What’s the Difference Between Retargeting and Remarketing?

Fundamentally, retargeting and remarketing share the same goal: re-engaging users who have previously interacted with your brand.

“Remarketing” originated as a proprietary term by Google, referring specifically to their retargeting features within Google Ads. The term has then been adopted widely and is often used interchangeably with “retargeting.”

At BizWisdom, we prefer to use “retargeting” because, technically, “remarketing” can only be performed through Google-owned channels, whereas retargeting is more accurately the generic term used to describe the whole category.

What is retargeting?

Retargeting campaigns target users who have previously interacted with your website or social media platforms but left without completing a specific action, such as purchasing or signing up for a newsletter.

Have you ever noticed how you’ll start seeing Facebook ads for a brand or type of product you were shopping for after visiting a website or two? That’s due to retargeting.

Other examples of retargeting campaigns are sending a personalised email with a discount code to a user who abandoned their shopping cart and displaying a Google search ad to a user who recently searched for a keyword related to your product.

Retargeting is a valuable strategy for businesses because it helps them reconnect with potential customers, and even offer them a tailored experience based on what content they interacted with. That’s why Facebook might show you that exact set of bedsheets or you searched for on their website. If you didn’t make the decision to buy in that first moment, maybe seeing online ads a second time will encourage you to do so!

How does retargeting work?

Retargeting works by using browser cookies or pixel tags to track users’ activities on your website. Basically, when a user visits your website or app, a tracking pixel or cookie is placed on their browser.

When these users leave the site and continue browsing the internet, advertising platforms use this tracking data to display targeted ads on different websites or platforms they visit. This method ensures that your ads are seen by individuals who have already shown an interest in your products or services, making them more relevant and likely to catch their attention.

Retargeting also involves sending personalised emails to individuals who have already interacted with your brand, such as those who have visited your website, abandoned their shopping carts, or subscribed to your email list.

One of the key benefits of a retargeted ad is its ability to increase conversion rates significantly. Again, by focusing on people who are already familiar with your brand and have demonstrated interest, retargeting can guide them back to your website to complete their initial action.

This strategy not only helps in converting potential customers but also aids in maintaining brand awareness and recall. As users see your ads, they are reminded of your brand, increasing the likelihood of them returning to your site.

The fundamental differences between retargeting vs remarketing

As we’ve mentioned before, retargeting and remarketing are technically the same. Retargeting refers to the broader strategy of re-engaging users who have previously interacted with your brand across various platforms and channels. This includes display ads, social media ads, and email campaigns. Remarketing is a term coined by Google and technically refers specifically to their retargeting features within Google Ads.

Regardless of the terminology, retargeting/remarketing is a valuable tool for your content marketing, social media ad campaigns, and Google ad campaigns.

Setting up retargeting campaigns

When setting up retargeting campaigns, you’ll want to ensure that your efforts are consistent with your overall marketing strategy. The messaging, tone, and visuals should align with your brand identity across all channels.

Retargeting ad campaign set-up basics

• Begin by identifying the target audience segments that visited your website but didn’t convert. Use Google Analytics tools to understand their behaviour and interests.
• Select retargeting platforms that align with your audience’s online behaviour. Common platforms include Google Ads, Facebook, and LinkedIn.
• Design ads that resonate with your audience, reminding them of the products or services they viewed. Ensure your ad design and copy are engaging and aligned with your brand voice.
• Direct your retargeted traffic to optimised landing pages that reflect the message of your ads. This consistency improves the user experience and increases the likelihood of conversion.

Email retargeting campaign set-up basics

• Segment your email list based on customer behaviour, such as past purchases, browsing history, or engagement level.
• Tailor your emails to address the specific needs and interests of each segment. Personalisation can significantly increase the effectiveness of your emails.
• Use a clear and attractive design for your emails. Include compelling visuals and easy-to-read text to enhance engagement.
• Every email should have a clear and concise call-to-action, guiding recipients on what to do next, whether revisiting your website, availing a discount, or exploring new products.

Again, there can be complicated interplay between the two and keep in mind that you can leverage the strengths of different channels. For instance, use insights from your retargeting ads to inform your email marketing content for a cohesive and integrated marketing campaign.

Examples of retargeting campaigns

Online Clothing Store

An online store for clothes can use retargeting to display ads for products a visitor viewed but did not purchase. For example, if a customer looked at a pair of shoes but left the site, they would later see ads for those shoes while browsing other websites. This type of retargeting is often central to e-commerce campaigns.

Travel Agency

A travel agency can target audiences who searched for flights but didn’t book. They can display ads offering special deals on flights or hotels to the destinations they showed interest in.

Software Business

A software company can set up a retargeting campaign for visitors who downloaded a white paper but didn’t sign up for a product demo. The retargeting ads can highlight key features of the software or offer a free trial.

Real Estate

A real estate company uses retargeted ads to reach individuals who visited their listing pages but did not inquire. The ads show similar properties in the area they searched, encouraging them to revisit the site and explore more listings.

Electronics Store

After purchasing a product from an electronics store, current customers receive remarketing emails suggesting complementary products, such as accessories for the purchased item or extended warranty offers.

Gym Memberships

A gym can set up an email marketing campaign for members whose subscriptions are about to expire, offering them special discounts or benefits if they renew their membership.

Consultants

After hosting a webinar, a consulting company can send email remarketing campaigns to attendees with additional resources related to the webinar topic or an exclusive offer for consultation services.

Bookstores

An online bookstore uses remarketing emails to reach existing customers who haven’t purchased in the last six months. The email campaigns might include personalised book recommendations based on their previous purchases and browsing history, increasing repeat purchases.

Examples of combined approach

A beauty products retailer uses retargeting strategies to re-engage customers who abandoned their shopping carts and follow up with emails offering discounts on their next purchase.

A SaaS company first uses retargeting ads to encourage sign-ups for a free trial. After the trial, they implement remarketing emails to convert these users into paying customers by highlighting premium features and offering a limited-time discount.

Ready to try retargeting and remarketing strategies?

Contact us to discuss your marketing goals and how our retargeting and remarketing services will benefit your brand and grow your business. Request your proposal and let’s get started today.