What Is Digital Ad Retargeting?

It is a marketing strategy that helps you contact and bring back potential customers who visited your website without converting. Digital ad retargeting helps you persuade those people to consider doing business with you.

Benefits of Ad Retargeting for Marketing Agencies

  • Brand Recognition and Recall
    People tend to forget things quickly, hence the use of reminder tools. Once potential customers see your brand again, the chances of them contacting you increase exponentially.
  • Second Chances
    In this 24/7 “always on” society, all sorts of interruptions – phone calls, texts, or work duties – can lead to an abandoned purchase or decision. Retargeting ads significantly increase the chances of potential customers clicking that “place order” or “sign up” button.
  • Opportunities for Cross-selling
    Does your marketing agency offer multiple services and marketing tools? You can retarget the same customers with other services and tools if they show interest in one product. You also can offer upgrades to their existing purchases.
  • Choice of Audience
    You can expect your marketing campaigns to deliver your desired results when you target the right people – those interested in your products or services and ready to make a decision.
  • Another Point of Contact
    Did you know that it takes seven to thirteen contacts before a person becomes a customer? Keep at it and focus only on visitors who exhibit interest. A relevant ad that continues to appear on customers’ screens acts as a constant reminder of your brand.

Digital Ad Retargeting Strategy

Content Is Still King

Though your goal is to drive conversions, you still have to offer something to attract your target audience. If interested customers are not ready to purchase your marketing service, you can point them toward the right content to convert into a sale. If your content matches their needs, they’ll stay engaged with your brand even if they’re not ready to make a sales decision.

Timing Is Everything

No matter how relevant your content is to the audience, you will lose the opportunity if your timing is not right. The type of target audience drives the timing of digital ads retargeting. Think about ways to segment your audience to target their funnel stage. For instance, if they visit informational or blog pages, then re-engage them with related content downloads. If they visit Pricing or Sign-up pages, then display more sales-focused ads and calls-to-action.

Attribution Matters

It is critical to invest in software that helps you generate data about customer behavior. The insight from this data is invaluable in helping you optimize your content. You must work smartly, otherwise you’ll be shooting in the dark with less than ideal results.

Remarketing vs. Retargeting

Remarketing is a broader approach that employs email as its main tool. It requires spending time optimizing your email campaigns using several strategies, such as drafting effective emails, using creative subjects and conducting A/B testing.

Digital ad retargeting lets you zero in more efficiently on your potential customers, visitors, or viewers based on browsing and purchasing history. It involves displaying ads only to potential customers who have shown interest in your products or services. Your sole intention is to remind the customer so that it leads to a sale.

Types of Ad Retargeting

Pixel-based Retargeting Strategies
Pixel-based retargeting helps you display your ad to unknown visitors on your website. A browser cookie stores their information, which you then can use to place ads while they continue surfing the internet.

Social Retargeting Strategies
Social media retargeting works the same way as pixel-based retargeting. If people visit or interact on your pages or posts on social media platforms, they start to see ads.

Examples of social media retargeting:

  • Retargeting ads on Twitter
  • Retargeting ads on Facebook
  • Instagram retargeting
  • Retargeting on LinkedIn

List-based Retargeting Strategies
You can also connect with your retargeting audience through email addresses. Here’s how it works:

  • You upload a list of email addresses of your target audience to social media platforms.
  • You create an ad to target these people.
  • Those platforms then will highlight your ad to the audience matching the email addresses.

Retargeting Ads Examples

Retargeting to Existing Customers

Sometimes, life gets busy for your existing customers, which can leave them little time to search for the tools they want. Targeting them at the right time increases the chances of a sale.

Prime opportunities to retarget them include:

  • When their subscriptions to a product or service are about to expire
  • Before launching new products or services, when you can offer exclusive previews of those products
  • Special events, holidays or on their birthdays

Retargeting Specific URL Visits

You can also search for blogs and websites that relate to your services and then target the visitors of those sites. While this method is time-consuming, it is effective. These people are already searching for what you offer, so targeting them at the right time makes them more likely to become your customers.


Frequently Asked Questions (FAQs)

How does ad retargeting work?

Retargeting works in different ways. URL techniques help you gain insight into the websites that relate to your marketing agency. Plus, you can gather the audience data of visitors to blogs that feature products similar to yours. You can also target visitors to your website who show interest in a particular web page.

How effective is retargeting?

It all depends on how well you do it. Pick the right tools and timing for retargeting, and make sure you always measure the results through applicable metrics.

You can always use Perfect Audience, SharpSpring’s new digital advertising platform, to automate your campaigns and make the most of ad retargeting. This retargeting software can help you increase your leads and convert them into sales.

Why is retargeting important?

Retargeting can generate great results – it is all about targeting the relevant audience. This technique also saves you a lot of time and money by showing people ads that relate to their past searches and interests.


Digital ad retargeting offers a bundle of benefits and SharpSpring can help you make the most of those benefits with the marketing tools and solutions you need to power your retargeting campaigns.

Combine your marketing with our exceptional all-in-one marketing software to boost traffic, leads, and conversions.