Showing ads to users who have previously visited your website or engaged with your brand.
Retargeting (also called remarketing) is a form of online advertising that targets users who have previously interacted with a website, app, or brand — typically via cookies or pixels. Visitors who viewed a product but didn't purchase see ads for that product as they browse other sites or social media platforms. Retargeting is used across Google Display Network, Meta Ads, and programmatic platforms.
Only 2–4% of visitors convert on their first visit. Retargeting keeps your brand visible to the other 96–98% who showed intent but weren't ready to buy. It typically delivers higher conversion rates than prospecting campaigns because the audience already knows the brand.
A user visits a software pricing page but doesn't sign up. For the next 14 days, they see display ads and social ads featuring a limited-time discount — a retargeting campaign that converts 8% of returning visitors.
The terms are used interchangeably. "Remarketing" is Google's term for its retargeting product. Both refer to showing ads to previous website visitors or customers.
CPC
Cost Per Click — the amount paid each time someone clicks on a paid advertisement.
Conversion Rate
The percentage of visitors who complete a desired action (purchase, signup, etc.).
Programmatic Advertising
Automated buying and selling of digital ad space using algorithms and real-time bidding.
Marketing Automation
Using software to automate repetitive marketing tasks such as emails, social posts, and lead nurturing.