What Is Retargeting and Why Is It Important?

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Retargeting, also known as remarketing, is a digital marketing technique that involves showing ads to people who have already interacted with a website or brand in some way. Retargeting campaigns are designed to bring potential customers back to a website or encourage them to purchase after they have left without making one. In this article, we’ll explore what retargeting services is, how it works, and why it’s essential for businesses of all sizes.

How Retargeting Works

Retargeting uses a piece of code called a pixel placed on a website. When someone visits the site, the pixel tracks their activity and creates a list of visitors. The list can then be used to show ads to those visitors when they browse other websites or social media platforms. Retargeting ads can be displayed on various platforms, including Google, Facebook, Instagram, and LinkedIn.

Retargeting campaigns can be tailored to specific audiences based on their behavior on a website. For example, if someone visited a website but didn’t make a purchase, they may be shown an ad offering a discount on the product they were looking at. If someone abandoned their shopping cart, they might be shown an ad reminding them of the items they left behind.

Types of Retargeting

Businesses can use several types of retargeting to reach potential customers. These include:

Site Retargeting

This is the most common form of retargeting, which involves showing ads to people who have previously visited a website.

Search Retargeting

This involves showing ads to people who have searched for specific keywords related to a business or product.

Email Retargeting

It involves sending emails to people who have previously interacted with a business, such as signing up for a newsletter.

Social Media Retargeting

This involves showing ads to people interacting with a business on social media platforms like Facebook, Instagram, or Twitter.

Why Retargeting Is Important

Retargeting is essential for several reasons:

Increases Conversion Rates

Retargeting campaigns can increase conversion rates by showing ads to people who have already shown an interest in a product or service. By reminding them of what they were looking at or offering a discount, businesses can encourage them to purchase.


Retargeting is a cost-effective way to advertise because it targets a specific audience already familiar with a business or product. Companies can spend less on advertising to a broader audience and more on those more likely to purchase.

Builds Brand Awareness

Retargeting can also build brand awareness by showing ads to people who have previously interacted with a business. This can help companies to stay top of mind and increase the chances that someone will purchase in the future.

Helps with Abandoned Carts

Retargeting campaigns can help businesses recover lost sales by reminding people of the items they left in their carts. Companies can encourage people to complete their purchases by offering discounts or free shipping.

Improves ROI

Retargeting campaigns can enhance return on investment (ROI) by targeting people more likely to purchase. By spending less money on advertising to a broader audience, businesses can increase their ROI by targeting those who are more likely to convert.

Tips for a Successful Retargeting Campaign

Here are some tips for running a successful retargeting campaign:

Target Specific Audiences

Retargeting works best when it targets a specific audience based on their behavior on a website. Businesses should create separate retargeting campaigns for different audiences based on their behavior, such as visitors who abandoned their cart or those who visited a specific product page.

Create Engaging Ads

To grab the attention of potential customers, businesses should create engaging ads highlighting the benefits of their products or services. Ads should also include a clear call to action encouraging people to purchase.

Set a Frequency Cap

While retargeting can be effective, businesses should avoid bombarding potential customers with too many ads. Setting a frequency cap ensures that people aren’t shown the same ad too many times, which can lead to ad fatigue and a negative experience.

Test and Optimize

Like any marketing campaign, retargeting requires testing and optimization to ensure effectiveness. Businesses should test different ad formats, messaging, and targeting to see what works best for their audience.

Final Thoughts

Retargeting is a powerful digital marketing technique that can help businesses increase conversion rates, build brand awareness, and recover lost sales. By targeting specific audiences based on their behavior on a website, companies can create tailored campaigns that encourage people to make a purchase. With the right approach, retargeting can be a cost-effective way to advertise and improve return on investment.

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