How Retargeting can change your brand

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What do you really know about retargeting? Have you ever launched an advertising campaign to retarget a specific audience?

Do you know that 98% of your visitors never returned to your website? Like gone forever?

If you look critically at your traffic data, you will be shocked to discover that most of your visitors almost purchased your product or services but end up leaving without doing so.

In fact, on average, only 2% of your visitors took some actions that lead to checkout or conversion to become loyal customers.

So what is sending this massive number of your potential customers away? well, they all leave for various reasons but never mind.

If you have the opportunity to ask each of them, they will give you different reasons. But never mind.

The good news is that you can get almost all of them to return to your website to either convert or make purchases.

How? well, that’s where retargeting comes in… so let’s look at what it is.

What is Retargeting?

Retargeting is a form of digital advertising by which advertisers create advertising campaigns to specifically target a set of audiences based on their previous behavior on their website.

Some of their entire online activity is tracked and used for retargeting campaigns.

It is believed that 98% of people that made the first impression on your website or business do not convert. All these 98% are potential customers because at least they show some interest.

Most of them leave for various reasons which is why it makes sense to find a means of bringing them back to your website or business to turn them into paying customers.

Brands effectively execute retargeting campaigns using the already collected data of their visitors through cookies, Pixel, or emails.

How does retargeting work?

Brands have cookie technology on their websites to inform of a javascript code that tracks audience behavior anonymously during their time on the brand website.

Here is how that plays out (Retargeting process)

Brands install a pixel or HTML code sometimes from an ad network like Facebook or specially customized pixels by the brands. Each time a visitor visits their website, the cookie track and record their behavior and inform the ad network to serve ads to those specified audiences that previously visit their website.

This is why you see specific ads from sites you visited or when you search for similar services, or products online, you get to see ads related to your previous search queries.

When to use retargeting ads

Retargeting works best when you have a lot of traffic. In essence, your remarketing or retargeting campaign will be more successful if you have a good amount of traffic and are able to collect reasonable data.

This means, you first need to have a strategy that brings some reasonable traffic to your website through content marketing, social media marketing, or running ad campaigns that will allow you to collect some data before creating a retargeting ad campaign.

You may have a lot of traffic from content marketing but unfortunately, most of that traffic or visitors will not convert. This is the most important reason why you need a retargeting campaign strategy to get those visitors to convert.

The bottom line is, for your retargeting campaign to be effective. You need to first have a traffic strategy such as content marketing and other clean traffic channels.


In summary, start thinking of retargeting campaigns when you already have some traffic and data.

Why Is retargeting important?

Well, your retargeting is an important tool in the advertising industry. This is because marketers who effectively use retargeting usually return a higher advertising ROI than those that don’t use it.

Here are a few ways you can benefit from retargeting.

  • Retargeting improves your advertising ROI
  • It helps you save big on your advertising cost and lower your cost per click (CPC).
  • It improves your ad relevance score quality score.
  • Retargeting helps increase your conversion rate and sales.
  • Boost your revenue and profits.
  • Target ads to only people who are interested in your brand, products, or services.
  • Helps increase your brand visibility among interested audiences.

Logically, it is important to focus on retargeted advertising rather than launching new ads continuously.

Facebook Retargeting

For once I will give Facebook credit as one of the best retargeting or remarketing tools. It works very well due to its effective pixel tool.

Also, Facebook retargeting is proven to be the most profitable retargeting and remarketing tool for millions of online advertisers.

Here is the process of setting up an effective retargeting campaign on Facebook

1. Use your pixel data to create your audience list Or use existing data of your audience
2. Add your list to Facebook's Audience Manager.
3. Add your destination URL.
4. Segment your Ads for specific audiences.
5. Set your ad budget.
6. Create your retargeting ad campaign.
7. Track your campaign's progress.
8. Optimise your campaign periodically

Effective retargeting campaigns Tips

There are a few things you need to understand and take seriously before launching a retargeting campaign. Retargeting has the ability to change your brand and take it to the next level but it must be carefully done and here is how

1. Install pixel Or Cookie

The first and most important thing to do is to install pixels or cookies on your website as a brand. You can choose to customize your pixel for different functions either on the main page to track pages view, or on signup/registration pages to track leads or conversions.

In all cases, the most important thing is to have it installed. Customization may vary and depend on your priorities. The reason is that the pixel or cookie are the tools to collect your visitor’s data and without their consent, you won’t it, able to track any visitor’s behavior.

2. Be patient and experiment

You have to be patient with the experiment with your audience and see what works for you before you can even launch your first retargeting campaign.

Test your creative variations, new landing pages, ad sequencing opportunities, and other parameters to compare the effectiveness of your retargeting campaign in order to maximize your advertising ROI.

3. Segment your audience

Audience segmentation is very important when it comes to retargeting. In other advertising campaigns, Ads are targeted at a general audience with the aim of getting more clicks, engagement, or visibility.

That’s different when it comes to retargeting. There is a need to create different forms of creatives to target a specific audience in order to give them a more relevant and personalized experience which increases their chances of converting.

Retarget campaigns should be created for a segmented audience having in mind they have already interacted with your website and show interest in various products or services.

This means they are not new to your brand and deserve to be treated differently to increase their chances of converting.


Let me start with questions here… Have you ever created a retargeting ad campaign? and What was your experience?

I believe that you can really increase your conversion rate up to 200% with effective retargeting campaigns. It all takes the know-how and a bit of time to experiment.

Facebook retargeting or Google remarketing use the same principle. You have to carefully set your goals and map winning strategies to help your retargeting campaigns be successful.

Let us know what you think about this post in the comment section.

Eugene Agoh

Eugene Agoh

Founder at AdsTargets | Online advertising expert | Search engine optimisation expert | Social media marketing expert.Eugene is a Passionate writer on topics relating to online advertising, branding and generally interested in creating digital marketing content. He is curious about the future of digital advertising.Follow Eugene on LinkedIn @ eugeneagoh

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