What is Retargeting (Remarketing)?
Retargeting shows ads to people who have previously visited your website or interacted with your brand online.
Definition
Retargeting (also called remarketing) is an advertising strategy that serves ads to people who have previously visited your website or engaged with your content. It uses cookies or pixels to track visitors and then display relevant ads as they browse other websites or social media platforms. Retargeting keeps your brand top of mind and brings potential customers back to complete conversions.
Why Retargeting (Remarketing) Matters
- Reaches already interested prospects
- Higher conversion rates than cold advertising
- Lower cost per acquisition than prospecting
- Reinforces brand awareness and recall
- Brings back abandoned carts and incomplete actions
How Retargeting (Remarketing) Works
A tracking pixel on your website marks visitors with a cookie. When those visitors browse other sites or social platforms, your retargeting ads are shown to them. You can segment audiences based on pages visited, actions taken, or time since visit.
Best Practices for Retargeting (Remarketing)
Segment audiences by behavior and intent
Set frequency caps to avoid ad fatigue
Use dynamic ads showing viewed products
Exclude converters from retargeting
Create sequences for different funnel stages
Respect privacy regulations and user preferences
Frequently Asked Questions
How long should I retarget someone?
It depends on your sales cycle. Short sales cycles: 7-14 days. Longer cycles: 30-90 days. Stop retargeting non-converters after a reasonable period.
Is retargeting still effective with cookie changes?
Retargeting is evolving. First-party data, server-side tracking, and platform-native solutions (like Meta pixel) remain effective. Build email lists as a cookie-independent retargeting channel.
Related Terms
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