Remarketing refers to the practice of serving ads to people who have already interacted with a company's website or advertising. This is done by placing a tracking cookie on a user's device, which is used to collect information about the user's browsing behavior. Based on this information, companies can target users with specific ads that are relevant to their interests. For example, if a user has visited a clothing retailer's website and viewed a particular dress, the retailer may choose to serve an ad for that dress to the user on other websites they visit.

Retargeting, on the other hand, is a type of remarketing that focuses specifically on people who have left a company's website without making a purchase. Retargeting ads are designed to remind users of their previous interest in a product or service, and encourage them to return to the website to complete their purchase. For example, if a user has added items to their shopping cart on an e-commerce site but then left the site without completing their purchase, the site may serve them an ad for the items in their cart on other websites they visit.

Both remarketing and retargeting can be effective in increasing brand awareness and driving conversions. However, there are some key differences between the two that marketers should consider when deciding which technique to use.

Remarketing is typically broader in scope, as it can be used to target people who have interacted with a company's website or advertising in any way. This can include people who have viewed a product, signed up for a newsletter, or even made a purchase. Retargeting, on the other hand, is more specific and focuses solely on people who have shown interest in a product but have not yet made a purchase.

Another difference is that retargeting often requires more technical know-how, as it involves tracking users across multiple websites and serving them relevant ads. Remarketing can be simpler, as it may only involve serving ads on a single website or advertising network.

In conclusion, both remarketing and retargeting can be valuable tools for marketers looking to increase conversions and reach potential customers who have shown an interest in their products or services. The choice between the two will depend on the goals of the campaign, the target audience, and the technical capabilities of the marketing team.

‍