Do you find you asking yourself what is remarketing in digital marketing? We are living in a digital age where digital marketing has a lot of importance. Digital marketing encompasses all the marketing efforts that use the internet. Digital marketing involves search engines, social media, websites and websites to connect with current and future customers. To understand digital marketing, you must know about its jargons like remarketing and retargeting in digital marketing.

what is remarketing and retargeting

What is Remarketing and Retargeting?

Remarketing in digital marketing is a form of online advertising in which you connect with the people who have previously interacted with your website or mobile application. It is a cost-effective way to increase your revenue as you are interacting with those people who already have an interest in your brand. Remarketing is the most valuable and effective strategy ever introduced in marketing. The purpose of remarketing campaigns is to show the ads to those who are already interested in your products and services.

Remarketing and retargeting are often used interchangeably but there is a slight difference in that retargeting involves displaying the ads through third party networks like Facebook ads while remarketing involves displaying ads to people personally. For remarketing in digital marketing, you must know those people personally like knowing their email addresses.

What is Remarketing in Digital Marketing?

Remarketing is also known as retargeting. It is the most common and popular form of digital marketing in which the marketers serve their ads to only the users who have previously visited your website or a web page but have not taken any action. In actuality, it is an effective way to target those people who have shown some interest in your website.

Related: Google AdWords Retargeting, Social Media Retargeting, and SEO.

Remarketing Examples

There are a hundred and thousands of remarketing examples, but here we will explain a few to make you understand the value of remarketing or retargeting. While doing remarketing, you don’t need to introduce your brand, products or services as the people already know you.

A company namely “FatFace” did research and found out that 77% of buyers seek out reviews and ratings to buy anything. By keeping this in mind, they started to email their customers reviews to those visitors who haven’t taken action yet. It worked well for them. Most of the visitors made purchase due to that customers’ reviews.

Another famous company “Best Buy” used remarketing technique by reminding their website visitors that they have items in their shopping cart that they have yet to purchase. It is a great form of business to client (B2C) remarketing. It entices people to buy the items, they wished for.

Types of Remarketing in Digital Marketing

There are many types of remarketing, the top ones have been explained here:

Standard Remarketing:

This type of remarketing involves displaying ads to the past visitors who have visited your page but didn’t take any action. Standard remarketing also involves targeting visitors who use search engines like Google, Bing etc. to search for keywords that are related to your products or services that you are offering.

For example, you search for SEO tools and then ads start to appear in your search engine related to different SEO tools. This is actually remarketing and is a great addition to an SEO campaign.

Dynamic Remarketing:

Dynamic ads are those ads that are displayed to a person on the basis of one’s specific behavior on your website or a webpage. This includes ad messages that are specifically created for a person who is viewing it. It increases their chances of coming back to your webpage for making a purchase.

For example, in an eCommerce website, dynamic remarketing ads include the exact shopping items that a visitor placed in their cart, making them more likely to click the ad when they see that product again.

Video Remarketing:

Video remarketing is one of the important types of remarketing as nowadays people prefer to watch videos. This type includes showing display ads to only those visitors who have recently seen your videos or to the people who have visited your website. There is also another option to display remarketing videos on YouTube at the beginning or in-between ads.

For example, you see the ads of educational institution ads while you were seeing the video of taking admission to a university.

Email Remarketing:

Email remarketing is one of the important remarketing in digital marketing types. In this type, you start to display your ads to those who have opened the email on your website, clicked the link but didn’t make a purchase. You can send targeted follow up emails to those visitors and convince them to come back on your website and make a purchase.

For example, a shopping cart reminder email is one of the best remarketing in digital marketing examples. A call to action (CTA) button in the emails is a good thing for your website so it’s important to include this in your initial email marketing strategy.

Remarketing Techniques:

There are a lot of remarketing strategies or techniques but some top techniques have been discussed here:

  1. Define your remarketing audience
  2. Videos for Facebook, Instagram and YouTube
  3. Content Remarketing (Blogs)
  4. Design remarketing campaigns
  5. Remarketing through Google Analytics and Google AdWords
  6. Remarketing with an email campaign
  7. Use dynamic retargeting
  8. Use auto retargeting
  9. Showcase different product categories
  10. Remarketing lists for search ads (RLSA)

Related Reads: Is Online Marketing Right for Small Business Owners?, How to Get Customers to Your Website, & Effective Online Marketing Strategies for Small Business.

Remarketing in Digital Marketing Services

There is no doubt that remarketing works!

To help you understand remarketing platforms, here is a list of some retargeting or remarketing services:

Google AdWords Remarketing

It includes static, dynamic, email remarketing and search ads. Google AdWords is a good place to start for new businesses and still testing the waters for remarketing. It provides free setup and standard services with all PPC and Google Ads campaigns.


It has access to many advertising partners like Google, Facebook Exchange, Yahoo, Bing, Twitter etc. It covers 95% of the web.

Facebook Retargeting

It provides you with the service of retargeting with custom audience. As there is a large number of audiences on Facebook, the remarketing possibilities are endless.

The crux of all discussion is that remarketing is an important tactic in digital marketing. It is used by digital marketers, to boost conversions. The definition, types, techniques, strategies, services and examples of remarketing in digital marketing has been explained in order to make you understand the importance and way of remarketing.

Need some help kicking your remarketing in digital marketing and retargeting strategies into gear? Call our Denver digital marketing agency for a free consultation!