Retargeting is showing ads to people who have already interacted with a brand, website, product, or piece of content.
Retargeting audiences may include website visitors, video viewers, cart abandoners, lead form openers, or past customers.
It is often used to move warmer audiences toward conversion with more specific messages.
Retargeting should match the previous behavior, such as showing a product reminder to a cart abandoner or a deeper proof point to a landing page visitor.
Pixels and platform tools build audiences from people who visited your site, watched your videos, or engaged with your content, then serve those warmer audiences more specific follow-up ads.
Usually, yes. Warm audiences already know you, so retargeting typically converts at a much higher rate and lower cost than cold prospecting. Just cap frequency so it does not become irritating.
Match the buying cycle. Fast, low-cost purchases suit windows of 7 to 30 days, while considered purchases can justify 90 or more. Recent visitors almost always outperform older ones.