Retargeting vs Remarketing: What’s Best For Your Business

Wondering which of these two marketing strategies is best for your business? Check out this article to learn about the advantages and disadvantages of retargeting and remarketing, then decide which is right for you!

Retargeting and Remarketing are two of the most popular digital marketing tactics used today.  However, many people don’t understand the differences between them. Whether you’re a beginner or an experienced marketer, understanding how these two powerful strategies work can help unlock new opportunities for growth in your business. In this article, we’ll explore each tactic in-depth and discuss their advantages and disadvantages.  Therefore, you can decide which one works best for your business. We’ll also provide some helpful tips on how to implement these tactics into your digital marketing strategy so that you can start seeing results quickly.

Overview of Retargeting and Remarketing

Retargeting and remarketing are two of the most powerful digital marketing strategies available to business owners today. However, there are some resemblances.  As a result, comprehending the distinctions between retargeting and remarketing is essential prior to employing either in a promotional strategy.  By employing tracking technologies, retargeting allows you to serve ads to potential customers who have already visited your website. For instance, this works by placing a cookie on their browser.  Therefore, allowing you to serve ads related to what they were looking at when they left your site. In addition, if someone visits your site but doesn’t make a purchase, you can use retargeting ads to show them offers for the product they looked at.

Remarketing is similar.  However, it targets people who have interacted with one of your ads or content pieces.  For example, an email newsletter or video ad. Remarketing campaigns focus more on building brand awareness rather than directly selling products or services. The concept is exhibiting potential clients further details about what you provide.  Additionally, how it could be of advantage to them.  As a result, they will ultimately become paying customers in the long run.

Retargeting and remarketing can be highly advantageous for businesses aiming to expand sales. And, foster customer loyalty in the long-term. Comprehending the distinctions between these two approaches is paramount.  It will help you gain optimal outcomes from whichever you select for your digital marketing endeavors.

Advantages and Disadvantages of Each Strategy

Retargeting Advantages

Retargeting can be beneficial in raising brand recognition. It allows for ads to be directed at those who are already familiar with the company. By targeting ads at people who are already familiar with your company, you can create more impressions.  In addition, build recognition among potential customers. Moreover, those who have encountered your company before are more prone to engage with the advertisements than those who haven’t been exposed yet.

Retargeting campaigns are known to offer higher returns on investment than other digital advertising approaches.  For example, SEO and social media marketing. Since retargeted ads only appear when users show an interest in related products or services, it eliminates wasted ad spend from appearing before uninterested audiences. Furthermore, retargeted ads are tailored specifically for each user based on their past interactions with the business website or app.  Therefore, they typically generate better results than generic display ads which target broad demographics.

Additionally, retargeting campaigns can be used as part of a multi-channel approach.  This can be done by combining them with email marketing initiatives or social media outreach programs. For example, if someone visits a product page but doesn’t purchase anything right away – you could follow up via email.  And, use the retargeted ads later down the line when they return back online again.  Therefore, they see your product again and remember why it’s worth buying. This type of cross-platform strategy helps ensure maximum visibility while providing multiple touchpoints for potential buyers.  As a result, leading the customer journey towards conversion.

Retargeting Disadvantages

Although retargeting can be an effective marketing strategy, it may come with certain privacy risks.  Therefore, leading to negative brand perception. One of the most significant concerns for businesses considering retargeting is privacy. People can become uncomfortable when ads follow them around online.  Therefore, possibly leading to a negative perception of your brand. Additionally, you may need to obtain permission from customers before collecting data about their browsing habits in order to comply with GDPR or other regulations.

Another disadvantage of retargeting is cost. As effective as it can be, running campaigns on multiple platforms and targeting different audiences can quickly add up and strain your budget. Properly managing campaigns across multiple channels necessitates an expenditure of both funds and effort to attain the best outcomes.

Finally, there’s always a risk that users will become desensitized to seeing ads they’ve already viewed on your site.  The so-called “banner blindness” effect could reduce click-through rates over time unless you change up your messaging frequently. Therefore, even though retargeting works well initially, it might not be sustainable over long periods without changes in strategy being made regularly.

Remarketing may not be the ideal choice for all enterprises. It could possess potential detriments that should be considered. However, remarketing can provide an alternative approach to reaching customers with targeted messages and offers.

