Remarketing
In short
Remarketing is advertising shown specifically to people who have already had contact with a company – visitors to a particular page, for instance. The advantage is not the price per impression but the pre-selection: the group qualified itself by turning up once already.
When it pays off and when it does not
It pays off on decisions that take time and involve several people – which is almost everything in B2B. Weeks pass between a first visit and an enquiry, and staying visible during that window is cheaper than starting over.
It does not pay off at small visitor numbers. Every ad platform needs a minimum audience size before it will serve at all. Below that you are building a list that never starts.
The mistake that turns remarketing into harassment
No cap and no end. The same ad, for weeks, shown to someone who has long since bought or was never going to – that is the reputation the discipline has earned.
Two settings fix it: a limit on how often one person sees the same ad, and an exclusion for everyone who has already enquired. Both exist in every platform and are rarely set.
What Swiss law asks for
Switzerland has no EU-style cookie opt-in. The Federal Act on Data Protection (FADP, SR 235.1, in force since 1 September 2023) requires transparency rather than consent: anyone collecting personal data must inform about it, recognisably, understandably and before collection.
Two things still apply. Uploading customer lists to an ad platform is a disclosure of personal data; where the platform sits abroad, the conditions for disclosure abroad have to be assessed as well. And if you reach visitors in the EU, their rules apply to them – the Swiss easing does not help there.
How we handle it
We set remarketing up only once there are enough visitors for an audience to serve at all; before that it is effort without reach. Where those visitors come from is a question of lead generation.
Delivered through Google Ads and social media ads, measured through Google Tag Manager.
Related terms
A term in your quote that nobody explained?
In a strategy call we translate the offer in front of you – even when it did not come from us.