Did you know that “Retargeting can lift ad engagement rates up to 400%?” (Kenshoo). That’s the power of retargeting ads. The reason why customers get more attracted to the retargeting ads is because they might have already explored your brand once. Due to some reasons, customers might have left without making a purchase.

So, when they happen to retargeted ads from the same brand which they abandoned recently, customers can have more confidence they can shop again from this brand.

Interesting, isn’t it? Let’s understand the concept of retargeting more and figure how it works for brands.

What is Retargeting?

Retargeting is an advertising strategy where you serve ads to those customers who leave your site without making a purchase. The idea behind this strategy is to drive back the customers to your brand so that they’ll convert.

To give an example:

Let’s assume Tina, a customer shopping for a bag online happens to visit your online store. She likes a few bags and puts them in the shopping cart. But, for some reason, she leaves your site without making a purchase.

So in such a scenario, how will you make Tina come back and shop with you? Yes, here’s when retargeting ads work.

You will serve ads related to the products she abandoned in your site’s cart. Along with that, you will send ads with products that are relevant to these products. Ofcourse, you will serve ads whenever she visits another site or wherever she travels in the online environment.

Therefore, reminding her that she abandoned the cart and also giving her multiple other options to purchase from your brand. Tina will become familiar with your brand and there are more chances of her coming back to make a purchase.

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Are you wondering, how retargeting ads work in the technical way?

How Does Retargeting Ads Work?

We’ll take the above-mentioned example to make you understand its technical process.

Retargeting is basically a cookie-based targeting system. So, to make it work, you will have to drop a pixel or an unobstructive code (Javascript Code) on your brand’s website.

When a customer visits your website, this code will capture the cookie of this particular customer. When these customers leave your site without making a purchase, this anonymous cookie will notify the customer buying journey across other platforms. Finally, you will serve the retargeted ads that are relevant to the bounced traffic (customers) wherever they go.

Ultimately, bringing back those customers to your site to make a purchase.

Today, there are many platforms for retargeting which you can leverage to carry out this strategy for your business.


Digital marketing is a diverse field where you can choose different strategies to scale up your business. And, retargeting is one of the most common strategies which is used by small-scale to big-scale brands today. Customers tend to get more familiar with your brand and also love the options which are put forth in front of them. Hence, retargeting strategy is one of the effective strategies to expand customer base and improve conversion rates.


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