Retargeting Ads: How to Bring Visitors Back to Convert

Most website visitors are not ready to buy on their first visit. They browse, compare, and research. Retargeting keeps your business visible during this decision process.

How Retargeting Works

1. A visitor comes to your website
2. A tracking pixel (from Google or Facebook) records their visit
3. As they browse other websites or social media, they see your ads
4. The ad reminds them of your business and invites them back
5. They return and convert

Retargeting Best Practices

• Segment your audiences: Show different ads to people who viewed different pages. Someone who viewed pricing gets a different ad than someone who read a blog post.
• Set frequency caps: Limit how often the same person sees your ad. 3-5 times per day maximum.
• Rotate creative: Change ad images and copy every 2-3 weeks to prevent ad fatigue.
• Exclude converters: Once someone becomes a customer, stop showing them acquisition ads.
• Time-limit campaigns: Retarget for 30-90 days. Beyond that, interest has likely faded.

Retargeting Platforms

• Google Display Network: Reaches 90% of internet users across millions of websites
• Facebook/Instagram: Show ads in social media feeds to past visitors
• LinkedIn: B2B retargeting to professional audiences

AppWT sets up and manages retargeting campaigns that bring visitors back to convert. Learn about our retargeting services.