Retargeting and remarketing are two of the most powerful strategies in digital marketing. They allow businesses to reconnect with users who have already shown interest in their products or services but haven’t converted yet.
Most visitors don’t take action the first time they see an ad or visit a website. That’s where retargeting and remarketing come in—they keep your brand in front of potential customers and bring them back to complete their journey.
In this guide, you’ll learn advanced techniques to improve your retargeting and remarketing strategies for Google Ads, Facebook Ads, and beyond.
1. What is the Difference Between Retargeting and Remarketing?
Many people use the terms retargeting and remarketing interchangeably, but they have key differences:
- Retargeting: Typically refers to showing ads to people who have visited your website but didn’t convert. This is commonly done via Google Ads, Facebook Ads, Instagram Ads, and YouTube Ads.
- Remarketing: Often refers to email-based follow-ups to previous customers or leads. This includes sending personalized emails to users who abandoned their cart, signed up for a free trial, or previously made a purchase.
Both strategies serve the same goal: bringing back potential customers who didn’t convert the first time.
2. Setting Up Retargeting in Google Ads
Google Ads allows advertisers to create remarketing lists that show ads to users who visited their website or interacted with their business.
How to Set Up Google Ads Retargeting
- Go to Google Ads Manager and click Tools & Settings → Audience Manager.
- Click + Create Audience → Website Visitors.
- Set conditions (e.g., “Users who visited product pages but didn’t purchase”).
- Name the audience and click Create Audience.
- When creating a new campaign, select Targeting > Your Remarketing List.
Best Practices for Google Retargeting
– Segment Your Audiences: Create different ad groups for users based on their activity (e.g., “cart abandoners” vs. “blog readers”).
– Use Dynamic Ads: Show users the exact products they viewed before.
– Adjust Bidding Strategy: Increase bids for high-intent users (e.g., those who visited pricing pages).
3. Setting Up Retargeting in Facebook Ads
Facebook Ads offers powerful retargeting options using the Meta Pixel to track user behavior.
How to Set Up Facebook Retargeting Ads
- Open Facebook Ads Manager and go to Audiences.
- Click Create Audience → Custom Audience.
- Select Website Traffic and define your audience:
- All Website Visitors (Last 30–90 Days)
- People Who Viewed a Specific Page
- People Who Added to Cart But Didn’t Purchase
- Click Create and use the audience in your next ad campaign.
Best Practices for Facebook Retargeting
– Segment High-Intent Users: Create separate audiences for “engaged visitors” and “window shoppers.”
– Use Video Retargeting: Show ads to users who watched at least 50% of a previous video ad.
– Leverage Lookalike Audiences: Use retargeting lists to create lookalike audiences for prospecting.
4. Advanced Retargeting Strategies for Maximum Conversions
Once basic retargeting is in place, you can optimize your campaigns using advanced strategies.
A. Exclude Converted Users from Retargeting Ads
Showing ads to people who have already made a purchase wastes budget. To exclude them:
- In Google Ads, exclude users who triggered a “Purchase” event.
- In Facebook Ads, create a custom audience for past buyers and exclude them from future campaigns.
B. Create Time-Based Retargeting Campaigns
Not all users should see the same ad. Segment retargeting audiences by time frame:
- 1-7 Days After Visit → Show a limited-time discount.
- 8-30 Days After Visit → Show social proof (testimonials, reviews).
- 31-90 Days After Visit → Show new product releases or blog content.
C. Use Sequential Retargeting Ads
Instead of showing the same ad repeatedly, change the messaging based on how long a user has been inactive.
Example sequence:
- Day 1-7: “Still thinking about [Product Name]? Get 10% off today!”
- Day 8-14: “See what our customers say about [Product Name]!”
- Day 15-30: “Spots are filling up fast! Don’t miss out.”
D. Retarget Users Across Multiple Platforms
A user who ignores a Facebook ad might respond to a Google Display ad or email reminder.
Best combinations:
– Facebook Ads + Instagram Ads → Targets users across two platforms.
– Google Display Ads + YouTube Ads → Follows users on different websites.
– Facebook Retargeting + Email Remarketing → Runs ads and sends follow-up emails simultaneously.
5. Remarketing Strategies for Email Campaigns
Retargeting isn’t just about paid ads—email remarketing is another effective way to re-engage users.
A. Cart Abandonment Emails
Send a series of follow-up emails to users who abandoned their shopping cart.
Example Email Sequence:
- Email #1 (1 Hour Later): “Did you forget something? Your cart is waiting!”
- Email #2 (24 Hours Later): “Get 10% off if you complete your purchase today!”
- Email #3 (3 Days Later): “Limited stock alert: Order now before it’s gone!”
B. Re-Engagement Campaigns for Inactive Users
For users who haven’t opened emails or visited in a while, send a personalized offer or content recommendation.
Example Subject Lines:
- “We Miss You! Here’s 20% Off Your Next Order.”
- “New Arrivals Just for You – Check Them Out!”
6. Tracking & Optimizing Retargeting Performance
To ensure your retargeting campaigns are profitable, track key metrics like:
– Click-Through Rate (CTR) – Low CTR may indicate ad fatigue or bad targeting.
– Cost-Per-Click (CPC) – Higher CPC means you may need to refine your audience.
– Conversion Rate – Measure how many users actually complete a purchase.
Optimization Tips:
– A/B Test Different Offers: Discounts vs. free shipping vs. bonus gifts.
– Rotate Ad Creatives: Refresh your images, videos, and headlines every 2-4 weeks.
– Cap Ad Frequency: Set a max of 5-7 ad views per person per week to avoid annoying users.
Final Thoughts
Retargeting and remarketing are essential for recovering lost conversions and maximizing ROI. By using dynamic ads, segmented audiences, email sequences, and cross-platform retargeting, you can increase conversions and grow your business efficiently.
Are you ready to launch high-converting retargeting campaigns?