What is retargeting?? Best Practices for Running an Ad Retargeting Campaign

Josh B.
August 2, 2023
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What is retargeting?? Best Practices for Running an Ad Retargeting Campaign

Converting every website visitor into a customer is a marketer’s dream, but the reality is quite the opposite. The unfortunate reality remains that the crushing majority totaling 97% of guests meandering upon your site in all likelihood will never come back. It's fair to say that grabbing their interest is not easy. However, using retargeting strategies allows you to ignite their curiosity and bring them back for more. 

Ad retargeting, a marketing strategy revolutionizing the way enterprises approach internet advertising, has had a tremendous impact on business' utilization of online promotional techniques. If you've ever browsed the internet for a product or service, only to be presented with ads for that same product or service on other websites, you've experienced retargeting. 

Retargeting has come to gain increasing popularity in recent years—and for a sensible cause. It allows businesses to target consumers who have already shown interest, increasing the likelihood of a sale or conversion. Pursuing these individuals with customized ads keeps your brand in their minds and inspires them to take action.

So how does retargeting work? Let’s explore the ins and outs of ad retargeting, the benefits of retargeting, and best practices to increase brand recognition, repeat visits, and ultimately, conversions.

What is retargeting? Best Practices for Running an Ad Retargeting Campaign

What Is Retargeting?

Retargeting is a marketing tactic that focuses on targeting consumers who have formerly interacted with your website or promotions. The goal of retargeting is to re-engage users who have shown interest in your product or services and encourage them to convert or take a desired action. 

Employing ad retargeting strategies helps increase website conversions and drive sales—it's a clever way of reinforcing your messaging to potential buyers who have become familiar with your website or brand. 

And this strategy really works! An estimated 37% of individuals who express an interest in your product or services will click through on that particular advertisement. And once they do, you can encourage them to take those next steps in the buyer’s journey. 

Retargeting, as an indispensable constituent of your overarching marketing scheme, is surely worthy of inclusion as an item for contemplation. This is because a substantial 90% of marketers assert that it performs on par with any other digital marketing tactics.

In what manner do Readjusting Function?

Retargeting is made by setting a dot on your website to follow an user's net behavior and show ads linked to that behavior. The dot takes note of the user's appointment and adds them to a retargeting list.

One can utilize such data to display ads geared specifically to individuals as they browse different sites or communal media programs. Customers targeted in this manner are triple as likely to click on your promotion in comparison to those who have never interacted with your brand in advance.

For instance, if an individual goes to a site and explores a specific product type, such as lead generation products and services, the site gathers details on their surfing behavior and makes use of this information to deliver highly targeted promotions for lead manufacturing options on other sites the individual visits. This will inspire the potential consumer to click and go back to your site and require action.

Distinct business-to-business retargeting methods target specific firms or decision-makers within those firms. This can be done by tracking Internet Protocol addresses or utilizing records from 3rd party providers to identify the firm connected with a specific internet site stop by. After a company or choice-maker is identified, targeted ads can be presented as they navigate separate web sites or cultural media platforms.

Aiming versus Re advertising: What exactly is the Distinction?

The difference between aiming and Re marketing is that focusing aims at latest prospective purchasers while Re marketing aims at adverts at preceding consumers. Retargeting targets individuals who have shown interest in a product by visiting an internet site or looking at a promotion. The advertisements then pursue people to numerous internet sites. In contrast, Remarketing goals customers

These two ideas can be applied similarly, yet they truly refer to opposing strategies in digital advertising. Due to growth with time, the concept of one has come to involve the other. So what sets them apart? Let us examine how to separate andmaster each tactic:


Tracking involves exhibiting promotions to people that have gone to your website or interacted with your brand in some mode. As mentioned, this is accomplished by placing a cookie on their browser, which allows you to track them on the web and provide them with promotions on other websites.

For instance, if an individual goes to your site and examines your chatbot product powered by AI , you have the option to display them an advertisement for your product when they go to other sites that display ads from your ad system.


Promotional efforts involve linking with people who have previously interacted with your brand albeit have not made an acquisition or transformed in some manner. Promotional tactics are able to be realized through several mediums, like email promotional efforts and communal media involvement.

For example, if a client inserts a scheduling implement to their cart but does not continue through with the acquisition, you can mail them a reminder email consisting of a rebate code to motivate them to accomplish the trade.

