What Is Retargeting?



Retargeting is a digital marketing strategy that is used to increase engagement with a brand’s website. It takes place when a brand serves advertisements to customers on external websites. These ads are based on their previous browsing history that took place on the brand’s website. For example, if you were looking for sneakers on Nike’s website, and you didn’t buy anything, but left the website to browse Facebook. Retargeting would take place when you see advertisements for Nike sneakers while scrolling through Facebook. The external website in this example would be Facebook.

There are a few different types of retargeting. Each type is displayed in a different form, though they are all effective. In this article, we are going to explain retargeting further, and talk about both forms.

What Is Retargeting?

As mentioned above, retargeting is an innovative marketing tool. Many different brands use retargeting as a strategy. The goal is to get consumers to go back to the brand’s website and purchase something. Retargeting is a powerful strategy used to re-engage consumers. Many times, a consumer will browse a website without buying anything. There are many reasons why that may be the case. Though, retargeting is the tool that can reverse that behavior.

It can be used to remind customers of forgotten information. Seeing retargeting advertisements on social media reminds you of the brand’s value and what you like about it. That will hopefully lead you back to the brand’s website.

Retargeting is easy to measure as well. As always, begin with your goals. What do you want to gain? As with any strategy, goals will help measure your progress. For example, you want to use retargeting to increase sales. Simply keep up with the number of sales you make each month. If you make more sales during a retargeting campaign, then you know this strategy works. You can also keep track of the returns made to your site. You should keep an eye on the number of sales and revenue.

Types of Retargeting

Generic retargeting is the first type of retargeting we will be talking about. With generic retargeting, consumers see general brand ads on external websites. These are everyday ads that you may see often. There is nothing specific about them. Though, they can still be extremely effective in retargeting. Sometimes, the most generic advertisements can be the best ones to catch your attention. The main goal of retargeting is to re-engage consumers with the brand. That can be done through any type of company advertisement.

Dynamic retargeting is the next type to talk about. Dynamic retargeting involves product-specific advertisements. This type of retargeting may catch the attention of consumers fast. This is because the advertisements are showing specific products or services that customer was looking for. Therefore, this type of retargeting may be more effective.

For example, you are shopping for Nike shoes. You are browsing through the website looking at all different types. Then, you exit the website and go to Facebook. Suddenly, you see advertisements for Nike Air Force 1’s, the specific types of shoe you kept clicking on when shopping. This is a type of dynamic retargeting. You were served specific Nike advertisements to remind you of what you are looking for. Displaying advertisements catered to the specific needs of your consumers is a powerful way to increase sales.


No matter what type of retargeting you are using, it can be an effective and powerful way to catch the attention of your consumers. Retargeting can boost the engagement on your website. It can also boost the return rates to your website.

This strategy will allow you to run long-term campaigns as well. Using long-term advertisements is great for your brand. Therefore, retargeting is also a cost effective strategy. Retargeting also reduces the amount of advertisements consumers see from competitors. That can be amazing for your brand. You may be able to win over your competition. There are so many benefits to using retargeting and it is a great strategy to use!

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