MECHANYSM | Digital Marketing Agency in London

How Remarketing Works in PPC and Why You Should Use It

remarketing ppc
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If you’re running an online advertising campaign, you may be missing out on a powerful tool that can help you reach potential customers who have already interacted with your brand. That tool is remarketing PPC.

Remarketing PPC allows you to target ads to users who have already visited your website or engaged with your brand in some way. By showing these users relevant ads as they browse the web, you can keep your brand top of mind and encourage them to return to your site and take action.

In this article, we’ll explore how remarketing PPC works, its benefits, how to implement and optimise campaigns, and more. We’ll also look specifically at remarketing PPC in the UK context. But first, let’s define what remarketing PPC is and how it fits into your online advertising strategy.

Key Takeaways:

  • Remarketing PPC can help you reach potential customers who have already interacted with your brand.
  • By showing relevant ads to these users as they browse the web, you can encourage them to return to your site and take action.
  • In this article, we’ll cover the basics of remarketing PPC, its benefits, and how to implement and optimise campaigns for effective online advertising in the UK.

What is Remarketing PPC?

Remarketing PPC, or retargeting, is a digital advertising strategy that allows businesses to reconnect with website visitors who didn’t convert into customers. This technique involves displaying tailored ads to people who have previously interacted with your website, keeping your brand at the forefront of their minds and encouraging them to return.

Remarketing PPC works by placing a cookie on a visitor’s browser when they land on a specific page of your website. This cookie tracks their activity and allows you to serve personalised ads to them later on across various websites and online platforms.

By implementing remarketing PPC, businesses can target visitors who have shown an interest in their products or services, increasing the chances of converting them into paying customers. This technique can be particularly effective for businesses in competitive industries where customers may shop around before making a purchase decision.

Overall, remarketing PPC is a cost-effective and efficient way to reconnect with potential customers, increase brand awareness, and boost conversions.

Benefits of Remarketing PPC

Remarketing PPC offers many benefits for businesses in the UK. Here are some of the top advantages:

  1. Increased Conversions: Remarketing allows you to target customers who have already expressed interest in your brand or products, increasing the likelihood of conversion.
  2. Better ROI: Because you are advertising to a warm audience, remarketing typically has a lower cost per acquisition (CPA) than other forms of online advertising.
  3. Brand Awareness: Even if customers don’t click on your ads, they will still see your brand, which can help increase brand awareness and recognition.
  4. Personalisation: Remarketing allows you to tailor your ads to specific audiences, providing a more personalised experience for potential customers.
  5. Improved Engagement: By showing relevant ads to people who have already interacted with your brand, you can increase engagement and keep your brand top of mind.

Overall, remarketing PPC is a powerful tool for businesses looking to improve their online advertising efforts in the UK. By targeting warm audiences and providing personalised experiences, you can increase conversions, improve ROI, and build brand awareness.

Implementing Remarketing PPC

So, you’ve decided to give remarketing PPC a try. Congratulations! Now, how do you implement it effectively?

The first step is to determine your target audience and create remarketing lists. You can create lists based on website visitors, specific pages they visited, or actions they took on your site. For example, you can create a list of visitors who abandoned their shopping carts and target them with ads promoting the products they left behind.

Next, you’ll need to create ad campaigns that cater to your remarketing lists. These ads should be tailored to the audience’s interests and include a strong call to action. Use eye-catching visuals and messaging that resonates with the audience to increase the likelihood of conversions.

It’s also important to set a budget for your remarketing PPC campaigns and monitor their performance regularly. You can adjust bids, ad spending, and targeting strategies to optimise results and maximise ROI.

Finally, make sure you have proper tracking and reporting in place. This will allow you to measure the success of your campaigns and identify areas for improvement.

Overall, implementing remarketing PPC requires a strategic approach and ongoing attention to detail. However, with the right tactics and tools in place, it can be a highly effective way to reach and convert your target audience.

Targeting Strategies in Remarketing PPC

When it comes to remarketing PPC campaigns, targeting is key. By showing your ads to people who have already interacted with your website or brand, you can increase the likelihood of conversion and drive more sales. Here are some targeting strategies to consider:

1. Website Activity

Targeting based on website activity allows you to show ads to people who have visited your website and taken specific actions, such as adding items to their cart, filling out a form, or spending a certain amount of time on your site. This allows you to tailor your messaging to their specific interests and behaviours.

2. Customer Lists

Upload your customer email lists to your remarketing PPC platform to show ads exclusively to people who are already familiar with your brand. You can also create lookalike audiences based on these lists to reach new potential customers who share similar characteristics.

3. Behavioural Segments

Use behavioural segments to show ads to people who have interacted with your website in certain ways, such as those who have abandoned their cart or those who have visited a specific product page. This allows you to tailor your messaging to their specific interests and behaviours.

