Not everyone that visits your website will become a customer right away. In fact, studies show that more than 95% of users leave a website without converting. That’s where retargeting comes in. This powerful marketing strategy helps you reconnect with visitors who didn’t take action the first time around, giving you a second (or third) chance to convert them into leads or customers.

In this post, we’ll walk you through the basics of retargeting: what it is, why it works, how to use it effectively, and what tools you can use to build better-performing campaigns.

What Is Retargeting?

Retargeting (also called remarketing) is a digital advertising strategy that allows you to display targeted ads to people who have already visited your website or interacted with your brand in some way. These ads “follow” users across other websites, social media platforms, and apps, reminding them of your products or services and encouraging them to return and take action.

Think of retargeting as a friendly nudge. It helps you stay top of mind with potential customers who are already familiar with your business but didn’t convert during their initial visit.

Why Retargeting Works

Retargeting is effective because it targets a warm audience (i.e. people who have already shown interest in what you offer). These users are more likely to convert than someone seeing your brand for the first time.

Here’s why retargeting is so powerful:

• Increased Brand Recall: Seeing your ads multiple times increases familiarity and builds trust.
• Higher Conversion Rates: Retargeted ads often have significantly higher click-through and conversion rates compared to standard display ads.
• Cost Efficiency: Because you’re targeting people already in your funnel, your cost-per-acquisition (CPA) is typically lower.
• Personalized Experience: You can tailor ads based on specific actions—like products viewed or pages visited—to deliver a more relevant message.

Types of Retargeting Ads

There are several ways to use retargeting depending on your goals and the behavior of your audience.

1. Pixel-Based Retargeting

This method uses a small piece of code (a pixel) added to your website. When someone visits your site, the pixel collects data and allows you to serve them ads across the web or on social media platforms.

2. List-Based Retargeting

If you have a list of contacts (like an email subscriber list), you can upload it to advertising platforms like Facebook or Google Ads to serve targeted ads directly to those users.

3. Dynamic Retargeting

This takes personalization a step further by showing users the exact product or service they viewed on your site. This is especially useful for eCommerce businesses.

4. Search Retargeting

This approach shows ads to people based on their search history, even if they haven’t visited your website yet. It’s a way to reach high-intent users who are looking for similar products or services.

Retargeting Channels to Consider

Here are a few popular platforms that support retargeting:

• Google Ads (Display Network): Show ads across millions of websites, YouTube videos, and apps.
• Facebook & Instagram: Run retargeting campaigns to users who visited your site or engaged with your social content.
• LinkedIn Ads: Ideal for B2B retargeting, targeting professionals who have visited your company page or website.
• YouTube: Video ads that retarget viewers based on interactions or past visits.

Setting Up a Successful Retargeting Campaign

Want to make the most of your retargeting efforts? Follow these best practices:

1. Segment Your Audience

Not all visitors are the same. Segment users based on actions they took (or didn’t take) on your site, such as visiting a product page, adding an item to their cart, or reading a blog post. Tailor your messaging to match their intent.

2. Set Frequency Caps

Too many ads can annoy your audience. Set a frequency cap to limit how often someone sees your ad, so you stay visible without being intrusive.

3. Use Strong Calls-to-Action (CTAs)

Make your CTA clear and actionable. Whether it’s “Finish Your Purchase,” “Get a Free Quote,” or “Schedule a Demo,” guide users toward taking the next step.

4. Test Your Creative

Try different variations of your ad copy, images, or videos to see what resonates most with your audience. A/B testing helps you continually improve your performance.

5. Offer Incentives

Sometimes, a small incentive is all it takes to close the deal. Consider using special offers, limited-time discounts, or free shipping to encourage conversions.

6. Optimize Landing Pages

Your ads may be perfect, but if your landing page is confusing or slow, visitors won’t convert. Make sure your landing page is fast, clear, and aligned with the messaging in your ad.

Common Retargeting Mistakes to Avoid

Even a well-intentioned retargeting campaign can miss the mark. Here are some pitfalls to avoid:

• Serving the same ad to everyone without audience segmentation.
• Not excluding people who have already converted.
• Using vague or generic ad copy that doesn’t reflect the user’s journey.
• Forgetting to set campaign goals or measure performance.
• Not optimizing for mobile; many users will see your ads on their phones first.

Measuring Retargeting Success

As with any marketing campaign, tracking performance is key. Focus on metrics such as:

• Click-Through Rate (CTR)
• Conversion Rate
• Cost per Acquisition (CPA)
• Return on Ad Spend (ROAS)
• Impressions vs. Frequency

These insights will help you refine your approach and improve ROI over time.

Final Thoughts

Retargeting is one of the most powerful (and cost-effective) strategies in digital marketing. It lets you re-engage warm prospects, personalize the customer journey, and ultimately increase your conversions.

Whether you’re selling products online, booking consultations, or simply trying to stay top-of-mind, a well-crafted retargeting strategy can give your business a significant edge.

Need Help Building Your Retargeting Strategy?

At Fivenson Studios, we help businesses like yours launch smarter, more effective ad campaigns, including retargeting strategies that bring visitors back and turn clicks into customers. Let’s chat about how we can help you boost your results.