Bringing Back Visitors: Mastering the Art of Retargeting

29 Nov 2023 | 8 Mins Read


Bringing Back Visitors: Mastering the Art of Retargeting

What is Retargeting?

Retargeting is a type of online advertising that targets individuals who have previously interacted with your brand, whether by visiting your website, viewing your products, or engaging with your social media content. This targeted approach allows you to display personalized ads to these individuals as they browse other websites, social media platforms, or search for related products or services.

What is the difference between Retargeting and Remarketing?

The terms "retargeting" and "remarketing" are often used interchangeably, but there is a subtle distinction. Retargeting encompasses any paid media that matches the style and format of the surrounding content, while remarketing specifically refers to paid content that is created by a publisher or influencer but is clearly labeled as sponsored.

How do I target my retargeting ads?

  • Website visitors: Target people who have visited your website in the past to remind them of the products or services they were interested in.
  • Email subscribers: Target people who have subscribed to your email list to stay in touch and keep them updated on your latest offerings.
  • Social media followers: Target people who have followed you on social media to reach a wider audience interested in what you have to offer.
  • Custom audiences: Create custom audiences based on demographics, interests, and past purchases to target ads to the right people at the right time.

What are some retargeting platforms and tools?

  • Google Ads
  • AdRoll
  • Crite
  • Perfect Audience
  • Retargeter
  • AdEspresso
  • Bing Ads
  • Facebook Pixels
  • Twitter Pixel
  • LinkedIn Ads

In addition to these platforms and tools, there are also retargeting agencies that can help businesses create and manage their retargeting campaigns, providing expertise and resources for successful campaigns.

What are the benefits of retargeting over traditional display ads?

  • Retaining Interest: Retargeting helps you keep your brand in front of people who have already shown interest in your products or services.
  • Increase Sales: Retargeting can help you increase sales by reminding people of things they were interested in buying.
  • Targeted Advertising: Retargeting can help you reach the right people with your ads, avoiding wasting money on those not interested.
  • Measurable Results: Retargeting can help you measure the results of your marketing campaigns, enabling analysis of effectiveness.
  • Cost-Effectiveness: Retargeting is a cost-effective way to reach potential customers.
  • Customer Relationships: Retargeting can help you build stronger customer relationships.
  • Brand Reputation: Retargeting can help you improve your brand's reputation.

What are some common mistakes to avoid in retargeting?

  • Creating Low-Quality Content: Retargeted ads should be just as engaging and informative as the surrounding content.
  • Overtly Promoting Your Brand: Retargeted ads should not be blatant advertisements; they should instead provide value to the user and subtly integrate your brand message.
  • Using Misleading Practices: Retargeted ads should be clearly labeled as sponsored to maintain user trust.
  • Not Tracking and Optimizing Campaigns: Continuously monitoring campaign performance and making adjustments is crucial for success.


Retargeting has emerged as a powerful marketing tool, enabling businesses to nurture customer relationships, increase brand loyalty, and drive conversions. By understanding its principles, implementing effective strategies, and continuously refining your approach, you can harness the power of retargeting to achieve your marketing goals and elevate your brand's presence in the digital landscape.

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Rizwan Mohammed Yoosuf

Author | Head -Digital Marketing Strategist @ Kiyado Innovations