Retargeting vs. Remarketing: What’s the Difference (and Why It Matters)

If you’ve been running digital campaigns, you’ve likely heard the terms "retargeting" and "remarketing" thrown around. While they sound similar, they’re far from interchangeable. Both strategies are laser-focused on turning interested users into loyal customers, yet they work in distinct ways.

Understanding these strategies can help you allocate your resources efficiently, craft targeted campaigns, and maximize your ROI.

This blog breaks down the core concepts, differences, use cases, and expert tips on using retargeting and remarketing to amp up your marketing efforts.

What Exactly Is Retargeting?

Retargeting focuses on re-engaging users who’ve interacted with your website or content but didn’t take the desired action—like making a purchase or signing up for a newsletter. It’s essentially your chance to nudge potential customers back into your sales funnel. In fact, studies show that retargeted ads can increase conversion rates by up to 150% and that 26% of users who are retargeted are more likely to return to a website.

Retargeting typically involves the use of paid ads that track your audience using cookies or tracking pixels. Each time a visitor lands on your page, these tools save their information and help you serve ads tailored to their browsing behavior on external platforms like Google Display Network, YouTube, and social media sites.

Research also reveals that retargeting ads can lead to a 70% higher likelihood of a user completing a purchase compared to first-time interactions.

How Retargeting Works Behind the Scenes? 

Imagine Sarah visits your online shoe store and spends time browsing a sleek pair of sneakers, even adding them to her cart, but ultimately abandons her purchase and leaves the site. This is where retargeting comes in to bring Sarah back and complete the sale.

• ‍Tracking Tools: Advanced tracking tools like cookies or tracking pixels are used to identify Sarah and record her actions as she navigates your site. This data allows you to know exactly which products she viewed, how long she spent on them, and where she dropped off in the purchase process.‍
• Retargeted Ads: Once Sarah leaves your site, retargeted ads are strategically displayed on platforms she frequently visits, such as Instagram, Facebook, or Google. These ads are tailored to her browsing history, often showcasing the exact pair of sneakers she considered. By keeping the product fresh in her mind, you increase the likelihood of her coming back.‍
• Enticing Incentives: To make the offer even more appealing, these ads often include an incentive like a discount, a free shipping deal, or a limited-time promotion. These rewards act as a nudge to reignite Sarah’s interest and reduce any hesitation she might have about completing the purchase.

Image Source: Terminus

The goal of this process is simple: to re-engage Sarah, remind her of the value of your product, and guide her seamlessly back to your site to finish what she started. Retargeting not only turns lost opportunities into sales but also ensures your brand stays top-of-mind for potential customers.

Retargeting Ad Channels

• ‍Display Ads: Visual ads that appear on websites, apps, or videos across the internet, often using images or banners to grab attention and build brand awareness.‍
• Search Ads (RLSA - Remarketing Lists for Search Ads): Text-based ads shown on search engine results pages. With RLSA, you can specifically target users who have previously visited your website, tailoring ads to their interests.‍
• Instagram and Facebook Ads: Social media ads that appear on Facebook and Instagram feeds, stories, or reels, allowing you to reach a highly targeted audience based on demographics, interests, and behaviors.‍
• LinkedIn Ads: Professional networking platform ads designed to target business professionals by job title, industry, skills, or company, ideal for leveraging B2B digital marketing trends and recruitment campaigns.

It’s the go-to strategy when you want to capitalize on previous website activity.

Common Retargeting Use Cases

Retargeting is a versatile tool that can be adapted to meet a variety of campaign objectives. Here are some common scenarios where retargeting shines and delivers impressive results:

1. Cart Abandonment

One of the most popular retargeting use cases, cart abandonment campaigns focus on users who add products to their cart but leave without completing the purchase. By showing these users ads featuring the exact items they left behind, often coupled with an enticing offer like a discount or free shipping, you can dramatically increase conversions.

