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Retargeting is a digital advertising strategy that shows adverts to people who have previously interacted with a website, app, or brand online. These adverts are designed to remind users about the brand and encourage them to return and complete an action.
Retargeting is often used when someone visits a website but leaves without making a purchase or submitting a form.
Many visitors do not take action during their first interaction with a brand. Retargeting helps businesses reconnect with those visitors and bring them back to the website.
Retargeting helps businesses:
Retargeting usually relies on tracking technologies such as cookies or pixels placed on a website. When a visitor lands on the site, the tracking technology records the visit.
Advertising platforms then use this information to show relevant adverts to that visitor when they browse other websites or social media platforms.
Retargeting can be applied in different ways depending on the user’s behaviour.
Site retargeting
Targets people who have visited specific pages on a website.
Product retargeting
Shows adverts for products that a visitor previously viewed.
Engagement retargeting
Targets users who interacted with a brand on social media or with an advert.
Each approach focuses on reconnecting with audiences who have already shown some level of interest.
Retargeting is widely used in display advertising and paid social campaigns. By focusing on audiences who already know the brand, these campaigns often produce higher engagement and conversion rates than campaigns aimed at completely new audiences.
Retargeting usually supports the consideration and decision stages of the customer journey. At this stage, potential customers may already be comparing options or evaluating a purchase.
Showing relevant reminders during this stage can help guide them toward completing the action.
