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
- A visitor comes to your website
- A tracking pixel (from Google or Facebook) records their visit
- As they browse other websites or social media, they see your ads
- The ad reminds them of your business and invites them back
- 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.
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Tony Paris
Founder and Tech Wizard at AppWT Web & AI Solutions. With over 29 years of experience in web development, Tony helps businesses succeed online through custom websites, SEO, and AI integration.
Learn more about TonyFrequently Asked Questions
What is retargeting?
Retargeting shows ads to people who previously visited your website but did not convert. Using tracking pixels, your ads follow these visitors as they browse other websites and social media, reminding them of your business and encouraging them to return.
Is retargeting creepy to customers?
When done well, retargeting is helpful -- reminding people about something they were genuinely interested in. When overdone (showing the same ad 50 times), it becomes annoying. Set frequency caps (3-5 impressions per day) and rotate creative regularly.
How much does retargeting cost?
Retargeting CPCs are typically lower than search ads -- $0.25-$1.50 per click on display networks. Monthly budgets of $300-$1,000 are effective for most small businesses. The ROI is often higher than cold traffic campaigns because you are reaching warm audiences.
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