Buzzword Breakdown: Remarketing


Welcome to the next installment of Buzzword Breakdown.

If you have heard the term remarketing but are not sure what it means, here is a breakdown of what remarketing is.

What is remarketing?

Remarketing (also known as retargeting) is the tactic of serving targeted ads to people who have already visited or have taken an action on your website.

How does remarketing work?

Remarketing works by placing a line of code, known as a pixel, on your website. The pixel tags users who visit your website with a cookie that collects data about them. The information from the cookie allows you to serve ads to those users when they visit other sites. As a result, remarketing allows you to keep your brand top-of-mind among users who have previously engaged with your company online.

How do you use remarketing?

Remarketing should be a key component to your media mix. This tactic is critical. If you had clients who walked into your store and didn’t buy anything, you would want to encourage them to come back and make a purchase. Remarketing is the same thing, just a digital version. 

Where are remarketing ads served up?

Remarketing ads can be served on a variety of channels. Many digital channels offer you pixel code to attach to your website. Demand-Side Platforms (DSPs) such as Google Ads, Choozle, Appnexus and The Trade Desk offer pixels to generate remarketing pools and serve these ads on websites with available inventory. Social media websites also offer pixel code to their advertisers. Facebook, Twitter, Pinterest and LinkedIn all have the ability to generate pixels and serve remarketing ads within their social networks.

Keep your frequency in check

Hounding your audience over and over tends to lead to decreased engagements with an ad, and at worst, overexposure can lead to negative association with your brand. A good rule of thumb is placing the frequency cap at three impressions per 24 hours.

Make your creative count

Even if someone has visited your website before, good creative is what’s needed to continually pique their interest. The best performing remarketing creative also has a clear call-to-action (C2A) and usually promotes a specific offer.

Is remarketing right for your business?

Sure it is! Remarketing is crucial for all businesses with an online presence and should be a baseline element of any digital campaign.

Get in touch with SWBR to discuss your campaign needs, goals and objectives. From there we’ll put together a custom campaign specific to your business.




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Ernie Thomas



Advertising is in Ernie’s DNA as he’s a third-generation family member to join the business his late grandfather founded. With that pedigree comes an almost six sense of identifying the “it factor” needed to create campaigns that spark customers to action. Ernie (or ET) uses his outgoing personality to connect with clients to build strong collaborative relationships. He digs deep to uncover new opportunities that will make a measurable difference for each client’s business. A graduate of Eastern University and Saint Joseph’s University (MBA), he has the book smarts and experience to elevate brand communications with strategies that challenge the status quo. He’s always guiding Team SWBR toward the correct target audiences, smartest campaign messages, right digital channels and best traditional tactics suited to boost sales.

When he’s not working, Ernie enjoys spending time with his wife and daughter. He’s also an avid golfer still searching for his first hole-in-one.