97% of First-Time Visitors Don’t Convert
Only about 2-3% of website visitors convert on their first visit. Retargeting (also called remarketing) lets you reach the other 97% with targeted ads as they browse other websites, social media, and apps. It’s one of the highest-ROI advertising tactics available.
How Retargeting Works
When someone visits your website, a small piece of code (pixel) adds them to a retargeting audience. You can then show them ads on Google Display Network (millions of websites), Facebook and Instagram, YouTube, LinkedIn, and other ad networks.
These ads follow your visitors around the internet, keeping your brand top-of-mind until they’re ready to convert.
Types of Retargeting Campaigns
Website Retargeting
Show ads to anyone who visited your website. Segment by pages visited: someone who viewed your pricing page gets different messaging than someone who only read a blog post.
Cart Abandonment
For e-commerce, retarget people who added items to their cart but didn’t check out. These are your warmest leads. Show them the exact products they abandoned, potentially with a limited-time discount.
Email List Retargeting
Upload your email list to Facebook or Google and show ads to your existing contacts. Great for re-engaging inactive subscribers or promoting offers to warm audiences.
Lookalike/Similar Audiences
Platforms like Facebook can find new users who resemble your existing customers or website visitors. This expands your reach to high-potential prospects.
Retargeting Best Practices
- Segment your audiences — different messages for different stages
- Set frequency caps — don’t annoy people by showing ads too often
- Exclude converters — stop showing ads to people who already purchased
- Use compelling creative — dynamic ads showing viewed products perform best
- Set time windows — 30-day audiences are typically most effective
Measuring Retargeting Success
Track return on ad spend (ROAS), cost per acquisition, view-through conversions (people who saw your ad but converted later), and assisted conversions.
Start Retargeting Today
Brandastic creates retargeting campaigns that convert lost visitors into customers. Get a free advertising consultation.
