Remarketing advertising lets you reach users who have already visited your site. Most of my clients deploy it. It can be a valuable part of your campaigns, if you use it correctly. I was recently struck by two examples of remarketing, on the same scroll, while reading the New York Times.

The top example, from Varidesk, is good remarketing. I was recently shopping for a monitor mount, and visited Varidesk’s site. The company is now reaching me with effective followup messaging that picks up where its dialog with me left off. Varidesk’s remarketing ad features a selling proposition I may not have been aware of: I can return a Varidesk item in 30 days at no cost. Could potentially bring me back for another look.

The bottom remarketing ad example, from Wayfair, misses the mark. I was on the Wayfair site, and have already purchased the lampshade. Wayfair’s remarketing setup should be aware of that via its back-end systems, and should present me with another message. The follow-up messaging could be about a related product, or any strong selling proposition they have, but not the lampshade I just bought.

When remarketing, continue your conversation with the customer in a logical progression, and don’t get caught in the trap of repeating messaging or presenting an item already purchased.