E-commerce remarketing reconnects with people who previously interacted with an online store but did not complete a desired action, or with existing customers who may be relevant for another purchase. Audiences can be based on activities such as product views, category browsing, cart additions, purchases, or eligible customer lists.
Ads can remind shoppers about products they considered, present related products, communicate relevant offers, or bring previous customers back when replenishment or another purchase is likely.
Effective remarketing uses audience exclusions, appropriate frequency, sensible lookback windows, relevant creative, and privacy-compliant data practices. Customers who already purchased should not continually receive ads urging them to complete the same purchase.
Remarketing works across search, display, social, and other platforms. See the broader explanation of remarketing in paid advertising.
