Guide To Building A Remarketing Funnel

Has your website started receiving a lot of traffic? However, some traffic leaves your website without purchasing your products and services. You have noticed a low engagement rate on your website. In this scenario, you might have thought of starting a remarketing campaign. Appropriate messaging is essential for your campaign. But how do you develop the remarketing funnel? Creating an excellent remarketing funnel is essential for achieving your goal. Capture relevant data to make your funnel creation process successful.

Remarketing funnel- Know about various levels


Whether a video or a simple message, your awareness ads must align with the target audience. Users interacting with these ads should be tracked, and you must follow them up in the future.


Serve your audience with follow-up ads. It is a complicated process, and you must do split testing very often.


Conversion happens at the bottom of your remarketing funnel.

Advocacy and loyalty

You may stop the ad campaign automatically when a user becomes a customer.

Some tips on how to build the funnel for remarketing campaigns

Understand time-related obstacles related to buying cycles 

While creating a remarketing list, you can find an option for setting the membership duration. It determines the timeframe for which the cookie would be on the list. Some marketers choose 30 days by default. However, you should design a list for your demand generation campaign depending on the lead generation and buying cycle.

Based on your campaign type, you can set the remarketing window. For instance, the look-back window may be slightly longer for a brand awareness campaign.

Again, it can be around 10 to 20% of the average buying cycle’s timeframe.

Build lists for multiple types of audiences

You should know the steps of a standard buying journey of a customer. Depending on those steps, you can build a unique list of audiences. Try to track every step of your potential customer.

Remarketing lists can be of different types. For instance, it may be for visitors who have

  • Browsed your site
  • Added products to your cart
  • Created new accounts
  • Done transactions
  • Accessed into your account

Depending on these on-site activities, you can assign them to different steps of the customer decision process. 

Focus on targeted keywords and adjust consumer messaging

After mapping out the buying journey and your audience’s activities, you have to make your strategy. Depending on the keywords searched by your customers, you can modify the consumer messaging process. Also, you will find different results with a slight adjustment of the messaging technique.

  • Customizable ad copy based on services and products- You have to derive data, including the number of products available, product pricing, and offers. You can design your advertising copy and audience list

 based on these details. 

  • You may offer attractive discounts and other rewards for abandoned shopping carts to draw potential customers to your e-store.
  • Choose ad customizers- Such as countdown messaging systems.

Think of the advertising extensions and the way to customize them. In addition, try to be more precise about the funnel stage.

Evaluate the landing page- Optimize the conversion rate

Where will you take your potential customers when they enter the funnel? You can then consider optimizing the landing page content and design. Create highly curated and relevant content. Also, create an A/B test for various landing pages of a particular ad copy. It lets you find the ad design which triggers the highest conversion rate. 

Start optimizing the landing page elements based on the testing result.

Work on the bid optimization strategy

This strategy needs to be adjusted based on your targeted audience. The audience list can be assigned to different campaign levels and ad groups. So, it would be best if you modified the bid optimization tactic. Besides, depending on the previous engagement level, you may have various optimization targets.

Make sure that your current bid models include the accurate lifetime value. A few of your new customers may become your repeat customers.

So, to develop an effective remarketing funnel, you should check the data and understand customer intent.


You can now start building the remarketing funnel. Based on analytics, you can create the funnel for your target audience. After doing it successfully, you can automate your remarketing campaign with Movology’s product. In addition, Movology has introduced an automated remarketing application for digital marketers. Its patented software also lets you integrate various tools.