Only 2-3% of website visitors convert on their first visit. Retargeting brings the other 97% back with personalized ads that remind them of what they were interested in. Here’s how to do it right.
How Retargeting Works
When someone visits your website, a small piece of code (pixel) places a cookie in their browser. As they browse other sites, social media, and search engines, your ads follow them with relevant messaging. It’s not creepy—it’s effective.
Types of Retargeting
Site Retargeting
Show ads to people who visited your website but didn’t convert. Segment by pages visited (pricing page visitors get different ads than blog readers).
Search Retargeting
Target people who searched for your keywords but visited a competitor instead. Google’s RLSA (Remarketing Lists for Search Ads) is powerful for this.
Social Media Retargeting
Facebook, Instagram, and LinkedIn offer robust retargeting. Custom Audiences let you target website visitors, email subscribers, and even people who watched your videos.
Email Retargeting
Trigger ads based on email behavior. Someone who opened but didn’t click? Show them a different offer. Someone who clicked but didn’t buy? Retarget with urgency messaging.
Best Practices
- Frequency cap: Limit ad impressions to 15-20 per user per month
- Burn pixels: Stop showing ads to people who already converted
- Sequence your messaging: Day 1-7: Value proposition. Day 8-14: Social proof. Day 15-30: Urgency/offer
- Segment audiences: Cart abandoners need different messaging than blog readers
- Fresh creative: Rotate ads every 2-3 weeks to prevent ad fatigue
Expected Results
Retargeted visitors are 70% more likely to convert. Most businesses see 2-3x higher click-through rates and 50-60% lower cost per acquisition compared to cold traffic campaigns.
Brandastic builds retargeting campaigns that bring visitors back and convert them into customers. Get started today.
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