Remarketing - what is it and how does it work?
For business
18 July 2025
It sometimes happens that a potential customer enters a website with the intention of making a purchase and then suddenly leaves, abandoning the shopping cart. More than one e-shop owner has experienced this. In such situations, remarketing comes into play - what exactly is it and what benefits can it bring to your business? You will find out in this article.
Remarketing - what it is and how it works
Marketing activities take many forms, and remarketing is one of them. It involves the creation of dedicated adverts targeting users who have expressed an interest in our offer or service but have not taken a final action, such as not completing a transaction.
The aim of remarketing is primarily to achieve conversions. Remarketing adverts are designed to influence a potential customer to complete a purchase, fill in a form or perform another action we want.
How does it work? To be able to exploit the full potential of remarketing, you need to equip your website with the right script - most commonly the Facebook Pixel. Using cookies, it collects data on the choices you make on our website. This allows us to display adverts containing only that part of the offer which is of interest to the audience. 
Types of remarketing
Remarketing has more than one name. For this reason, remarketing activities can be divided into:
- Static remarketing - this is one of the simplest and most commonly used forms of remarketing campaign. It focuses on displaying the same general offer to all users, disregarding the products that they were realistically interested in.
- Dynamic remarketing - this involves targeting your audience with personalised marketing content. In this option, we take into account what exactly the customer has viewed on our website. This allows us to display an ad with the specific products that interested them - such a tailored ad will have a better effect than a generic ad.
- Remarketing Facebook - the popular social network boasts its own remarketing mechanism. It even offers two types: manual and dynamic. In the first option, we choose the graphics and adjust the content of the ad ourselves. In the second option, Facebook's algorithms decide which products to display as advertisements. However, in order to start remarketing on Facebook, Pixel must be installed.
- Video remarketing - this remarketing option is available from Google and is linked to your YouTube account. It involves displaying video ads to people who have previously interacted with the service, videos on the channel or our website. The ads then appear when viewers use the platform.
- Mobile app remarketing - this type allows you to target customers who have interacted with the app. For example, you can target adverts to internet users who have performed a certain action, such as putting a product in a basket or reaching a certain level in a game.
Benefits of remarketing
The undeniable advantage of remarketing is that it reaches a specific recipient. Thanks to information such as what the user was searching for on the Internet or at what point he/she abandoned the purchase of a product, we can instantly prepare a personalised ad that is immediately displayed to him/her. The additional incentives ensure that many potential consumers return to complete their purchase.
Remarketing can be successfully used for cross-selling. This involves offering the customer additional products or services in addition to the offer they were interested in/purchased.
However, it does not stop there. Remarketing activities have a positive impact on our brand awareness. By displaying the adverts everywhere, with the company's logo and name on each one, we become increasingly recognisable in the minds of users.
Introducing remarketing into your strategy brings another benefit. Using remarketing lists, we can inform customers about new promotions or products available in our shop. There is a good chance that people will be tempted to make another purchase. Remember, the more positive experiences customers have in the purchasing process, the more likely they are to return. And that is exactly what we care about.
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