Remarketing vs retargeting – what are the differences?

Remarketing … retargeting, are they the same thing? If you’re having trouble understanding the difference between remarketing and retargeting, you’re not alone.The terms are often used interchangeably, but they mean different things. Understanding their differences and when to use each will help you make better strategic decisions about your own marketing. What are the differences? Remarketing focuses on re-engaging converted users, while retargeting involves displaying ads to users who have previously interacted with the brand in any way.

Ad managers spend a lot of time developing audiences, testing creative materials and obsessively focusing on data. This can be a long process, with only a small percentage of people clicking on ads actually converting. While you may be getting a lot of new inbound traffic, you may not see those numbers translate quickly into sales. Often, the best target people are those who have visited your site more than once or have already interacted with you digitally. Both retargeting and remarketing give you the opportunity to reach these customers.

What is retargeting?

Retargeting is a strategy that involves reaching out with ads to people who previously visited your website or interacted with your brand, but did not make a purchase or other desired action. The main goal of retargeting is to remind these users of your offer and encourage them to return and complete the conversion. 

How is the data collected? The first step iscollecting data about users. When a user visits a website, a cookie or user ID is stored in his/her browser. This makes it possible to record information about his or her activities, such as products viewed, clicks or time spent on the site.

The next stage is ad targeting. Once the user leaves the site, branded ads start appearing in various online locations – on websites, mobile apps or social media platforms such as Facebook or Google Ads. These ads are personalized based on the user’s previous interactions. For example, if someone viewed a particular shoe in an online store, they will see it again in the displayed ad.

What is remarketing?

Remarketing is a digital marketing strategy,  it is a broader concept that focuses on re-engaging existing customers or people who have previously shown interest in a brand. These activities are designed to remind people of the brand, build loyalty and increase the chances of repeat purchases. The goal of remarketing is not only to aim for repeat conversions, but also to build relationships with customers or strengthen brand recognition. 

An important differentiating element is that remarketing is based on the customer base: emails or phone numbers that customers leave when making a purchase or registering for a webinar, for example. Remarketing focuses on existing customers and their re-engagement, often through emails or paid advertising.

Remarketing vs remarketing: key differences

Although the terms are sometimes used interchangeably, the differences between remarketing and retargeting mainly relate to the objectives, target groups and communication channels used.

Aims

• Retargeting is primarily aimed at increasing conversions. It seeks to maintain brand visibility in the user’s mind by continuously displaying ads, encouraging them to return to the website to make a purchase.
• Remarketing additionally focuses on deepening customer relationships and increasing their value over time. At the same time, remarketing strengthens brand loyalty and builds customer engagement across platforms.

Targeting groups

• Retargeting targets users who have shown interest in the brand, but have not interacted more deeply. These are typically people who have visited a website, browsed products or content, but have not made a purchase or other desired action.
• Remarketing targets people who already have an established relationship with the brand. This includes existing customers, newsletter subscribers or those who watch social media profiles.

Communication channels

• Remarketing uses a variety of channels to re-engage customers and prospects. These include email marketing, social media or SMS.
• Retargeting is mainly based on paid advertising, such as ads on Google Ads, Facebook or banners on partner sites. Their function is to remind users of the brand and product offerings in the places they visit after leaving the site.

When to use retargeting vs. remarketing

The decision to use retargeting or remarketing depends primarily on the marketing strategy adopted. However, it is worth remembering that both tactics can be used simultaneously, allowing you to increase conversions more effectively. It doesn’t have to be a „this or that” choice.

Retargeting is ideal for reaching new customers. It works by targeting personalized ads to people who have expressed initial interest in your brand, such as by visiting your website or browsing your products. Platforms such as Google Ads or Meta Ads allow you to reach these users with paid advertising campaigns.

Remarketing, on the other hand, is dedicated to existing customers. Its goal is to maintain the relationship and encourage repeat purchases, ultimately increasing their brand loyalty. Through communications such as reminder emails or special offers, remarketing effectively maintains the interest of customers who have already trusted your brand.

Both methods have the advantage of focusing on users already interested in your offer, making them more cost-effective compared to ads targeted to a broad and random audience.

In order to maximize the potential of retargeting and remarketing, it is crucial to understand in which situations each of these strategies yields the best results. Retargeting will work well for attracting new customers, while remarketing will work well for building long-term relationships with those who have already taken the first step toward your brand. Combining the two methods allows for a more comprehensive and effective marketing effort. By using these two tactics at the same time, you can not only increase conversions, but also build lasting relationships with customers that pay dividends in the long run. With this approach, your brand will remain visible to both new and existing customers, maximizing the effectiveness of your marketing efforts.

Tips for effective retargeting

Optimize based on the platform

Create ads tailored to the specifics of each ad platform. PPC ads that work well on one platform, e.g. Google Ads, may need minor modifications on others, e.g. Facebook.

Set frequency limits

Limit the number of times an ad is shown to a person to avoid overwhelming and fatiguing them, and to maintain a positive perception of the brand.

Optimize ads for mobile devices

Provide the best possible experience for mobile users by customizing ads for mobile devices, taking into account the extremely high number of mobile users.

Refresh your ad creative

Regularly update the content of your ads – text, images to keep the message fresh and interesting for people who haven’t yet clicked on your ads.

Conduct tests and analyze results

Test different ad placements, creatives, and calls to action to learn what works best for your audience and optimize retargeting campaigns.

Tips for effective remarketing

Segmentation of audiences

Segment users into groups based on their behavior and history of interaction with your brand.

Personalize messages for recipients

Use the collected data to create personalized content. This can be done by attaching images of products the user has viewed on your site to grab their attention.

Personalize your content.

Sense the right moment to contact

Time of communication is crucial. An example of this would be emails regarding abandoned shopping carts sent within 24 hours of abandonment.

Consider the timing of communication.

Offer incentives

Motivate your audience to return to your site with attractive offers. Offer free shipping, discounts, coupons or exclusive promotions.

Offer free shipping, discounts, coupons or exclusive promotions.

Test different channels

Use different channels of communication to find the ones that work best.

Synergy of retargeting and remarketing

Although remarketing and retargeting have different purposes and applications, combining them can yield great results for your brand. The most effective campaigns use both strategies to reach customers and prospects at different stages of their purchase path.

At the beginning of the buying process, retargeting helps to attract the attention of people who have first interacted with your brand. At this point, potential customers are not always ready to buy, so it’s a good idea to target them with educational ads or ads offering useful content, such as tutorials.At the end of the purchase path, retargeting can play a key role in finalizing the transaction. Retargeting ads, combined with email reminders about abandoned shopping carts, encourage users to return to the site and complete the purchase.

Remarketing accompanies returning customers at every stage of their repeat path, providing regular, personalized contact. In the process, messages can build brand awareness, develop relationships with customers and nurture their interest in the offer.

Remarketing is a way to build brand awareness, develop relationships with customers and nurture their interest in the offer.

It is ideal to use both approaches as needed. Retargeting effectively engages potential customers in the early stages, while remarketing deepens relationships with existing customers and leads to repeat purchases.

Ideal.

Summary

Retargeting and remarketing – although these terms are sometimes used interchangeably, the differences between them are mainly due to the strategies used. Using retargeting and remarketing in synergy allows you to reach customers at every stage of the purchase path – from initial interest to post-purchase loyalty. In this way, a brand can ensure its presence in the audience’s mind and increase the chances of conversion. Modern digital marketing, due to greater integration of tools and platforms, makes the boundaries between retargeting and remarketing less clear. The key question is not so much which of these strategies to choose, but how to effectively combine them to achieve the best results.