Remarketing

Remarketing means showing your advert a second time to someone who has already been on your website. They looked at a product, left without buying, and the next day it turns up again in their social feed or beside a news story. Some platforms call this retargeting, but it is the same thing under another name.

Your site has to give remarketing two things. The first is a small piece of code called a tag, which sits on every page and notes that this browser has visited. The second is a consent banner that works properly, because in Europe you may not follow anyone until they agree. More countries copy that rule every year, so the banner has to be right before the tag is worth anything.

Small sites are often caught out, because most ad platforms will not start a remarketing campaign until the list holds about a hundred recent visitors. A site with thirty visitors a week never fills that list, so the traffic is what to fix first. Remarketing brings people back, and it cannot bring back anyone who never came.

How often is too often is the question owners ask least and regret most. Three or four times a week is plenty, because after about two weeks the person who has not bought is not going to. Past that point a helpful reminder becomes the advert people complain about by name, so set a limit on how often it shows. Then exclude everyone who has already bought, or you will pay to sell a sofa to the person sitting on it.

The tag and the consent banner are a building job, not a marketing one. If the banner blocks the tag by mistake, the list stays empty for months and nobody notices, because nothing on the screen looks broken. That is why Linkysoft places the tag while it builds the website and tests both answers, agree and refuse, before the site goes live.

Be careful with the numbers it reports, because remarketing takes credit for people who already knew you and would have come back anyway. The honest test is to switch it off for two weeks and watch total sales, not the advert report. The digital marketing team at Linkysoft runs that test on purpose, because a campaign that shines on paper and changes nothing in the bank is worth stopping.