Retargeting done right: reaching people who already know you
Retargeting shows ads to people who visited your site or engaged with your brand. Used well it converts warm interest; used badly it annoys.
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- Reading time
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Key takeaways
- Segment audiences by how far people got, and match the message to it.
- Cap frequency and set sensible time windows so ads don't follow people forever.
- Exclude recent customers unless you are offering something new.
Most people don't buy or enquire on their first visit. Retargeting, also called remarketing, shows ads to people who have already interacted with you, keeping you in mind while they decide.
Who you can retarget
- Website visitors, overall or by page
- People who viewed products or added items to their cart
- People who started but didn't complete a form or checkout
- Video viewers and social media engagers
- Customer lists you have permission to use
Segment by intent
Not all visitors are equally interested. Build audiences by depth:
- Light interest: visited one page, often the home page or a blog post.
- Considering: viewed services, pricing or several products.
- High intent: started a form, added to cart or visited the contact page.
Adapt the message: helpful content or proof for light interest, specific benefits and reviews for those considering, and a direct reminder or reassurance for high intent.
Choose the right message
Retargeting ads work best when they add something new:
- A case study or testimonial the visitor didn't see (with the client's permission)
- An answer to a common objection: price, timing, guarantees
- A reminder of the specific product they viewed
- A limited offer, used sparingly so people don't learn to wait for discounts
Respect your audience
Being followed by the same ad everywhere feels intrusive. Protect your brand:
- Set frequency caps
- Use time windows that match your sales cycle
- Rotate creatives
- Exclude people who already converted, unless you are cross-selling something relevant
Measure fairly
Retargeting often looks very profitable because it reaches people who might have returned anyway. Compare against results without retargeting where possible, and judge it on incremental conversions and overall cost per customer.
Consent and privacy
Retargeting depends on tracking. Ask for consent where required, honour opt-outs and keep your privacy policy accurate.
Retargeting is part of the campaigns our paid advertising team plans, alongside prospecting campaigns that bring new visitors.
Frequently asked questions
Is retargeting legal under privacy rules?
It relies on cookies or similar identifiers, so in many regions you need visitor consent. Use a consent tool and configure ad tags to respect it.
How long should retargeting windows be?
It depends on how long people take to decide. Short for impulse purchases, longer for considered services. Many advertisers test between a week and a few months.
