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What is Retargeting & How Does it Work?

Clearwater Staff

Retargeting is one of the most effective ways to increase conversions and bring customers back to your website.

Retargeting (or remarketing) is a paid advertising strategy that involves placing your ads in front of people who have previously visited your website, after they have left your website and browsed other sites.

This is the way retargeting looks from a customer’s view: you may have visited a website looking to purchase a new hoodie. You visited a particular clothing store website before leaving and browsing elsewhere, thus abandoning the product you were looking to buy at the previous website. But you soon see the original website’s hoodie ads popping up across your browser.

This is the result of retargeted advertising.

So how does retargeting work?

You paste a section of code into the HTML of your business site. This allows you to track users who have previously visited your website. They will see your ads when they visit other websites, or through apps and emails.

Retargeting is one of the most effective forms of customer retention as it reminds the customers of something they really wanted but, for one reason or another, abandoned the cart at that specific time.

Where can customers see your retargeting ads?

Retargeting is a pretty straightforward campaign to create. If your business has a pre-existing AdWords account, you simply set up retargeting, add the code section (“pixel”) to your HTML and produce a retargeting list.

You can set remarketing campaigns to display in Google’s display network or in searches.

Facebook & retargeting

As opposed to simply boosting a post and trying to attract more Facebook reach, you can go one further and reach Facebook users who have browsed your website. Once you have Facebook’s pixel code installed, you can track the users who have visited your site and retarget ads to their newsfeeds.


An awesome way to retarget site visitors who abandon their cart is through email. Target emails can be sent to the customer to remind them of what they left behind at your site.

So, why should you have a retargeting strategy?

There are a great number of reasons why you might want to have retarget advertising. These include:

  • Conversion rates are likely to increase with more retargeted ad impressions. People are more likely to convert with your site through retargeted ads.
  • According to Wishpond, customers are 70 per cent more likely to convert with your website after having seen a retargeted ad.
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