The Problem: Most Visitors Leave Without Converting
On average, 96 percent of website visitors leave without taking action. They browse your services, read your content, maybe even add something to a cart — then they're gone. Without retargeting, most of those visitors never come back. Retargeting ads solve this problem by keeping your business visible to people who have already shown interest in what you offer.
How Retargeting Works
Retargeting works by placing a small piece of code (called a pixel or tag) on your website. When someone visits your site, the pixel drops an anonymous cookie in their browser. Later, when that person browses other websites, scrolls through social media, or watches YouTube videos, your ads appear — reminding them of your business and encouraging them to return.
Because retargeting ads reach people who already know your brand, they consistently deliver higher click-through rates and conversion rates than standard display advertising.
Retargeting Platforms for Local Businesses
Several platforms offer retargeting capabilities, each with unique strengths:
- Google Ads — Reach visitors across millions of websites in the Google Display Network and on YouTube
- Facebook and Instagram — Retarget visitors in their social media feeds with visual ads
- LinkedIn — Ideal for B2B businesses retargeting professional audiences
- Microsoft Advertising — Reach users across Bing, MSN, and partner sites
Segment Your Audiences
Not all visitors are equal. Someone who spent five minutes reading your service page is more valuable than someone who bounced after two seconds. Segment your retargeting audiences based on behaviour to deliver more relevant ads and maximize your budget.
Create separate audiences for homepage visitors, service page visitors, blog readers, cart abandoners, and past customers. Each segment deserves tailored messaging that reflects their level of interest and familiarity with your business.
Craft Compelling Retargeting Ads
Your retargeting ads should acknowledge the visitor's previous interaction without being intrusive. Highlight a benefit they may have missed, offer social proof like customer testimonials, or present a time-sensitive offer that creates urgency. Keep your messaging simple, your visuals clean, and your call to action clear.
Rotate your ad creative regularly to prevent ad fatigue. Seeing the same ad repeatedly becomes annoying and can damage your brand perception.
Set Frequency Caps
Frequency capping limits how many times a person sees your retargeting ads within a given period. Without frequency caps, your ads can feel stalker-like and create a negative impression. A frequency cap of 3 to 5 impressions per day per user is a reasonable starting point for most businesses.
Measure What Matters
Track your retargeting campaigns with the same rigor as any other advertising. Monitor click-through rates, conversion rates, cost per conversion, and return on ad spend. Compare these metrics against your other campaigns to understand the incremental value retargeting provides.
Pay attention to view-through conversions as well — people who saw your retargeting ad but converted later through a different channel. This metric captures the full influence of your retargeting efforts.
Frequently Asked Questions
What is the difference between retargeting and remarketing?
Retargeting typically refers to display and social media ads that follow visitors across the web. Remarketing often refers to email campaigns targeting past visitors or customers. In practice, the terms are frequently used interchangeably.
Are retargeting ads expensive?
Retargeting ads are generally more cost-effective than standard ads because they target warm audiences who already know your brand. Cost per click is often lower and conversion rates are significantly higher.
How long should I retarget website visitors?
A 30 to 90 day retargeting window works well for most businesses. Shorter windows suit impulse purchases, while longer windows are appropriate for higher-consideration services with longer decision cycles.
