How To Retarget and Remarket Ads With Facebook and Google

Posted by Davina Curtis In: Facebook, Google, Lead Generation, Learning No comments

How to Retarget and Remarket Ads with Google and Facebook


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. Allow me to 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 may 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

Google Remarketing 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.
  • Ad Campaigns by combining them with photos that have proven to be effective.


Once google ads are set up, it’s fairly straightforward. A google tag -a small piece of code- is inserted into 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.  


Now let’s talk about how to Retarget Facebook

This can be split into two categories:


Number 1: Facebook Pixels.

For specific information on what a Facebook pixel does, you can consult our 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. 


Number 2: Customer lists.

This 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. 


And there you have it!

Both Facebook and Google can be great tools to retarget/remarket your ads. When deciding where to place your trust, it’s 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 business don’t hesitate to get in touch.