What is retargeting?

Retargeting is a digital marketing strategy that shows ads to people who’ve already interacted with your brand online. It helps you reconnect with potential customers who visited your website or social media pages but didn’t make a purchase. 

Here’s how it works: 

  • A small code (cookie or pixel) tracks user activity on your site. 
  • When users leave without buying, they’re added to a retargeting list. 
  • You can then show these users targeted ads on other websites or social platforms. 

Retargeting keeps your brand top-of-mind and encourages users to come back and complete their purchase. It’s a powerful way to boost conversions and get more value from your existing website traffic. 

How does retargeting work?

Retargeting tracks your online behavior using cookies or pixels placed on websites you visit. When you leave without buying, these tools remember your interest. They then show you targeted ads on other sites or social media platforms you browse. 

For example, if you view a product on an online store, you might see ads for that item on Facebook later. This reminds you of what caught your eye and encourages you to come back and make a purchase. 

Retargeting can use different methods: 

  • Pixel-based: Follows users across websites 
  • List-based: Targets specific email lists or customer groups 

This strategy helps businesses stay connected with potential customers, boosting the chances of converting interest into sales. 

Why is retargeting important?

Retargeting helps you reconnect with people who’ve shown interest in your brand on social media. It boosts conversions by reminding users of products they liked. You can create personalized ads based on their past interactions, increasing click-through rates. 

This strategy improves your ROI by focusing on warm leads who are more likely to convert. It keeps your brand top-of-mind, enhancing brand recall. Retargeting also helps move users through your sales funnel more effectively. 

By showing relevant ads to interested users, you can increase customer lifetime value and build stronger relationships. It’s a powerful tool for improving your conversion rates and maximizing your social media marketing efforts. 

Types of retargeting strategies

There are a few key ways to retarget on social media. Website visitor retargeting shows ads to people who’ve been to your site. You can remind them about products they viewed or offer discounts to encourage purchases. 

Cart abandonment retargeting targets shoppers who left items in their cart. Sending reminders or special offers can help recover lost sales. 

Social media engagement retargeting reaches users who’ve interacted with your posts or ads. This keeps your brand top-of-mind with interested followers. 

Instagram Reels and TikTok are great for retargeting video viewers. You can show follow-up content to users who watched your clips.