2. Upselling and Cross-Selling

Retargeting isn’t just for bringing back lost shoppers—it’s also a fantastic strategy for encouraging existing customers to buy more. Target users who recently made a purchase by showcasing related products or upgraded versions of what they bought. For example, if someone purchased a smartphone, you can retarget them with ads for cases, screen protectors, or wireless earbuds.

3. Engaging Visitors Who Browsed Key Pages

Not every visitor will make it to the checkout page, but that doesn’t mean they’re a lost cause. Retarget visitors based on specific pages they viewed, such as product or service categories. This keeps your brand in front of users who showed real interest and nudges them closer to taking action.

4. Event Promotions

Launching an event? Retargeting helps boost attendance by reaching out to users who viewed your event page or opened invitation emails but didn’t register. Strategically timed ads showcasing event highlights, early bird deals, or compelling reasons to attend can drive signups and participation.

5. B2B Lead Nurturing

For B2B businesses, retargeting is an exceptional way to nurture leads who interacted with gated content like webinars, whitepapers, or case studies. Retarget these prospects with ads that build on the initial interaction, offering further insights or leading them to request a demo or consultation.

6. Re-Engaging Lapsed Customers

Customers who haven’t interacted with your brand in a while can often be brought back into the fold with retargeting ads. Highlight new products, exclusive deals, or personalized offers aimed at rekindling their interest and reminding them why they loved your brand in the first place.

From recovering lost sales to deepening engagement, these use cases illustrate why retargeting is a must-have tactic in any digital marketer’s toolkit. It’s about delivering the right message to the right person at the right time, ensuring no valuable audience falls through the cracks.

What Do We Mean by Remarketing?

Remarketing shares similarities with retargeting but adjusts the focus. It primarily leverages email marketing to re-engage existing contacts in your database. In fact, email marketing has an average ROI of $42 for every $1 spent making it a powerful tool for reconnecting with your audience.

Rather than relying solely on cookies or pixels, remarketing targets people who’ve interacted with your brand—past customers, newsletter sign-ups, or leads captured through forms.

Studies how that 80% of businesses rely on email to retain customers, highlighting the importance of remarketing strategies.

How Remarketing Works?

Remarketing zeroes in on re-engaging your existing audience through smartly crafted email campaigns. Here's how the process works step-by-step to bring customers back and drive conversions:

1. Data Collection and Segmentation

Before sending any emails, the first step is to gather and organize your audience data. This comes from your existing database of subscribers, past customers, or leads who’ve filled out forms. Effective remarketing starts with robust audience segmentation—sorting contacts based on behaviors, preferences, purchase history, or interactions with your brand. For example, a segment might include users who’ve browsed your catalog but didn’t check out.‍

2. Crafting Personalized Content

 With segmented lists in hand, the next move is creating compelling, personalized email campaigns. Personalization can range from addressing recipients by name to recommending products based on past browsing or purchase behavior. For instance, an email could say, "Hi Alex, the headphones you loved are still waiting for you!"—adding a sense of urgency and familiarity to the message.

3. Automation and Timing

Remarketing thrives on precision and timing, which is where email automation platforms shine. After identifying points of high engagement (e.g., cart abandonment or completing a webinar), automated triggers can deliver the right email at the most opportune time. A well-timed "We noticed you left something behind" message can spark an immediate reaction and recover lost sales.‍

4. Enticing Call-to-Actions (CTAs) 

Every remarketing email includes clear and enticing call-to-action to guide recipients back to your site. Whether it’s "Complete Your Purchase," "Claim Your Discount," or "Discover New Arrivals," these prompts create actionable next steps. Adding urgency to these calls, such as "Limited stock available" or "Offer expires in 24 hours," boosts click-through rates.

5. Tracking Engagement and Adjusting Campaigns

Post-delivery, the analytical work begins. Metrics like open rates, click-through rates, and conversion rates are monitored closely to determine campaign success. For instance, a low open rate might indicate a need for more compelling subject lines, while low clicks might mean tweaking your email content. Regularly refining your approach ensures your campaigns get smarter with each cycle.