4. Demographic Targeting

Demographic targeting allows you to show your ads to people who fit certain characteristics, such as age, gender, location, or income. By targeting specific demographics, you can ensure that your ads are shown to the right people.

By using these targeting strategies in your remarketing PPC campaigns, you can drive more conversions and get a better return on your advertising spend. Remember to continually test and refine your targeting to ensure that you are reaching the right audience with the right messaging.

Optimising Remarketing PPC Campaigns

Once you have set up your remarketing PPC campaigns, it’s essential to optimise them for maximum results. Here are some best practices for optimising your remarketing PPC campaigns:

1. Create Specific Ad Groups

Organising your ads into specific ad groups based on user behaviour and interests is crucial for achieving better ad performance. With specific ad groups, you can deliver highly targeted ads that resonate well with your audience. For instance, you can create a separate ad group for users who abandoned their shopping carts and another group for users who visited a specific product page.

2. Use Relevant Landing Pages

Your ad’s success depends not only on the ad itself but also on the landing page it directs users to. Using relevant landing pages that match your ad’s message and offer can improve your conversion rates and overall campaign performance. Make sure to tailor your landing pages to your ad groups and continually test them to find the best-performing ones.

3. Test Various Ad Formats

Testing various ad formats, such as text ads, display ads, and video ads, can help you determine which format resonates best with your audience. Experimenting with different ad formats can also help you find new opportunities for reaching your target audience.

4. Refine Your Targeting Options

With remarketing campaigns, you have access to a wide range of targeting options, such as demographics, interests, and behaviours. Continually refining your targeting options can help you reach the most relevant audience and improve your ad performance. Be sure to review your targeting options regularly and adjust them as necessary to optimise your campaigns.

5. Monitor Your Campaigns Regularly

Regularly monitoring your campaigns’ performance is critical to optimising and refining them continuously. Keep an eye on metrics such as conversion rates and click-through rates and adjust your campaigns accordingly. Testing different variables, such as ad copy, images, and landing pages, can also help you identify areas for improvement and optimise your campaigns further.

By following these best practices for optimising your remarketing PPC campaigns, you can achieve better results and improve your return on investment.

Remarketing PPC in the UK

When it comes to remarketing PPC in the UK, there are a few unique considerations to keep in mind. First and foremost, it’s important to understand the nuances of the UK market and tailor your campaigns accordingly.

One key factor to keep in mind is the cultural differences between the UK and other countries. For example, humour and sarcasm are often used in UK advertising, so incorporating these elements into your remarketing PPC ads can be a great way to resonate with your audience.

Another important consideration is the language used in your ads. British English differs in many ways from American English, so it’s essential to use the correct spelling, grammar, and terminology to avoid coming across as irrelevant or out of touch.

In addition, it’s worth noting that privacy regulations in the UK are stricter than in many other countries. This means that you’ll need to be transparent about how you collect and use customer data in your remarketing PPC campaigns, and ensure that you’re complying with all relevant regulations.

Finally, it’s important to keep up with the latest trends and best practices in UK remarketing PPC. From targeting strategies to ad formats to bidding options, there are many factors that can impact the success of your campaigns.

At MECHANYSM, we stay up-to-date with the latest developments in the UK remarketing PPC to ensure that our client’s campaigns are as effective as possible. With our expertise and guidance, you can rest assured that your remarketing PPC campaigns will deliver the results you’re looking for.

Tracking and Measuring Remarketing PPC Success

Tracking and measuring the success of remarketing PPC campaigns is essential for optimising performance and achieving the best possible results. By monitoring key metrics and using the right tools, we can get a deep understanding of how our campaigns are performing and make data-driven decisions to improve their effectiveness.

One of the most important metrics to track in remarketing PPC is the conversion rate. This measures the percentage of visitors who complete a desired action on our website, such as making a purchase or filling out a lead form. By tracking the conversion rate of our remarketing campaigns, we can assess how well they are driving conversions and make changes to improve their performance.

Another key metric to consider is the click-through rate (CTR). This measures the percentage of people who click on our ads after seeing them. A high CTR indicates that our ads are engaging and relevant to our target audience, while a low CTR can signal that our ads need to be improved or that our targeting needs adjustment.

To track these metrics, we can use a range of tools, such as Google Analytics and Google Ads. By connecting our Google Ads and Analytics accounts, we can access detailed reports on our remarketing campaigns, including conversion data, CTR, and more.

In addition to these core metrics, we can also track other indicators of success, such as the cost per conversion, the return on investment (ROI), and the customer lifetime value (CLV). By monitoring these metrics, we can gain a more complete picture of the effectiveness of our remarketing campaigns and make informed decisions about how to allocate our budget and resources.

