Skip to content

What is ad retargeting & how does it work?

What is retargeting?

How does display retargeting work
How display retargeting works

Ad retargeting generally refers to the type of ad shown after you visit a particular page or engage with a brand. Ad retargeting commonly leverages display ads to remind prospects or customers of a specific sale or action they might take.

Retargeting is used to close prospects or convert qualified leads and is considered one of the most profitable digital marketing channels. Retargeting ads can occur across channels but commonly happen in display ads, social, and search.

Not all retargeting happens after a customer leaves, Amazon was an industry leader in driving conversion and cross-shopping related to what you viewed style widgets.

Google and Facebook both offer out-of-the-box ad retargeting products for websites or apps. In addition, both platforms provide advertisers with several default retargeting options for eCommerce or specified goal behaviors; engaging with current customers in this way makes up a sizeable portion of online advertising spending.

What is search retargeting?

Search retargeting is a form of online marketing where companies target potential customers based on their recent searches. This type of marketing utilizes the information collected by search engines, such as search terms, browsing history, and geographic location. By tracking these data points, companies can input highly relevant ads into their campaigns and increase the chances of reaching qualified leads efficiently.

How do you retarget ads on Facebook?

Facebook retargeting primarily depends on the Facebook pixel; the pixel automatically sends data about website or app visitors back to Facebook. Facebook leverages data gathered by its pixel to generate retargeting options in its advertising platform or generate look-a-like audiences.

Not all retargeting ads are to close a transaction; in this ad, REI.com ran, they are building their brand broadly with their members.

The first step to setting up retargeting ads on Facebook is to set up the tracking pixel on the website or application you want to use for targeting. The next step is to allow the pixel to gather data and generate advertising estimates based on the audience size.

How do you retarget ads on Google?

Google calls this type of campaign a remarketing campaign, and you leverage any audience data you have shared within your Google search advertising account. Like Facebook, you must collect audience data from your website or application using Google’s tracking code to set up a campaign.

Google’s term for retargeting is included broadly under their remarketing umbrella and focused on display advertising.