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In the search for new ways to win back lost visitors, a targeted remarketing strategy is often a decisive success factor. Especially in the digital age, in which the attention span of customers is constantly decreasing, this method pays off because it builds on existing interest. Companies that establish a remarketing strategy as an integral part of their re-approach often report an increasing conversion rate and stronger customer loyalty. iROI-Coaching helps you to develop a customised remarketing strategy for your company and supports you in its implementation with practical tools and personal advice.
What does remarketing strategy mean for your project?
Remarketing strategy is much more than simply displaying adverts. It is a systematic approach that targets users where they are already active online - for example when reading news, surfing social media or streaming videos. In this way, a person who has already hesitated in the online shop can be motivated to make a purchase decision by suitable adverts because they feel reminded and retain direct access to the product[2]. The remarketing strategy uses technological processes such as cookies or tracking pixels to analyse visitor behaviour and react to it in real time[5][6].
In coaching sessions, many customers describe how they have many visitors to their website, but only a few actually become customers. This is where the remarketing strategy comes in and provides impetus to ensure that interested parties are not lost, but are specifically integrated back into the sales process. Most of you are looking for efficient ways to turn passive visitors into active buyers and are wondering how you can make the most of your marketing spend.
Practical examples of a successful remarketing strategy
A classic situation: A customer adds a sports jacket to the shopping basket, but leaves the site without completing the purchase. Just a few hours later, while browsing other sites, they see an advert for this exact jacket, possibly with a limited-time discount or free shipping[1]. As a result, the customer feels directly addressed and the inhibition threshold for the final purchase drops noticeably. The remarketing strategy thus supports the initial contact and gives the customer the opportunity to be guided to the final purchase.
In another case, a person looks at different bedroom furniture in a furniture store but does not make a decision immediately. The remarketing strategy ensures that this prospective customer is repeatedly confronted with suitable offers when following their favourite blogs or on social media. This keeps the product in their memory and increases the likelihood of a subsequent purchase. At the same time, this method opens up the possibility of addressing different target groups with appropriate messages, such as families with furnishing tips or singles with space-saving solutions.
Existing customers also benefit from a modern remarketing strategy. Customers who have already made a purchase receive targeted recommendations for accessories or complementary products. A customer who has bought a hoover will see adverts for suitable attachments or cleaning products the next time they surf the web. This increases customer value and builds lasting loyalty to the brand[2][3].
Implementing a remarketing strategy step by step
Technical basics and segmentation
Firstly, you install a tracking pixel on your website. This small piece of code recognises which subpages are visited and automatically divides visitors into different target groups[6]. For example, you can target users who have viewed products, cancelled a shopping cart or already made a purchase. Segmentation is a central component of any efficient remarketing strategy because it enables customised messages. Tools such as Google Ads, Meta Ads or AdRoll support you in creating and playing out suitable campaigns[6].
Content personalisation and cross-selling
The successful remarketing strategy is based on personalised content. Anyone who has previously searched for a product in the shop is presented with exactly this category as an advert. Anyone who has cancelled a purchase should receive a special offer or a reference to free shipping. The advertising message therefore adapts to the respective user behaviour and makes an offer that is difficult to ignore. Cross-selling is another example: Someone who has bought sports shoes sees adverts for matching socks, functional underwear or gadgets[2][3].
Measurement and optimisation
A remarketing strategy thrives on continuous measurement and optimisation. Regularly analyse which target groups react and how, and adapt your approach accordingly. This allows you to develop a dynamic system that keeps pace with changes in your business. With iROI coaching, you receive valuable impulses on how to use your advertising pressure and budget efficiently and learn which tools deliver the best results for your individual situation.
BEST PRACTICE with one customer (name hidden due to NDA contract) and then the example with at least 50 words.
A coachee from the garden accessories sector reported that many visitors searched specifically for seeds but left the site without buying. With a targeted remarketing strategy, these visitors were targeted on other websites with ads for high-quality seeds and matching accessories such as fertiliser. The conversion campaigns were designed with a small discount code and a time limit. The result: the sales channels recorded a significant increase in sales in the target group and customer loyalty improved because many buyers also ordered fertiliser or gardening tools later on.
BEST PRACTICE with one customer (name hidden due to NDA contract) and then the example with at least 50 words.
A manufacturer of luxury watches used a targeted remarketing strategy to address interested parties who had compared several models but not made a purchase. On their next visit to a news page, this target group received an ad for their favourite model, supplemented with exclusive information on production, testimonials and a non-binding invitation to an online consultation. The conversion rate increased significantly, and many customers stated that they felt more confident in their choice by repeating the offer.
BEST PRACTICE with one customer (name hidden due to NDA contract) and then the example with at least 50 words.
An online pharmacy realised that many customers first entered prescription drugs in the search form but then did not buy them. The remarketing strategy was adapted so that these users received a targeted message with information on prices, delivery times and other accessories the next time they visited another app. A reference to a free consultation was integrated to increase conversion. The result was a significantly higher willingness to buy among this sensitive target group.
My analysis
The remarketing strategy is proving to be an elementary tool in digital marketing for winning back lost customers in a targeted manner. It is based on the principle that people who have shown interest are significantly more willing to buy when they are approached again. Personalised ads, a clear target group approach and consistent tracking can increase the return on investment without overburdening the budget. iROI coaching supports you in professionally setting up and optimising your remarketing strategy and thus sustainably increasing your sales.
If you would like to find out more about remarketing strategy or have specific questions about your project, please contact us.
Further links from the text above:
What is remarketing? Definition, functions and advantages[1]
What is remarketing? An introduction and guide[2]
What is remarketing? Definition, benefits & examples[3]
Remarketing: definition & techniques explained[4]
Remarketing: Definition & Examples[5]
Remarketing: How to bring back lost customers through targeted advertising[6]
For more information and if you have any questions, please contact Contact us or read more blog posts on the topic internet Return on Investment - Marketing here.
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