In today’s crowded online marketplace, most people need several interactions with a business before making a purchase. In fact, studies show that 97% of first-time visitors leave a website before converting.1 This is where retargeting ads come in as a huge game-changer.
Retargeting ads are an incredibly powerful tool in digital marketing, helping businesses reconnect with people who have already shown interest in their brand, products, or services. The goal of retargeting is to remind people about your business and encourage them to visit your website again to complete a desired action (e.g., convert).
In this guide, we explain everything you need to know about retargeting ads, including:
What Are Retargeting Ads?
Have you ever looked at a product online and then noticed ads for that same product following you around the internet or your social media feed? That’s not a coincidence—it’s retargeting in action.
Retargeting ads are used to reach people who have previously visited your website but did not complete a desired action, such as making a purchase. These ads are like friendly reminders that “follow” users across the internet, while they browse other websites, scroll on social media, or watch videos on YouTube.
The goal of retargeting is to remind people about your business and encourage them to visit your website again to complete a desired action (e.g., convert). This can mean buying something, requesting a quote for a service, and more.
Whether you’re selling products or offering services, retargeting ads can help turn passive interest into measurable revenue by re-engaging high-intent prospects. In fact, industry data consistently shows that retargeted users are significantly more likely (70%) to convert than first-time visitors.2
Retargeting vs. Remarketing
If you’re a business owner interested in retargeting ads, chances are you’ve heard the term ‘remarketing’ as well. While retargeting and remarketing campaigns are similar in some ways, they are not the same thing:
- Retargeting Ads: are used to reach people who have visited your website recently but didn’t convert and encourage them to return. These ads appear on other websites, mobile apps, and even on social media platforms.
- Remarketing: is typically used to reach existing customers and encourage repeat purchases. This strategy uses highly personalized messages sent via direct channels of communication like email or SMS messaging.
You can think of retargeting as seeing an ad for a pair of shoes you looked at on a website the other day, and remarketing as a message sent to you directly that suggests cute socks or shoelaces for the new shoes you bought recently.
Popular Retargeting Ad Platforms
Retargeting ads are managed through different advertising platforms. Each one offers its own ad formats, placements, and potential audience reach.
Popular retargeting ad platforms include:
Below, we take a closer look at these retargeting ad platforms and how they are typically used:
Google Ads (Display, YouTube, and Search Networks)
Google Ads is one of the most widely used platforms for retargeting. When someone visits your website or searches for relevant keywords, Google can later show your ads to that person across:
- Websites in the Google Display Network
- Google Search results pages (SERPs)
- YouTube videos
- Mobile apps that run Google ads
- Other Google-owned properties
Retargeting through Google Ads is commonly used to maintain visibility across a large portion of the internet and various mobile apps.
Microsoft Advertising (Bing Network)
Microsoft Advertising supports retargeting ads across its own network including:
- Microsoft Audience Network websites
- Search results on Bing, Yahoo, and AOL
- Microsoft Edge browser and other properties
- Other partner sites and apps
Retargeting through Microsoft works similarly to Google Ads but reaches a completely different segment of users.
Meta Ads (Facebook and Instagram)
Meta Ads power retargeting across Facebook, Instagram, Messenger, and other affiliate apps and platforms. When someone visits your website, retargeting ads can later appear to them in:
- Facebook and Instagram feeds
- Stories and Reels
- Facebook Messenger
- Websites in the Audience Network
Meta retargeting is tightly integrated with mobile app browsing behavior, which means ads appear seamlessly within social media content as users scroll.
LinkedIn Ads
LinkedIn retargeting ads appear after someone:
- Visits your website
- Engages with your LinkedIn content
- Views a company page
Ads only appear on the LinkedIn platform but allow for retargeting in a business-focused environment.
How Do Retargeting Ads Work?
Retargeting tracks visits to your website and identifies people who leave without completing a desired action. Ads are then shown to those users across other websites and platforms to encourage them to return and convert. These retargeting ads help keep your business top of mind and stay in front of potential customers.
