Retargeting

Definition

Retargeting is a digital advertising strategy that targets people who have previously visited your website or interacted with your online content. By using browser cookies, retargeting displays ads to these users as they browse other sites, encouraging them to return and complete an action, such as making a purchase or submitting a form.

Why Use

• Increases return visits and conversions from interested prospects.
• Reminds users about abandoned products or services.
• Maximises marketing ROI by focusing on warm leads.
• Builds brand familiarity with repeated, relevant exposure.

Core Concepts

• Browser cookies: identifying users for future targeting.
• Personalised ad messaging based on user behaviour.
• Conversion tracking to measure campaign effectiveness.
• Audience segmentation for better targeting accuracy.

Examples

Scenario 1: Someone visits an online shoe store, places trainers in their basket, but leaves without buying. Later, while reading the news, they see an advert for the same trainers, prompting them to complete the purchase.

Scenario 2: A business professional downloads a free white paper from a software provider’s site. Afterwards, they're shown targeted ads for product demos, increasing the chance they return and sign up.

Common Pitfalls

• Overexposing users can cause ad fatigue or annoyance.
• Poor audience segmentation reduces ad relevance and effectiveness.
• Ignoring data privacy regulations when using user data.

See Also

Explore related tactics like Conversion Rate Optimisation, behavioural targeting, and customer segmentation for a broader perspective.