Retargeting works by keeping track of visitors to your website and displaying your ads as they move around the web and visit other websites. On a technical level, this is done by placing anonymous retargeting “cookies” in the browser of those who visit your website. This enables retargeting platforms such as AdRoll to display retargeting display ads to your potential customers as they visit other sites.

Retargeting is a very effective solution to bringing traffic back to your website because it targets those who have already expressed an interest in your website or product, therefore reaching the right audience. Retargeting also keeps your brand at the top of the mind of those who have previously visited your website so they are less likely to forget who your are. This is especially effective for those who are “window-shopping” and are not ready toby immediately. By targeting these window shoppers with retargeting campaigns you give them an easy route back you your website which may encourage them to buy a product or service from you, and potentially buy more from you.

Here are a few key points to remember while retargeting:

Know Your Audience

With any display advertising campaigns you do, you should know your audience, this also includes retargeting campaigns. By understanding your audience you can create hyper-targeted retargeting display ads that will be irresistible to click.

One great way that you can make your ads super personalised is by showing content that the user has previously viewed or similar content that they might be interested in using feeded ads.

Target The Right People

Not only should you know your audience you should know exactly which visitors are worth retargeting. You want to see a return on investment on your campaigns and you can do this by targeting those who are showing signs or completing actions that indicate that they are ready to buy.

Even if your prospect is not of the verge of purchasing, you can use retargeting to nurture your leads. By using content retargeting you can run retargeting display ad campaigns that help warm up your leads. Again you can use their behaviour to target them based on the pages they have previously visited. This tip is particularly effective for B2B marketing.

Upsell And Cross-Sell

Retargeting isn’t just for bringing in new customers, don’t forget that you can also use it to upsell, cross-sell and get customers to buy again, where appropriate. This can be an important channel to reach those who don’t read your emails to inform them of any current campaigns you are running.


Running retargeting campaigns are a great way of marketing to website visitors who have not yet converted. As seen from the tips from above, we can understand that the key to successful retargeting campaigns with a high ROI is to create personalised display ads that target the right people.