How Remarketing Can Help Your Business

Simply put, remarketing (or retargeting) is a tactic that allows you to show ads to people who have previously interacted with your brand in some fashion. At its core, remarketing is about your audience, meeting them where they are, and working to continually stay in front of them. 

Traditionally, remarketing is about targeted ads to a defined audience that has visited your website as they browse elsewhere around the internet. These ads consist of static images, animated images, video and text ads. Today however, remarketing can take on many forms, and it’s no longer just about who has been on our website; we can remarket to people who have searched for things that are the services or products that we provide; we can remarket to those who have watched one of our videos on YouTube or Facebook; we can remarket to those who we know have been inside of our GeoFence.

We believe that remarketing is an ideal tactic to employ in every business, in any industry. Today’s consumer engages with brands in many different ways, over many different devices in their moment of need. It’s our job to meet them in that moment and do our best to be truly helpful by providing solutions to their needs. We have found that across our client base, the average consumer needs to interact with your company at least 4 different times and across different channels before they take action. As a result, remarketing is a great way to stay in front of them and be present in their moment of need. When executed correctly it can be a powerful tool to improve conversion numbers and raise your brand identity in a very cost effective way.

While results will vary, our experience has shown us that success with remarketing comes when the ads are brand focused and the landing page offers a solution to the user’s problem. This is because the people you’re targeting are already familiar with your brand in some way, but they may not have decided on a solution to their problem yet. They may not pay any attention to a random creative advertisement, but they may be much more likely to notice an ad that’s touting a brand or service they are familiar with and currently looking for.

Remarketing is a powerful targeting method. Our expert team can tailor your ads, bids and landing pages to the specific audience you’re trying to reach, and show tremendous results to your account. Here’s a closer look at some of the different kinds of remarketing that are available:

Website Remarketing - The Xcite Group-how visitors visit and leave your website graphic

Site Retargeting

Site retargeting captures users who have already visited your website and re-engages with them across the internet with display ads. You can create many different remarketing lists based on all pages of your site, you can group pages together or use a single page to create a very specific audience and serve them very specific ads, based on what they were looking at on your site.

Search Retargeting - The Xcite Group-man using Google on his laptop

Search Retargeting

This type of remarketing combines the effectiveness of search with the reach and brand impact of display advertising. How can you target an audience who is searching for your products or services on the internet, but didn’t visit your website? Search retargeting captures users with a display ad based on previous keyword searches they have performed across search engines.

Remarketing Lists For Search Ads - The Xcite Group-Google RLSA logo

Google Remarketing Lists For Search Ads

Remarketing Lists for Search Ads (RLSA) is a feature of Google Adwords that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they’re searching on Google and search partner sites. You can use this type of remarketing for visitors who leave your website and then go back to Google search to find similar solutions.

Social Retargeting -facebook logo with bullseye- The Xcite Group

Social Remarketing

There are 2 categories of social retargeting and they are:

1. As shoppers browse elsewhere after they leave your site, social retargeting can reintroduce them to products they’re already interested in — and offer them a promotion that encourages them to return to your website and purchase.

2. Targeting users who have visited your website via a social media site and retargeting to them elsewhere on the internet.

Video Retargeting - The Xcite Group

Video Retargeting

Video remarketing involves showing those visitors remarketing ads that have recently seen your videos or to people who have been on your website. You can display video remarketing ads on YouTube at the beginning or in-between videos your potential customers are viewing (where they’ll have the option to skip the ad). You can also display a remarketing ad on the right side margin where they find video suggestions.

Geo-Retargeting & geo fencing - The Xcite Group


Brands have the ability to target key consumers based on historical data. Retargeting can be customized to track visits to specific places, as well as categories of places. Simply put, we can draw a virtual fence around any real-world location and serve ads to those who have entered our fence. Read here for more information on GeoFencing.

OTT & CTV Retargeting - The Xcite Group

OTT & CTV Retargeting

You can retarget your CTV viewers across all their devices, including laptops, tablets, and mobile phones. Keep your message top-of-mind throughout the decision-making process. Read here for more information about OTT & CTV advertising.

Email Retargeting - The Xcite Group-keyboard keys spelling email

Email Retargeting

Email remarketing encapsulates two techniques and they are:

  1. Serving remarketing display ads across different websites to users who open an email from you.
  2. Reaching out to visitors who have left your website without completing a purchase with targeted follow-up emails that convince them to come back to your website.