The significance of PPC (Pay-per-Click) advertising remains unparalleled. Amidst the multitude of PPC strategies, two stand out due to their efficacy in converting potential leads — PPC Remarketing and Retargeting.

Grasping the Concept of PPC Remarketing and Retargeting: A Comprehensive Guide

By: Brian Schwarze

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The significance of PPC (Pay-per-Click) advertising remains unparalleled. Amidst the multitude of PPC strategies, two stand out due to their efficacy in converting potential leads — PPC Remarketing and Retargeting.

What Is PPC Remarketing and Retargeting?

Although seemingly interchangeable, remarketing and retargeting, are distinct strategies employed in online advertising. Both tactics aim at re-engaging users who have shown prior interest in your brand or products. However, the difference lies in their approach and the nature of the audience they target.

PPC Remarketing

PPC Remarketing predominantly uses email marketing to re-engage past customers or leads already in your database. It's about rekindling the connection with existing customers, urging them to revisit your brand, and potentially make additional purchases. This strategy focuses on boosting customer lifetime value (CLTV) and fostering long-term customer relationships.

PPC Retargeting

On the other hand, PPC Retargeting is primarily about display advertisements or social media ads. It targets audiences who have visited your website or social profiles but haven't converted yet. The objective of PPC retargeting is to recapture the attention of these potential customers and direct them back to your website for conversion. It is about moving not-yet customers further down the purchase path.

The Remarketing Vs. Retargeting Debate: A Matter of Perspective

The terminological debate around 'remarketing' and 'retargeting' is influenced by various perspectives within the digital marketing community.

  • Distinct Strategies: Retargeting is associated with online ad placement or display ads, whereas 'remarketing' is generally linked with re-engaging existing customers via email campaigns or paid ads.
  • Interchangeable Terms: Another perspective views 'retargeting' and 'remarketing' as interchangeable terms, both aiming to re-engage users who have previously interacted with a brand.
  • Google's View: Google uses the term 'remarketing' exclusively to refer to its capability to target advertisements at audiences who have previously interacted with a brand's website or social media profiles.

Regardless of the perspective, what matters is understanding the distinction between the two and knowing when and how to deploy each strategy effectively.

The Key Differences: Retargeting Vs. Remarketing

Remarketing

Retargeting

Primarily uses email marketing

Primarily about display advertisements

Aimed at re-engaging past customers or leads

Targets audiences who have visited your website or social profiles

Boosts customer lifetime value

Moves not-yet customers further down the purchase path

Ideal for upselling customers with additional products

Effective for converting potential customers who've shown interest in your brand

Pixel-Based Vs. List-Based Retargeting

Retargeting can be categorized into two types: pixel-based and list-based. Pixel-based retargeting is a more immediate form of retargeting that involves placing a discreet piece of JavaScript, often referred to as a pixel, on the browser of a visitor to your site. Once the visitor leaves your site and browses other websites, the cookie triggers your ads on the sites they visit.

List-based retargeting, however, works with a pre-existing list of contacts. Here, you upload a list of email addresses to your retargeting campaign, and the platform will identify users on the network linked to those email addresses and serve them retargeting ads.

Remarketing: A Focus on Email Marketing

Remarketing primarily deploys email marketing to re-engage past customers or leads. It involves creating personalized email campaigns based on previous purchasing behavior or interests. This can take the form of upselling an accessory, reminding a user about an abandoned cart, or offering a subscription renewal.

The Impact of Retargeting and Remarketing

Both retargeting and remarketing strategies provide numerous benefits, from boosting brand awareness to increasing conversions.

  • Increasing Brand Awareness with Retargeting: Retargeting campaigns can significantly increase brand visibility. By displaying your ads across different websites and platforms, you keep your brand at the forefront of potential customers' minds.
  • Driving Conversions with Retargeting: Retargeting is also incredibly effective in driving conversions. By targeting users who have already shown interest in your products or services, you're likely to achieve higher engagement and conversion rates.
  • Enhancing Customer Retention with Remarketing: Remarketing campaigns play a pivotal role in customer retention. By sending personalized emails based on previous interactions or purchases, you can keep existing customers engaged and encourage repeat purchases.

When to Use Retargeting Vs. Remarketing

The choice between remarketing and retargeting depends on your specific marketing objectives.

When to Prioritize Retargeting

Retargeting is ideal when you aim to attract new customers or when your products or services are typically one-time purchases. It's an effective strategy for converting potential customers who've shown an interest in your brand but haven't made a purchase yet.

When to Prioritize Remarketing

Remarketing should be your strategy of choice if your product or service encourages repeat purchases. It's also ideal for upselling customers with additional products and for businesses operating on a tight marketing budget.

Harnessing the Power of PPC Remarketing and Retargeting

Both PPC remarketing and retargeting are powerful strategies in the realm of digital marketing. They allow businesses to re-engage with potential or existing customers, thereby boosting conversions and increasing brand visibility.

While the line between remarketing and retargeting may seem blurry, understanding their distinctive mechanisms can help you devise an effective PPC campaign. Whether it's email marketing or display advertising, the ultimate goal is to capture and retain the attention of your target audience, thereby driving growth and profitability in your online advertising efforts.

No matter what your PPC campaigns entail, remember that the key to success in digital marketing lies in personalization, relevance, and strategic audience targeting. By fine-tuning your ad targeting and behavioral targeting strategies, you can significantly enhance your ROI and make the most out of your display advertising endeavors.

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