Remarketing
Advertising strategy that shows ads to people who previously visited your website or engaged with your content.
Definition
Remarketing (also called retargeting) is an advertising technique that displays ads to users who have previously interacted with your website, app, or content. By placing a tracking pixel on your site, you can build audiences of past visitors and show them relevant ads as they browse other sites, use social media, or search.
Remarketing can be segmented by behavior—showing different messages to homepage visitors vs. cart abandoners vs. past purchasers. This personalization typically delivers higher conversion rates and ROI than prospecting campaigns targeting cold audiences.
Why It Matters
Most website visitors don't convert on their first visit—remarketing gives you additional opportunities to bring them back. These users are already familiar with your brand and have demonstrated interest, making them more likely to convert than cold audiences.
Remarketing typically delivers the highest ROAS of any digital advertising tactic because you're reaching warm audiences. It's essential for maximizing the value of traffic from all other marketing channels.
Examples in Practice
An e-commerce site shows dynamic product ads featuring items users viewed, achieving 10x the conversion rate of prospecting campaigns.
A SaaS company remarkets free trial abandoners with testimonials and case studies, increasing trial-to-paid conversion by 25%.
A travel company shows destination-specific ads to users who researched trips but didn't book, capturing demand that would otherwise be lost.