Retargeting

What is retargeting?

Retargeting, also known as remarketing, is a digital advertising strategy used to re-engage people who have previously visited your website or app but didn’t take a desired action - such as making a purchase, signing up, or completing a form. 

By serving targeted ads to these users as they browse other websites or platforms, businesses have a second chance to convert them. This approach leverages a user’s prior interest and familiarity with your brand, making it a highly effective tool for increasing conversions and customer lifetime value.

What is retargeting in digital marketing?

In digital marketing, retargeting is a way to keep your brand visible and relevant after a potential customer leaves your site. 

It allows marketers to show tailored ads across platforms like Google Display Network, Facebook, Instagram, and LinkedIn. Since retargeting focuses on users who have already shown interest, it’s often more cost-effective than traditional acquisition methods and tends to yield better ROI.

What are retargeting ads?

Retargeting ads are customized messages, visual or text-based, that are displayed to users after they’ve interacted with your brand online. 

These ads are designed to remind users of what they left behind and encourage them to return and complete an action. There are two primary types:

• Static retargeting ads: Based on general user behavior, such as visiting a specific product page.
  
  
• Dynamic retargeting ads: Personalized in real-time based on a user’s exact behavior, such as viewing a product or abandoning a cart.

These ads can appear across websites, social feeds, search engines, and mobile apps, seamlessly keeping your offer in front of the right people.

What are the benefits of retargeting?

Retargeting offers several strategic advantages:

• Increased conversion rates: You're reaching users who already know your brand, so they’re more likely to convert.
  
  
• Improved ad efficiency: Retargeting campaigns often cost less and perform better than broad awareness campaigns.
  
  
• Enhanced brand visibility: Consistent exposure helps reinforce your brand and message.
  
  
• Personalized marketing: Dynamic retargeting allows you to tailor ads to each user’s journey, making your messaging more relevant and effective.
  
  

How do retargeting campaigns work?

Retargeting campaigns typically use browser cookies or tracking pixels to monitor a user’s activity. When a visitor lands on your site, a small piece of code (a pixel) is triggered, tagging that user. 

If the user leaves without converting, the pixel allows you to serve them relevant ads on other websites or social platforms they visit. This tactic brings users back to your site, often with a nudge, like a discount or reminder, to complete their journey.

There are also list-based retargeting options, which allow you to upload email lists and target users based on previous interactions, such as email opens, clicks, or past purchases.

How to set up retargeting ads

To set up retargeting ads, follow these basic steps:

1. Choose a platform: Google Ads, Facebook Ads, and LinkedIn are common choices.
   
   
2. Add tracking: Install a tracking pixel or tag on your website or app to begin collecting visitor data.
   
   
3. Create audience segments: Define who you want to retarget (e.g., cart abandoners, product viewers, returning customers).
   
   
4. Design your ads: Use engaging, personalized creatives that reflect where the user left off in their journey.
   
   
5. Launch and monitor: Set your campaign live and monitor performance through your ad manager or integrated analytics tool, adjusting based on engagement and conversion rates.
   
   

Why is retargeting important?

Retargeting is a crucial part of any digital marketing strategy because it bridges the gap between interest and action. Most users don’t convert on their first visit, and without a strategy to re-engage them, you risk losing them entirely. 

Retargeting keeps your brand top-of-mind, encourages action, and significantly increases the likelihood of conversion. When done well, it can shorten the sales cycle and maximize the value of your existing traffic.

Retargeting vs remarketing

While the terms are often used interchangeably, there are subtle differences:

• Retargeting typically refers to ad-based strategies: showing ads to users who visited your site.
  
  
• Remarketing often involves email-based strategies, such as sending follow-up emails to users who performed specific actions (or inactions) on your site.

Both approaches aim to re-engage existing leads, but they use different channels and tactics to do so. A strong marketing strategy often includes both.

Retargeting and CRM

CRM platforms like Fireberry play a powerful role in retargeting strategies. 

By centralizing customer data - such as site behavior, purchase history, and communication logs - you can build detailed segments for highly targeted retargeting campaigns. 

For example, Fireberry’s segmentation tools can help you identify leads who viewed a product but didn’t buy, so you can automatically trigger an ad campaign or follow-up email tailored to that behavior.

Integrating your CRM with retargeting tools creates a unified marketing engine: one that doesn’t just collect data, but acts on it intelligently to drive results.