Remarketing or retargeting?

Typer av remarketing kampanjer och fördelarna för ditt företag

It is common for the term “Remarketing” to be used instead of retargeting. So what are the main differences and why use remarketing or retargeting?

Is there any difference between them? Yes, there is a marginal difference. But spending time learning the exact definitions would have been to focus on the completely wrong things. In general, remarketing is often used when talking about e-mail campaigns, while retargeting is usually aimed at web traffic.

This is how retargeting works

A retargeting campaign works in one of two different ways: 1) by using pixels, or 2) by using a list.

Retargeting with pixels: The most popular option for retargeting is to use pixels. A pixel is a short Javascript code that you enter on your website. When a visitor then clicks on your website, a cookie is saved. When the visitor later goes to another website that shows ads, information is saved that the visitor has been on your website. You can then participate and bid to get a visa for your retargeting ads in the display areas.


Retargeting with lists: Another variant of doing retargeting is by using lists with e-mail addresses that you have saved (for example from customers or visitors who have registered for your newsletter). You then upload the mailing lists to the retargeting platform you are using. The e-mail addresses are then matched with the users. The advantage of list-based retargeting is that you know exactly who you are targeting your ads to. For example, you can send out specific ads to people who discover that they are interested in a certain variety of your products/services.

Platforms for retargeting

Now that you know what retargeting / remarketing is, let’s take a look at the three most popular platforms you can use to create your ads.

Google Ads Retargeting:
If you have a Google Ads account, running retargeting through the Google Display Network is a no-brainer.

Google’s network is huge, it requires that you have a great opportunity to reach your potential customers. Through the Google Ads platform, you also have the ability to run retargeting ads on Youtube.

Getting started with retargeting for Google Ads is super easy. All you need to do is add a pixel code to your website and set up your campaigns.

Facebook Retargeting:
Facebook is another immensely popular platform for retargeting campaigns. 76% of all Swedish internet users have Facebook, making it the most popular social media platform in Sweden.

Through Facebook, you also have the opportunity to advertise on Instagram (the second most popular social media platform with just over 60% of Swedes as users).

Like the Google Display Network, Facebook retargeting is super easy to set up. All you have to do is add a pixel to your website and then create an ad campaign.

5 Tips to Succeed at Your Remarketing Campaigns

Of course, to be able to get one of your campaigns out, it is not enough to know how to set them up. You need to optimize your ads properly in order to attract your lost visitors.

1: Put your visitors in focus
As with everything else in digital marketing; put your users (and not yourself) in focus. Try to find out the question; Why did visitors leave your page without converting?

2: Segment
There are various reasons why people visit your site. Some visitors are inside your product pages and are close to making a purchase. Others enjoy reading your blog. Your visitors have different needs and are at different stages of the buying journey – something you should adapt your campaigns to. Through both Google Ads and Facebook, you can set up different criteria.

3: Test, test, test
It is impossible to know in advance which types of retargeting ads will work best. You have to test yourself. Create hypotheses and test different messages, copies and images to different target groups. It’s the only way to find out what’s really working. And once you’ve figured out which retargeting ads are working – note which takeaways you can take with you. Knowing that Ad A is better than Ad B is great.

4: Use a burn pixel
Imagine a customer logging in to Facebook, right after making a purchase on your website, and getting an ad with a discount code. Not so successful, right?

To avoid sending ads to people who have already converted, you can add a “burn pixel” to the page that the visitor lands on after conversion.

5: Keep track of GDPR
The Data Protection Regulation (GDPR) requires that you obtain the consent of your visitors to collect data for your retargeting ads. The easiest thing is to have a little pop-up there with an information text and a link to the privacy policy.

Finally, we encourage you to keep track of all the new trends and tools that can be used to better enhance your campaign in any way. Google is a platform that is constantly evolving and many new tools can