Retargeting
Showing ads to people who have previously interacted with your brand online.
Why It Matters
Retargeting converts warm audiences at much lower cost than cold prospecting.
How It Works
A tracking pixel records visitors to your site, and the ad platform serves them follow-up ads as they browse other sites or social media. Audiences can be segmented by pages visited or actions taken.
Real-World Example
A user views a product page but does not buy, then sees an ad for that product on Instagram the next day.
Common Mistakes
Not setting frequency caps on retargeting ads
Retargeting all visitors instead of high-intent segments
Retargeting FAQs
What is the difference between retargeting and remarketing?
They are often used interchangeably, but remarketing traditionally refers to email-based re-engagement.
How long should I retarget visitors?
Most conversions happen within 7-14 days, so start with short windows and extend if needed.
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