Remarketing Pay-Per-Click Ads (PPC): Google and Facebook

When someone shows interest in a product or service, you try a little harder to persuade them to make a purchase. With digital online advertising, you have the ability to specifically re-target potential customers who have shown interest, clicked on your ads, browsed your products, visited your website, or added items to their cart for a later time.

Google Ads Remarketing

Google lets you track who exactly visits your site! You then can take that data and add those visitors to a remarketing audience. Customize coding to deliver more specific messages to certain audiences.

It’s okay to start your first campaign with a broad audience, but the narrower your target audience is, the lower your cost-per-click becomes.

Optimize a Successful Ad Campaign

In order to “seal the deal” when it comes to purchasing your products or services, you must adapt to your consumers’ wants and needs.

It’s simple: If a user purchases an air purifier from your site, you will not want to remarket to him/her with other brands and types of air purifiers. Instead, you may want to advertise replacement filters.

Customers who see retargeted ads are 70% more likely to convert on your website! Sometimes it takes more than one impression to drive a sale. Retargeting ads are essential for moving on-the-fence customers through the funnel.

Asses Your Efforts

Once you have run a remarketing campaign, it’s import to look at your result and see how your business, in particular, can improve moving forward.

  • How long did your campaign run?
  • Did you turn people away from your brand?
  • Are your targets meaningful and well-thought out?
  • How can you get your costs down and relevance up?

Facebook Remarketing

All of the same concepts and ideas behind remarketing with Google Ads apply to remarketing with Facebook Ads. The end goal? Target those who have shown interest in your products and services with the same, similar, or fitting ads that will result in purchases!

Facebook Pixel

A Facebook Pixel is a unique line of code you embed on your website.

Through the pixel, Facebook can track what pages are being viewed (or haven’t been viewed), what actions people are taking on your website (for example, buying something, or downloading a whitepaper), and based on that information a custom audience can be created.

The three main benefits of the Pixel are to track your website visitors, optimize campaigns based on specific visits, and monitor your results.

Custom Audience

Unlike standard target audiences, remarketing audiences aren’t defined by demographics or interests. They are created from people who have engaged with the page that your pixel is on based on their behavior.

For example, if your first original ad was a video, you can remarket to people who viewed your video for at least 10 seconds or more, or to those who watched 95% of your video.

People who abandoned their shopping cart can even be reminded to go back to the website to complete the checkout. For optimal results, you can use dynamic ads and custom audiences from your website to target users who have visited specific pages and products. It is best practice to exclude those who purchased by “excluding” users who “visited” your confirmation page.

Lookalike Audiences

Upload a list of your previous customers to Facebook Ads Manager and create a lookalike audience that will have similar characteristics as the uploaded list, based on their Facebook profiles (their interests, location, buying behavior, etc.)

You can then create a remarketing ad campaign geared to people who are most likely to be interested in your offerings.


All-in-all, remarketing is the best way to take your advertising efforts to the next level.

Enhance your digital ad’s performance with the remarketing ads to send your messages and advertisements to customers with the highest purchase-potential.

Online consumers are open to behaviorally retargeted ads. What’s more, 25% of consumers enjoy them because they remind them of products they’ve viewed previously! Why wait? Take marketing to a whole new level.