Remarketing Ads

In the realm of social media, the phenomenon of 'following ' users who have had prior interactions with a brand or its expressed content is made possible by tracking tools like cookies, pixels, or user activity data. A company can revisit the unconverted user by means of a 'remarketing ' ad. Remarketing ads on social media platforms like Facebook, Instagram, or Twitter work by segmenting the potential customer based on their past behavior and then displaying an ad that is relevant to the person at that particular point in time.

Some studies suggest that a person who sees a closely tailored social media ad (to the point of being almost private or personalized) is twice as likely to interact with it than if the same person saw an ad that was less relevant. Remarketing ads are an effective tool for improving conversion rates on social media because they target users who have already shown some interest in a brand or the brand’s offerings and are more likely to convert to a 'purchasing ' state.