Remarketing and retargeting: What is it, and what is it for

Digital Marketing 17 April 2020

Have you ever been looking for an article on an online store, which in the end does not purchase and then comes to you constantly while surfing the Internet? This announcement that you ‘ chases ‘ is not the result of chance. It is due to remarketing and retargeting, techniques that are often used in digital marketing.

These strategies are used to continuously remind those users who have visited the website that have not ended up buying the product or hiring the service they had sought. But they can also serve with those customers who have already purchased and who may be interested in another product. What is intended is to impact again on the user, ‘ help ‘ you to make the purchase decision once you know what you like and why products are interested, taking advantage that you will surely be willing to convert.

Let’s start by understanding these terms: What is retargeting, what is remarketing, what are their similarities and differences and for them to serve.

Remarketing and Retargeting

Retargeting: What is it?

The IAB Terminology dictionary defines retargeting as “the use of a tag, pixel, and other code to allow a third party to recognise specific users outside of the domain where the activity was compiled.”


Generally speaking, retargeting refers to the digital advertising we carry out taking into account the interests that have been shown by users when performing searches or browsing on certain websites.

But retargeting not only serves to make digital advertising to other websites for the user to visit again, it is also very effective through other techniques such asemail marketing, reminders of abandoned carts in the online store and advertising on social networks.

Remarketing: What is it?

Remarketing consists of knowing theinterest of a user (to click on a specific page on a website) and re-show the product, service, or other related information that may be of interest to you through various communication channels, both in the digital sphere and in the offline sphere.

The RemarquetinG aims to achieve a better return on Investment (ROI) because it allows you to create tailored or customized ads for users who have previously visited a Web page.

Remarketing and Retargeting
Remarketing and Retargeting

The truth is that the concepts of remarketing and retargeting have been acquiring more and more importance in the field of digital advertising for years. The arrival of the Facebook pixel contributed to these terms becoming more popular than ever, but now there is some confusion about what to refer to each of the two terms. (We will later define the Facebook pixel in more detail.)

By sharing the common goal of re-impacting on a consumer who has shown interest in a brand, product, or service, it may seem that Remarketing and retargeting are two names for the same concept, or that these are two very similar marketing techniques, but the truth is that there are certain Differences between Remarketing and retargeting.

In this article we want to help you understand both terms: Remarketing and retargeting, their similarities and differences, and the advantages of using them in any Digital marketing strategy.

Differences between Remarketing and Retargeting:

We could affirm spikes, that retargeting is a kind of remarketing.

Similarities between Remarketing and Retargeting:

Ways to make retargeting

Below, we define the most used retargeting types:

Site retargeting

Site retargeting is the best known but also most hated format by many users. When a user visits a website, they are given a cookie and later the user receives advertisements about the product for a long period of time.

This type of retargeting works very well for branding, but if we want to get a sale and at the same time win the trust of the user, we need to be more subtle.

Dynamic retargeting

Dynamic retargeting is a variant of the previous. Allows the creation of multiple dynamic ads based on a wide product catalog. The big ecommerce companies like Amazon do much use of this type of retargeting.

Social retargeting

Social retargeting consists of making digital advertising through social networks. The most used Social retargeting uses the Facebook and pixel dynamic ads.

Search retargeting

The search retargeting consists in the publicity that we can perform depending on the searches that the users make.

Email retargeting

The email retargeting consists of the sending of personalized emails depending on the web browsing or other information that we have a user.

CRM retargeting

Retargeting CRM allows you to compare your mailing lists with enormous pools cookies that have the great retargeting platforms. This type of retargeting makes it possible to impact users very segently.

How does Display re-targeting work?

Although there are also other retargeting solutions, a popular tool for creating retargeting campaigns is Google Ads. A specific remarketing list can be created on this platform to make your campaigns more effective.

Retargeting is very useful and effective in some phases of the sales process of an online product because it works with very potential customers. Through images and attractive texts it is called the attention of the user who, by clicking on the link, will go directly to a page to complete the purchase, avoiding a few clicks.

The remarketing technique in Google Ads can be summarized in 4 simple steps:

The user accesses a Web page that is interested in a specific reason.
It identifies the user through cookies.
This user will be added to a specific retargeting list in Google Ads.
The retargeting campaign is configured to reappear again and create a new conversion opportunity.

  1. The user accesses a Web page that is interested in a specific reason.
  2. It identifies the user through cookies.
  3. This user will be added to a specific retargeting list in Google Ads.
  4. The retargeting campaign is configured to reappear again and create a new conversion opportunity

Then, the product returns the user in the form of an advertisement to interact with the website again and end up converting. Thus, the user poses again the dilemma of ‘ buying or not buying ‘ and has a new possibility of conversion. If you look at the marketing AIDA method (Awareness, Interest, desire, action), you can state that there is interest, but you need to create desire (by retargeting) to have action.


How to perform retargeting/remarketing advertising campaigns?

We’ll then define the most relevant items for this type of campaign:

The announcement:

We recommend that you make several ads for the different segments and interests detected.

The more dynamic your ads are, the faster we want is to tire the user by showing them the same product at all times.

Landing page:

It is important to retain the user if you get an interest in the product by clicking. For some products and services, you can use Landing pages to offer something free to get your email or other information that will allow you to continue your Remarketing campaign in the closest way.


Cuant more Segmentis, more posibilities will have tooptimize YOUR CTR.

Knowing well the interests of users, we recommend that you consider these channels, suppliers and tools:

Throughout this article, we have repeatedly named the Facebook pixel, then we want to clarify your doubts: What is the famous pixel of Facebook?

Facebook pixel for retargeting

What is Facebook Pixel?

Facebook Pixel is a tool that helps us to measure and optimize our advertising campaigns on this platform.

It allows to monitor and analyze the actions that users perform on our website and subsequently show our posting on Facebook. This code tracks the conversion and provides data for calculating the return on investment, thus facilitating the optimisation of ads by showing all ads to users who are more likely to perform an action.

The pixel of Facebook is a fragment of JavaScript code that we insert on our web page in order to track conversions.

Pixel measurements

Facebook pixel enables to measure the conversions of our advertising campaigns on Facebook and the cost of each.

Based on the results of the pixel we can create custom publics from our website and products, adapt the ads to show them to those with the greatest chance of achieving the goal, define the characteristics of the users who visit our website and create specific actions to increased leads conversions in customers.

Facebook Pixel only allows one pixel per account. This unification facilitates the installation, increased functionality and interpretation of results.

Are there many users who visit the online store and abandon it without buying anything? Or leave the shopping cart full and forget? You have to remind them that this product or service is still available and can be purchased. Use this strategy in your company to get more customers by contacting KIWOP and our highly qualified Professionals at Remarketing and retargeting will help you get good results and conversions.


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