Most users won't convert on the first click, but that doesn't mean the opportunity is lost. Remarketing lets you reconnect with people who've already shown interest and move them further down the funnel.

Key Points:

• Remarketing targets warm leads - people who visited your site, app, or YouTube channel but didn't convert. These users already know you, so they're cheaper and easier to convert than cold audiences;

• You can build lists in Google Ads (via GA4 or Tag Manager) for website visitors, app users, YouTube viewers, or Customer Match email lists. Lists can be segmented by actions (e.g., cart abandoners, checkout visitors) and time windows (7, 30, or 90 days);

• Smart remarketing strategies include:

  • Abandoned cart ads with urgency (e.g., “Still deciding? Free shipping ends tonight”);
  • Page-specific retargeting (e.g., targeting blog readers with product offers);
  • Cross-sell/upsell campaigns for existing buyers;
  • Loyalty nurturing ads with exclusive content or discounts.

• Always exclude recent converters unless you're upselling or building loyalty;

• Remarketing campaigns typically deliver the highest ROI because they target users who are already part of your funnel.