Remarketing is a cost-effective way to move your audience along the buying journey. Remarketing provides you with an opportunity to serve ads to visitors who have previously visited your website or watched a YouTube video as they browsed elsewhere on the internet. Using website cookies, remarketing creates a detailed list of visitors to redirect ads to again. A remarketing list can provide information about the target demographics, enabling a more focused campaign. For instance, using remarketing will typically generate more impressions, lower costs and better positive events/actions i.e., filling out a lead form, clicking an ad to call.

Why is remarketing valuable?

Remarketing is a pivotal part of any long-term digital strategy. The customer’s journey is complicated and is time-consuming. Remarketing allows brands to move potential clients along the buying journey with sequential or segmented content. The ability to build audience lists of people who have engaged with your brand already reduces the cost to serve content (video, display or search). As visitors browse your website or visit your social platforms, you have the opportunity to reinforce your brand, impacting the buying journey to ultimately aid in conversion.

Remarketing can be used on many platforms, with Google Network (Search, Display, YouTube and Gmail) and Facebook/Instagram being the two big juggernauts. Other remarketing options are available on Bing, Twitter, LinkedIn for B2B, Pinterest and programmatic networks.

How do pixels help build remarketing lists?

To set up remarketing for your website, you must first place a small piece of code (pixel) onto your site from each platform (Google AdWords, Facebook, etc.) you intend to be active on. The pixel is a simple piece of JavaScript code from the various ad platforms and doesn’t affect the performance of your site. Therefore, when visitors to your site allow cookies to be used, visitors are added to a remarketing list. As a result, your remarketing ads can now show up on the various platforms that you have pixeled your site with.

You can also build a remarketing list on YouTube from targeted viewers of your pre-roll that people have watched (over 10 seconds of your video). This list of video viewers can be remarketed to with sequential or segmented content in Google AdWords with display, search (at a much lower rate) and additional video.

Why would you use remarketing?

Remarketing allows you to segment marketing list and tailor ads. It provides a cost-effective way to test different ad placements, platforms and creative, and to upsell to current viewers. Remarketing lists can be kept for longer periods and you can use them for future campaigns.

Would you like to learn more?

At Fifth Story, we work with our clients to cost-effectively target their audience and move them along the buying journey. By implementing strategic digital marketing optimizations and using strong creative, we have seen up to a 50% drop in cost in CPC (cost per click) for remarketing campaigns.

Jon Bernstein, director of digital strategy at Fifth Story shared his insights about remarketing. If you have questions about how to cost-effectively build a qualified marketing audience, please contact us to learn more at