Retargeting
Also known as: Remarketing
Retargeting is showing ads to people who have already visited your site or engaged with your brand, bringing them back to complete an action.
Most first-time visitors don't convert. Retargeting keeps your brand in front of those warm prospects while they browse other sites and apps, nudging them back when they are ready — usually at a much lower cost per conversion than reaching cold audiences.
It works by tagging visitors (via a pixel or audience list) and then segmenting them by behaviour: cart abandoners, product viewers and past customers each get a different message.
Used well, it is highly efficient; used carelessly, it becomes irritating. Frequency caps and time windows keep retargeting effective without annoying people.
Related terms
Pay-Per-Click (PPC)
PPC (Pay-Per-Click) is an advertising model where you pay a fee each time someone clicks your ad, buying visits rather than earning them organically.
Cost Per Mille (CPM)
CPM (Cost Per Mille) is the cost of one thousand ad impressions. 'Mille' is Latin for thousand. It's the standard pricing model for awareness and reach campaigns.
Conversion Rate
Conversion rate is the percentage of visitors who complete a desired action — a purchase, sign-up, or enquiry — out of everyone who had the chance to.
Marketing Funnel
A marketing funnel is the journey a person takes from first discovering your brand to becoming a customer, usually framed as awareness, consideration, and decision stages.
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