A Detailed Understanding Of Remarketing Vs Retargeting

Digital Marketing

Remarketing and Retargeting are both essential segments of digital marketing strategy. Both strategies will help you as a business owner to engage with your target audience as well as your customers. Thus improving your sales funnel and conversions with these digital marketing strategies. To be more exact, they both are a huge part of Pay-Per-Click (PPC) advertising. So you should not choose either one and ignore the other if you want to grow and establish your business.

Remarketing and retargeting are important for your advertising campaign’s success- however, there are some differences between the two.

Let’s get into the details and know more about remarketing and retargeting as well as their fine line of differences.

A Brief Outline About Remarketing

Remarketing can be defined as a digital marketing strategy that helps the customers to re-engage with your brand. The whole concept is based on previous purchases by the audience turned customers on your website. Remarketing is all about strategizing and moulding paid ads for your customers who have already purchased before. Thereby, interacting with your website and buying other products/services based on their past purchases from your website.

Studies have revealed that there is more than an 80% chance that the customers are likely to purchase after checking remarketing ads, emails, etc. The main focus of remarketing is customer satisfaction and customer retention.

Remarketing your brand is all about customer retention strategy and building a loyal customer base for your online business. You can send newsletters, emails to your customers, personalized messages, and so on. Also, you may send innovative personalized messages based on what they have brought before.

You can also send new offers, discounts, sending coupons, and gift vouchers as incentives to make further purchases with the help of any PPC service provider that can lay out the best plan of action for you. The best part is that you can target them on various channels using paid ads including social media. You can show them recently added products, new collections, similar products that they might like, etc. This way you can keep your customers interested in your brand. It will help you keep the sales funnel going.

In remarketing, you can customize the ads and emails to increase sales.

When to choose to remarket ads for your website’s paid advertising campaigns?

  • When your target audience is already a customer and has purchased from your website before.
  • When you have the budget to customize paid ads for your customers based on their past purchases.
  • When you aim to increase the sales funnel of your business website.
  • When your objective is customer retention and building a loyal customer base.
  • When you aim to follow up with your customers through tailored emails, newsletters, etc.

A Brief Outline About Retargeting

Retargeting is all about using paid advertisements as a digital marketing strategy. The purpose is to re-engage people who have already viewed your website and interacted with your brand online, but yet to make a purchase decision.

Studies have revealed that there is a high chance of online viewers converting into a customer after a retargeted ad. Retargeting is a digital marketing tactics that targets the potential audiences to improve the conversion rate.

Studies have also shown that there is only a 2% chance that online viewers convert without any retargeted ads. It mainly consists of adding cookies to your website. Thus, when someone visits your website, the cookie captures their data automatically.

Retargeting is mainly focused on the audiences that left your website after spending a lot of time. They have either viewed your products/services and left or abandoned the items in their shopping cart.

However, from this you can understand that the customers did not make a purchase but are interested in your products/services. PPC advertisements on search engines including Google help you to re-target this purchase and lead to a sale.

Retargeting is not only focused on search engines but works on other channels too. Social media, emails, and other such platforms where you can often see paid ads like “Interested in this product still?”.

A recent survey has shown that more than 25% of the audience online is happy to see retargeted ads. Various PPC service providers in India can lend you a hand with your retargeted ad campaigns on a budget. This is specifically helpful for startups and small enterprises having budget constraints.

With retargeting you can chalk out which segment of the audience is more likely to buy your products/services. Then you can channel your resources and investment into those segmented audiences.

Retargeting ads’ main focus is to drive those potential customers to convert and improve your sales funnel. It is all about increasing brand awareness to help audiences to reconsider and drive them to make a purchase.

When to choose retargeted ads for your website’s paid advertising campaigns?

  • When the target users have interacted with your brand before.
  • When you have a low-key budget for digital marketing choose retargeting.
  • When you aim to increase brand awareness and more business exposure online.
  • When you need more click-through rates by driving more traffic to your website.
  • When your target users are inactive for more than 30 or 60 days since they last visited your website.
  • When you aim to reduce the shopping cart abandonment rate.

The Key Differences Between Remarketing & Retargeting You Should Know

After a brief discussion about how remarketing and retargeting work, here are some key points of difference that segregate both digital marketing strategies from each other.

Remarketing is to target previous customers for further purchases. Retargeting is to target new customers and to convert them into real customers.
Remarketing is all about reminding customers to buy further products/services. Retargeting is about reminding audiences who have abandoned the shopping carts or exited the website page.
Remarketing ads help customers to purchase by offering incentives like new deals, offers, coupons, discounts, etc. Retargeted ads do not offer such offers or deals to the audiences.
Remarketing ads are paid ads tailored to spike interest in the customer based on their previous purchases. Retargeted ads are not customized, rather directed toward the audience visited your business web page.
The main focus of remarketing is customer retention. The primary focus of retargeting is to increase the sales funnel.


Both remarketing and retargeting work simultaneously in the digital marketing world to make your brand a success. As business owners and digital marketers, you need to implement both of these strategies in your marketing plan. It is not only because they complement each other, but also their combined efforts, will optimize your results all together.