In short: Remarketing, or retargeting, works with audiences who have visited a website, used an app, responded to content or appear in customer data.
How I use remarketing in practice
I divide the audience by real situation and the next useful step. A visitor to a general article, a customer after purchase and someone with an abandoned cart should not receive the same ad. I set a time window, frequency, exclusions for completed actions and consent appropriate to the data used. I compare the result with a control view because remarketing often captures people already close to purchase.
What to watch
High attributed ROAS may mainly be credit for existing demand. Excessive frequency and long tracking after purchase damage the brand. The technical ability to create an audience is not automatic permission to use it.
Questions for decisions
- What situation connects the audience?
- What next step is useful to them?
- Are customers and completed conversions excluded?
- How much of the result is incremental?