Paid Advertising
Retargeting
Showing ads to people who already visited your site or engaged with you, to bring them back and nudge them toward converting.
Definition
Retargeting, also called remarketing, is the practice of serving ads specifically to people who have already interacted with your business — visited your website, watched a video, or engaged with a profile — but didn't convert. It keeps your offer in front of warm prospects as they move around the web.
In depth
Most visitors don't convert on the first visit. Retargeting exists because that first click is rarely the last touch a buyer needs. By focusing spend on people who've already shown interest, retargeting usually delivers a lower cost per lead than prospecting to cold audiences — you're paying to finish a conversation, not start one.
Retargeting works off an audience: a list of people captured by a pixel or tag as they browse your site. You can segment it by what they did — everyone who hit the pricing page, or only those who started a form and abandoned it — and tailor the ad to where they dropped off. The tighter the segment, the more relevant the ad, and the better it performs.
Retargeting goes wrong when it turns into stalking. Showing the same ad hundreds of times to one person burns budget and goodwill. We cap frequency, refresh creative, and set exit rules so people who convert stop seeing the ads — keeping retargeting a helpful nudge rather than an annoyance.
Worked example
A homeowner reads your kitchen remodeling page, leaves, then sees your ad on a news site the next day with a "Book your free in-home estimate" offer. That's retargeting bringing a warm visitor back to finish the job.
Paid Advertising
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