Retargeting Ads

What are Retargeting Ads?

Retargeting Ads, also known as remarketing ads, are a type of online advertising that allows website administrators, designers, and developers to display targeted advertisements to users who have previously visited their website – but didn’t convert. These ads are served through third-party networks such as Google Display Network and Facebook, giving you the opportunity to follow your potential customers wherever they go online.

How Retargeting Ads Work

Retargeting is a cookie-based technology that uses a simple Javascript code to anonymously follow your audience all over the Web. Here’s how it works:

  • The retargeting code (unnoticeable to your site visitors and doesn’t affect site’s performance) is placed on every page of your website.
  • Every time a new visitor comes to your site, the code drops an anonymous browser cookie.
  • Later, when your cookied visitors browse the Web, the cookie lets your retargeting provider know when to serve ads, ensuring that your ads are served only to people who have previously visited your site.

Why Retargeting Ads are Important

Retargeting is a powerful branding and conversion optimization tool, but it works best if it’s part of a larger digital strategy. Strategies involving content marketing, AdWords, and targeted display are great for driving traffic, but they don’t help with conversion optimization. Conversely, retargeting can help increase conversions, but it won’t drive people to your site. Your best chance of success is using one or more tools to drive traffic and retargeting to get the most out of that traffic.

Benefits of Retargeting Ads

  • Greater conversion rates: The more times a person sees your ad, the higher the chances are that they’ll convert.
  • Cost-effective: You’re targeting users who have already shown an interest in your product or service, making them more likely to convert.
  • Increased brand exposure: Retargeting helps to keep your brand at the top of mind for potential customers.
  • Better ROI: Retargeting can provide a higher return on investment compared to other forms of digital advertising.


Retargeting is a powerful tool in digital marketing, offering significant benefits such as increased conversions, greater brand exposure, and improved ROI. By targeting users who have already shown interest in your website, retargeting ads offer a cost-effective solution to drive conversions and increase brand awareness.

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