What Is Retargeting?

Retargeting, also known as remarketing, is a powerful digital marketing technique used to target individuals who have previously interacted with a website but did not complete a desired action, such as making a purchase or filling out a contact form. This strategy involves serving targeted ads to these users as they browse other parts of the internet, aiming to bring them back to the original site to complete a transaction or engage further.

How Does Retargeting Work?

1. Tracking Website Visitors

Retargeting starts with placing cookies on the devices of website visitors. This cookie tracks their online movements and triggers your ads to be displayed as they visit other sites, reminding them of their interest in your products or services.

2. Segmenting Audiences

Effective retargeting campaigns often involve segmenting these visitors based on their behavior. For example, someone who added items to a shopping cart might receive different ads from someone who only viewed a product page, allowing for more personalized and relevant ad experiences.

3. Ad Placement

Once audiences are segmented, ads are then served through retargeting platforms such as Google Ads or Facebook, which place these ads on various websites and social media platforms that the tracked users visit.

Benefits of Retargeting

  1. Increased Conversion Rates: By focusing on individuals who have already shown interest in your products or services, retargeting can significantly increase conversion rates.
  2. Enhanced Brand Recall: Retargeting helps keep your brand at the forefront of potential customers’ minds, reinforcing brand awareness and potentially influencing future purchasing decisions.
  3. Cost-Effective: Since retargeting targets users who are more likely to convert, it often results in a higher return on investment compared to other advertising methods.


Retargeting is an essential strategy for marketers looking to optimize their digital advertising efforts. By specifically targeting users who have already expressed interest in what a business has to offer, retargeting not only improves the efficiency of ad spend but also increases the likelihood of converting previous visitors into customers. This focused approach ensures that marketing efforts are not wasted on a broad audience with lower potential for conversion.