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How to Retarget and Remarket Ads with Facebook and Google

How to Retarget and Remarket Ads with Facebook and Google

How to Retarget and Remarket ads with Facebook and Google


Sometimes reaching out to a customer once isn’t enough.  Your products and services may be impeccable.  But a first-look doesn’t cut it.  Reaching out multiple times lets you drive your message home.  In this post, I will explain how you can use Facebook and Google in order to retarget your ads towards customers. 


Retargeting vs Remarketing

 Before we dive in, let’s talk about the difference between remarketing and retargeting. 


Traditionally, retargeting refers to specifically showing ads to people who have visited your site.  Its point is to move customers further down the sales funnel.


Remarketing refers to re-engaging with customers through emails in order to renew a service or upsell.  An example might be if a customer’s subscription has ended and you are writing to remind them of your exclusive offers.


Nowadays, the line between retargeting and remarketing has become blurred.  This is because advertising on social media often mixes with email marketing.  The different platforms intertwine.  Google regularly refers to its practice as remarketing.  Facebook refers to similar practices as retargeting. 


Google Remarketing

This tool positions ads relating to your business across Google’s search engine and third-party sites. 


Google Remarketing helps:


  • People to see your business when searching for your products and services.
  • You to create lists that target audiences based on factors such as those who have visited your site before looking elsewhere. 
  • You to reach people on a large scale with generic content across 2 million sites.
  • Campaigns by combining them with photos that have proven to be effective.


How does it work

Once google ads are set up it’s fairly straightforward.  A Google Tag (a small piece of code) is inserted in the header of your site.  When a customer visits certain pages a ‘tagged cookie’ is added to their browser.  Advertising campaigns on Google can be sent directly to people with these cookies.


Facebook Retargeting

Can be split into two categories:


1. Facebook Pixels

(Refer to our Facebook Pixels blog)


Advantages – Using a Facebook Pixel allows retargeting to be immediate and timely.  It can reach ideal customers the moment they have left your site.


Disadvantages – Pixels reach people at a low volume because they depend on customers visiting your site at any given time.  Whilst retargeting can be specific, it is unlikely going to reach customers on a large scale.  There is also the time-consuming task of having to insert pixel code on all pages of your site. 


2. Customer lists

Consists of using customer’s contact info you already have.  Lists can be customised to reach people based on specific buying habits.


Advantages – Potential customers can be targeted and categorised on a large scale.


Disadvantages – Preparation and scheduling may affect timing and response rate. 


There you have it!

Both Facebook and Google can be great tools for retargeting/remarketing your ads.  When deciding where to place your trust, its best to remember that a mix of both advertising platforms can make a huge difference.  Reaching potential customers has never been easier. 


We know you’ve got this.  But if you’d like to know more about how you can generate high quality leads for your KBB business don’t hesitate to get in touch.

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