Retargeting
Systematically win back lost prospects
Strategic retargeting for SMEs: Win back website visitors, shopping cart abandoners, and social media users with personalized ads.
Google Ads retargeting
Display retargeting:
- Google Display Network: 2 million websites
- YouTube retargeting: Video-based reactivation
- Gmail ads: Retargeting in email inboxes
- Mobile app retargeting: In-app advertising
Search retargeting (RLSA):
- Remarketing Lists for Search Ads
- Higher bids for website visitors with relevant search queries
- Extended keywords only for retargeting audiences
- Special ad texts for warm leads
Shopping retargeting:
- Dynamic remarketing for e-commerce
- Exact products that were viewed
- Cross-sell and up-sell opportunities
- Price drop notifications
Facebook / Instagram retargeting
Facebook Pixel Integration:
- Standard Events: PageView, ViewContent, AddToCart, Purchase
- Custom Events: Specific business actions
- Custom Conversions: Based on URL visits
- Offline Events: CRM integration for store visits/calls
Campaign Objectives:
- Traffic: Drive users back to the website
- Conversions: Direct purchase or inquiry
- Catalog Sales: Dynamic Product Ads
- Messages: WhatsApp/Messenger integration
Creative Strategies:
- Carousel: Showcase multiple products/services
- Video: Product demos, testimonials
- Collection: Shopping experience directly on Facebook
- Stories: Mobile-optimized fullscreen ads
LinkedIn & B2B retargeting
LinkedIn Retargeting Features:
- Website Retargeting: Based on LinkedIn Insight Tag
- Account-Based Retargeting: Target specific companies
- Lead Gen Form Retargeting: Re-engage form drop-offs
- Event Retargeting: Follow up with webinar/event participants
B2B-Specific Strategies:
- Longer retargeting windows (60–180 days)
- Decision-maker-focused messaging
- White papers and case studies for re-engagement
- Personal branding to build trust
FAQ
Still got
Questions?
How large should my retargeting audience be?
Minimum 1,000 monthly website visitors for Facebook, 10,000+ for optimal performance on Google Display.
How long should I retarget visitors?
E-commerce: 30-90 days. B2B services: 90-180 days. High-priced products: up to 365 days.
How much does retargeting cost compared to cold traffic?
Retargeting is 50-70% cheaper at CPC and has 3-5x higher conversion rates.
Can small websites use retargeting?
Yes, but it only makes sense from around 1,000 monthly visitors. Below that, the focus is on traffic generation.
How do I prevent retargeting from appearing intrusive?
Frequency capping (max. 3-5 ads/week), creative rotation, value content before sales pitch.
Does retargeting also work in the B2B sector?
Yes, very good indeed. Longer retargeting windows are needed; higher conversion values justify the investment.