Retargeting 101: Bring Back Lost Visitors | NexZen Digital Media

Retargeting 101: Bring Back Lost Visitors | NexZen Digital Media

Ever wondered why your product ad seems to keep appearing after surfing through a website?

That's retargeting at work—and it's one of the slickest ways to salvage lost traffic and convert window shoppers into actual customers.

What Is Retargeting?

Retargeting (or remarketing) is an online advertising tactic that pursues users who have already visited your website, landing page, or mobile application but didn't make a purchase. These advertisements haunt them on sites such as Google, Facebook, Instagram, or even while they read the news on the Internet.

Why Retargeting?

Because 97% of initial website visitors exit without purchasing. Retargeting encourages them to return.

How Retargeting Works

Here's a broken-down version of what it does:

  • Someone comes to your site.
  • A pixel or cookie records their visit anonymously.
  • When they exit, your ads appear to them elsewhere on the web or social channels.
  • These ads serve as reminders and raise the likelihood that they'll come back and convert.

Why Retargeting is a Game-Changer

  • Boosts Conversion Rates

Retargeted visitors are 70% more likely to convert than new traffic.

  • Enhances Brand Recall

Your brand remains at top of mind even after they've exited your site.

  • Improved ROI

Because you're going after warm leads, the cost per acquisition tends to be cheaper.

  • Custom Ad Messaging

You can segment users by their behaviors (e.g., cart abandoners, blog readers, etc.) and customize the message as well.

Top Retargeting Strategies You Should Try

  • Cart Abandonment Ads

Remind them of what they abandoned and throw in a discount to entice them.

  • Content-Based Retargeting

If someone visited your blog, show them an ad with a free download or next-step content.

  • Email Retargeting

Pair your email list with retargeting ads to boost open rates and engagement.

  • Dynamic Product Ads

Ideal for eCommerce: reveal visitors the very products they browsed.

Pro Tip

Don't do too much! Frequency is important. Showing users the same ad repeatedly can frustrate them. Keep to frequency limits and ad rotation for optimal performance.

Ready to Retarget?

If you're not retargeting, you're leaving money on the table. It's not about getting more traffic—it's about optimizing the value of the traffic you already have.

Begin with a small pilot, track everything, and continually optimize.

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