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In the world of digital marketing, retargeting emerges as a powerful tool to re-engage potential customers who have previously interacted with a brand but haven’t completed the desired action, such as making a purchase or filling out a form. Retargeting, also known as remarketing, involves displaying targeted ads to these users across various online platforms, reminding them of the brand and enticing them to return and convert.

TL;DR What is Retargeting?

Retargeting, or remarketing, is a digital marketing strategy that involves showing ads to users who have previously visited a website or interacted with a brand online, with the aim of bringing them back to complete a desired action.


Retargeting holds immense importance in modern marketing strategies due to its ability to re-engage potential customers who have already shown interest in a product or service. By targeting users who have demonstrated some level of intent but haven’t converted, retargeting helps businesses stay top-of-mind and significantly improves conversion rates. It allows marketers to deliver personalized messages to a highly targeted audience, thereby maximizing the efficiency of advertising budgets.

Examples/Use Cases

  • A user visits an online clothing store, browses through several products, but leaves without making a purchase. Later, as they browse other websites or social media platforms, they start seeing ads from the same clothing store showcasing the products they viewed earlier.
  • An e-commerce website sends out personalized email reminders to users who abandoned their shopping carts, prompting them to return and complete their purchase.


  • Digital Marketing
  • Online Advertising
  • E-commerce
  • Consumer Behavior
  • Conversion Optimization



  • Remarketing
  • Behavioral Remarketing
  • Behavioral Retargeting



Key Components/Features

  • Tracking Pixels: These are snippets of code placed on a website to track user behavior.
  • Segmentation: Grouping users based on their behavior or interactions.
  • Ad Creative: Compelling visuals and messaging used in retargeting ads.
  • Frequency Capping: Limiting the number of times a user sees a retargeting ad to avoid ad fatigue.

Related Terms

  • Conversion Rate Optimization (CRO)
  • Customer Relationship Management (CRM)
  • Lookalike Audiences
  • Dynamic Retargeting

Tips/Best Practices:

  1. Segment your audience based on their behavior to deliver more personalized retargeting ads.
  2. Test different ad creatives and messaging to identify what resonates best with your audience.
  3. Set frequency caps to avoid bombarding users with too many ads, which could lead to ad fatigue.
  4. Use dynamic retargeting to show users ads featuring the exact products they viewed on your website.
  5. Continuously analyze and optimize your retargeting campaigns to improve performance and ROI.

Further Reading/Resources


How does retargeting work?

Retargeting works by placing a tracking pixel on a website, which then tracks users’ interactions and behavior. When users leave the website without completing a desired action, such as making a purchase, the retargeting platform displays ads to these users across other websites or platforms they visit, reminding them of the brand and encouraging them to return.

Is retargeting invasive?

While retargeting can sometimes give the impression of being invasive since it follows users around the internet with ads, it’s essential to strike a balance between being persuasive and respecting users’ privacy. Advertisers should focus on delivering relevant and valuable ads without overwhelming or annoying users.

Can retargeting help improve conversion rates?

Yes, retargeting is highly effective in improving conversion rates. By targeting users who have already shown interest in a product or service, retargeting keeps the brand top-of-mind and encourages users to return and complete their purchase, thus increasing conversion rates.

How long should I retarget users?

The duration for retargeting campaigns can vary depending on the sales cycle and the nature of the product or service. Some industries may benefit from shorter retargeting durations, while others may require longer-term strategies. It’s essential to analyze campaign performance regularly and adjust retargeting durations accordingly.

Are there any limitations to retargeting?

While retargeting can be a powerful tool, it’s essential to be mindful of certain limitations. Ad fatigue is a common issue, where users may become irritated by seeing the same ads repeatedly. Additionally, retargeting relies on tracking user behavior, which raises concerns about privacy and data protection regulations. Marketers should address these limitations through proper ad frequency capping and compliance with privacy policies.

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