Remarketing (also called retargeting) is a form of online advertising that specifically targets people who have already visited a website but didn't take the desired action — completing a purchase, signing up, or filling out a form.
How Remarketing Actually Works
A small tracking pixel placed on a website records who's visited, and often which specific pages they viewed. Advertising platforms then use that data to display targeted ads to those exact visitors as they continue browsing elsewhere across the web.
Common Remarketing Platforms
- Google Ads — remarketing across the vast Google Display Network
- Facebook/Meta Ads — remarketing across Facebook and Instagram
- Email remarketing — following up directly with abandoned-cart emails
Why Remarketing Tends to Work So Well
- It targets people who've already shown genuine, demonstrated interest
- It reinforces a brand through repeated, familiar exposure
- It typically delivers a considerably higher conversion rate than cold advertising to new audiences
- It's generally more cost-effective than acquiring an entirely new visitor from scratch
Setting It Up on WordPress
Adding the Facebook Pixel or Google Ads remarketing tag to a WordPress site is usually handled through a dedicated plugin, or directly through Google Tag Manager — either approach avoids needing to manually edit theme code.
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