At Critical Marketing (based in Valdosta, GA, and serving clients nationwide), we often hear questions about the best ways to retarget potential customers on different ad platforms. While both Facebook and Google offer powerful opportunities, each has its own strengths, nuances, and best practices. Below, we’ll break down what retargeting is, why it’s important, and how it differs between Facebook and Google—complete with real-world examples.
1. What Is Retargeting?
Retargeting is a digital marketing strategy that allows you to serve ads specifically to people who have already visited your website or engaged with your brand. If you’ve ever shopped online for a product—say, a bathroom mirror on Target.com—and then started seeing ads for that exact item on Facebook, Instagram, or on other websites, you’ve experienced retargeting in action.
Beyond merely re-showing a product to someone who showed interest, retargeting can be tailored to the stage of the sales funnel where a user drops off. For example, if a customer abandons a shopping cart, you can serve them ads highlighting a special discount to motivate them to complete the purchase.
2. Why Is Retargeting Important?
The “Marketing Rule of Seven” suggests that potential customers need to encounter your brand’s message several times—often around seven—before they convert. Retargeting is one of the most effective ways to ensure that people who’ve shown an interest in your business see your messaging repeatedly.
According to data from 99Firms.com, retargeting can boost conversion rates by over 150%, and the cost per click for retargeting ads is around half that of typical search ads. By staying in front of prospects who already know your brand, you stand a much better chance of turning them into paying customers.
3. Facebook & Google Are Key Retargeting Platforms
Combined, Facebook (via Meta) and Google account for a huge share of digital advertising. Google holds around 39% of digital ad revenue globally, while Facebook’s share is approximately 18%. Considering the broad reach of both platforms, it’s wise to develop a retargeting strategy that uses them in tandem.
4. Meta Retargeting
Meta’s advertising platforms include Facebook, Instagram, and WhatsApp. When you run retargeting campaigns on Meta, you’ll focus on users active within these environments. Thanks to the sheer volume of daily users—more than 3.5 billion worldwide—Facebook retargeting can quickly reconnect you with people who’ve visited your site or interacted with your social content.
How It Works
Meta relies on a snippet of code (the Meta Pixel, formerly known as the Facebook Pixel) that you place on your site. This code monitors user behavior, such as page visits, product views, or shopping cart actions. You can then serve highly relevant ads on Facebook, Instagram, and other Meta properties based on that data.
4.1 Example of Facebook Retargeting Advertising
Here’s a simplified example: one of our moving-company clients wanted to stay top-of-mind for people who had visited their website’s quote form but left before finalizing. We set up a retargeting campaign through the Meta Pixel, and anyone who started the quote process but didn’t complete it saw a gentle reminder ad in their Facebook and Instagram feeds.
By tailoring the creative across various Meta placements—such as Facebook News Feeds, Instagram Feeds, and even Messenger—we ensured the ads looked appropriate for each spot while keeping messaging consistent.
4.2 Advantages of Using Facebook for Retargeting
- Creative Variety: Facebook offers more dynamic ad formats (images, videos, carousels, collections) than many other platforms, letting you get creative with your ads.
- High Conversion Rates: Retargeting on Facebook can yield an increase in engagement by up to 300%, especially because audiences here are often more primed for discovery.
- Simplicity of Placement: Ads appear only on Meta-owned sites and apps, so you have fewer networks to monitor.
- Retargeting via Engagement: You can show ads to people who interacted with your page or your posts, even if they haven’t visited your website yet.
5. Google Retargeting
Google’s retargeting capabilities operate across its massive Display Network of over 2 million websites, apps, and videos (like YouTube). If you run a retargeting campaign through Google, your ads could show up on major news sites, niche blogs, and popular entertainment platforms—wherever Google Ads are served.
How It Works
Instead of using a pixel, Google uses cookies (or similar technologies) to recognize users who’ve visited your site. This cookie-based tracking allows Google to show them your ads later on, whether they’re reading the news on CNN, checking sports scores on ESPN, or browsing other sites within Google’s extensive network.
5.1 Example of Google Retargeting Advertising
One of our eCommerce clients, specializing in barbecue seasonings, runs retargeting ads that display across various Google partner sites. After someone checks out a certain rub or marinade on their website, a cookie flags them for follow-up. As a result, the next time they browse a major online publication or watch a cooking video on YouTube, they might see a responsive display ad showcasing the same rub they viewed.
5.2 Advantages of Using Google for Retargeting
- Variety of Retargeting Options: Standard and dynamic retargeting, customer match lists, and remarketing lists for search ads (RLSA).
- Huge Network: The Google Display Network reaches over 90% of global internet users.
- Diverse Formats: Responsive text ads, display ads, video ads, and shopping ads that can appear on search results pages, Gmail, YouTube, and beyond.
- Analytics Integration: Tightly integrated with Google Analytics for in-depth insights into user behavior.
5.2.1 The Power of Search
Google stands out for its search-driven retargeting capabilities:
- Search Remarketing: Show ads to past visitors who later perform related Google searches.
- YouTube Remarketing: Retarget individuals who’ve interacted with your YouTube channel or watched specific videos.
- Shopping Remarketing: Perfect for eCommerce businesses—show ads on Google Shopping to users who viewed product pages but didn’t purchase.
- Gmail Retargeting: Ads can be displayed in Gmail inboxes for those who have visited your site.
- Robust Analytics: Google’s ecosystem is well-known for advanced tracking and reporting, giving you deep data on site visitor actions.
6. Key Differences Between Facebook & Google Retargeting
6.1 User Behavior
- Facebook (Meta) Approach: Retargeting on Facebook relies heavily on how users engage with Meta platforms, as well as the data collected by your website’s Meta Pixel. For instance, liking or commenting on a brand post can qualify someone for retargeting—even if they didn’t land on your site.
- Google Approach: Google retargeting typically revolves around someone landing on your site (and being tagged with a cookie). Less emphasis is placed on social behaviors and more on site visits or search-driven actions.
6.2 Creative
- Facebook (Meta): Known for dynamic and highly visual formats—images, videos, carousels, and more—that you can specifically tailor for Facebook, Instagram, Messenger, etc.
- Google: Also offers a range of options (text, display, video, shopping), but the environment is broader. While the creative options on Google have evolved, many marketers still find Facebook’s ad tools easier for purely aesthetic or highly interactive campaigns.
7. Conclusion
At Critical Marketing, we believe the best approach is to utilize both Facebook and Google retargeting in your overall strategy. Because so many people use both platforms daily, each channel presents a unique opportunity to reconnect with potential customers who showed interest in your brand.
However, setting up these campaigns can be time-consuming and complex. If you’d rather have a team of specialists handle it for you, let us know! We’d be thrilled to help you launch and optimize retargeting campaigns on both Facebook and Google to maximize your return on investment.
Ready to Drive More Conversions with Retargeting?
Contact Critical Marketing at [email protected] or call us at 229-999-0640. Let’s discuss how we can strengthen your marketing strategy and help you achieve real, measurable results.