Remarketing (also referred to as retargeting) is at its most basic the technique of promoting on the web to and audience which has previously viewed your site. This can encourage conversions/sales from people who have checked out your web site but who have not yet acted – many people want to view an offer at least several times before opting for it.
You can get more in-depth and specific than this (e.g. targeting people who have looked at certain products or parts of your website) – however the key principle of remarketing is rather straightforward for sure.
As for how you actually start remarketing; there are a variety of differing ways to do it. For many aspiring remarketers, kicking off on a self-serve site like Facebook Ads or Google Adwords is a good place to start off.
Both Google Ads and Facebook Ads feature a range of helpful remarketing functions, and make it relatively easy to get going. If remarketing on Facebook, you’ll require a Facebook Pixel set up on your site. When you start remarketing on Google Ads, you have the possibility to use a specific remarketing tag or just link your Google Ads account to your Google Analytics account and share the data that way.
If you’re in the B2B space, then you might possibly also want to try remarketing with LinkedIn too. You’ll have to have a LinkedIn Insight Tag to achieve this.