What Is Remarketing?
Remarketing is a digital advertising strategy that allows you to show ads specifically to people who have previously visited your website, engaged with your app, or interacted with your brand on social media. Because these users are already familiar with your business, remarketing ads convert at significantly higher rates than ads shown to cold audiences often at a lower cost per click as well.
Remarketing works by placing a small piece of code (a pixel or tag) on your website that adds visitors to audience lists. When those visitors browse other websites, watch YouTube videos, or scroll through Facebook, your ads follow them. Google Display Network remarketing, Meta Pixel remarketing, and LinkedIn Matched Audiences are the most widely used remarketing tools for South African businesses.
Effective remarketing campaigns segment audiences based on behaviour. A visitor who added products to their cart but didn't checkout deserves a different ad message and possibly a different offer than a visitor who only read your blog. Tailoring creative to where someone is in their buying journey dramatically improves campaign efficiency.
Why Remarketing Matters for Your Business
South African consumers, like their global counterparts, rarely purchase or enquire on their first website visit. Research suggests most B2C customers need between three and seven brand touchpoints before converting. Remarketing ensures your brand remains visible during that consideration period, rather than losing the customer to a competitor who stays top of mind.
The return on remarketing spend is consistently among the highest of any paid channel. Because you're targeting warm audiences who have demonstrated interest, cost per lead and cost per acquisition are typically 40% to 60% lower than equivalent prospecting campaigns targeting cold audiences.
FAQ
What is the difference between remarketing and retargeting?
Remarketing and retargeting are often used interchangeably. Technically, retargeting refers to display ads served to previous website visitors, while remarketing traditionally referred to email-based re-engagement. Today, both terms describe the same strategy of reaching people who have already interacted with your brand.
How much does remarketing cost in South Africa?
Remarketing is very cost-effective in South Africa. Google Display remarketing CPMs range from R8 to R25, and Facebook remarketing CPMs from R15 to R40. CPCs are typically 40% to 60% lower than prospecting campaigns because the audience already recognises your brand.