Definition:
Retargeting is a digital marketing strategy designed to reconnect with users who have previously interacted with a website or application but have not completed a specific action, such as making a purchase. This technique uses technologies like cookies and pixels to track user behavior online, allowing companies to display personalized ads on external platforms, such as social media and third-party websites.
The goal of retargeting is to keep the brand present in the user’s mind, motivating them to return and complete the desired action, thereby improving conversion rates and maximizing the return on advertising investment.
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How retargeting works
Retargeting works in two different ways:
- Pixels/Cookies: these are code fragments that detect when users access our social network site (in the case of pixels) or that are installed in the user’s browser when visiting a website (in the case of cookies). Thanks to them we can know the behavior of the consumer to later perform retargeting actions showing them ads to recover them.
- Lists: consists of creating segmented lists of those potential customers to whom we want to apply retargeting with the information contained in our database. Depending on the objectives set, one list or another can be used through email marketing or social networks such as, for example, Facebook.
Advantages of retargeting
- Increases the number of conversions: Consumers in our retargeting process are more likely to make a useful conversion for our company than a consumer who has not previously interacted with our company.
- It allows us to execute very specific actions: Thanks to the information we obtain through this process, we ensure that we have very segmented audiences on which to execute the particular branding we want.
- Helps to create brand image: Through retargeting actions we manage to increase the memory of our brand in the consumer’s mind and consequently increase brand awareness.
- Increases CTR: On average, retargeting increases clicks on each ad 10 times more than conventional advertising.
Difference between retargeting and remarketing
Retargeting and remarketing are terms that are often used interchangeably in digital marketing, but they have subtle differences that are important to understand:
- Retargeting: Retargeting is primarily focused on digital advertising. It uses technologies such as cookies and pixels to track the behavior of users who have visited a website or interacted with an app, but have not completed a desired action, such as a purchase. These users are then targeted with personalized ads on external platforms, such as social networks and third-party websites. The goal of retargeting is to regain user interest and encourage conversion through visual ads that remind the user of their initial interest.
- Remarketing: Remarketing, while often associated with retargeting, encompasses a broader approach that includes various reengagement tactics. In addition to showing ads to people who have previously visited a website, remarketing can involve using email marketing with personalized emails, direct messages and other forms of direct communication to re-engage past customers. In the context of Google Ads, remarketing specifically refers to the practice of using lists of visitors to target advertising campaigns, leveraging information collected about users to personalize interactions.
Frequently asked questions about Retargeting
What does Retargeting mean in digital marketing?
Retargeting refers to the concept described in this glossary entry: Definition: Retargeting is a digital marketing strategy designed to reconnect with users who have previously interacted with a website or application but have not completed a specific action, such as making a purchase. The goal of retargeting is to keep the brand present in the user's mind, motivating them to return and complete the desired action, thereby improving conversion rates and maximizing the return on adver It gives teams a shared vocabulary for analysing digital projects.
When should teams pay attention to Retargeting?
Teams should review Retargeting when it affects acquisition, measurement, user experience, content, automation or campaign performance. The important step is to connect the definition with a real decision.
How is Retargeting used in a digital strategy?
Retargeting is used by translating the concept into practical checks: where it appears in the funnel, which data or channel is involved and whether it needs optimisation, monitoring or documentation.
What is a common mistake when interpreting Retargeting?
A common mistake is using Retargeting too broadly. It is better to verify the context, the tool or the metric involved before making strategic or technical conclusions.