糖心vlog官网观看

Key takeaways

Marketers develop retargeting strategies to convert sales from people who have interacted with their content but have not yet made a purchase. Here are some important facts to know:

• The average rate of abandoned digital carts on e-commerce sites in 2025 is 70.1 percent, indicating the need for marketing retargeting strategies [].

• Types of retargeting strategies you might deploy include list-based, general website-focused, dynamic advertising, or search network.

• You can develop retargeting strategies to build brand awareness, convert sales, and encourage customers to discover related products on your site.

Learn the different types of retargeting strategies, the reasons behind developing one, and how to create your own. Then, consider enrolling in Google鈥檚 Digital Marketing and E-commerce Professional Certificate. In as little as six months, you鈥檒l have the opportunity to learn the fundamentals of digital marketing and e-commerce.

Types of retargeting strategies

Many customers view products and add them to their carts, but they don鈥檛 always complete a purchase. According to a study by Statista, the average rate of abandoned digital carts on e-commerce sites in 2025 is 70.1 percent []. When you deploy a retargeting strategy, you ensure that customers get another glimpse of the product they were thinking of buying, allowing them to follow through on their potential purchase.听

In marketing, you can employ various retargeting strategies to re-engage customers who have viewed your product or service but didn鈥檛 complete their purchase. The type of retargeting strategy you choose may depend on factors such as raising awareness of your company and brand, driving sales, and showcasing new products to returning customers. Discover each type of strategy in more depth:

General website

When a customer clicks through the landing pages of your website, scrolls through products, and adds them to the e-commerce cart without fulfilling the purchase, your website collects this data. A retargeting strategy based on this data would put the products that a user clicked on back in their feed via web or social ads.

List-based

When a customer inputs their phone number or email address on your website, you can collect that data for retargeted list-based advertisements. Oftentimes, you can reach them on both social media and email, thanks to linked accounts. This approach is more personal, as retargeted advertisements can then go directly to the user鈥檚 email inbox rather than appearing on another website or search engine.

Search network

When you search for a topic on the internet, a list of clickable results appears. At the top of that list, you鈥檒l typically see advertisements containing keywords. When your retargeting strategy focuses on search ads, you aim to have your website appear at the top of that list for users who have recently searched for a topic related to your brand.

Dynamic

A dynamic retargeting strategy involves running ads personalized to the customer who visited your website. For instance, if your business sells athleticwear and a shopper adds a pink tank top to their cart, the dynamic retargeting ads they subsequently receive may show that same item, alternate colors, or complementary pieces, such as matching athletic bottoms. These personalized ads aim to encourage your shopper to purchase one or all of the products they see.

Read more: 鈥嬧赌�Marketing: What Is It and Why Do Companies Need It?

What is a retargeting strategy? Retargeting vs. remarketing

Though remarketing and retargeting are both marketing strategies, they serve different purposes. Retargeting aims to target users who have visited your website but didn鈥檛 complete a purchase, while remarketing targets users who have made a purchase and may want to make another one. Remarketing often offers personal deals and discounts to draw customers back in, while retargeting serves as a reminder that a product is available through a paid advertisement.

Reasons to develop a retargeting strategy

When planning the next marketing campaign or strategy for your business, you may find that the best option for your company is to consider retargeting previous audiences. Before making this decision, you may have looked at recent data for your company and found that while your website or e-commerce store was generating clicks, those clicks weren鈥檛 converting to sales. To address this gap, you鈥檒l likely want to retarget those users and create conversions.

You may choose to develop a retargeting strategy based on any number of factors that benefit or complement your marketing campaign.听Popular reasons for enacting this type of strategy typically include increasing brand awareness, using your marketing budget effectively, and boosting conversions.

Engaging visitors to increase brand awareness

If a customer visited your site but failed to complete the buyer鈥檚 journey, it may have been for a variety of reasons. They could鈥檝e changed their minds or gotten distracted. By showing shoppers a product they were on the brink of buying, retargeted ads serve as a prompt to revisit a purchase they almost made,聽urging them to re-engage with your brand.

Improving the cost efficiency of marketing efforts

When a user who already expressed interest in your brand by visiting your page or website is shown your product again, they are more likely to visit again. These strategies typically work better than targeting brand-new audiences from scratch, since the product requires no introduction, just a quick visual reminder.听

Boosting conversions

As a business or marketing manager, you may want to reduce the number of abandoned carts and instead increase conversions. While retargeted ads can serve as a reminder to customers, you can also offer them a discount or special deal alongside it. This increases the likelihood of a return visit to your site so they can complete their purchase.

