What is retargeting?


In case you have ever wondered what retargeting is, the answer is very simple. Retargeting is nothing more than a technique used on the Internet to achieve an impact to all those users who have ever interacted with a certain brand, page or server.

The technique called “retargeting” has become very popular in the world of inbound marketing, since it helps the owners of the servers to know the preferences of users who interact with their domains and thus capture their attention.

Definition of retargeting

It can be said that the true definition of the term “retargeting”, is the use of codes or tags that a third party uses to acquire information about specific users who are already outside the domain where they previously carried out an activity.

The main goal of this technique is for users to remember that the brand is there to offer a product or service and that there are many other offerings available to them within the company.

When users begin to inquire about what retargeting is, they are often surprised to find that the definition of this term is very varied as new ways to carry out the practice of this technique emerge every day.

Is there a difference between retargeting and remarketing?

Some experts in the area often say that there are no differences between retargeting and remarketing, ensuring that it is a synonymy, however, if there is a feature that differentiates them, but to point it out you must first know the concept of both terms.


Remarketing is a technique used in the world of marketing that seeks to show the consumer again, through various media, a product or service that he/she has previously shown interest in purchasing.

Remarketing refers to the expression “to market again”, referring to the fact of presenting again to the consumer population a product that previously did not obtain the desired results, placing it in front of new conditions and creating the possibility of reconsidering its acquisition.


As mentioned above, retargeting seeks to use codes or tags to recognize users who have carried out some activity on the domain, and it is also characterized by being used only in the digital domain.

Retargeting seeks to convey a message in a more targeted way through various communication channels and thus re-engage the audience, making them reconsider their decision not to have purchased the product or service they had previously evaluated.

In conclusion, retargeting is a resource that is part of remarketing, since it seeks to achieve the same goal, which is to convince the consumer to purchase a product, but using a different technique and means than those previously seen in the world of remarketing.

What is retargeting for

Now that we know exactly what retargeting is and that the main objective of this technique is to make users reconsider making a purchase, it is not out of place to assure that retargeting serves to make a large part of the users who left the page without making a purchase, return to browse it and finally make a purchase.

According to statistics, 1% of visitors to a page make a purchase, so retargeting is used so that the other 99% of visitors who decided to stop browsing the server do not forget about the existence of that page and the products or services it offers, creating the possibility that in the future these potential buyers return to navigate within the web portal.

How does retargeting work?

The retargeting system works with the help of the famous cookies, which everyone has heard of at some time during their life surfing the web.

Nowadays it is very common to come across a message similar to this when we enter a web page: “This site uses cookies to offer you a better experience. If you continue browsing we consider that you accept its use”. When we encounter such a message, it means that possibly that site uses the technique of retargeting.

Cookies and retargeting

Users usually accept the use of cookies without giving it much importance, but the reality is that by accepting we are providing permission to the platform to store in our web browser a file that sends data to the server on which the web page is hosted.

The purpose of cookies is to identify users by their frequent browsing history so that we can deliver content that can capture their attention.

Retargeting depends on the use of cookies, since, as explained above, cookies allow the website to obtain data about users’ habits and thus adapt to their preferences and offer the product or service on their most frequent pages or at the most opportune times, thus increasing the chances that the user will return to the website at a given time.

Types of retargeting

Once you are clear about the concept and the purpose that this digital marketing technique has, it is time to start knowing what are the types of retargeting that are used by various websites.

Site Retargeting

This is the most common and most of the time it is confused with the general concept of retargeting because it is the most commonly used by web servers.

It consists of placing cookies in the users’ web browser in order to have access to their history and evaluate what their habits are by placing ads on the pages they visit most frequently; this way the user will be able to visualize the product offered by the web server and return to the page at some point.

Dynamic Retargeting

Site retargeting has a variant that is called “dynamic retargeting“, which consists of automating the creation of advertisements when there is a large number of products to offer.

Dynamic retargeting is a variant of site retargeting that is called “dynamic retargeting“.

