What is Retargeting

What Is Retargeting

Ashkar Gomez
11min read
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Retargeting is also known as remarketing, where your audience is already aware of your brand.   Somehow, your business may not reach its goals and objectives.  So, you need to retarget the market through the online and offline modes of advertising. 

It is kind of re-pulling the market, bringing customers to your site by applying the business strategy.   When you show the advertisement again, there will be a high chance of better conversion rates.  In this article, will see the online mode of advertising. 

Some of the digital channels can help you in remarketing if the customers come to your site but do not purchase a product/service on the site, cookies can identify that through the date storage. 

What Is Retargeting?

Retargeting is the online ads that target the visitors to see the ad and your desired action is make them to purchase.    The main thing is making your target user return to your site.  

If the ads are not worked out on the website, then they show on Instagram to make the user’s attention and again return them to the website to make converts as per your targeted goals. 

It allows the customers are visit the site, and make up their minds to purchase, book a demo, consultation, or free trial.  

How Does Retargeting Work?

Retargeting can be used to convert visitors into customers.  Already no leads are there in the business, so targeting the right audience and bringing back your brand. 

There is a tool called tracking Pixel, which helps to know about the conversions on your site.   You can track the different user actions,  through page views, image views, video views, clicks, add-to-carts, purchases, form submissions, etc., 

Another tool is known as cookie crumbs, if the user visits your site the pixel will drop an anonymous cookie in the browser.  It helps to identify the retarget users.

Benefits of Retargeting

  • Brand recognition 
  • Customer engagement and retention 
  • Expands your reach
  • Increase your leads or conversions
  • Retains the existing customers 
  • Increases your ROI 
  • It gives you a second chance 
  • Driving more sales 
  • Repeated customer reach

When Does Retargeting Work?

It will work, when you run the ads on repeated modes in websites, Instagram, etc. It is essential to know about your target audience’s demographic details. 

Brand awareness:

When you start showing your ads in visitors’ eye-sight sites, they may ignore or have less conversion but this can stored in their minds and make them buy later. 

They may put in an add-to-cart or save your product.

Rekindling the interest:

Many of the visitors have visited or browsed the site but there is less conversion or no leads interest.   Rekindling can help them with the product or service to buy later option or keep sharing with someone.  This creates the brand interest. 

Considering the cart:

If the brand attracts your customers, they would like to add to the carts through online shopping.  Retargeting can make them end with the purchase.

Targeted promotions:

It allows the customers to tailor your ads by analyzing the specific behavior. Take for eg:  a visitor may view a particular product and come back from the site, then they can again see the product with a special discount or offer is the targeted promotions. 

8 steps to create effective retargeting goals

steps to create effective retargeting goals
  • Identify your goals 
  • Segment your target audience 
  • Chose your marketing channels 
  • Plan your communication sequence 
  • Determine your communication timing and frequency 
  • Design and develop your creative 
  • Launch your retargeting campaign 
  • Monitor and optimize 

Retargeting With Email Marketing & Social

You can target the customers with their email IDs, and there you can maintain the customer relationship management platform.    Email marketing is the email-based targeting. 

You can advertise new products or existing products/services through retargeting.  Use social networks like Facebook, Twitter, and Instagram to attract your ideal customers. 

Moreover, email-marketing covers cost-effective than display advertising.   But, doing this retargeting should not make your customer feel frustrated in the repeating mode of sending the emails. 

Retargeting on Search & Display Channels

There are two ways where you can retarget the customers easily.  One is search retargeting and the other is display channels.   

Search retargeting:

Your audience can search for one particular product, you have to analyze the keyword by using (SERPs) after the initial search. Then you can retarget them to the relevant product’s brand to display ads in the search engine. 

Users might look for your product’s offers or discounts wherever your ads are displayed.   You have to keep your ads visible in the research phase.  

Display channels:

Display channels make your visitors reconnect to your website.  Take an eg:  someone has visited your site by using the “Puma trendy bags” keywords and doesn’t make any purchase or any actions. 

There display ads can increase brand awareness by showing the bags of the visitor’s site.   Understanding the personalized behavior of the customer, can be worked on the display channels. 


If your brand loses its quality, then you can retarget the audience to bring back them to the site.  Increasing the brand awareness among them makes your products visible. 

Search engines, sites, and tools are important factors in retargeting the visitors in websites.  Choose and understand the targeted audience to have better conversion results. 

Frequently Asked Questions (FAQs)

What are the Types of Retargeting?

There are other types of retargeting known as search remarketing.    It has five types such as display marketing, dynamic marketing, video remarketing, social media marketing, and email marketing.

What is ad targeting vs retargeting?

Ad targeting is where the potential customers haven’t interacted with your brand before whereas retargeting is focusing on engaging the people who are already aware of your brand. 

Ad targeting uses demographics like age, location, income, interests, and online behavior of the targeted audience.   Through retargeting, there will be a tracking method for the audience who have already visited your websites by using cookies.

Which platform is best for retargeting?

Mailchimp, Meteora. were the good platforms that can be used for retargeting.  Mainly, search engines are the best platforms for retargeting your audience. 


Picture of Ashkar Gomez

Ashkar Gomez

Ashkar Gomez is the Founder of 7 Eagles (a Growth Marketing & SEO Company). Ashkar started his career as a Sales Rep in 2013 and later shifted his career to SEO in 2014. He is one of the leading SEO experts in the industry with 8+ years of experience. He has worked on 200+ projects across 20+ industries in the United States, Canada, the United Kingdom, UAE, Australia, South Africa, and India. Besides SEO and Digital Marketing, he is passionate about Data Analytics, Personal Financial Planning, and Content Writing.

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