What Is Retargeting and How Does It Work?

Not every user is ready to make a purchase when they first land on your website.

They might be running short on time. Or maybe they want to do some more research or consult with someone else first.

This is where retargeting comes in. It’s a powerful way to reach potential customers who didn’t convert during their first visit to your website.

Let’s explore retargeting in more detail.

What Is Retargeting?

Retargeting is a marketing tactic that uses online ads to target users who’ve already visited or interacted with your website or social media presence. And provides an opportunity to convert users who didn’t become customers during that initial interaction.

This approach involves serving paid ads in various forms to past website visitors or social media users who interacted with your pages.

Retargeting ads encourage visitors to go to the website and complete your desired actions like making a purchase, booking a demo, signing up for a free trial, etc.

For example, say a prospect used Google to search for “kids footwear,” and then looked at different shoe models on a footwear brand’s website without making a purchase.

The footwear brand can retarget them based on that activity so that when the prospect is swiping through Instagram stories, they stumble upon an ad by the same footwear store. With the exact same model they viewed on the store’s website.

Here’s what that process looks like:

The terms retargeting and remarketing are often used interchangeably. But their...