Here’s a surprising stat to kick things off: 97% of visitors leave a website without buying anything on their first visit. Think about that. Nearly everyone who lands on your site clicks away before making a purchase, filling out a form, or signing up.
I know this firsthand. I once ran an online campaign for a small side business, and at first, I was thrilled to see hundreds of people visiting the site. But when I checked sales? Crickets. It felt like throwing a party where everyone shows up, looks around, and leaves without saying goodbye.
That’s where strategies like remarketing and retargeting come into play. These terms often get tossed around as if they’re the same thing, but they’re not. I remember the first time I heard them—I assumed they were just fancy words marketers used to confuse people. It wasn’t until I dug deeper that I realized the difference. And once I understood it, my marketing results changed dramatically.
So, let’s break it down—clearly, simply, and in plain language. By the end of this guide, you’ll not only understand the difference between remarketing and retargeting but also know when to use each, how they work, and why they matter for any business.
First Things First: Why Do We Need These Tactics?
Before diving into definitions, let’s step back. Why even bother with remarketing or retargeting?
The answer is simple: people rarely act the first time they see your brand.
Think about your own habits. How often do you see a product online, close the tab, and come back later? Maybe you’re comparing prices. Maybe you’re distracted. Maybe you just need more time.
That’s exactly what your customers are doing. And if you don’t stay on their radar, they’ll forget you exist. Remarketing and retargeting help you bridge that gap between first impression and final decision.
Retargeting
Let’s start with retargeting.
In the simplest terms, retargeting is about showing ads to people who have already visited your website or engaged with your brand online but didn’t take the next step.
Imagine this: you’re browsing for sneakers on an online store. You check out a few pairs, maybe even add one to your cart, but you get distracted by a text message and close the page. Later that night, while scrolling through Facebook or Instagram, an ad pops up with the exact sneakers you were looking at earlier. That’s retargeting at work.
Here’s how it happens:
- Tracking pixels or cookies are placed on your site.
- When visitors land there, the pixel collects data about their actions.
- Ads are then shown to those visitors as they browse other websites or social media.
It’s almost like tapping someone on the shoulder and saying, “Hey, remember me? You liked these sneakers earlier. They’re still here waiting for you.”
Remarketing
Now, onto remarketing.
While retargeting focuses heavily on ads, remarketing is often about email campaigns and direct re-engagement. It’s the strategy of reconnecting with people who’ve interacted with you in the past, often through a stronger, more personalized message.
Here’s a classic example: you add something to your online cart but leave without completing the purchase. A day later, you get an email:
“Hi there, you left something behind! Here’s 10% off if you complete your order today.”
That’s remarketing.
It’s like sending a friendly nudge rather than just popping up in someone’s feed. Remarketing doesn’t only target recent visitors—it can also reach past customers. For instance:
- An email reminding someone to renew their subscription.
- A follow-up note suggesting related products.
- A seasonal promotion sent to previous buyers.
In short: remarketing feels more like a direct, personal conversation.
The Key Difference
So, here’s the heart of the matter:
- Retargeting = primarily ad-based, reminding recent visitors of what they viewed.
- Remarketing = primarily email or direct re-engagement, reconnecting with both past visitors and existing customers.
Both aim to bring people back, but the methods and timing differ.
Think of it like this:
- Retargeting is like catching someone’s eye across the street and waving.
- Remarketing is like walking up to them later and starting a conversation.
Why People Confuse the Two
Honestly, I don’t blame anyone for mixing them up. Even marketers sometimes use the terms interchangeably. After all, both strategies share the same goal: keeping your brand in front of people who already know you.
The confusion often happens because the lines are blurring. For example, Google Ads calls its display ads “remarketing campaigns,” even though they function more like retargeting. No wonder it gets messy.
When to Use Retargeting
Retargeting is best when:
- You want to remind recent visitors of specific products they viewed.
- You’re trying to recover abandoned carts.
- You want to increase brand recall among “warm” audiences.
Some practical scenarios:
- A clothing brand showing ads of the exact shirt someone clicked on.
- A software company displaying ads for a free trial download someone didn’t finish.
- A travel site showing the same flight deal you were eyeing earlier.
When to Use Remarketing
Remarketing shines when:
- You already have customer emails or contacts.
- You want to nurture relationships with past buyers.
- You’re offering special deals, renewals, or product recommendations.
Examples:
- An online course platform reminding users of a class they viewed but didn’t enroll in.
- A subscription box service emailing customers about their upcoming renewal.
- A bookstore recommending new releases based on past purchases.
How They Work Together
The best part? You don’t have to choose one or the other. In fact, the strongest strategies often combine both.
Here’s how it could look:
- Retargeting ad brings a visitor back to your site after they browse.
- They sign up for your newsletter.
- Remarketing email follows up with a discount or bonus content.
It’s like a one-two punch. Retargeting pulls them back in, and remarketing closes the deal.
My Personal Experience
When I first tried retargeting ads, I’ll admit—I felt a bit sneaky. Like, “Wait, are people going to think I’m stalking them?” But the truth is, most people are used to it now. As long as the ads are relevant and not overbearing, they work.
Remarketing, on the other hand, felt more personal to me. I once ran a campaign for a small online store where we emailed customers who hadn’t purchased in six months. The message was simple:
“We miss you! Here’s 15% off your next order.”
The response shocked me. People not only redeemed the offer but also replied to the email with thank-yous. That’s the power of remarketing—it feels like a conversation, not just another ad.
Common Mistakes to Avoid
Both tactics can backfire if done poorly. Here are some pitfalls I learned the hard way:
- Overdoing it. Seeing the same ad 20 times a day is annoying. Keep frequency reasonable.
- Being too generic. “Come back soon!” won’t cut it. Be specific—show the exact product or offer.
- Ignoring timing. Don’t email people months after they’ve left something in their cart. By then, they’ve moved on.
- Forgetting mobile users. Make sure your ads and emails look good on small screens.
Tips to Do It Right
If you’re ready to try, here are a few pointers that worked for me:
- Segment your audience. Don’t treat every visitor the same—separate cart abandoners, product viewers, and past buyers.
- Personalize your message. Use names, product details, or special offers.
- Test and tweak. Try different ad creatives or email subject lines to see what clicks.
- Respect privacy. Be transparent about cookies and give people the option to opt out.
The Future of Remarketing and Retargeting
Here’s where things get interesting. With stricter privacy laws and fewer cookies, the way we approach retargeting and remarketing is changing. Companies are leaning more on first-party data (like email lists) and AI-driven personalization.
But one thing remains the same: people need multiple touchpoints before they buy. Whether it’s through an ad that reminds them of your brand or an email that re-engages them, staying visible is the key.
My Final Thoughts
So, what’s the difference between remarketing and retargeting?
- Retargeting = ad-based reminders for recent visitors.
- Remarketing = direct re-engagement, often via email, with both past and current customers.
Both are tools for the same job: keeping your brand in front of people who already showed interest. Use them wisely, and you’ll stop losing potential customers who slip away after that first click.
And trust me when you start seeing those “almost customers” come back and convert, you’ll wonder why you didn’t try it sooner.