How to develop a retargeting campaign: Best practices

When developing a retargeting strategy, like any marketing strategy, you want to ensure its success. To do so, consider best practices to set yourself up for strategic wins, including retargeting customers shortly after they abandon their carts and tailoring ads to individual buyers based on their visit history.

Explore these best practices for creating a retargeting strategy that saves your business money and boosts conversions:

• Use landing pages: The link you use in your retargeted advertisements matters because it helps shorten the buying process. You want to take the customer directly to the product or products they were searching for, rather than an unrelated page or one that lists everything you offer.

• Be highly specific: When a user shows an interest in a product on your site, aim to present them with that same product in the retargeted advertisement. Showing them something different, or a general advertisement, may not evoke product recall and remind them of what they almost bought. It鈥檚 typically best to show users precisely what was in their carts. This also creates a personalized ad experience, which can help boost conversions at a faster rate.

• Create ads as soon as possible: The sooner you deploy a retargeted ad campaign, oftentimes, the better. According to a study published in the Journal of Marketing Research, successful retargeting tactics typically occur within the first week of deployment, with 33 percent taking place on the first day [].

• Set a frequency cap: While activating your retargeted ads as soon as possible is important, ad fatigue is real. Too many targeted ads can have the reverse effect on a potential customer. As such, employing a frequency cap to restrict the number of times someone sees the same ad is advantageous.

• Create a budget: Setting a budget for your retargeting advertisements may help you reduce overall costs and become more intentional with which ads you choose to run. Conversely, you may want to increase your budget if you plan to run more ads for a longer period of time. To optimize your time and money, determine your overall campaign goals before setting and sticking to a budget for your retargeting campaign.

How to run a retargeting ad

Popular platforms such as Google and Meta offer you the opportunity to run retargeting campaigns via tracking pixels. When you enable tracking pixels on your website and on those platforms, you can track data to see which users viewed specific products and added them to their carts. The platform then sends ads tailored to those same products on social media platforms (such as Facebook and Instagram) or search engines (like Google).听

Who uses retargeting strategies?

Digital marketers often develop and enact remarketing strategies, along with many other marketing strategies, for their business. The role of a digital marketer typically involves finding target audiences, managing social channels, and producing content for a website, e-commerce store, and social media accounts. Retargeting advertisements can appear as content on any of their digital marketing channels; therefore, digital marketers may be the ones within your business who take the initiative to develop and track the success of these campaigns.

Additional digital marketing roles that may use retargeting strategies include SEO specialists, marketing analysts, and marketing managers.听

Benefits and potential challenges of retargeting strategies

Retargeting ad campaigns offer numerous benefits, including introducing your audience to new products, building brand awareness, and encouraging them to revisit their abandoned carts. These strategies aren鈥檛 without their challenges, however, as repeated exposure to ads may occasionally reduce a customer鈥檚 likelihood of completing a purchase or revisiting the site. A strong retargeting strategy strikes a balance between urgency and allowing the buyer to make decisions at their own pace.

The benefits of retargeting strategies typically include:

• Return-on-investment (ROI): When a customer receives a reminder about their abandoned cart or a retargeted ad for a product they recently viewed but didn鈥檛 purchase, they tend to make a purchase more quickly. Due to the shortened time spent appealing to this audience, you may see a better ROI on your marketing efforts.

• Overcoming long B2B sales cycles: Business-to-business (B2B) sales cycles may take longer than business-to-consumer marketing strategies, though retargeting advertisements can shorten that period of research and decision-making. Businesses can utilize retargeting campaigns to engage other businesses through longer-form content, such as white papers and webinars, demonstrating their expertise on subjects that another business or professional has previously expressed interest in.

• Easy introduction to new products: When you have new products to promote, you have the opportunity to show those products to users who have previously expressed an interest in your brand. This increases the likelihood that they will click on your landing page to explore new offerings.

It鈥檚 worth noting that not every marketing or retargeting strategy yields success or conversions all the time. As such, it鈥檚 important to track, analyze, and review your chosen strategy and tweak where necessary.听

Explore our free resources for marketers

Subscribe to our newsletter on LinkedIn for access to career tips and marketing trends. Then, explore our free, digital marketing resources:

• Watch on YouTube:

• Hear from an insider: Marketing Career Path: How I Became a Brand Marketing Manager at 糖心vlog官网观看

• Find a course: Which Digital Marketing Course Should You Take? Find Out in 1 Minute

With 糖心vlog官网观看 Plus, you can learn and earn credentials at your own pace from over 350 leading companies and universities. With a monthly or annual subscription, you鈥檒l gain access to over 10,000 programs鈥攋ust check the course page to confirm your selection is included.听

Build job-ready skills with 糖心vlog官网观看 Plus

Start 7-day free trial

• 
• 
• 
• 

Start 7-day free trial