What is Remarketing, and What are the Best Tools for it?


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What is Remarketing, and What are the Best Tools for it?

Remarketing is a powerful tool for businesses, and remarketing generates more sales and leads. It is not just about ads that keep popping up, but rather remarketing campaigns that engage customers who have already visited your site. If you are interested in finding out more about what remarketing is and what tools we recommend, read on!

What is Retargeting?

The idea behind remarketing is that you already know the visitor and have a relationship with them. They visited your site, but they didn’t make a purchase or sign up for something on it.

Your task now is to convince this person to do so by showing your website ads around places where they spend time online (such as social networks). You can show ads about the products/services that particular customer has browsed before and provide offers like coupons that might encourage them to buy from you again.

Here are some examples of remarketing campaigns:

– Showing specific product recommendations based on previous visits and past purchases made at an eCommerce store;

– Showing selected blog post titles when people visit other sites in the same network;

– Showing ads for abandoned carts to encourage customers to come back and make a purchase.

Why use retargeting?

Retargeting is beneficial for many reasons, but the two most important are:

It can boost sales; it’s a great way to encourage people who have already shown interest in your products/services and might be ready to buy from you.

Retargeted ads appear when it matters the most! People often visit sites before making an online purchase to gather as much information as possible about their options. The more research someone does on this topic, the bigger chances of them coming back and buying something with you.

All too often, website visitors don’t complete a conversion action on-site (like adding the product into a cart or signing up) even if they were planning to do so. These situations are where remarketing ads come in handy. With remarketing, you can keep showing your offers to people who have already shown interest and even provide a coupon code!

Now that we know why retargeting is useful let’s look at what types of Retargeting are available.

What are the types of Retargeting?

There are three main types of retargeting campaigns:

You are remarketing to people who have already visited your site. 

You can run remarketing ads for products or services that particular customers browsed before. Show them offers and discounts, encourage them to make a purchase now! You will see higher conversions from these visitors since they were interested in you once already. There is a good chance they might come back eventually when remarketing becomes useful for businesses.

Social Retargeting

Social retargeting is similar to regular remarketing. Instead of showing ads on other websites, you target those adverts towards social media platforms such as Facebook, Twitter, etc. It allows you to keep sharing content with customers even after the first time they have visited your site.

Search Retargeting

Utilizing features like Retargeting for search ads is an excellent way of reaching out to those actively looking for your products/services.

What are the best retargeting display networks?

There are so many retargeting display networks out there that it can be hard to tell which one is the best and deserves your attention.

Google AdWords

The world’s most popular search engine has put a lot of effort into its remarketing solutions. They have both regular (Website Retargeting) and social (Social Retargeting + YouTube) campaigns and Search Ads.

Bing Ads

Bing is the second most popular search engine, and it also offers remarketing campaigns for those who advertise with them.

Facebook Advertising

Facebook has one of the largest audiences in the social media network world, making advertising a great option to get your brand out there! Facebook tends to be more privacy-conscious, and after the last iOS update, there are even more limitations. Due to these retargeting limitations, you might have trouble reaching some specific demographics for extended periods through this platform alone.

Twitter Advertising

Although it’s not as widespread as Facebook, advertising on Twitter can be highly effective because people use hashtags and follow specific accounts. It also allows for running both regular (Website Retargeting) and social retargeting campaigns.

Of course, there are many other display networks out there worth mentioning. Still, these four should give you a good idea of what options you have when setting up a remarketing campaign!

What Makes a Good Retargeting Ad?

It would be best if you kept your retargeting ads straightforward. People are already familiar with your product or service since we target them to go to your website. Create powerful retargeting ads that consumers want to see critical. They will include offering exclusive retargeting promotions, discounts, or specials! Who doesn’t like saving money?

Making sure your retargeting ads add value to the target audience is also critical with growing consumer awareness around digital marketing retargeting practices. Much of the digital marketing backlash in the news today is almost exclusively around retargeting ads and consumer data tracking. With this growing awareness, it’s unnecessary to pinpoint that you know users have been to your website. You don’t need to convince them that they’re being tracked again – they’re aware!

On top of this, most people probably don’t like feeling watched or spied on. The dislike is intensified, especially when browsing products/services, which might cost a lot of money or sensitive products or services.

It is important to note that there are restrictions on certain types of retargeting by industry. For example, suppose you are a family attorney and are retargeting people who have been to your website for divorce services. In that case, it can be unethical or at least unwise to target that individual’s household with ads talking about “Looking to Learn more about The Divorce process? Reach out to the divorce experts at Unethical Marketing law firm today.”

It doesn’t take a rocket scientist to understand that if your product or service is in a sensitive content topic like above, then please always operate with your end consumer in mind and do your best to protect their privacy.

That is why simplicity is key: you want to show an ad about something related but not too pushy. Creeping or being too pushy leads to scaring people away from engaging in a conversation with you.