Remarketing Advantages

Remarketing is a powerful tool for business owners looking to maximize their return on investment (ROI). It’s an efficient and cost-effective way to target specific audiences who have already shown interest in your products or services.  By targeting those who have already interacted with your website, you can customize your messaging to be more relevant.  In addition, increase the likelihood of a conversion. By utilizing the data of individuals who have already visited your site, you can craft a message tailored to their interests.  Therefore, you can present them with content pertinent to them when they search online. As a result, increasing the chances of converting them into customers as opposed to reaching out blindly with generic ads.

Remarketing can be a time-saving and cost-effective solution for businesses. They don’t need to commit large budgets or long campaigns to get results. Instead, you can quickly set up targeted ads which will be seen by users who’ve previously interacted with your brand. Therefore, meaning less wasted ad spend.  As a result, this allows businesses owners get more bang for their buck while still getting results from their campaigns.

Another advantage of remarketing is the greater control over where ads appear.  This allows businesses owners to decide which websites or platforms best suit their target audience’s needs.  As a result, giving them even more opportunity for success! In addition, businesses can create multiple versions of the same ad tailored towards different demographics.  Therefore, each group sees something relevant and engaging when browsing online.  Finally, remarketing tracks customer behavior over time using cookies placed on user devices.  This leverages past performance metrics such as CTR and CR.  Furthermore, it enables marketers to refine future campaigns for maximum ROI.

Remarketing Disadvantages

Despite its effectiveness, remarketing also has some drawbacks that must be considered. One of the main disadvantages is limited reach. Because you’re targeting people who have already visited your website or interacted with your brand in some way, there are only so many potential customers that you can reach through this method. Conversely, if you’re aiming to expand your customer base, other marketing approaches may be more advantageous.

Another disadvantage of remarketing is difficulty tracking results accurately. It can be tricky to determine if a click was due to genuine interest or simply from seeing the ad previously. Even when it eventually results in a purchase. If you’re trying to measure how successful your campaigns are, then it may not always be easy to do so when using remarketing as part of your strategy.

Finally, some people find retargeting ads intrusive and annoying.  Especially, if they see them too often or long after their initial interaction with a brand’s website or social media page. There’s also a risk that they could turn off certain users by appearing overly aggressive or pushy.  As a result, creating negative consequences for overall customer sentiment towards the business in question.

How to Decide Which One Works Best for Your Business

Deciding retargeting vs remarketing for your business is a big decision which should not be taken lightly. Knowing your business’s goals is key to choosing the right path for your marketing plan. To decide this, make a list of what criteria are important to you in the decision-making process. For example, include factors such as reach, engagement, cost of campaigns, consumer behavior or values, and what resources you have available.

Additionally, consider if retargeting would be able to reach more customers or if remarketing would better align with your values and industry practices. Finally, factor in the time it would take to manage either campaigns as well as any costs associated with them. Each will bring different results depending on what kind of goals the business has set out.  Therefore, it’s important to weigh all possibilities.  Furthermore, taking into account the resources available to ensure retargeting or remarketing is best for your business.

Tips for Implementing Retargeting and Remarketing Tactics into Your Digital Marketing Strategy

Retargeting and remarketing tactics are powerful tools in a digital marketer’s arsenal. It is essential to incorporate retargeting and remarketing into your digital marketing strategy for maximum success. Here are 8 tips that will help you implement retargeting and remarketing tactics into your digital marketing strategy to optimize results:

Types of content

One effective way to retarget or remarket content is to understand the various types of online and offline activities that can be retargeted. For example, activities may include website visits, blog posts, email campaigns and paid advertisements. All of these activities provide a great opportunity to create specific targeted content based on the interests and behavior of your audience segment.

When determining what type of content to retarget, it is important to consider factors such as the target’s current behaviour, how they will perceive the content, and how you plan to measure success. Depending on these factors, retargeted content can range from educational articles or videos to tailored specials or product demos. It is essential to create relevant and engaging copy with a clear call-to-action for best results.

Understand the benefits

By retargeting or remarketing, businesses can stay top-of-mind with their target audience.  As a result, reengaging visitors who’ve abandoned their session on their website. Or, reignite interest from users who may have grown cold after initially engaging with the brand. It all involves retargeting, which serves targeted ads to prospects based on specific behaviors.  For instance, searching for a product in an aggregate marketplace like Google Shopping or by browsing pages on a website.

This tactic not only ensures that your brand is constantly visible to customers but also serves personalized content.  Therefore, increasing the likelihood of conversion. To explain further, retargeting works best if businesses segment their audiences. And, retarget them with personalized ads based on different variables such as demographics, preferences, interests and spending habits.

