The Ultimate Retargeting Guide

Remarketing or retargeting refers to a method used in marketing and publicity to re-engage customers who have previously interacted online with your brand. EASY AS THAT. This is relevant because nearly 96 percent of your first-time visitors are not ready to purchase from your website right away.

The question now is why should we care about this, right? Well, retargeting turns out to be the greatest strategy for persuading customers who previously visited or interacted with your website or mobile app to return. So how does this method encourage them to return to your site? Well, there’s several methods, but let’s stick with the classics.

Retargeting campaigns can be as simple or complex as you’d like. When you design your retargeting campaign, it’s important to think about what the end goal is, and then develop a step-by-step campaign to lead prospects to your goal. Here are some examples:


One of the biggest tips I would suggest when running retargeting ads is to make sure you segment your audience right. This is a basic starting point. You don’t necessarily want to include converted visitors in your retargeting ads, so exclude visitors who visited certain URLs or completed a conversion. Don’t be annoying and show different types of ads depending on which pages they visited or what actions they have already taken on your site.


Use a new landing page just for retargeting ads. A LOT of people are using their homepage or the same landing page as their regular PPC ads. Do not be one of them. You want to create a separate landing page. Having this made just for returning visitors can help to approach them in a different way. Chances are they already know about your product, so there’s no point introducing it all over again. Customize your content; this makes visitors much more likely to convert.


If you’re retargeting previous customers to build social proof, as in positive reviews and engagement on your ads, you can then use those reviews to retarget potential customers who are considering your product. The chances that they buy your product or service when they see that others have had a positive experience will grow. Don’t doubt. It’s a powerful online strategy.


If you are contemplating ads as an option, you must keep in mind that people tend to associate this type of publicity as “spammy” and bad advertising, such as pop-ups, full page interstitials, countdown ads, and ads that have sound on autoplay tend to have the opposite affect, running customers away. You must be sharp with these ads since users can leave their internet browser with ease if they are dissatisfied with the experience they’re being served. These ads are bad for the user experience, and Google recognizes that after feedback and surveying.


This will allow you to show ads containing the exact products and services visitors viewed on your site. This, along with Google AdWords, will be your best friends: the infallible duo to boost conversions. AdWords picks one of your remarketing lists and displays ads to users based on the ad groups that you create manually.