Retargeting is a form of advertising that targets people who have already visited your site or engaged with your brand but did not convert.
Most first-time visitors leave without acting. Retargeting uses a pixel or audience list to show them relevant ads afterwards — on Google, Meta, LinkedIn — bringing them back when they are ready. It is the mechanism behind ‘those shoes following me around the internet’.
Retargeted audiences already know you, so they convert at higher rates and lower CPA than cold audiences. It is a core part of nurturing and recovering the 95% who were not ready on the first visit.
They are often used interchangeably. Historically 'retargeting' meant ads shown to past site visitors and 'remarketing' meant re-engaging existing contacts (e.g. by email), but today most people use the terms to mean the same thing.
Because it targets people who already know your brand and showed interest, so they convert at higher rates and lower cost than cold audiences. It recovers visitors who were not ready to act the first time.
Done well, with frequency caps and relevant messaging, it is helpful rather than annoying. Over-showing the same ad is what frustrates people, so cap frequency and refresh creative.
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