Retargeting ads, also known as remarketing, allow businesses to display targeted ads to users who have previously visited their website or engaged with their online content.

The primary goal of retargeting ads is to re-engage prospects who have shown interest in a product or service but did not complete a desired action, such as making a purchase or filling out a form.

Use cases for retargeting ads:

  • E-commerce: Retargeting ads can be used by online retailers to remind shoppers about products they viewed or added to their cart but did not purchase. This can help recover abandoned carts and increase conversion rates.
  • Travel and Hospitality: Airlines, hotels, and travel agencies can use retargeting ads to promote special offers or packages to users who have previously searched for flights, accommodations, or vacation destinations on their websites.
  • Lead Generation: Businesses offering services or products that require a longer sales cycle can use retargeting ads to nurture leads and keep their brand top-of-mind for potential customers who have visited their website or downloaded a resource.
  • Brand Awareness: Retargeting ads can be an effective way for companies to reinforce their brand messaging and stay visible to users who have previously interacted with their online presence, helping to build brand recognition and loyalty.
  • App Promotion: Mobile app developers can use retargeting ads to re-engage users who have installed their app but haven’t been active recently, encouraging them to return and continue using the app.
retarget ad example
Above: The topmost portion of the homepage displays an ad for Hero bread. This is displaying because our staffer previously visited the Hero bread website. Retargeting ads are tailored to the click behavior of individual users.

By leveraging user data and targeting ads to individuals who have already shown interest, retargeting ads can be highly effective in driving conversions, increasing engagement, and maximizing the return on advertising investment.

They can also boost SEO results by pursuing users who found and clicked on a site’s web page.

Role of Retargeting Ads in Digital Strategy

The table below situates retargeting ads among all channels available to marketers.

Marketer termsTOFUMOFUBOFU
Keywords to targetInformationalCommercialTransactional
Effective channels to useSEO
Social media Facebook Ads
Display ads
Display ads Retargeting ads
PPC ads
Display ads Retargeting ads
PPC ads
Content typesContent “snacks”
“What is” (definitions)
General How-Tos

To learn more about this see our coverage of TOFU, MOFU, and BOFU.


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