Research shows that around 97% of people who visit your website for the first time leave without taking any action. They browse, maybe read some content, and then go. Without retargeting, those visitors are lost. With it, you can bring them back.
What Is Retargeting?
Retargeting (also called remarketing) is the practice of showing ads to people who have previously visited your website. Using a small piece of tracking code (a “pixel”) on your site, advertising platforms like Google and Facebook can identify your previous visitors and show them targeted ads as they browse other websites, watch YouTube, or scroll through social media.
Why Retargeting Works So Well
The people seeing your retargeting ads are not cold strangers. They’ve already visited your website – they already know who you are. They were interested enough to click through in the first place. Perhaps they got distracted, weren’t quite ready to commit, or wanted to compare options. Retargeting re-engages these warm prospects at a fraction of the cost of reaching new visitors.
Retargeting in the Context of a Full System
Retargeting works best as part of a complete marketing system. Imagine this sequence: a potential customer clicks your Google Ad, visits your landing page, doesn’t convert, then sees your retargeting ad on YouTube the following day with a specific offer. They visit your site again, this time they fill in the form. This multi-touchpoint approach significantly increases overall conversion rates.
Getting Started
The minimum requirement is installing Google’s or Facebook’s tracking pixel on your website. From there, you can create custom audiences based on specific pages visited, time spent on site, or previous ad interactions. A basic retargeting campaign can be set up for minimal daily spend and often delivers exceptionally low cost-per-conversion.
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