Retargeting
Showing targeted ads to people who have previously visited your website or engaged with your content, reminding them of your brand and encouraging them to return and convert.
In-Depth Explanation
Retargeting (also called remarketing) is an advertising strategy that displays ads to users who have previously interacted with your website, app, or content. It keeps your brand visible to interested prospects who did not convert during their initial visit.
How retargeting works:
- A tracking pixel or code snippet is placed on your website
- When visitors browse your site, their browser is tagged
- When they visit other websites or social platforms, your ads appear
- Ads can be personalised based on what they viewed or did on your site
Types of retargeting:
- Site retargeting: Targeting all website visitors or specific page visitors
- Search retargeting: Targeting based on search queries
- Email retargeting: Targeting email subscribers who opened/clicked
- Social retargeting: Using platform pixels (Meta, LinkedIn) for in-platform ads
- Dynamic retargeting: Showing specific products the visitor viewed
- CRM retargeting: Uploading customer lists for targeted advertising
Retargeting best practices:
- Segment audiences by intent level (pricing page vs. blog reader)
- Set frequency caps to avoid ad fatigue (3-7 impressions per week)
- Use burn pixels to stop targeting after conversion
- Create urgency with time-limited offers
- Personalise ad creative based on pages visited
- Exclude existing customers (or target with different messaging)
- Implement view-through and click-through conversion windows
Privacy considerations:
- Comply with cookie consent requirements
- Provide clear opt-out mechanisms
- Transition strategies for post-cookie retargeting
- Use first-party data and server-side tracking
Business Context
Retargeting typically converts 3-5x better than cold advertising because it reaches people who have already shown interest in your brand, making it one of the highest-ROI digital advertising tactics.
How Clever Ops Uses This
Clever Ops implements retargeting strategies for Australian businesses across Google, Meta, and LinkedIn. We build segmented audience lists, create dynamic retargeting campaigns, and integrate conversion tracking with CRM systems to measure true retargeting ROI and optimise spend.
Example Use Case
"An online course provider retargets visitors who viewed their course pages but did not enrol, showing testimonials and limited-time discount ads, recovering 15% of abandoned visitors as paying students."