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Why You Can’t Afford to Skip Retargeting

retargeting ads - why you use them?

Last updated: April 8th, 2022

The 92% of website visitors want to discover more about a product or a service before they are ready to buy. Retargeting ads give you the opportunity to be in front and center of your past website visitors as well as future website visitors. Those are just people who are actively looking for your type of product or service, who have already shown an interest in your brand and have given you their email address by following you on social media or signing up for an email subscription.

Retargeting is based off this premise: consumers need to see a product multiple times before they’re ready to purchase it.

What exactly is Retargeting?

Retargeting is the best way to keep your brand in front of consumers once they’ve had a chance to visit your site or app. Here’s what it is, what it isn’t, and how you can capitalize on this marketing strategy.

This technique uses a cookie to remember your past viewing habits and then you are shown relevant ads when you browse the web.

To improve your return on investment, retargeting allows you to reach potential users who have already visited your site, watched certain videos, or looked at certain products. This technique helps promote engagement with the material and lets you show them the right message at the right time.

It is a very clever method of online advertising based on the principle that if viewers take some interest in a brand, then there is a good chance that they would buy their product or opt for their services.

Facebook, Instagram, display Ad networks and most other ad platforms allow you to leverage the power of retargeting by serving ads to users.

Facebook Pixel and analytics tracking allows you to show ads to individuals who have visited your site, taken specific actions (such as saving a product, adding it to their cart without buying it) or viewed specific pages.

The effectiveness of retargeting is measured by how many people perform the desired action after seeing an ad. Most business-to-business (B2B) companies today, use retargeting to grow their customer database, increase sales and leads, and foster ‘loyalty.’

Why Retargeting is Important

Repeat customers are statistically more likely to purchase your products than new consumers, which means it’s important to retain the people who have already been exposed to your business.

Retargeting campaigns can:

  • Create a customer experience that maximizes the customer’s interest in your products by showing them items they’ve already viewed plus any current offers or promotions.
  • Show a customer a particular product repeatedly—and offer the option to purchase it—and they will be more likely to make a purchase.
  • Enhance customer loyalty by suggesting new products similar to what the customer has previously purchased.
  • Re-engage the interest of current customers by suggesting more expensive purchases.
  • Send special offers to customers who have not made purchases in a while, but who have made purchases in the past.

Retargeting creates an understanding of your customer base; what they like and what it takes to bring them to a decision, which enables you to create meaningful and targeted ads for them in the future.

Retargeting campaigns give you the ability to serve up highly-relevant ads on other relevant sites/platforms. Lowered CPC, higher CTR and greater ROI make retargeting effective for any business or brand – and what business or brand isn’t interested in that?

How to Optimize Your Retargeting Campaigns

  1. Get Specific and Personalize Your Advertising. – If the user already has an item in mind, show them an ad where the product is discounted or give them a special offer on their first purchase or a freebie. Another way to target your customers is by sending them a “We missed you!” email with images of products they might like, or offering loyalty discounts to regular customers.
  2. Act Fast – When you retarget customers for your products, do it quickly. The sooner you can reach them again in the purchase process, the more likely they are to make a purchase. This way, the products they viewed are still fresh in their minds and repeated viewing of the product is more likely to push them take the desired action.
  3. Test New Tools – The AdEspresso Pixel Caffeine Plugin is designed to help you implement Facebook’s pixel on your site. The pixel is a tool whereby advertisers can check your Facebook activity and determine whether you are likely to be interested in their products. You can use the pixel within your own website or blog so that when visitors click on a particular article, you can have it show an advertisement from the advertiser. This is a great way of helping them find their relevant product, rather than just showing them random ads. As well as this, there are several other helpful tools for retargeting and remarketing, including retargetinglinks and remarketinglistler.


As the cost of customer acquisition continues to rise, retargeting has become an indispensable tool for brands looking to grow their business. While everyone is trying to increase leads and sales, retargeting not only allows you to capture leads from your website and funnel them into sales but also gives you the power to connect with customers at a later stage of the purchase process. So, what are you waiting for?