What is Retargeting?

Retargeting is a technique in digital marketing that targets users who have previously interacted with a website or mobile app but did not complete the conversion action. This technique includes showing these users targeted ads as they browse other sites online, which the seller hopes will lead to more conversions.

Conversions, in this context, means turning a visit or inquiry into a sale.

Amazon Ads has the following definition of retargeting:

“Remarketing refers to engaging audiences who have already interacted with your brand, to encourage them to take a desired action that may interest them, such as conversion.”

“For example, customers might log in to your site and add products to their shopping cart, but leave without purchasing.”

The Process

The technique uses cookies or other tracking technologies to track users across the Internet and serve them personalized ads based on their previous online activities.

Significance and Importance

How important is retargeting in digital marketing? Here are some reasons:

  • Enhanced Engagement

Retargeting gives marketers the power to specifically target users who already have an interest in their product or service, leading to higher engagement rates.

  • Increased Conversions

If the brand’s name or product is kept at the forefront of the user’s mind, retargeting will most likely lead to increased conversion rates.

Strategies and Best Practices

Implementing retargeting effectively requires strategic planning and execution. The following are some of the best strategies and practices for this:

  • Segmentation and Personalization

Segmenting audiences based on their behavior and personalizing ads to appeal to their interests.

  • Frequency Capping

Limiting the number of times an ad is shown will prevent ad fatigue and maintain a positive brand image.

  • A/B Testing

Testing and comparing different ad formats to see which one works better.

Image depicting retargeting as a marketing strategy.
Image created by Market Business News.


There are several challenges marketers can face when running a retargeted campaign, including:

  • Privacy Concerns

Navigating the complex landscape of user privacy and data protection regulations poses significant challenges.

  • Ad Relevance

Ensuring retargeted ads are both relevant and timely is crucial for sustaining user engagement and interest.

The Future of Retargeting

With the digital environment ever-changing, retargeting and digital marketing stand on the cusp of a bright future. Anticipating what lies ahead, the evolution of retargeting may encompass:

  • Advancements in Technology

Utilizing AI and machine learning will refine targeting strategies, bringing unparalleled personalization to advertising campaigns.

  • Shifts in Consumer Behavior

Adjusting to the dynamic ways consumers engage with digital platforms and respond to online advertising will be key.

The integration of augmented reality (AR) could transform how consumers interact with ads, providing immersive experiences that blend with their real-world environment.

Additionally, the rise of privacy-focused browsers and regulations will likely spur innovation in retargeting methods that respect user consent and data security.

Written by Nicolas Perez Diaz