Below, we provide an in-depth explanation of how retargeting ads work step-by-step:
1. Someone Visits Your Website
The retargeting process begins when someone visits your website but doesn’t complete a desired action. This can include:
- Viewing your homepage
- Browsing a product or service page
- Adding an item to their shopping cart but not checking out
- Starting to fill out a web form but not submitting it
- And more
It’s normal for a potential customer to visit your website, browse around, and not take any further action. Most people don’t convert on their first visit. And that is exactly what retargeting is for.
2. A Tracking Code is Activated
When a user visits your site, a small piece of tracking code (tracking pixels or browser cookies) is activated. This tracking code assigns an anonymous ID to the user’s browser.
This ID is what signals advertising networks like Google and Meta to show your ads to that user.
3. Ads Appear on Other Websites and Platforms
As users browse other websites or social media platforms within these advertising networks, they will be shown ads related to your business.
The goal is to keep your brand top of mind across different online spaces, and prompt users who have previously shown interest to return to your website to complete a transaction.
4. Ads Will Appear Until Retargeting Window Expires
Each browser ID is only active for a set amount of time, which is known as the retargeting window. This specific duration is set up within the advertising platform and can range from a few days to several weeks or more.
Once the retargeting window expires, your ads will no longer be shown to that user, unless they visit your website again, and a new tracking code is activated.
Why Retargeting Ads Are So Effective
Retargeting ads are a valuable digital marketing tool that targets people who have already shown interest in your business, products, or services.
For businesses looking to turn that interest into revenue, retargeting can be incredibly effective for a number of reasons:
You’re Re-Engaging a Warm Audience
Retargeting ads work because they fit how people actually behave online. It’s extremely common for someone to visit a website, browse a bit, and leave without taking action.
Retargeting ads allow you to re-engage people who already showed enough interest to land on your website in the first place. This familiarity lowers friction and can make it much easier for people to take the next step.
Your Business Stays Top of Mind
Retargeting helps your business stay top of mind after someone leaves your website. They may be researching, comparing options, checking pricing, or simply gathering information.
Retargeting ads ensure your business remains visible during this decision-making process. They help bridge the gap between their first visit and final decision by keeping your business just a click away.
You Can Tailor Ads to Specific Actions
Retargeting allows you to show personalized ads to people based on the specific actions they took on your website before leaving.
Examples include:
- Product/Service Page Views: Showing ads related to a product or service a user previously viewed on your site.
- Abandoned Cart Ads: Displaying a specific product that someone added to their shopping cart but didn’t purchase.
- Special Offer Ads: Special discounts or other promotional offers designed to incentivize users who showed interest in a product or service.
Instead of showing the same ad to everyone, retargeting lets you deliver highly personalized content tied directly to user behavior. These ads reflect what the person already showed interest in, making them more relevant and more likely to influence action.
Increase Your Reach Across the Web
Retargeting ads allow you to reach interested users across the apps and websites they likely use every day. They serve as friendly reminders as they scroll social media feeds, watch videos, and browse other sites or mobile apps within ad networks.
Retargeting can maximize the impact of a single website visit by keeping your business visible in multiple online environments. This repeated exposure helps reinforce brand awareness and establish familiarity over multiple touchpoints.
Turn Interest into Revenue with Retargeting Ads by West County Net
Whether you’re selling products or offering services, every visit to your website has value. Retargeting helps you get more value from those visits by creating opportunities to reconnect with potential customers across other websites and platforms.
Ready to learn how to turn your leads into revenue? At West County Net, we have years of experience creating powerful marketing strategies that deliver powerful results. Whether you’re new to retargeting campaigns or refining your current strategy, our digital marketing specialists have the insight and skills to help your business thrive. Contact us today by calling 707-755-5857 or filling out the form below.
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References
- A tale of two visitors. (2015). Monetate Ecommerce Quarterly Report, 4–5.
- What is Google Remarketing (Retargeting), and how can you use it? | Mailchimp. https://mailchimp.com/marketing-glossary/google-remarketing/