Everything You Need To Know About Retargeting Ads

Retargeting ads are an advanced concept in digital advertising. If your driving source for the customer is online and you applied all your efforts to make a customer visit your website. What if, they don’t take any actions? All your efforts get ruin.

About 97% of visitors to the website left the site without taking any action. (Source: businessinsider.com)

How to bring them back is the challenge of most of the marketers?

Retargeting Ads are the ideal solution to bring them back to your website.

If you don’t know about retargeting ads till now, you must have got eagerness to know about it.

This article will help you to know and implement the same in your marketing operations.


So, what are Retargeting Ads?

Retargeting  Ads are one form of online advertising strategy that helps you to regain the bounced traffic to your website through display ads.

Remarketing ads convert your visitors to your customers. The visitors who visit your website for the first time, only 2 % of them will buy and remaining just left the site without taking any actions. Retargeting can bring that 98% audience and make them take any steps. (Source: Retargeter.com)

People often confused with retargeting and remarketing ads. Well, they sometimes used interchangeably, but they have some differences. Retargeting Ads are about displaying ads to potential customers based on cookies on the other side remarketing Ads are usually based on email.

How retargeting advertising works?

Remarketing ads gave a new life to the marketers. Customer retargeting can be carried out in different ways, but these are the most used types of retargeting: Pixel-based and list-based. Both of these types have their specific advantages based on your campaign goals.

Pixel-based retargeting

In this, they make use of cookie-based technology, which uses JavaScript code to anonymously ‘follow’ your audience all over the web. In the website a small code is placed, this code is also called a pixel. The code is unnoticeable to your audience, and it doesn’t impact the site performance. Whenever a new audience visits the site, the code shows an anonymous browser cookie. Ask the visitors to accept, when they agree, and later when they browse the web, the cookie notifies retargeting providers to display retargeting ads.

You can be specific here by targeting to a particular page of the URL, instead of targeting all pages visitors to the website.

Pixel based Retargeting

Consider an example

A person ‘A’ who visits your website and didn’t take any action and person ‘B’ visited your website spent some time and read the product description and checked pricing details. If you send a check out display Ad to person ‘A’ it doesn’t make any sense, because he didn’t know about you and your service. If the same check out display ads appear to the person ‘B’ the chances are more likely that he can buy.

The advantage of code-based retargeting is a quick process; you can retarget your visitors, immediately after they leave your site based on your webpage URL or behavior.

List-based retargeting

In this, you need to maintain a customer data management list collected from various sources such as-

First-party that is data generated from social platforms, website, and mobile web or apps. Which covers the personal, demographic, and behavioral information of the users.

Or, third party data list generated from internet interactions and other websites. This data is more specific to the target audience, and it’s collected and license by third-party providers. The information they provide, you don’t have any relationship with them, and you can get that by purchasing it to access it.

The customer data collected from different first and third-party sources matched with the data available at DMP’s (Data Management Platform) or CDP’s ( Customer Data Platform). The resultant custom audience retargeted by displaying ads everywhere the customer visits, so that customer comes back to your website, to increase brand visibility and improve sales.


List based Retargeting

Consider an example:

Phone number or email ID retargeting list you need to upload at Google or Facebook or any other platform remarketing campaign, they match your list with their existing database, and based on that custom audience retargeting is carried out.

For email ID retargeting you need an extensive list to make this campaign effective, because it’s highly customizable criteria for your ads, for this, you need to choose who comes in which list.

Retargeting existing customers

It’s one of the strategies for retargeting existing customers. Many of you think that why retargeting for existing customers? Some scenarios work well with retargeting existing customers. Some customers are unresponsive to your email or don’t have any activities you can remind them of your ads. And it’s pretty easy to regain the existing customer than to build a new customer.

How can you segment your audience for retargeting?

Now you got an idea of how customer retargeting works based on their strategies and customer segmentation. The latter step is to focus on the goals you have. Generally, marketers have two types of goals in mind for running remarketing Ads- Awareness and Conversion.

Let’s discuss them in detail.


It works when you want to re-engage your visitors and make them aware of your products, features, benefits, or offers you provide. These retargeting ads usually offered to pixel-based retargeting. Here you can’t expect any conversions because your goal is to improve your visibility. People won’t consider you without knowing you.


It works, when you want to make people do any actions on your remarketing Ad and fill out a landing page form. It helps you to get clear with your next step and can measure standard conversion metrics such as form submission, website clicks, and cost per lead. You can use both pixel-based and list-based remarketing Ads to gather information and better qualify those leads.