So, changing the target focuses on displaying promotions to individuals that have formerly displayed curiosity in your brand. Resending focuses on reconnecting with individuals that have formerly interacted with your brand but haven't converted yet. Not astonishingly, both strategies are extremely successful as many businesses utilize a blend of the two to reach their target audience and drive transformations.

"Main Positive Impacts of Rebound Promotions" Retargeting ads have certain significant upsides. These promotions allow corporations to re-engage former visitors to their website. Those individuals see advertisements which bring to mind the products and services provided by that corporation. This technique helps companies reconnect with possible purchasers. Retargeting allows organizations to maintain connections with individuals that showed previous

With the capacity to shadow gross income information and inspect patron behavior, ads that repeat can be the ideal instrument for any business looking to progress its web publicizing technique. Not only does following again allow you to stay in touch with likely clients, yet it additionally gives you the chance to show particular items or administrations to your target crowds. The accompanying are a portion of the other best advantages:

The rates of individuals completing the process were heightened.

1. A main objective of any retargeting effort is to improve alteration rates. In reality, retargeting promotions have a higher modification rate (70%) when compared to other styles of online marketing for the reason that they concentrate on people more likely to modify as they are already brand-familiar. If implemented properly, retargeting can drive higher click rates, resulting in raised sales and earnings over the long run.

2. Increases the familiarity and identification of the brand name and logo among present and potential customers.

3. Following allows one to stay at the forefront of probable consumers by serving them promotions when they depart one's site , assisting display the significance they are able to acquire from one's business. Promotions are also individualized for consumers who engage with exact wares or webpages at one's site, rendering them much more prone to participate with one's emblem and transform.

Affordable marketing. No-frills promotion proved economical. This marketing method has benefited the business by reducing expenses. The company has gained from this inexpensive form of advertising.

4. Redirecting campaigns can be more cost-effective than other kinds of marketing due to the fact that they pinpoint a definite target market. Rather than showing commercials to a huge market, redirecting ads appear only to those who have previously reacted with your brand. By concentrating on curious possibilities, you can prioritize your spending plan and reduce expenses.

Campaigns where advertisements chase individuals who are currently familiar with the brand can provide a higher profit from each dollar spent than other styles of publicity because they aim at individuals who already know the brand. In addition, by targeting people who are more likely to respond favorably, you can make the most of the cash put into ads. You will also see a higher profit from each dollar spent.

5. It raises how much money customers spend with a business over time.

Different directions can help you build long-term relationships with clients. By keeping your manufacturer at the beginning, even when they have made a purchase, you will promote repeat business and raise their customer life value (CLV), or the total income you are able to anticipate witnessing from a lone client over an entire affiliation.


Types of Retargeting Ads 

Depending on the target audience that you want to reach, there are several types of channels you can use to supercharge your ad retargeting efforts: 

1. Website retargeting

Site-based retargeting reaches users who have previously visited your website but did not convert. It involves placing that tracking pixel on your website, which allows you to follow users as they navigate your site. You can also place ads on other websites or platforms with the goal of bringing them back to your site to complete a purchase or fill out a form.

2. Search retargeting

Also known as keyword retargeting, these ads reach users who have searched for keywords related to your product or service but didn’t visit your site. This retargeting tactic identifies keywords and then gives them relevant ads relevant to their search. For example, if someone has searched for Best Sales Outsourcing Companies, your retargeting strategy is to send them ads about ‌the related services you provide.

3. Social media retargeting

Social media retargeting, which concentrates upon internet users who have interacted involving your brand through platforms like Facebook, Twitter, along with Instagram, zeroes in on. This retargeting avenue facilitates focusing in on patrons depending on how they behave on popular sites, such as liking a post, following your page, or clicking on a connection to your site, enabling you to dedicate communications to those most likely to react. You can then send them social media ads with the goal of driving them to your site.  

4. Dynamic product retargeting

This type of retargeting shows ads for specific products that a user has viewed on a website. The ad characteristically incorporates a pictorial depiction of the product as well as an appeal aimed at motivating the user to finish their acquisition. This retargeting technique helps personalize the customer experience and encourages them to take action. 

B2B Rocket GO Digital is an excellent programmatic ad platform for businesses looking to improve their ad targeting efforts. GO Digital delivers a straightforward yet potent interface enabling you to accurately pinpoint your preferred target audience. With its built-in, demand-side platform (DSP), you can create custom audiences and use Bidder-as-a-Service (BaaS) to maximize the reach of your ads. 

