Have you ever clicked on a product online and then seen that same item follow you around the internet for days? That’s retargeting—and it’s one of the most effective strategies in digital advertising.
In this article, you’ll learn what retargeting is, how it works, and how to use it in your campaigns to turn lost traffic into conversions.
What Is Retargeting?
Retargeting (also called remarketing) is a strategy where you show ads to people who have already interacted with your brand—like visiting your website, viewing a product, or engaging with your social media.
These people are warmer leads because they already know you exist. Retargeting helps remind them to come back and take action.
Why Retargeting Works
- Warmer audiences = higher conversion rates
- Lower cost per conversion
- Great for recovering abandoned carts or unfinished sign-ups
- Increases brand visibility and trust
In short: it’s cheaper to convert someone who already knows you than to find a brand-new lead.
Common Retargeting Audiences
Here are some of the best groups to retarget:
- Website visitors from the last 7–30 days
- Product page viewers who didn’t purchase
- People who added to cart but didn’t checkout
- Lead form openers who didn’t submit
- Video viewers (25%, 50%, or more watched)
- Instagram or Facebook page engagers
Where to Run Retargeting Ads
- Meta Ads (Facebook & Instagram) – great for visual retargeting and engagement-based audiences
- Google Ads – especially powerful for display and YouTube retargeting
- TikTok Ads – for younger, highly active audiences
- LinkedIn Ads – for B2B retargeting
What to Show in a Retargeting Ad
- Remind and Reassure
- “Still thinking about it?”
- “Here’s what you missed…”
- Add Urgency
- “Only a few left!”
- “Offer expires soon”
- Offer an Incentive
- 10% discount
- Free shipping
- Bonus if they act now
- Show Social Proof
- Testimonials or reviews
- Customer success stories
Best Practices for Retargeting Campaigns
- Don’t wait too long—strike while the lead is still warm (7–14 days is ideal)
- Limit frequency so you don’t annoy the audience
- Use exclusion audiences (remove people who already converted)
- Test different creatives for the same audience
Final Thoughts: Retargeting Is Your Second Chance
Most people don’t convert the first time they see your offer—and that’s okay. Retargeting gives you a second (and third) chance to close the deal.
If you’re not running retargeting ads yet, you’re leaving easy money on the table.