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What is the difference between Retargeting and Remarketing advertising?

Understand the benefits of Retargeting and Remarketing advertising to impact consumers and increase sales positively.

Planning and executing the most appropriate Digital Marketing strategies for the characteristics of the business is a constant challenge. For this, it is necessary to know the applications of each one and the best practices, as in the case of Retargeting and Remarketing advertising.

Retargeting and Remarketing can bring many benefits to your business, from increased customer engagement and conversion rates to better brand awareness online.

However, these strategies are constantly confused, which means that marketers do not take advantage of the full potential of results that both solutions offer.

With this in mind, we will detail what differentiates them in this content. We will also provide valuable advice on developing these strategies for the success of your business’s Digital Marketing actions. Stay with us and enjoy reading!

Remarketing: what is it?

First, let’s understand what remarketing is. Despite the similarity between the strategies, this is related to the practices developed to re-engage people interested in the brand using email marketing.

This indicates that they are already leads or customers and that this group of people is more interested in the brand’s products or services. For example, imagine a customer who enters an eCommerce website and navigates through the pages. Add items to the cart but abandon the purchase before completing it; later, he receives an email inviting him to complete the order.

This is a classic example of remarketing.

Therefore, remarketing is about using email to engage with and engage potential customers, a key difference from retargeting.

For sure, what are the advantages of this strategy?

Next, we will highlight the advantages of using remarketing in your business. Let’s keep going!

Engagement with the client

The relationship between brands and customers should not be one-sided, so it is essential to look for interaction channels for a customer loyalty strategy to be viable.

Remarketing is a channel that enables this contact with the client while also increasing retention possibilities because it impacts the customer again and keeps them engaged. Engaging customers through email marketing keeps them coming back to your site, increasing browsing time and, in many cases, increasing sales.

brand perception

When a consumer buys from a company, even if their experience is positive, building a relationship will depend on the brand’s effort to maintain active contact.

If you never interact with the company again, the tendency is to start the buying process from scratch next time.

On the other hand, if the organization maintains an active relationship through email, the user is more likely to approach them when interested in a product since they have a better impression of the brand.


A remarketing strategy can highlight an abandoned cart or even invite the consumer to discover a new product line, among other actions.

In all of them, this solution enables the user to return to the site and have a new purchase opportunity, increasing the site’s conversion rate.

Best practices for using the strategy

As with any Digital Marketing strategy, some remarketing applications provide a more satisfactory brand return.

Below, we highlight solution best practices that will help enrich your online performance.

cart abandonment

As in the example above, we use remarketing to suggest that shopping cart redemption is one of the strategy’s most common (but also effective) uses.

Many consumers abandon the shopping cart, and it has happened to all of us, right? Therefore, remarketing is necessary, given the potential to reverse this scenario.

Promotions to attract customers

The site’s promotions are good opportunities to re-engage customers, making that somewhat “lost” consumers interact again.

Therefore, when planning a sale on the site, do not miss the opportunity to attract old customers and the efforts to attract new customers.

Close relationship with clients

Email is an excellent opportunity to maintain a close and active relationship with customers. These types of techniques are used in different ways in eCommerce, including:

  • use of email to inform about promotions;
  • offer discounts for future purchases;
  • report abandoned cart and
  • provide discounts in exchange for referrals from new consumers.

Therefore, building relationships can be based on different actions, including offering materials from the company’s Content Marketing strategy the objective is to nurture the lead until a new purchase.

Now, what is retargeting?

Now that you know what remarketing is all about, you might be thinking: What about retargeting?

This concept shows targeted ads to users who have already interacted with the brand on the website or other channels, such as search tools, partner sites, and social networks.

Imagine again a visitor accessing your e-commerce. When it performs this action, the website (which must be correctly configured for this strategy) installs a cookie in the browser, and with it, the brand can collect the user’s browsing data.

If you go to a product page but do not complete the purchase, retargeting allows you to find it later by activating the cookie.

Thus, tools such as Google Ads and Facebook Ads know which ad to show based on previously demonstrated behavior. The strategy allows for high targeting of ads, which increases their effectiveness.

An important issue that motivates the confusion between the terms is that, in Google, the retargeting tool is called “remarketing,” increasing the doubts about the understanding of the strategies. Still, they are different and serve different objectives.

These are the benefits of using this solution.

Like, retargeting and remarketing advertising also offers different advantages that make the strategy one of the most recommended for businesses in different segments. Among them, we can highlight the following.


By re-impacting a user who has previously shown interest in the brand or a specific product, the company has a real opportunity to increase sales.

However, a well-targeted strategy is essential to achieve this goal, making an ad compatible with the previously demonstrated interest and directing the user to a relevant landing page.

purchase cost

Making a campaign more relevant is much easier when you know who came to your site and what this user saw. This knowledge used correctly reduces the Customer Acquisition Cost (CAC).

Rather than building a campaign based on a keyword or audience profile, retargeting targets ads based on buying behavior, making the strategy more efficient.


Branding, which is how users perceive the brand, is a relationship-building factor that benefits from a retargeting strategy. 

The solution allows users to see that their brand has an active presence on the internet, improving its perception.

Ways to use retargeting advertising in your online presence

The main use of retargeting is to impact users who abandoned the cart or entered the site showing interest in a certain product or service but did not continue the purchase process.

In addition to this classic strategy application, it can be developed in different ways, depending on the brand’s objective. Retargeting can be divided into two types:

  • on-site – Works as a solution to re-engage users who have already come to the site and shown interest in specific items, allowing ad targeting;
  • Off-site: used for customer prospecting, approaching users who have interacted with the brand through other channels, such as social networks.

Using these different aspects of the same strategy allows you to diversify your online presence, helping to leave fewer gaps in brand performance.

How do we combine retargeting and remarketing strategies?

Just as on-site and off-site retargeting is indicated, the brand can also adopt this strategy with remarketing. The combined action of the solutions positively impacts the consumer and makes the online presence more complete.

Still, to unite retargeting and remarketing advertising, it is essential to develop the best practices of both tactics, avoiding an ostensible presence that becomes aggressive for the user. Check out the main factors to consider below!


When joining the strategies, it is necessary to verify if the actions are complementary.

For example, sending multiple emails and being on all the websites and social networks the user access is excessive and can lead to brand rejection.

So if the maximum number of times the user should be affected by an ad is around 10, make sure that your retargeting and remarketing ads together don’t exceed that number.

It also determines the campaign’s duration, seeking to make it more relevant to the consumer. Another good practice is always measuring the results, checking how the client responds to these actions and which ones are more successful.


Segmentation is what guarantees that your strategy will be correct. It is no use directing your efforts to an integrated retargeting and remarketing campaign and advertising products that are not in the consumer’s interest.

The more targeted the campaign, the greater the chance that the customer will be satisfied with the action, which increases the chances of conversion and sales of the brand.


The quality of the campaign is directly influenced by the targeting, but not only by it.

Make sure your ads and approaches are conducive to the customer’s moment in the buying process. In addition, the headlines, texts, and images used must be appropriate, taking into account the person and the flow of parenting.

As we have seen, together, retargeting and remarketing advertising have great potential to increase business sales and help build a stronger brand for the consumer. Strategies, however, must be designed to deliver quality and relevance to the customer.

Do you want to know how to develop a more effective email strategy? So, you can’t miss our post.

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