Where can we do customer retargeting?

Customer retargeting we can do to reach and re-engage your customers across Shopping, Gmail, Search, and YouTube. Honestly, we have a couple of options to implement custom audience retargeting. Based on the information or the list you provide there are a list of third parties who perform web and social retargeting such as Adroll, Retargeter, Perfect Audience, Bizo, and many others. Even you can complete custom audience retargeting through particular platforms like Facebook, Google, Twitter, and LinkedIn.

Each platform has its specific pros and cons to implement your ads on social media or the web. Social media is more effective than other strategies because people share, comment, like, and discuss your content. On the other side, web retargeting works well for impressions because your remarketing ads follow your audience throughout the internet besides social media sites.

Let’s take the example of Facebook ads set up.

  • Create a list of audiences from the first party, second party or third party data source
  • Upload list into Facebook’s Audience Manager
  • Determine your Destination URL
  • Divide your Ads for target audiences
  • Set your budget
  • Create your ad
  • Track success of your campaigns

Benefits of customer retargeting Ads

Easy to get a custom audience and lookalike audience from your created list

In customer retargeting, your created list compared with DMP’s or CDP’s database and the matched list used for retargeting. That match-list called as a custom audience and the audience similar to them can be created easily by DMP’s or CDPs.

Reach interested prospects

The customers who shown interest in your offerings by taking specific actions or spent some time on your website, you can remind them or make them take the next steps. It helps you to reach an audience who is more ready to convert and help in skipping people who are less likely to be interested.

Cross-selling and up-selling on past purchases and buying habits are easy.

Once you know the interest of your customer, you can encourage them to take your other products which are complementary to the product they made.

Easy to make a customer for repeat purchase

When you know the expiry of the product or service, the customer purchased before it’s going to complete you can reach them somewhat before with Ads to make them repurchase the same.

Increases brand visibility

When a customer leaves your site without doing any actions and when you’re remarketing ad appear on different sites and social media platforms they visit. It makes your brand value more than what it is. People remember your brand, and slowly it builds trust in your brand.

Differentiate from your competitors

Retargeting is a new concept, maybe your competitors unaware of it. If you implement it, you can step ahead with your competitors.

Increases brand loyalty with existing customers

When you’re with your customer at their time of need with exciting offers; customers naturally get inclined to your services or products. Even they don’t want to purchase at that particular point of time, whenever they want to buy they remember your brand name.

Increases in sales and high ROI.

As you already know your customer interest, it’s easy to take them to the next level. That increases your sales and in the end, high ROI.

Gain insights into the percentage of your retargeting conversions

You can easily track your retargeting conversion, and it’s high when compared with the first visits of your customer.

Increase in the high-value audience with the most potential.

Here, marketers are making use of the list of people in your loyalty programs, subscriber lists, newsletters, or email lists, who used your service, have any relationship with you in the past, or showed any interest by taking any actions.  With this list, marketers get a bright idea about customer preferences, their purchase habits, and have high chances of conversion.

Expand your marketing reach

Retargeting expands you, and it will not restrict you with some websites and social media sites. You can even reach to premium websites depending on the platform you use. Retargeting helps you improve the brand image to your prospects.

Improves user engagement

You can easily make your audience to come back to your site with a useful purpose. It can make your visitors spend more time on your website and know about you, your service, and offers precisely.


Retargeting Ads are a new concept for marketers to improve their visibility to the customer.

Retargeting helps marketers to get back their audience by displaying ads all over the web wherever they visit.

It can be carried out in many ways, but pixel and list-based retargeting are the most common, and for doing so you must be clear with your goal either Awareness or Conversion.

Whatever the retargeting strategies you implement it has its advantages based on your specific marketing needs.

Hope you are clear with the retargeting concept and its implementation in your marketing operations.

Please let us know your experience of how retargeting progress you in lead conversions.


Syeda Khadeer Sultana

Khadeer sultana has been working with challenging clients for more than four years. She holds a master's degree in engineering and technology and has the first-rate conception on digital marketing. Her thirst for knowledge lies in learning something exciting every day. Currently, she is putting her efforts in delivering content on advanced marketing techniques to confer a benefit to entrepreneurs.


  1. snekaa-Reply
    November 14, 2018 at 9:06 am

    hey, its a cool blog, Thanks for sharing such a nice blog, its very interesting blog to read.

    • Syeda Khadeer Sultana-Reply
      November 15, 2018 at 4:40 am


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