What is Retargeting?

Ruben Buijs

Founder & Digital Consultant

Written on Jul 31, 2023

2 minutes

Lead generation

Retargeting is a powerful marketing strategy used to reconnect with potential customers who have previously interacted with your brand. It involves displaying targeted advertisements to individuals who have shown interest in your products or services, but have not yet made a purchase or converted into leads. Also known as remarketing, retargeting aims to keep your brand top-of-mind and persuade these prospects to take the desired action.

Importance of Retargeting

Retargeting plays a crucial role in lead generation as it allows you to reach out to individuals who have already expressed some level of interest in your offerings. By staying visible and engaging with these potential customers, you increase the likelihood of converting them into qualified leads or driving them to make a purchase. Retargeting also helps to reinforce your brand message and build familiarity, which can lead to increased trust and customer loyalty.

How to Use Retargeting

  1. Identify your target audience: Begin by segmenting your website visitors or email subscribers based on their behavior and interests. This could include individuals who have abandoned their shopping carts, visited specific product pages, or signed up for your newsletter.

  2. Set up retargeting campaigns: Utilize advertising platforms such as Google Ads or Facebook Ads to create retargeting campaigns. Install the necessary tracking codes or pixels on your website to track user behavior and display personalized ads to your target audience across different websites and social media platforms.

  3. Customize your ads: Tailor your advertisements to resonate with each segment of your retargeting audience. Highlight the benefits of your products or services, offer exclusive discounts or promotions, and use compelling visuals to capture their attention.

  4. Optimize your campaign: Continuously monitor and analyze the performance of your retargeting campaigns. Make adjustments to your ad content, targeting parameters, and bidding strategies to ensure that you are maximizing your return on investment and reaching your lead generation goals.

Useful Tips for Retargeting Success

  • Frequency capping: Avoid bombarding your retargeting audience with excessive ads. Set limits on how often your ads are shown to prevent ad fatigue and annoyance.

  • Dynamic retargeting: If you have an e-commerce website with a wide range of products, consider implementing dynamic retargeting. This allows you to automatically display personalized ads featuring the specific products or categories that the user showed interest in.

  • A/B testing: Experiment with different ad creatives, messaging, and calls-to-action to determine what resonates best with your retargeting audience. Test different variations and optimize your campaigns based on the results.

  • Landing page optimization: Ensure that the landing pages you direct your retargeting audience to are relevant, engaging, and optimized for conversions. A seamless user experience can greatly increase the chances of lead generation.


Retargeting is a marketing technique used to display targeted ads to people who have previously visited a website or interacted with a brand.
Retargeting works by placing a tracking pixel or code snippet on a website, which allows advertisers to follow users who visited that website and display relevant ads to them on other platforms.
Retargeting is important for lead generation because it allows businesses to re-engage with potential customers who have shown interest in their products or services, increasing the chances of converting them into leads.
The benefits of using retargeting include increased brand visibility, improved conversion rates, higher return on investment (ROI), and the ability to reach potential customers at different stages of the buying journey.
Yes, there are different types of retargeting. Some common types include website retargeting, search retargeting, email retargeting, and social media retargeting.
Retargeting can be effective for many businesses, but its success may vary depending on factors such as the target audience, industry, and the quality of the retargeting campaign.
To set up a retargeting campaign, you need to choose a retargeting platform or ad network, create and install the tracking pixel or code snippet, define your target audience, and design compelling ads that will be displayed to your retargeted audience.
Frequency capping in retargeting refers to the limit placed on the number of times a particular ad is shown to an individual within a specified time period. It helps prevent ad fatigue and ensures a positive user experience.
To optimize your retargeting campaigns, you can experiment with different ad creatives, test various messaging and offers, segment your audience based on their behavior, and regularly analyze the performance of your campaigns to make data-driven adjustments.
Privacy concerns can arise with retargeting, especially when it comes to the collection and use of user data. It is important for businesses to comply with applicable privacy regulations and provide clear information to users about their data practices.

Article by

Ruben Buijs

Ruben, the founder of Boei, leverages over a decade of consultancy experience at Ernst & Young to optimize lead generation. Boei specializes in converting website visitors into qualified leads. Outside of work, Ruben is passionate about crossfit and enjoys gaming occasionally.

Table of contents

  1. Importance of Retargeting
  2. How to Use Retargeting
  3. Useful Tips for Retargeting Success
  4. Related Terms

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