What Is Ad Retargeting

Ad retargeting, also known as remarketing, is an online marketing strategy involving displaying targeted advertisements to users who have previously interacted with a brand’s website or digital content. This technique allows businesses to re-engage with potential customers who have shown interest in their products or services, but have not yet made a purchase. This is a simple way to help shift a user from top of the sales funnel, (awareness) in to the next stage (interest).

Ad Retargeting To Improve Top Of Funnel

Ad retargeting is simple yet effective concept. When a user visits a website, a small piece of code called a pixel is placed on their browser. This pixel tracks the user’s behaviour on the website, such as the pages they visit, the products they view, and the actions they take. With this data, businesses can create personalised ads that are tailored to the user’s interests and preferences. [Side note; cookies also track behaviour but tend to store user-specific information like login in data]

Ad retargeting helps increase brand awareness, drive website traffic, and ultimately boost conversions. Retargeted ads are significantly more effective than traditional display ads, with higher click-through rates and conversion rates. We’ve all had a product follow us across the internet. How many of us have given in?

Ad retargeting can also be used to target specific segments of an audience, such as users who have abandoned shopping carts or visited a particular product page. This level of targeting can deliver highly relevant ads to users at the right time, increasing the likelihood of conversion.

Ultimately, ad retargeting is a valuable tool for businesses looking to maximise their online marketing efforts. Reaching out to users who have already expressed interest in your brand means you can increase engagement, drive sales, and ultimately grow the bottom line.