What is retargeting?
Retargeting is a digital marketing strategy that targets people who have already visited your website or engaged with your content but didn’t take the desired action (like buy). It works by tracking visitors with cookies and then showing them ads as they browse other websites or social media platforms, reminding them of the product or service they showed interest in.
To set this up you’ll need tools like Google Ads or Facebook Ads Manager where you can place a tracking pixel on your site, segment your audience and create ads based on their browsing behaviour.
For example, if you visit an online store and look at a pair of shoes but don’t buy them, you might start seeing ads for those exact shoes on Facebook, Instagram or other websites. That’s retargeting in action. The idea is to gently attract potential customers back to your site and get them to complete the purchase.
Retargeting is effective because it targets people who have already shown interest, so they’re more likely to convert into paying customers. It’s used in e-commerce but can be applied to any business looking to increase conversions.
