Retargeting: What It Is and Why It Works

Imagine this: you browse a website, check out a product, and then move on without making a purchase. A few hours later, that same product pops up in your Facebook feed or while you’re reading the news online. That’s not a coincidence—it’s digital ad retargeting at work.

What Is Digital Ad Retargeting?

Digital ad retargeting is a marketing strategy that keeps your brand in front of people who’ve already shown interest. Instead of targeting cold audiences who may not know you, retargeting focuses on users who visited your website, clicked on your ad, or engaged with your content.

It works by placing a small piece of code (often called a “pixel”) on your site. When a visitor takes an action—like viewing a product or adding something to their cart—that pixel helps advertisers serve

follow-up ads to them as they continue browsing the web or scrolling through social media.

Why Does It Work?

Retargeting works because it meets people where they already are in their buying journey. Here’s why it’s so effective:

1. Top-of-mind awareness – Most buyers don’t convert the first time they see your brand. Retargeting keeps your product or service visible, reminding them why they were interested in the first place.

2. Personalization – Retargeted ads are based on actual user behavior. For example, if someone looked at running shoes on your site, they’re more likely to engage with an ad showing those same shoes instead of a generic brand ad.

3. Higher conversion rates – People who have already interacted with your brand are more likely to take the next step—whether that’s signing up for a newsletter, booking a consultation, or completing a purchase.

4. Efficient ad spend – Retargeting makes the most of your budget by focusing on warm audiences. Instead of casting a wide net, you’re investing in people who’ve already raised their hand with interest.

Where Can Retargeting Happen?

Retargeted ads can show up across a variety of platforms, including:

• Social media (Facebook, Instagram, LinkedIn)

• Google Display Network (banners and visuals on third-party websites)

• Streaming services and YouTube (video retargeting)

• Email campaigns (cart abandonment and re-engagement series)

The Bottom Line

Retargeting isn’t about chasing people around the internet—it’s about creating timely, relevant reminders for people who are already interested. When done thoughtfully, it helps brands build trust, increase conversions, and stretch their marketing dollars further.

If you’re ready to bring more interested visitors back to your site and turn them into loyal customers, retargeting should be part of your digital strategy.

Need help with your digital strategy? Elle Tripp Marketing Services, LLC is located in Bellefonte, PA, and we provide full marketing services, from copywriting and design to campaign planning and strategic positioning. Contact us for a free estimate and lets do great work - together!