How to do retargeting and remarketing on social networks?

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and remarketing on social media more than once, but you still have doubts!
If you've heard of retargeting but aren't entirely sure about it, this article will help you understand it better.

In addition, you will discover how to develop a good retargeting strategy on social networks that benefits your brand.

You may have visited a website or tried to make an online purchase and when you continue browsing you see ads related to that website.

Sometimes you feel like the ad “follows you” because it appears constantly.

Well, that happens because the site you visited had a retargeting action activated.

What is retargeting?
Retargeting is a marketing technique that aims to re-engage users who have already had contact with the brand with ads, and is a very common resource in e-commerce.


When a user has visited a website but does not complete the conversion goal that the brand had set, the brand will activate a retargeting action to “seduce” them.

The goal is to get you to come back and complete the purchasing process.

To implement it, it is necessary to use a code (a pixel tag, for example) capable of recognizing the user once he or she is outside the domain where the action is triggered.

That's the job of the famous "cookies".

This technique shows the right ad to a perfectly segmented user.

The user himself has shown his preferences within the online store by clicking on the items that interest him.

That is, the advertisement will respond precisely to the user's purchasing intention.

The key to retargeting's success is its great segmentation power.

Differences between remarketing and retargeting
There is often a doubt between this concept and remarketing, and this is not surprising, since remarketing and retargeting have similar objectives.

In fact, it is very common for marketing professionals to confuse both concepts since they often overlap; however, there are some differences that should be appreciated.

Both terms aim to “rescue” a consumer who, without having purchased the product/service, shows interest in the brand, but one is more specific than the other.

Remarketing (to market again) is a broader concept
It covers different communication channels or platforms.

It is a technique that predates the rise of digital marketing and can even be used in traditional email list australia points of sale.

Retargeting is a more focused resource
It is developed entirely in a digital medium through a pixel or tag as we have already seen.

It should be noted that Google does not use the term “retargeting,” as Facebook and other social platforms do.

When we refer to any form of Google Ads, we will talk about “remarketing”.