6. Leverage Upselling and Cross-Selling Opportunities

Remarketing isn’t limited to abandoned carts; it’s also a powerful tool for upselling and cross-selling existing customers. For example, sending an email highlighting accessories that complement a recent purchase keeps your brand top-of-mind and increases lifetime customer value.

By following these steps, remarketing combines precision targeting with the human touch of email marketing to renew interest, build stronger customer relationships, and unlock untapped revenue potential. It’s an essential tool for keeping your brand relevant in the minds of those who’ve already shown interest in what you offer.

Image Source: Buzinga

Common Remarketing Use Cases

Remarketing isn’t a one-size-fits-all strategy—it’s a versatile approach that can be adapted to various business goals. Here are some of the most common and impactful use cases for leveraging remarketing to drive results:

1. Cart Abandonment Recovery

One of the most popular applications of remarketing is targeting customers who add items to their cart but fail to complete the purchase. Through tailored emails or promotional incentives, you can nudge them to return and finalize their order. For example, a simple "You left something behind!" email with a discount code can significantly boost conversions.‍

2. Encouraging Repeat Purchases

Remarketing is highly effective for inviting past customers to make another purchase. By analyzing previous buying history, you can offer suggestions for complementary products or provide exclusive deals to encourage loyalty and build lasting customer relationships.‍

3. Limited-Time Promotions

Got a sale or promotion you want to maximize? Targeting your existing audience through remarketing ensures your loyal customers are the first to know. Time-sensitive emails that highlight exclusive discounts or seasonal offers create urgency and drive quick action.‍

4. Event or Webinar Reminders

Hosting an event or webinar? Remarketing emails can be used to re-engage registrants who haven’t completed their RSVP or to remind attendees as the event approaches. Including details on what they’ll gain or learn can help keep your target audience engaged and committed.‍

5. New Product Arrivals

Tap into your audience’s interest by alerting them to new product launches. Whether it’s the latest update to a product they’ve purchased or a brand-new offering, personalized emails can excite customers and keep them in the loop.

6. Re-engaging Dormant Customers

For contacts who haven’t interacted with your brand in a while, remarketing can rekindle their interest. Use personalized "We miss you!" campaigns that include special discounts or curated recommendations to draw them back into the fold.‍

7. Upselling and Cross-Selling

Remarketing opens doors for upselling and cross-selling opportunities by highlighting related products that complement a customer’s previous purchase or exploring upgraded versions of their chosen items. These campaigns not only boost revenue but also enhance customer satisfaction.

Each of these use cases demonstrates how remarketing bridges the gap between customer intent and action—allowing you to cater to varying customer behaviors while driving engagement, loyalty, and sales.

Further Reading: How to Use Remarketing Ads for Business Growth

Retargeting vs Remarketing Explained

Both strategies aim to re-engage your audience. But here’s a simplified breakdown of their differences.

Ultimately, retargeting is all about advertisements, while remarketing campaign relies on email outreach.

How to Choose Between Retargeting and Remarketing?

When deciding which strategy to use, consider your goals and current audience data. Here are a few scenarios to help you choose the right approach:

1. If You Want to Convert First-Time Visitors

Retarget them with hyper-relevant ads that directly showcase the products or services they browsed on your site. Highlight features, benefits, or limited-time offers to capture their attention and encourage them to take the next step, whether it's making a purchase or signing up.‍

2. If You’re Focused on Building Brand Loyalty

Use remarketing emails to reward past customers with exclusive deals, early access to new products, or tailored recommendations based on their purchase history. You can also cross-sell complementary products to enhance their experience and keep them engaged with your brand.‍

3. To Rekindle Interest in Abandoned Carts

Combine both strategies for maximum impact. Start with targeted retargeting ads reminding them of the items left in their cart, emphasizing urgency or special discounts. Follow up with personalized emails offering additional incentives, like free shipping, to nudge them toward completing their purchase.

