What is Retargeting on Google and Facebook?


If you have ever wondered about all of the people that swing by your website but don’t follow through with a purchase, retargeting will be of great interest to you. Retargeting means that your advertisement will be seen by anyone who has previously visited your website. So, if they didn’t follow through on the purchase, you have another shot at their attention with proven results.

Retargeting also works for people who did buy something! It’s an easier sell as they have already purchased from you, but retargeting allows you to show them other products and services that may be of further interest to them.

Retargeting with Google AdWords 

AdWords can position your ad in front of people who have shown interest in your business at a time when they are most likely to make a purchase. With the creation of customized lists, AdWords performs some very successful retargeting. 

The way it works is via reminders based on previous activity. Wishlists are a great example of the way AdWords determines whom to target. If you have an eBay wishlist, AdWords will put advertisements in their feeds for products similar to those they have already indicated they want. 


Google’s Ad Gallery allows for multiple free ads on which you set an automated bidding process for retargeting campaigns. Not only is this a cost-effective way of running a campaign but Google gives in-depth analytics so you can monitor performance and tweak your strategy. It will also break down the costs per advertisement while explaining how and where they were seen.

The necessary tag

Adding a tag to your website to keep track of your targeting is crucial. You do this by using browser cookies with pixel or code that is customizable. So you create your remarketing campaign which follows the people who visit your site and aims your retargeted ads at their feeds. 

This creates a broad net for your advertising as you are taking advantage of the Google Display Network which is basically everyone on the internet. The more specific your retargeting categories become, the lower cost per click you will have. On top of this, the click-through rate of retargeted advertisements is huge.  

46% of search engine marketing professionals believe retargeting is the most underused online marketing technology.

Retargeting with Facebook Advertising 

The idea behind Facebook retargeting is basically the same as Google AdWords, just with a slightly smaller reach as you need people to have Facebook accounts. To set this up, you require the Facebook pixel on your website which is found via Facebook’s Custom Audience feature.This is a Javascript code for your website that can track your audience. It’s relatively simple as there is only one pixel which will allow for optimization, conversion tracking and custom audiences for your advertisement. 

The Facebook Pixel allows for two versions of tracking:

Custom Conversions – tracking via the Facebook pixel and URL of your desired page (limited to 40 custom conversions per account)

Standard Events – code which can be added to multiple landing pages to segment your visitors 

As a result of all of this, Facebook ad clicks have increased dramatically which in turn assists your social media presence. It’s a two-birds-one-stone situation which is one of the benefits over Google AdWords. there is a lot of noise and competition on Facebook that you need to cut through, Facebook retargeting is about playing smarter not harder, placing you in front of your target audience when they are looking for a product or service. 

The result of the above process is conversions by staying in front of potential customers when it counts the most. This is known as display-based product advertising, and it is an extremely effective way to keep in front of your competition. No matter your ad type (Static or Dynamic) retargeting is an available option.

Consider retargeting today

If this sounds like something you may benefit from (which if you are selling anything at all, it is), then Perpetual can help set you up. Many businesses waste money on advertising that goes out to the masses and is ignored. The “spray at the wall and see what sticks” approach is a waste of your time and marketing dollars. Improve your ad spend, increase your conversion and use retargeting to your advantage today.

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