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Remarketing Tools for Businesses of All Sizes

Last updated on November 15, 2021
7 minute read
Key Takeaways

  • View a selection of retargeting tools for every budget.
  • Discover features of each tool and what type of business they're best suited to.
  • Find the best tools for your remarketing needs.

Skill Level

Intermediate, Advanced

Remarketing is an important strategy to bring back customers who have shown interest in what you have to offer. This tactic specifically targets users who visited your website and didn’t complete a conversion.

On average, only 2 to 3% of customers convert on a website on their first visit (Invesp).

Using marketing tags and tracking pixels, remarketing delivers highly personalized ads to customers who are already familiar with your brand with the purpose of bringing them back to your site to make a purchase. You can read more about it in our guide to remarketing for tour operators. 

If you’ve already decided to give remarketing a try, you’ll need to find the best remarketing platform to use depending on your budget and where you want your advertisements to appear. This guide has a list of remarketing platforms – from free and affordable to pricier options – including their main features and considerations to help you choose the best option for you. Of course, it always costs money to advertise, and remarketing platforms are no different, but these affordable options make it easy for you to choose your own budget and spend what you want. 


Integrates with Facebook, Google, Microsoft, and more • Free and paid options • Robust targeting features 

Adroll is one of the most popular remarketing platforms out there, offering advanced customer segmentation and remarketing features. The biggest selling point for Adroll is they work with advertising platforms including Facebook, Google, Yahoo, and Microsoft, giving their customers the ability to reach 98% of sites on the Internet. As an official Facebook partner, they offer easy-to-use features that allow you to advertise on the Facebook news feed. This makes it simple to advertise your products to customers who visit Facebook after browsing your website.

Adroll’s segmentation features allow you to target customers based on behaviors such as viewing products on your website and adding items to their cart. It also offers robust analytics and reports that help you adjust your advertising strategy and budget based on performance. Depending on your budget and needs, Adroll has both free and paid plans.

Learn more about Adroll.

Google Ads

Easy to use • Access to Search Network and Google Display Network • Flexible ad spend

If you’re already advertising with Google Ads, their retargeting options are easy to integrate into your existing advertising strategy. Using remarketing tags and audience segmentation, Google Ads allows you to retarget users who have visited your site, narrowing it down by the pages they viewed, the time of day they visited, and more. Google Ads are only displayed in the Search Network (the ads you see in the SERP) and the Google Display Network, which includes millions of websites and apps. According to Google, they reach up to 90% of internet users. The advertising options do not include Facebook or other social media platforms, so if this is an important platform for you, you might need to explore other options like Adroll.

Learn more about Google Ads remarketing.

Perfect Audience

Simple setup • Targets ecommerce visitors, newsletter subscribers, and social media users • Great for small businesses

Perfect Audience provides one of the simplest user experiences, making it ideal for small businesses and those just getting started with retargeting. All you need to do is place a piece of code in your website’s HTML and create lists of the types of visitors you want to retarget. You can then easily create retargeting ads that can be displayed on Facebook, Twitter, and a variety of websites across the web. You can try out a free trial to get started, and after that Perfect Audience bills on a CPM (cost-per-thousand-views) basis, allowing you to decide how much you want to spend. 

For those using e-commerce platforms like Shopify, Perfect Audience makes it easy to target customers who left the website without making a purchase. It can also be integrated with email newsletters, so you can target email recipients who opened your emails. Another great feature is the variety of site reports, which provide useful data on where your ads are performing best so you can refine your strategy.

Learn more about Perfect Audience.


Wide range of retargeting options • Higher price point • Great for large-volume sites 

ReTargeter is aimed toward sites that receive a large volume of monthly visitors, and they offer a wide range of retargeting options on platforms including Facebook, email, search, and more. They offer advanced audience segmentation based on actions taken on your website, pages viewed, scroll depth, and more. Another advanced feature is Dynamic Creative Optimization, which selects the best ad to show to a specific user. They also offer frequency capping, which limits the number of advertisers a single user sees in a month so they don’t get tired of seeing ads for the same company. 

ReTargeter’s services start at a higher price point, making it a better option for large businesses. You get a dedicated account manager who works with you to manage your campaigns. However, they don’t restrict their inventory based on your advertising budget, so you have access to all their options regardless of your ad spend.

Learn more about ReTargeter.


Dynamic Retargeting on Facebook and Instagram • Wide variety of advertising solutions • Cost-per-click billing

Boasting an impressive list of customers like Sephora and Adidas, Criteo is geared toward larger businesses. Their biggest selling point is Dynamic Creative Optimization+, their own patent-pending technology that uses AI to show the most engaging ads to individual users. Their DCO+ technology can be used on Facebook, Instagram, and other Facebook properties, tailoring ads based on users’ interests and actions. Their cost-per-click billing model allows you to set your own ad budget, making it a flexible option, and campaigns are easy to create.

Learn more about Criteo.

Retargeting is a great way to boost ROI on advertising campaigns, and with this wide variety of options, businesses of any size can get started with this strategy. As you can see, there is no one size fits all solution, so it’s important to choose the platform that works best with your budget and your needs, whether you’re just getting started with retargeting or you’re ready to take your strategy to the next level. For more digital advertising tips, explore our PPC guides.

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