seeing ads for the same product.

Serving Irrelevant Ads

Don't serve generic ads to your remarketing audience. Make sure your ads are tailored to their specific interests and behaviours.

Neglecting Privacy Regulations

Don't overlook privacy regulations. Ensure compliance with data protection laws and respect users' privacy choices by providing transparent opt-out options.

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