What is retargeting in advertising

Retargeting in advertising, also known as remarketing, is a digital marketing strategy used to re-engage users who have previously interacted with a website or a specific product or service but did not complete a desired action, such as making a purchase or signing up for a newsletter.

Here's how it typically works:

1. User Interaction: A user visits a website, browses through products, or takes some other action that indicates interest, like clicking on an ad or adding an item to their shopping cart.
2. Cookie Placement: A tracking pixel or a cookie is placed in the user's browser during their visit to the website. This allows the website to track their activity and behavior.
3. Ad Display: After leaving the website without completing the desired action, the user may see ads related to the products or services they viewed while browsing. These ads can appear on various websites and platforms they visit across the internet.
4. Re-Engagement: The goal of retargeting is to bring the user back to the website to complete the desired action. By displaying ads that are relevant to their previous interactions, marketers aim to remind users of their interest and encourage them to revisit the site and convert.

Retargeting can be highly effective because it targets users who have already shown some level of interest in the brand or its offerings. It helps keep the brand top-of-mind and encourages users to take action, ultimately increasing conversion rates and ROI for advertisers. However, it's important for advertisers to implement retargeting campaigns carefully to avoid overwhelming or annoying users with too many ads.