Retargeting, also known as remarketing, is a digital advertising tactic that targets users who previously interacted with your brand online—whether they visited your website, clicked on a product, or engaged with your social media content—but didn’t complete a desired action like signing up or purchasing. By showing tailored ads to these users as they browse other platforms, retargeting campaigns aim to bring them back into your funnel.
Most users won’t convert the first time they visit your site. Retargeting gives brands a second (and sometimes third or fourth) chance to nudge potential customers with personalized ads. These ads can appear on websites, in social media retargeting campaigns, or across platforms via display networks.
It’s especially effective for abandoned carts, reminding users of products they viewed, or keeping your brand top of mind. Platforms like Google Ads and Meta Ads offer robust retargeting ad options, allowing marketers to segment audiences and customize messages for better conversion rates.
1. What’s the difference between retargeting and remarketing? They’re often used interchangeably. Technically, remarketing typically refers to email-based follow-ups, while retargeting is usually ad-based.
2. Do retargeting ads work on social media platforms? Yes, platforms like Facebook, Instagram, LinkedIn, and Twitter all support robust social media retargeting campaigns.
3. How does pixel-based retargeting work? A tracking pixel is added to your website. When users visit, the pixel tracks their behavior and triggers relevant ads later on other platforms.
4. What’s a good budget for a retargeting campaign? Retargeting often requires less spend than cold outreach because the audience is already familiar. Even small budgets ($5–$20/day) can be effective.
5. Can I retarget users across devices? Yes, using tools like Google Ads or Meta, you can retarget users even if they switch from mobile to desktop, as long as the platform supports cross-device tracking.
