Why retargeting belongs in every performance-driven marketing mix
Remarketing – also known as retargeting – is a powerful digital strategy that allows advertisers to re-engage users who’ve previously visited their website. By serving tailored ads based on user behavior, businesses can reconnect with warm leads and guide them back toward conversion.
Why Remarketing Works
Visitors who’ve already shown interest in your product or service are far more likely to convert.
Remarketing helps:
- Reinforce brand recall
- Deliver personalised messaging
- Increase return visits
- Boost conversion rates
Compared to traditional display advertising, remarketing consistently delivers stronger performance and ROI.
How It Works
Remarketing uses tracking technology (like cookies or pixels) to identify users who’ve interacted with your site or content. These users are then served targeted ads across platforms – reminding them of your offering and nudging them toward action.
Types of Remarketing
There are three primary remarketing channels:
- Site Retargeting
Ads served to users who’ve visited specific pages or taken certain actions on your website. - Social Retargeting
Ads delivered via platforms like Facebook, Instagram, LinkedIn, or X to re-engage users based on social interactions. - Mobile Retargeting
Ads targeted to users on mobile apps or devices, often based on in-app behavior or mobile browsing.
Own the Customer Journey
The key to successful remarketing is understanding – and owning – the customer journey.
Remarketing works best when it’s:
- Contextual
- Timely
- Aligned with user intent
Performance Tracking Is Essential
Remarketing is only valuable to businesses that embrace data-driven decision-making.
To measure success, track:
- Impressions
- Conversions (e.g. purchases, sign-ups, account creation)
- Revenue impact
Ongoing monitoring and optimisation are critical to long-term success.
Final Thought
Remarketing isn’t a quick fix – it’s a strategic, long-term tactic that deepens engagement and drives measurable results. For businesses serious about performance marketing, it’s not optional – it’s essential.
