Retargeting refers to displaying online advertisements to people who have previously visited a website but did not complete a desired action like making a purchase.
- Advertisers install tracking pixels on their website to identify visitors
- Users who visit are served relevant ads across the internet
- Ads encourage users to return and complete the conversion action
Common retargeting strategies include reminders of abandoned carts, promotions for unfinished registrations, or new product launches for interested audiences.
Tracking technologies allow targeting by demographic factors, interests and past behaviors to serve highly personalized ads.
The goal is to resume unfinished campaigns efficiently through targeted ads rather than broadly promoting to cold audiences.
Retargeting generally has higher click-through and conversion rates than awareness campaigns due to established user interest.
In summary, it enables advertisers to follow up intelligently with warm leads and drive performance through relevant reminder advertisements.