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Retargeting

Showing ads to people who have previously interacted with your brand or website.

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Definition

Retargeting (also called remarketing) shows ads specifically to people who have visited your website, engaged with your content, or taken certain actions.

How It Works

  • A pixel tracks visitors
  • Visitors are added to retargeting lists
  • Ads are shown to these warm leads

Benefits

Retargeting typically has higher CTR and ROAS than prospecting.

Why It Matters

Retargeting brings back people who showed interest in your brand but didn't convert. Since only 2-3% of visitors buy on their first visit, retargeting is how you capture the other 97%. It's typically the most profitable campaign type because you're reaching people who already demonstrated intent through their behavior.

Examples

  • •A Meta campaign targeting website visitors from the last 14 days with product-specific ads
  • •A Google Display retargeting campaign showing banner ads to past visitors across the web
  • •Sequential retargeting: showing testimonials to product viewers, then discount offers to cart abandoners

Common Mistakes

  • ✕Creating one giant retargeting audience instead of segmenting by behavior and intent level
  • ✕Over-spending on retargeting with tiny audiences, driving frequency through the roof
  • ✕Not building enough top-of-funnel traffic through prospecting to feed the retargeting pool
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