Using this technique, the ad reaches the user in a personalized way, achieving a greater impact on him, and it is usually used by sites with a great reputation such as Amazon.

Social Retargeting

The difference between this and site retargeting is not very big, in fact, it depends a lot on the cookies that are collected by site retargeting and the only feature that differentiates them is that the ads are displayed on social network pages like Facebook, Twitter or any other that is frequented by the user, being this quality what gives it the name “social retargeting”.

Email Retargeting

Although many people choose not to check their email inboxes, there is a certain percentage of the population that does, so email retargeting doesn’t lag behind and targets those users who do it frequently.

The process remains the same: Install a cookie in the browser that allows the server to implant an advertisement in the user’s email. This way, when a user opens the email, he or she will come across the advertisement for the site, service or product.

CRM Retargeting

This technique is linked to emails, because it consists of taking a huge list of email addresses and starting to compare them with the so-called “cookie pools” or “cookie pools.”

When you start the comparison, you find users who already have at least one server cookie installed in their browsing history, which allows the site to send you an advertising email regardless of whether they visited the web portal lately.

Generally this type of retargeting is used by very large servers and one of its main purposes is to recover former customers who have stopped visiting the website at present, so they are reminded that the server is still available with their offers.

Search Retargeting

This type of retargeting owes its name to the fact that it performs its functions when users perform a search on Internet search engines. That is to say, it uses the keywords in order to access them and sends them advertising.

Theoretically, you could say that this retargeting technique comes to steal the customers of the competition that had managed to capture the attention of users who possibly, had not previously entered the web portal.

As with CRM retargeting, it is a technique that is rarely used by websites, since the portals that could resort to it are those of great renown that have been in the market for years and have a high level of visits per day.

Do you know how much retargeting is worth

Generally, when a person starts looking for an advertising technique that will benefit their brand, they are met with exorbitant prices, so people are used to marketing techniques having high costs, especially if you are talking about those that can be exercised digitally, however, this is not the case with retargeting.

We may be talking about a very effective digital marketing technique, but it does not mean that its price is unattainable, everything will depend on the number of users that the web portal has.

Investments in retargeting

The cost of retargeting depends on the ROI (return on investment) because if it exceeds 100%, we will only make a profit, but there are investment limits that indicate that we cannot invest a high amount of money if the number of users with cookies is small.

Although retargeting can be very accessible at times, it should be placed in the hands of professionals, as they will know how to attract a larger number of people.

For example, there are 1000 users with cookies and for 10 dollars we will attract 10 people out of those 1000; however, if you decide to invest approximately $120 there is the possibility that out of those 1000 users you will attract 100 of them, so you should evaluate if you prefer to think about how many people will come back to surf the web or how much money you are willing to invest.

How do you define retargeting payments?

Experts like NothingAd who perform this digital marketing technique generally offer the client three ways in which a quote can be quoted:

CPM – Cost per mille

It is so named because the price is calculated according to the number of thousands of ad impressions.

This type of charging is used by self-service retargeting companies that usually provide services to companies that are specialized in a certain area.

The cost per thousand can be anywhere from $1 to $3, depending on the self-service company and the number of ad impressions.

CPC – Cost per click

The name of this quote is self-explanatory, as it simply consists of placing a price for each click that the ad gets.

CPC is mostly used by large companies and search engines, such as Google. Also, you can get good prices but the more money you invest in this type of quote, the better results you will get, so experts recommend investing between $1 or $2 per click.

CPA – Cost per action

This is perhaps the least commonly used technique because it represents a risk of loss for the person in charge of carrying it out.

It consists of agreeing a price per sale, i.e. the profit would be for a commission, however, if the technique is not performed correctly, the person will be liable for the losses that have been caused to the company.

The retargeting is one of the advertising strategies that are seen with more boom nowadays, due to its great effectiveness and accessibility in terms of prices, in addition to achieving great results that are very beneficial to the brand or web portal.

Knowing what is retargeting, it is very easy to start devising a good digital marketing strategy to help keep our web portal afloat, helping us in turn to recover customers and not lose the ones we already have

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