Remarketing is one of the most effective ways to catch up with people who visited your website or contacted your brand. It lets you remind them of your offers and motivate them to buy. 

But how do you set up remarketing effectively? What are the rules to follow? 

We've previously described the best practices and tips to follow when setting up your remarketing campaign in Google Ads.

This article will further expand on this topic and cover 4 remarketing strategies for different types of customer databases.

Understanding the Basics

There are two main ways to collect an audience for remarketing:

  • Existing client database
  • Audience data collected from your website

There are several ways to segment your client base by setting different conditions; we will talk about them below.

In order to set up remarketing campaigns on Google and Facebook, you'll need to install a tracking code from Google Analytics and Facebook pixel on your site. Also, make sure to set up goals and e-commerce if you have an online store.

Segmenting an audience

Audience segmentation is a crucial step towards a successful remarketing campaign. 

There are many ways to build unique segments for different goals. For example, for an online store, you can create segments based on website visitors' behavior:

  • Visited website
  • Downloaded a catalog
  • Viewed a certain product
  • Added an item to the cart
  • Filled in a form
  • Made a purchase

If, for example, you need to create a remarketing audience for a beauty salon, it's possible to build segments based on the following conditions: visited the website, showed interest in specific services (for example, a manicure), called (call tracking data), signed up for services online, asked something in a chat, etc.

In addition, web analytics platforms allow generating segments based on user data (location, gender, age, interests) and device data (the type of device, browser, operating system, etc.).

Client base can be segmented by the average purchase amount, product/service bought, date of purchase, gender, etc.

This analysis and segmentation allow you to better understand the real target audience and use this data for effective remarketing campaigns.


Simple strategies, like "show everyone the same ad," don't perform well.

Earlier it could have been possible to sell your product at an average price, but it won't work anymore. Now only products with a higher-than-usual demand have any hopes of selling well.   

Additionally, the price must be justified by the value, and ads should be targeted to the right audience. This means that ad creatives should be as personalized as possible and displayed at the right time.

We know it's possible to build various segments. The next step is to create a unique offer for each segment. This will allow you to catch up with the client without annoying and obsessive advertisement of products they don't need at the moment. 

Have you ever heard about "Remarketing Audience Duration"? 

This is the duration you can show personalized ads to a remarketing audience. 

There aren't any exact formulas for this. Some experts advise to show the same ad with the maximum frequency throughout the year; others recommend constantly changing creatives or disabling ads per segment altogether. Make sure to test these strategies to find one that suits you best.

Strategy #1

Serve ads to all site visitors the same way, without time limits. Not the best plan, but it works for sites with less than 200-300 daily visitors. It makes no sense to divide such an audience into small segments because that'll result in minimal coverage. But even in this scenario, we advise you to determine the average time for making a purchase decision from the time of the first website visit (you can find this in the Google Analytics report).

Strategy #2

Catch up with all website visitors in the same way, except those who left a request or made a purchase. If a user has achieved the goal for which they came to your site, it is logical to stop targeting him. Yes, created segments can and should be excluded from this tactic.

Strategy #3

If your website gets thousands of visitors, launch remarketing ad campaigns using unique scenarios with personalized, time-limited offers.


We don't know the real reason why a user leaves the site, so we tried a more complex remarketing approach. Within the first two weeks, we caught up with such a user with an ad: "Looking for experts in PPC audit? We can help!". 

The plan was to show them another creative if they didn't convert within a week. The messaging would be: "Personal offer, a 30% discount on PPC audit! The discount is valid for 1 week. Learn more." 

The user still didn't submit a request, so we brought him back with a lead magnet: "If you want to audit your ad campaigns, download a free step-by-step guide written by PPC experts." 
This approach ensured that the leads won't get annoyed with intrusive advertising and hit purchase when they are good and ready.

Strategy #4

For this strategy, we will use the existing client base and segment clients by the products and services they have purchased. It is necessary to answer the question, are repeat sales or sales of additional products possible in your industry? If yes, you can create unique scenarios for different segments with different duration. For example, highlight those who have bought professional cameras last month. Let's say that a certain percentage of these clients will soon need a more powerful lens, light, tripod, and other equipment. However, they will not buy it all at once because it takes time to make a decision. It is worth launching such an advertisement precisely one month after the purchase.

To conclude

To choose the right remarketing scenario, study your product, its features, target audience, and competitors. Try to motivate users to buy using personalized offers, and don't forget about targeting them for repeat purchases. Also, remember to limit the duration of your remarketing campaign and exclude unnecessary segments. Good luck!

Marketing Specialist