Retargeting, sometimes called remarketing, is a digital advertising technique that shows ads specifically to people who have already interacted with a website, app, or piece of content, rather than to a cold audience.
Why Retargeting Works
Most visitors do not convert on their first visit to a website. Retargeting keeps a brand visible during the consideration period, reminding potential customers of products they viewed or reinforcing a message they saw earlier, which can significantly improve conversion rates compared to relying on new traffic alone.
Common Retargeting Segments
- All site visitors – a broad audience for general brand awareness ads.
- Product viewers – people who looked at a specific product without adding it to a cart.
- Cart abandoners – users who added items to a cart but did not complete checkout.
- Past customers – previous buyers who may be ready for a repeat purchase or complementary product.
Setting Frequency and Duration
Retargeting campaigns need limits on how often the same person sees an ad and how long they remain in a retargeting audience. Showing ads too frequently can feel intrusive, while retargeting windows that are too short may miss customers who take longer to decide.
Dynamic Retargeting
Dynamic retargeting automatically generates ads featuring the exact products a visitor viewed, pulling images and prices directly from a product catalog. This level of personalization tends to drive stronger performance than static retargeting ads showing generic messaging.
Balancing Retargeting With New Audience Growth
While retargeting often delivers a strong return on ad spend, it only works on people who already know about a brand. A healthy digital advertising strategy pairs retargeting with prospecting campaigns aimed at new audiences, ensuring there is a steady stream of new visitors entering the retargeting pool.