What is Remarketing and How Do These Ads Work?

What is Remarketing: Remarketing consists of creating personalized advertisement campaigns for those users who have visited your website but did not buy anything, with the motive of increasing your ROI. This concept was previously known for any action or type of marketing as retargeting. But experts gave it the name of remarketing, and it became one of the most powerful marketing tools lately. In reality, it became so famous that it is used widely by some of the most important companies on the planet right now. Let’s delve deep into what remarketing means and how you can use it towards creating business advantage.

What is Remarketing?

Remarketing or retargeting is a digital marketing technique that creates ad campaigns for users who have earlier dealt with your company through your website, email or other content. Normally, it is known as those ads that will follow you throughout every webpage you ever visit until you buy something from there. The objective of this digital marketing technique is to impact again those users who already know your brand and that there are many more opportunities for them to advance in your conversion funnel until they become customers.

What is the difference between remarketing and retargeting?

The truth is that there is no difference between the two terms; in its essence, it is the same. What happens is that Google calls it remarketing, and the rest of the solutions that exist in the market call it retargeting. In short, a consensus has not been achieved in the sector to use a single concept.

Types of remarketing

When it comes to the types of remarketing, we could classify them into 3 groups: Google ADS, social networks and emailing. In order to maximize our benefits, we must choose the most appropriate option based on our objectives:

In Google Ads:

  • Normal: It’s one of the most used and shows your ads on other web pages with similar content to yours. For example, if you are selling laptops, your ads will be shown on IT websites and stores.
  • Dynamic: Similar to the previous one, but this time the twist is that it shows the advertisements of the products or services which you have shown interest in. It works very well in e-commerce or electronic commerce and is recommended for online stores.
  • Search-Based:  These ads will only be activated when the user has visited the web page and subsequently performs searches on Google. You can select specific keywords that will trigger your ads to show.
  • For Mobile Devices:  These ads shown are related to a mobile and tablet app that has been previously used. Very useful when you are only targeting this specific demographic.
  • Videos: Very popular recently, these ads will appear if you have previously visited a video on YouTube.
  • Email Lists:  We can carry out campaigns to email lists that we have collected, for example, to former clients or potential clients who have left us their data to obtain more information.

With email:

  • Abandoned Cart: it is one of the main types of email retargeting used in an online store or e-commerce. It improves conversion rates since it only sends a reminder email with the products that the user has left in a cart without completing the purchase.
  • Classic Method:  This type basically activates the campaign once you have opened the email or also if you have opened it and interacted with it by clicking on a link.

In social networks:

The main difference between remarketing or retargeting on social networks is that it does not show the ad on a web page but instead displays it when the user enters is vising their favourite social platforms such as Facebook, Instagram, Twitter or LinkedIn.

  • Facebook:  There are different types of ads on Facebook: video, dynamic product ads, and those that will appear in everybody’s newsfeed. Most of these can be targeted towards specific demographics and feature a lot of customizable functions.
  • Twitter:  This social platform has the same features that Facebook would have.  You can even promote tweets and make them be seen by people who are not even following you.
  • Linkedin:  With this professional social network, you can expect only excellence. You can reach out to people who have visited your LinkedIn page and can promote posts and videos with a single click.

Why Should You Do Remarketing?

Now, there are no doubts that remarketing can help you to create a sales funnel or a greater number of leads or increase your brand reputation and visibility. Let’s learn some of the best reasons to start practising it today.

High conversion power.  

The essential advantage of this kind of campaign is that if it is carried out by a professional and well configured, it is highly effective since it is easier to achieve conversions among an audience that already knows you. Whenever you apply this technique, you might be surprised by the number of conversions you can make. Often, customers would choose products that appear to be advertised as it creates an overall positive opinion. 

Improve your range. 

Thanks to the Google Display Network or the large community that exists on Facebook and Instagram, you will be able to improve the reach of users who are really interested in your product. Having an exorbitant number of users at your feet will drastically improve your chances of converting those people into sales.

High personalization of your audience.

You can create personalized lists based on the behaviour they have performed on the web (visit a website or a product category) and the time since they performed an action (in the last month). Based on the configuration of these criteria, high personalization can be achieved.

Reminder power.

As you have been able to see throughout the article, this technique helps you to have a great remembrance power for your brand. If your product is always showcased to users, it will make them remember it and probably re-order it in the long term.

Obtain relevant information.

It allows you to obtain valuable data to improve your marketing strategy, and you will be able to obtain detailed reports of each campaign and even keep track of some of the most useful statistics out there. 


You do not require large investments to apply this remarketing method; the CPA is a payment alternative that scales with your goal. There are many other options like CPA, which will drastically diminish the payments you make and marginally increase your revenue. When it comes to remarketing, you can rest assured that you are getting the bang for your buck.


Remarketing is an important piece of the puzzle when you are trying to build the foundation of a solid marketing campaign. It helps you attract back all of those people that did not convert into sales in the beginning. Overall, this is a solid marketing tactic for businesses that can afford to invest in adverts and want to appear on top of every search result on Google. 

We hope that you’ve considered the pros and cons and have taken the right decision for your company. Remember that the key to successful remarketing is constantly monitoring and improving your campaigns.

Leave a Comment