Why is it important?
There are few things on which all digital marketers would agree on, but using remarketing lists is one of them. Rarely does a user, when first encountering a product by a brand unfamiliar to them, end up purchasing the product/service. And the higher the price of the item, the lower the probability.
Usually, before the purchase is made, the user needs to get familiar with the brand, explore the website, maybe read a couple of reviews, visit competing products, and so on. This happens via multiple touch-points throughout a certain period.
Remarketing lists offer brands the option of re-engaging with their audience, improving the overall performance of the account.
What if the test fails?
Remarketing lists are a somewhat general term. In this case, we are interested in re-engaging with visitors to the website, as these people have shown interest in the brand.
In most cases, remarketing lists on Facebook are being automatically filled (once defined) by the Facebook pixel, and on Google by Google Analytics. If there are no remarketing lists in the connected accounts from these sources, the test fails.
Should that be the case, we suggest you start creating them. Granted, in some cases (depending on the product), remarketing lists cannot be constructed, but these cases are exceptions rather than rules.