Retargeting
Definition
Showing ads to people who have already visited your website. Keeps your business in front of warm prospects as they browse other sites.
What is Retargeting?
Retargeting (or remarketing) shows ads to people who have previously visited your website. As they browse other sites, social media, or use apps, they see your ads – reminding them of your business.
How Retargeting Works
- Visitor comes to your website
- A cookie or pixel tracks their visit
- They leave without converting
- They see your ads on other websites/platforms
- Some return and convert
Why Retargeting Works
Warm Audience
These people already know you. They're further along than cold prospects.
Multiple Touchpoints
Most purchases need several interactions. Retargeting adds touches.
High Intent
Someone who viewed your pricing page is more interested than a random viewer.
Cost Effective
Often cheaper than targeting new audiences.
Types of Retargeting
Site Retargeting
Target anyone who visited your website.
Page-Specific
Target based on specific pages visited (pricing page, cart, etc.).
List Retargeting
Upload customer emails to target them on platforms.
Search Retargeting
Target people who searched relevant keywords (even if they didn't visit you).
Retargeting Platforms
Google Ads
Display network, YouTube, Search (RLSA).
Facebook/Instagram
Highly effective for B2C.
B2B retargeting.
Dedicated Platforms
Criteo, AdRoll, etc.
Retargeting Best Practices
Frequency Caps
Don't stalk people. Limit how often they see your ads.
Exclusions
Exclude converters (unless selling again).
Segment by Behaviour
Different messages for cart abandoners vs homepage visitors.
Fresh Creative
Rotate ads to prevent fatigue.
Burn Pixels
Stop showing ads after conversion.
Privacy Considerations
With cookie restrictions growing (iOS, Chrome), retargeting effectiveness is declining. First-party data strategies become more important.