Remarketing is a form of advertising that reconnects you with past website users have visited, who did not make an immediate purchase or product enquiry. It allows you to position targeted ads in front of a defined audience that had previously visited your website as they browse elsewhere around the Internet.
The remarketing ads can be delivered to web pages visited by your target audience via text and/or image display formats.
Remarketing works by following your leads around the web with related offers, i.e. when a user visits your website they are “cookied” or tagged, thus becoming a “lead”.
To remarket to these visitors, a code is placed on the page that the user visits, which then triggers your ads to follow that cookied user around the web, whether that be on a social media site or on various websites across the internet.
Facebook Custom Audiences works similar to Google AdWords remarketing, but rather than showing your ads across websites within Google’s Display Network, your ads are shown on Facebook. They generally work the same way, i.e. someone visits your site or interacts with your brand, they are tagged with a code you implement to track them, and then your ads appear on their Facebook newsfeed.