Understanding what remarketing should say is only half the battle. The other half? Knowing how to price it properly. Remarketing campaigns may look efficient in platform dashboards, showing strong click-through rates and solid conversion numbers, or the opposite could be true, and this will vary based on your unique audience. Either way, if you’re pricing it purely based on what the platform tells you it “converted,” you may be missing the point and the actual value.

Remarketing is one of the most widely used, and often misunderstood, tactics in digital marketing. On paper, it seems like a no-brainer: re-engage users who already visited your site, remind them of what they looked at, and nudge them toward conversion. In practice, however, remarketing is often reduced to a one-note strategy that follows users around the internet with the same message they already ignored the first time. Truth is, great remarketing isn’t about reminding. It