Ajay Sharma
Ajay Sharma 6 November 2017
Categories Search Marketing

Is There Any Difference in AdWords Remarketing and Retargeting?

Did you know that only 2% of site visitors actually covert the first time they arrive at a landing page and that more than 75% people who fill their shopping carts exit without completing a purchase in that session?

The bright side is that these people have shown an interest in your offerings and you can win them over with remarketing or retargeting campaigns. Partnering a professional remarketing services provider can be an extremely successful strategy to reengage with site visitors and encourage them to come back for conversions.

What’s the Difference?

The terms remarketing and retargeting are often used synonymously, so is there any real difference between the two terms? Well, some people including inexperienced remarketing services providers believe that retargeting takes the PPC approach and primarily makes use of display ads whereas remarketing is more e-mail or SMS based. However, it must be remembered that even Google uses the term ‘remarketing’ for its own product and terminologies aside, the two share a common goal - i.e. to target shoppers who have shown interest in a business’s services, products or solutions during a site visit. Both use audience behavioral data mined from cookies that get stored on the visitor’s web browser when they take an action such as clicking on a product, adding something to the wish list, favorites list or shopping cart but leave without making a purchase. 

Display Ads Remarketing or Retargeting

So, now that we’ve established there’s no obvious distinction between the two techniques, the next question is how do digital remarketing experts use behavioral data to reconnect with audiences who’ve already visited a website? Well, there are many ways and one of the most popular methods is through Google AdWords remarketing. Display ads are the best ways to remind shoppers of an item they’ve shown interest in and woo them back with targeted ad copy and sometimes discounts and special offers even as they browse elsewhere on the internet.


E-Mail Remarketing or Retargeting

Whether it is white label remarketing or a remarketing solution for your own business that you’re looking for, you cannot afford to ignore the potential of e-mail remarketing which involves re-engaging, via e-mail, with those shoppers who have abandoned your website without making a purchase. Typically, e-mail remarketing ads are sent quickly (sometimes within an hour of visitors’ exit from website) to remind them of the product they showed interest in and provide them with an easy route back to the website. E-mail remarketing is not limited to cart abandonment and can be successfully implemented for bookings and other purposes. Studies reveal that a significant number of people appreciate businesses’ outreach and the VIP treatment they receive.

On-Site Remarketing or Retargeting

A digital marketing agency offering Google AdWords remarketing services may also provide on-site remarketing which is a very interesting way to catch the attention of site visitors while they are still on the website but about to abandon. Various signs such as mouse movements or idle time can indicate when a visitor is about to leave a website without converting and on-site remarketing tries to reengage with them through clever messaging that encourages them to take an action, sign up to receive a newsletter or come back in the future. Another effective solution is SMS remarketing which is similar to e-mail marketing but the message is delivered via SMS. With so many people being hooked to their phones, SMS remarketing can provide better click through rates and outperform e-mail remarketing.


When done well, remarketing or retargeting can keep your offerings in site visitors’ memory and encourage them to return to the website and convert. To ensure best results for your AdWords remarketing campaign, get in touch with our experts for white label remarketing services!

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