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Remarketing

Another term for retargeting - showing ads to previous visitors or customers.

Definition

Remarketing is synonymous with retargeting - showing ads to people who previously interacted with your brand.

Google vs Meta Terminology

  • Google: Uses "remarketing"
  • Meta: Uses "retargeting"

Functionally identical - both target warm audiences.

Why It Matters

Remarketing (also called retargeting) shows ads to people who previously interacted with your brand. These audiences already know you, making them far more likely to convert. Remarketing typically delivers the highest ROAS of any campaign type and is essential for closing the loop on your conversion funnel.

Examples

  • •Showing dynamic product ads to people who viewed specific items on your website
  • •A cart abandonment campaign offering free shipping to people who added products but didn't purchase
  • •An email subscriber remarketing campaign promoting a limited-time offer

Common Mistakes

  • ✕Remarketing to all website visitors equally instead of segmenting by intent (product viewers vs cart abandoners)
  • ✕Running remarketing ads indefinitely without refreshing creative, causing fatigue
  • ✕Not excluding recent purchasers from remarketing campaigns, wasting budget on people who already bought
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