What is Ad Retargeting and How Will It Improve My Campaign?

What is Ad Retargeting and How Will It Improve My Campaign?

Have you ever browsed an online store, looked at a product, and then seen ads for that very product across various other websites or social platforms? Some may say it is a coincidence – in reality it’s the result of a powerful digital marketing strategy known as “ad retargeting.” 


Here’s a deep dive into what ad retargeting is and how it can significantly enhance your advertising campaign.


What is Ad Retargeting?

Ad retargeting, also known simply as “retargeting” or “remarketing,” is a form of online advertising designed to keep your brand in front of bounced traffic after people leave your website. Only a small fraction of visitors convert on their first visit, with the use of retargeting aiming to reach the 97% who don’t.

How Does It Work?

  1. Pixel-Based Retargeting: This is the most common form of retargeting online. A small piece of JavaScript (often referred to as a pixel) is placed on your website. Every time a visitor comes to your site, the pixel drops an anonymous browser cookie. Later, when those cookied visitors browse other sites, the cookie notifies your retargeting provider to display your ads, ensuring your ads get displayed to those who’ve previously visited your site in hope for revisits.


  1. List-Based Retargeting: This is used when you have a list of email addresses. Platforms like Facebook allow advertisers to upload lists of emails, and ads are then served to users associated with those emails.

How Will Retargeting Improve My Campaign?

  1. Increased Brand Recall: Retargeting keeps your brand at the forefront of a consumer’s mind. Even if they don’t convert immediately, the consistent presence can boost your brand awareness.


  1. Higher Conversion Rates: Retargeted visitors are more likely to convert by 43%. After seeing your brand multiple times, they’re more inclined to make a purchase or other actions that your site involves.


  1. Cost-Effective: Retargeting focuses on users who are already familiar with your brand and have recently demonstrated interest. It’s often more cost-effective than targeting new audiences as they are more likely to engage with your site.


  1. Tailored Ad Content: You can display your retargeted ads based on the specific pages or products users visited. For instance, a visitor who looked at winter coats might receive ads showcasing a winter clothing sale.


  1. Combats Cart Abandonment: Many users add items to their cart but don’t follow through with a purchase. Retargeting can remind them of their abandoned cart, offering motives like discounts to lure them back to engage.


  1. Insight into User Behavior: Retargeting campaigns can offer insights into why users might be bouncing from your site without converting, allowing you to refine your website or sales strategy.

Best Practices for Retargeting

– Frequency Caps: Limit the number of times your ads appear to the same user to avoid overwhelming or annoying them.

– Engaging Creatives: Refresh ad creatives regularly to prevent ad fatigue.

– Burn Pixels: Remove users who’ve already converted from your retargeting list to ensure you’re not advertising products they’ve already bought.

– Targeted Messaging: Customize ads based on the user’s behavior. For instance, if they looked at reviews but didn’t buy, an ad emphasising positive reviews might push them to convert.


In conclusion, retargeting is a fundamental piece of the digital marketing puzzle. By focusing on individuals who’ve already shown interest in your brand or products, it offers a higher ROI and conversion rate than many other forms of advertising. If you’re seeking to maximise your campaign’s impact, it’s a good idea to give retargeting a closer look.