Remain focused

Ensure that your retargeted/remarketed content remains focused on your overall strategy.  Therefore, it aligns with whatever other advertising you’re using to promote it.  For example, if you’re retargeting customers who have already visited your website and providing incentives for them such as 10% off their next purchase, then your other advertising should effectively address why returning to make a purchase is advantageous for the customer. Keeping content focused on the broader message can help ensure success in reaching your ultimate marketing goals.

Build List Segments

Building list segments based on user activity is important. Targeted ads are far more likely to capture someone’s attention than general advertisements that may not appeal to them. By retargeting, you can show different appealing display ads to different users depending on the type of activities they have completed. For example, a visitor who clicked on handbags could be retargeted with different types of handbags, while a person looking for swimsuits could see retargeted ads for swimwear instead. This way you provide the people who visit your website with the most relevant ads no matter what their interests are. And, make sure that every ad is tailored according to the specific interests of each individual visitor.


Analyzing performance data regularly is essential for any business that is looking to maximize their efficiency in efforts and ROI. By collecting the performance data associated, such as impressions, clicks, conversion rates, cost per conversions, and more, companies can gain valuable insights into how successful their campaigns are. For example, if a retargeted campaign only has a 1% click-through rate, then it may be worth considering revising the ad creative in an effort to increase the number of site visits or engagements.

A/B testing

A/B testing is a powerful tool for retargeting and remarketing efforts. It helps marketers get insights on how retargeted audiences respond to different campaigns.  Therefore, allowing them to fine-tune their strategies in order to maximize their results. By comparing retargeted audiences side by side and tracking their subsequent actions, retargeters are able to identify which audience reacts better to particular campaigns and adjust them accordingly. For example, you may choose to re-deploy resources towards the retargeted group that responded better in the test in order to enhance their results accuracy.

Keep track of bids

Keeping track of retargeting bids in volatile markets is an important part of any successful strategy. Markets are always in flux, and retargeting must take that into account to be as efficient as possible. The key to success is tracking bids in order to stay ahead of the competition and adjust accordingly when needed. For example, if your retargeting traffic suddenly increases, you may need to increase your bids in order to remain profitable. Being prepared to adjust quickly can give your campaigns a much-needed edge during turbulent times. By being proactive, you will see increased ROI from paid retargeting campaigns.

Create automated rules

Creating automated rules for each project is key. Rules should specify the time frames during which retargeted/remarketed content should be shown alongside other forms of promotion.  This is done in order to achieve better engagement outcomes. For example, content can be scheduled one week after a customer has been exposed to an initial ad or piece of content. Then, every other week thereafter until there is no longer a need for retargeting/remarketing. Additionally, automated rules may dictate that content should be shown 50% more often than other promotional materials for the first two weeks post-exposure before evening out the frequency in the following months.

Is remarketing going away?

No, remarketing is not going away. Remarketing remains a valuable asset for digital marketing. The capability to reach intended audiences via tailored ads have been demonstrated to be successful in boosting sales and brand commitment. As technology advances, so do the opportunities for more advanced forms of remarketing.  For example, dynamic retargeting and lookalike audiences.  These settings can help further optimize campaigns and drive better results from them.

Retargeting/Remarketing Software Platforms

There is a wide range of software platforms that offer valuable features.  For example, audience segmentation, ad creation tools, automated retargeting campaigns, reporting capabilities and more. Some of the best software platforms out there include Google Ads, Perfect Audience, AdRoll, and SmartyAds retargeting technology. Each has its own unique list of features to choose from depending on your marketing goals.

Google Ads may be the most popular platform as it offers advanced retargeting techniques and personalized advertising to target potential customers with customized ads based on their shopping history or interests. Meanwhile AdRoll’s retargeting technology focuses on Display Advertising by tracking conversions across devices using proprietary algorithms including AI technology so you can optimize campaigns accordingly. Meanwhile SmartyAds retargets website visitors through display Ads with options like frequency capping in order to avoid ads fatigue.

In Conclusion

To sum up, retargeting and remarketing can be effective marketing tools if used correctly. As a business owner, you should consider the advantages and disadvantages of both tactics when deciding which strategy to implement in your digital marketing plan. Practicing SEO and other relevant strategies is also essential for boosting conversions. Additionally, you need to be methodical when setting up your campaigns. Pay attention to details such as the target audience, timing of emails and frequency of ads. Moreover, it is crucial that you measure results regularly to see how well your promotions perform. Are you intrigued by retargeting or remarketing? If so, why not start building up a campaign today to boost customer engagement with your brand? Regardless of what steps you decide to take, having a clear plan is the key for success in digital marketing for any business.
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