To optimise our remarketing campaigns, it’s important to regularly review our performance data and make adjustments based on our findings. This might involve refining our targeting parameters, adjusting our ad creative, or modifying our bidding strategies. By constantly iterating and testing our campaigns, we can achieve the best possible results and drive maximum ROI from our remarketing PPC efforts.

Case Studies: Successful Remarketing PPC Campaigns

Now that we understand the benefits and strategies of remarketing PPC, let’s take a look at some successful campaigns that have implemented these tactics.

Company Objective Tactics Results
XYZ Fashion Increase website conversions Targeted users who had abandoned their cart with personalised ads and dynamic product images 25% increase in conversions and 30% decrease in cart abandonment
ABC Electronics Drive sales for a new product line Targeted users who had viewed the product page with display ads and discount codes 20% increase in sales and 15% decrease in bounce rate

These case studies demonstrate the effectiveness of remarketing PPC in achieving specific business objectives, whether it be increasing conversions or driving sales for a new product line.

By targeting users who have already shown interest in your website or products, you can create personalised ads that are more likely to convert. And by utilising different tactics such as dynamic product images or discount codes, you can incentivise users to return and make a purchase.

It’s important to note that every business and campaign is unique, and what works for one may not work for another. However, these case studies provide valuable insights and inspiration for businesses looking to implement remarketing PPC into their online advertising strategy.


Remarketing PPC is a powerful tool that businesses in the UK can use to reach potential customers who have already shown an interest in their products or services. By showing targeted ads to these visitors as they browse the web, businesses can increase their chances of converting them into paying customers.

However, it’s important to remember that implementing and optimising remarketing PPC campaigns can be complex. It’s crucial to have a clear strategy in place, including effective targeting and tracking methods, to ensure the best possible results.

At MECHANYSM, we understand the importance of using remarketing PPC in online advertising campaigns. Our team of experts is skilled in implementing and optimising these campaigns to help businesses achieve their goals. With our guidance and expertise, you can take advantage of the benefits of remarketing PPC and reach your target audience more effectively.

So don’t hesitate – contact us today to see how we can help you make the most out of your online advertising budget with remarketing PPC!


Q: How does remarketing PPC work?

A: Remarketing PPC is a technique used in online advertising campaigns to target users who have previously visited your website. It works by placing a tracking code on your website that tracks user behaviour and allows you to show targeted ads to those users as they browse the internet.

Q: What are the benefits of using remarketing PPC?

A: Remarketing PPC offers several advantages for businesses in the UK. It helps to increase brand awareness, improves ad targeting, and can lead to higher conversion rates. By targeting users who have already shown an interest in your products or services, you have a higher chance of driving them back to your website and converting them into customers.

Q: How can I implement remarketing PPC effectively?

A: To implement remarketing PPC effectively, you need to start by adding the tracking code to your website. Then, you can create custom audiences based on specific user actions or demographics. Finally, you can design and launch targeted ad campaigns that will be shown to these audiences as they browse the internet.

Q: What are some targeting strategies I can use in remarketing PPC campaigns?

A: There are various targeting strategies you can use in remarketing PPC campaigns, such as targeting users who have abandoned their shopping carts, targeting users who have made a purchase, or targeting users who have visited specific product pages on your website. It’s important to analyse your audience and tailor your targeting strategies accordingly.

Q: How can I optimise my remarketing PPC campaigns?

A: To optimise your remarketing PPC campaigns, you should regularly review and refine your audience segments, test different ad creatives and messaging, and analyse the performance of your campaigns. By constantly optimising, you can improve the effectiveness of your campaigns and achieve better results.

Q: What are the specific considerations for remarketing PPC in the UK?

A: When running remarketing PPC campaigns in the UK, it’s important to consider local cultural nuances, language preferences, and seasonal trends. Adapting your messaging and targeting strategies to your UK audience will help you to better connect with potential customers and maximise campaign effectiveness.

Q: How can I track and measure the success of my remarketing PPC campaigns?

A: You can track and measure the success of your remarketing PPC campaigns by using key metrics such as click-through rate (CTR), conversion rate, and return on ad spend (ROAS). Additionally, you can use tools like Google Analytics and Facebook Pixel to gain insights into user behaviour and campaign performance.

Q: Can you provide examples of successful remarketing PPC campaigns?

A: Sure! In our case studies section, we showcase examples of successful remarketing PPC campaigns and the results they achieved. These case studies will give you real-life examples of how businesses have utilised remarketing PPC to drive conversions and achieve their marketing goals.

Q: What is the importance of using remarketing PPC for online advertising in the UK?

A: Remarketing PPC is crucial for effective online advertising in the UK because it allows you to target users who have already shown an interest in your products or services. By reaching out to these users with personalised ads, you can increase brand visibility, and engagement, and ultimately drive more conversions.

Considering lean marketing for your business? Check out our services or contact us today! However, if you want to see our expertise first you can read our case studies to learn more about out approach.

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