Retargeting (Remarketing)

Definition

Retargeting (also called remarketing) is a digital advertising strategy that shows targeted ads to people who have previously visited your website, used your app, or engaged with your brand but didn't convert. It works via tracking pixels (cookies) that follow users across the web and identify them on other sites and platforms. When they browse Facebook, read news sites, or search Google, they see your ads reminding them of products viewed, abandoned carts, or relevant offers. Retargeting works because: only 2% of visitors convert on first visit, repeated exposure builds familiarity and trust, you can show relevant ads based on specific behavior (viewed pricing page → show testimonial ads), and it captures high-intent prospects who need more time to decide. Types: Site retargeting (visited any page), search retargeting (searched specific keywords), email retargeting (interacted with emails), and dynamic retargeting (shows exact products viewed). Retargeting typically delivers 10x higher conversion rates than cold prospecting at lower cost.