Dynamic product retargeting

Retargeting Ad Examples

From industry-specific retargeting to upselling techniques, these retargeting ad examples can help you effectively engage your target audience and extend your outreach:

1. Industry-specific retargeting

This retargeting technique aims to display ads to companies in a particular industry. For instance, if you are a data solutions company, you can target certain businesses by showcasing industry-specific features in your ads. By doing so, your company can reach ideal customers, prompt them to convert, and accelerate the sales process.

2. Cross-selling retargeting ads

Another retargeting ad example is cross-selling, which involves promoting complementary products to customers based on their previous purchases or browsing history. For example, if someone bought data or software from your website before, you can retarget them by promoting related products to them.

To successfully cross-sell through retargeting ads, it's important to have a good understanding of your customer's needs and preferences. You can use audience data such as purchase history, browsing behavior, and demographic information to create targeted ads that showcase products that will appeal to your ideal customers.

3. Abandoned cart retargeting

This product-specific retargeting ad example aims to win back customers who left items in their cart without making a purchase. Different types of ads can be used, such as reminders of the items, discounts based on the cart's value, time-limited offers, and suggestions for related services. These ads can be an effective tool to recover lost sales and improve conversion rates by targeting users who have shown a specific interest in a product.

4. Upsell ad retargeting

This type of retargeting shows ads for higher-priced versions of products or services that a business may have shown interest in. For example, a company that provides marketing automation software could display ads for a more advanced version to businesses that have already viewed the basic version. This can boost sales and improve customer satisfaction by offering personalized product upgrade recommendations.

Let Us Do Ad Retargeting for You!

How to Run Retargeting Ad Campaigns

To run a successful ad retargeting campaign, it is important to first identify the audience you want to target and the specific action you want them to take. This requires a data-driven approach that leverages insights and clear objectives. Follow these retargeting steps to optimize your advertising strategies:

How to Run Retargeting Ad Campaigns

1. Build an audience segmentation strategy.

It's important to recognize that not all customers respond to the same type of ads, especially in the B2B realm. To improve your chances of converting these buyers, it's a good idea to create different groups, or segments, based on common characteristics. These might include demographics, needs and goals, company size, and budget.

Of course, there's no one-size-fits-all approach when it comes to data segmentation, so it's important to assess what works best for your business and customers.

2. Create compelling content in your ad targeting. 

Now that you know what you want your audience to do, it's time to start creating a personalized content strategy that speaks to each unique group. It's also important to tailor everything that your user sees, not only including the ad itself but also the content they encounter after clicking through. The key is to customize everything your audience sees based on their interests and characteristics.

3. Design ads for your retargeting campaign.

When creating retargeting ads, it's essential to keep them consistent with your brand and marketing strategy. Make sure they're eye-catching, have a clear message, and a call to action to encourage people to engage with your brand. The goal is to get people interested and to come back for more, the essence of your retargeting marketing plan.

4. Choose a platform for ad retargeting.

Depending on your goals, you’ll next want to select the best retargeting platform that suits your business needs. Some top tools to consider include: GO Digital, Google Ads, Facebook Ads, or Criteo. Evaluate the platform's targeting capabilities and look for tools that allow you to segment your audience based on their specific needs and interests. Additionally, consider the platform's reporting and analytics features. 

5. Install a tracking pixel for your ad.

The next step is to install a pixel on your website. Here's how it works: Copy the tracking pixel code provided by the platform and add a small snippet of code to your website's pages. Make sure to test the tracking pixel by visiting your website and checking if the platform is registering the pixel firing. Once you've got the pixel set up, you’re ready to start retargeting. Begin monitoring its performance by using the platform's tracking and analytics tools. 

7. Analyze your retargeting campaign results.

To optimize results, it's crucial to regularly evaluate the success of your campaigns and make adjustments as needed. By analyzing data and identifying areas for improvement, you can fine-tune your retargeting efforts and create more effective ads and content segmented to your audience. Consider using tactics like A/B testing to continually improve and refine your approach.

Optimize Your Ad Retargeting Campaign

Retargeting has proven to be a reliable way to turn curious visitors into first-time buyers and loyal customers. By keeping your brand top-of-mind and reminding users of the value you offer, you can increase the likelihood of conversions and repeat business.

Setting a clear objective for your retargeting goals can accelerate your sales and ensure that you achieve the best possible outcomes. Implementing a data-driven, goal-focused retargeting initiative optimized to maximize the returns of retargeting promotions can considerably boost both sales and marketing effectiveness.

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Josh B.

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