What is Retargeting?
Showing ads to people who have previously interacted with your brand.
Definition
Retargeting (remarketing) serves ads to users who have already visited your website, viewed products, added items to cart, or engaged with your content. Since these users have shown intent, retargeting campaigns typically have lower CPA and higher conversion rates than prospecting. Common retargeting segments include: site visitors (last 30 days), product viewers, cart abandoners, and past purchasers (for upsells). Creative for retargeting should be different from prospecting — address objections, show social proof, or offer incentives.
Example
A brand retargets cart abandoners with a carousel showing the exact products they left behind, plus a "Complete Your Order — Free Shipping" offer. The campaign recovers 12% of abandoned carts.
Related Terms
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