Search Retargeting and Site Remarketing – What’s the Difference and how do they Work Together?

What's the difference between Search and Site Retargeting

Ever heard of the 80% diet 20% exercise rule to achieve healthy weight loss and fitness success? Site Remarketing and Search Retargeting work the same way to achieve great digital marketing results. If you’re asking ‘Aren’t remarketing and retargeting the same thing?’ then you should know that these are both commonly used digital marketing techniques that are often mistaken to be the same thing. Here’s a look at what they both do and how they work together to successfully keep your business in front of relevant people.

How Site Remarketing Works:

Most of your first-time website visitors will arrive, poke around a bit and then leave. Site remarketing is a way to keep your business top of mind with prospects that have visited your website and are familiar with your brand, products, and services. After they visit your site through search advertising, display advertising, social media, search engine optimisation or traditional offline word of mouth; remarketing works by dropping a cookie on their browser. Your ad will then be remarketed to that person to drive more ROI from all your marketing efforts.

How Search Retargeting Works:

Wondering how to do search retargeting? Search retargeting shows your display ad to new prospects that have searched for keywords related to your business type, products, or services, such as “kitchen renovation” or “kitchen bench tops”. While they may see your ad they may not necessarily contact you immediately. By repeatedly showing your ad to these interested prospects, search retargeting familiarises them with your brand, so they remember you when they are ready to make a purchase.

A Unique Mix When Combined

Ideally these two targeting techniques should be broken up into the 80:20 split. The majority of your remarketing technologies will identify and target consumers who have shown purchase intent for your products and services based on their online behaviour and bring them back to your site. At the same time, through retargeting, you can also reach new consumers who have searched online for keywords related to your business. By showing your ads to both types of consumers, you can drive even more website traffic and conversions from interested prospects.

How can These Help Your Business?

You can do one or the other. But by using these two techniques you can stay top of mind with a website visitor after they’ve left and create brand awareness for your business with consumers who’ve used search terms related to your products or services. The combination of these two methods can bring new and lost consumers back to your website. These two targeting techniques pinpoints people at the exact time when they are in the research or consideration phase and is a powerful way to reach more consumers who are in the market for your products and services. Both work to help keep your business top of mind.

Nishtha Handa

Nishtha is the Content Marketing Manager at ReachLocal. She has experience in digital marketing, social media management, and content creation for small and medium businesses. She specialises in guiding businesses to improve their social media and digital marketing. When she's not writing about online marketing or researching the latest digital tips and trends, she's planning her next holiday destination, baking a cake or binge watching Netflix.

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    How do you go about personalising site retargeting so that relevant ads are shown based on the users on-site actions/experience?

    • 3

      Hi Matt,

      Thanks for your question. We are currently working on this type of solution, but today we cannot support it. Every user will see the same ad currently.

      Kind Regards,

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