It would help if you used only high-quality ads with strong branding (such as professional photographs) to be effective. If customers see cheap stock photos, they will most likely think this campaign is fake and click away from the ad straight away!

And of course, don’t forget to set your budget for the ads to be shown when it matters most! The best time is usually a few days before and after an actual conversion action.

Retargeting can bring lots of great opportunities and requires careful planning – just like any other type of marketing campaign. If you are not sure which retargeting tool would suit you or how exactly this process works, check out our most recommended marketing tools below.

What are the best retargeting tools?


AdRoll is one of the most popular retargeting tools on the market today. With their powerful ad serving technology (learn more here), AdRoll enables you to quickly set up and run high-end remarketing campaigns that will be very cost-effective for your business, especially if you are advertising in multiple countries/regions!

The main benefits of using AdRoll include:

· Ability to reach out with dynamic or static ads (if desired) across all platforms, including Display Network sites like Google Search Ads

·Powerful reporting metrics which monitor KPIs such as ROI, CVR & CTR – these features make it easy to optimize campaign performance over time as well as make quick data-driven decisions for planning future campaigns

·You can use AdRoll to set up a retargeting campaign for as little as $50 per month – making it an affordable high-performance solution for your business!

If you’re interested in more about how this good software works, check out their website here.


Criteo is one of the leading retargeting platforms globally, with over 200 retail customers and partners, including eBay, Sephora, Macy’s, etc.

What makes Criteo so unique? Well, to name a few things: its Ability to match around 20 billion product offers every day (making it easy for advertisers to target their products), advanced predictive analytics that allows identifying high-value users or segments for different types of marketing activities such as email campaigns.

How much does Criteo cost? It depends on your budget, but prices start at $40 per month, which should be enough for any small business looking into building effective retargeting ads!

While this retargeting tool is excellent, it also requires a good knowledge of POS data to succeed. If you don’t have an e-commerce website set up yet (or if you already have one but it isn’t doing very well), feel free to check out their list of the best e-commerce platforms for small businesses before making your final decision!

RTB House

RTB House is a platform dedicated to programmatic retargeting as well as native advertising. The company claims that there are no other platforms in the world matching its 50+ publisher network with access to over 1500 advertisers and 100,000 active publishers.

The main advantage here is undoubtedly working with globally recognized brands from across different industries. If you need large-scale exposure without spending too much time managing your campaigns, this might be a better solution for you!

Their platform is based on the idea of simplicity, which means that if you want to be able to set up your remarketing campaign in less than two minutes and with no tools needed (however, this option might limit some possibilities), then check out their white label retargeting tool.

Retailers who use RTB House are mainly focused on the display retargeting segment. Still, they also offer support for video ads with VAST and VPAID tags which is beneficial especially to e-commerce sites.

Also, their unique Traffic Booster feature allows you to set up bids on mobile apps (top-rated among game publishers) or customize your targeting based on location (like geofencing), device, OS, etc.

Lastly, what makes their platform stand out from the crowd? The fact that they already have more than 200 clients who can vouch for how easy it is to use and get started right away! Their support team will be happy to answer any questions you might have about setting up a retargeting campaign on RTB House.

Ad Roll vs. Criteo vs. RTB House

AdRoll and Criteo are undoubtedly great tools for running remarketing campaigns on Facebook. However, RTB House might be more beneficial to you if you want a platform capable of handling different types of advertising (such as native ads) beyond the display retargeting segment.

What do we recommend? If your budget is limited, but you still want to reach out to large audiences with minimal time for managing ad campaigns, AdRoll would suit such needs! They also offer some engaging, dynamic product ads which can help boost sales even further after users come back to your site – it’s worth trying their free trial!

Suppose you need lots of options when it comes down to targeting or optimizing specifics within one remarketing campaign (such as dynamic product ads, lookalike audiences, etc.). You do not mind spending a bit more time managing your campaigns each week. In that case, Criteo might be the right solution for you.

Suppose your main focus is running large-scale campaigns with global reach across different continents such as North America or the Asia Pacific and Europe (countries included: Australia). In that case, RTB House will serve this purpose! Their support team will guide you through all of their features step by step, so it won’t take long before achieving desired results!

What do we also recommend? Set up conversion tracking to see which ad campaign brings users back to your site. This way, you can make improvements and optimize future campaigns better. If there’s a specific product or service you want to promote, make sure to add it as a dynamic product ad for your campaigns to be even more effective.

In conclusion, all three platforms are great tools for remarketing. They serve different purposes depending on the type of business you run. If top performance with minimal time needed for managing advertising campaigns is what matters most for your e-commerce site, then AdRoll might not disappoint! On the other hand, if having access to many options within one campaign (such as lookalike audiences) that can bring about better results is critical, Criteo will deliver just that! RTB House offers a white label retargeting solution, so feel free to check their website out.

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