Remarketing, also sometimes called retargeting, is a digital marketing strategy used to reconnect with people who have already interacted with your business in some way. It’s a way to stay top-of-mind and nudge them back towards making a purchase or taking another desired action.

Here’s how it typically works:

Remarketing is a powerful tool because you’re reaching out to an audience that has already shown some interest in your brand or products. They’re more likely to convert than someone who has never heard of your business before.

Here are some of the benefits of remarketing:

Overall, remarketing is a great way to improve your digital marketing results and get more out of your advertising budget.

Remarketing and retargeting are often used interchangeably, and there’s a lot of overlap between the two terms. However, there can be a subtle difference in how they’re applied.

Here’s a breakdown of remarketing:

Here’s how remarketing can differ from retargeting:

In essence:

Both retargeting and remarketing are valuable tools for staying connected with your target audience and driving conversions. The best approach might involve using a combination of both strategies depending on your specific goals and the stage of the customer journey you’re targeting.


Capping in remarketing (or retargeting) refers to limiting the number of times a specific ad is shown to the same user within a certain period. This practice is crucial for several reasons, enhancing both user experience and campaign effectiveness. Here’s a detailed look at the importance of capping in remarketing:

Importance of Capping Remarketing

1. Preventing Ad Fatigue

2. Optimizing Budget

3. Improving Conversion Rates

4. Maintaining Brand Reputation

Implementing Effective Capping Strategies

  1. Set Frequency Caps: Determine an optimal number of times an ad should be shown to a user within a specific timeframe (e.g., 3 times per week). This can be adjusted based on campaign goals and user behavior data.
  2. Use Analytics: Leverage analytics to monitor ad performance and user interactions. Use this data to fine-tune capping settings and ensure they align with campaign objectives.
  3. Segment Audiences: Segment your audience based on behavior, purchase history, and engagement levels. Apply different capping limits to different segments to tailor the frequency to their specific needs.
  4. Dynamic Remarketing: Implement dynamic remarketing to show different ads or product recommendations based on user interactions and preferences. This reduces redundancy and keeps the content fresh and relevant.
  5. A/B Testing: Conduct A/B testing to determine the optimal frequency cap for different campaigns. Test various limits to see which results in the highest engagement and conversion rates.


Capping in remarketing is a critical practice for balancing user experience, budget optimization, conversion rates, and brand reputation. By implementing effective capping strategies, businesses can enhance the impact of their remarketing efforts, ensuring that their ads remain engaging, relevant, and effective without overwhelming their audience.