Beginner’s Guide to Setting Up a Retargeting Campaign 

Not sure where to start with retargeting? Here’s a quick roadmap:

• ‍Install a Tracking Pixel: Platforms like Facebook or Google provide step-by-step guides to adding tracking pixels on your website. This pixel collects audience data for retargeting campaigns.‍
• Segment Your Audience: Divide visitors into logical groups based on their activity—e.g., "abandoned cart users," "product page viewers," or "homepage bouncers."‍
• Choose the Right Platform: Popular retargeting platforms include Google Ads, Facebook, and AdRoll. Each has its own unique features and audience reach.‍
• Craft Dynamic Ads: Create ads tailored to each segment, such as showcasing the exact products users browsed or adding compelling CTAs.‍
• Optimize Your Campaign: Use A/B testing to refine ad copy, visuals, and CTAs, ensuring you achieve the best possible ROI.‍
• Track Results Regularly: Use analytics tools to monitor conversions, CTRs, and overall engagement.

Further Reading: 3 Most Effective Retargeting Strategies to Boost Sales

Can Retargeting and Remarketing Work Together? Absolutely.

There’s no rule saying you have to choose one strategy over the other. Combining retargeting and remarketing allows you to re-engage leads across different channels effectively.

For example:

• Use retargeting ads to draw users back to your site.
• Implement remarketing emails that keep your product top-of-mind for those who need extra persuasion.

Together, these strategies expand your reach throughout the buyer’s entire decision-making process.

How DashClicks Simplifies Retargeting and Remarketing Campaign Management?

DashClicks simplifies the complexities of creating and managing highly effective retargeting and remarketing campaign. With our robust suite of marketing tools, automation features, and expert services, we empower businesses to reconnect with their audiences, drive engagement, and maximize ROI. Here's how DashClicks can elevate your campaigns:

1. Centralized Campaign Management

Our all-in-one platform allows you to manage both retargeting and remarketing campaigns from a single white label dashboard platform. Track performance, analyze metrics, and make data-driven decisions without jumping between tools or platforms.

2. Advanced Targeting Capabilities

DashClicks provides precise audience segmentation and targeting options. Whether you need to focus on recent visitors, cart abandoners, or existing customers, our tools ensure your ads or emails reach the right people at the right time.

3. Dynamic Ad Creation

Crafting personalized, eye-catching ads for retargeting has never been easier. DashClicks offers creative templates and dynamic content options to build ads tailored to individual audience segments, helping you capture attention and boost click-through rates.

4. Streamlined Email Marketing

For remarketing campaign, our template management software suite enables you to create personalized, automated email sequences. Use pre-built workflows or customize them to deliver timely, relevant messages that nurture leads and encourage conversions.

5. Real-Time Analytics and Reporting

DashClicks gives you access to comprehensive performance data in real time. Monitor open rates, click-through rates, ROI, and more with an intuitive white label analytics platform so you can continually improve your campaigns.

6. White-Label Solutions for Agencies

Digital marketing agencies can leverage DashClicks' white-label services to provide retargeting and remarketing campaigns under their own brand. Offer clients top-tier solutions without the hassle of building from scratch, while scaling your business effortlessly.

7. Expert Support and Resources

From onboarding to ongoing campaign optimization, our team of marketing experts is here to support your success. You’ll also have access to a library of resources, tutorials, and best practices to ensure your campaigns achieve their full potential.

With DashClicks, you don’t just run ordinary campaigns—you deliver powerful, results-driven strategies that keep your audience engaged and your business thriving. Whether you're just starting out or looking to scale your efforts, DashClicks is your trusted partner for building seamless retargeting and remarketing campaigns.

Elevate Your Marketing With Retargeting and Remarketing

Understanding when and how to deploy retargeting versus remarketing can make or break your marketing campaigns. Each strategy serves a specific purpose, but when used together, they create a comprehensive approach to customer engagement.

Want to master retargeting campaigns and convert more of your audience? Start today with the right tools! Explore how to supercharge your marketing using retargeting and remarketing platforms like Google Ads, Facebook Ads, or your email CRM.