Retargeting in Display Marketing: Definition and Examples

Last Updated Apr 14, 2025

Retargeting in display marketing involves showing ads to users who have previously interacted with a website or app. For example, an e-commerce site may display ads featuring products that a user viewed but did not purchase. These ads appear across various websites within the same ad network, increasing the chances of converting interested visitors into buyers. This strategy relies on data collected through cookies or pixel tracking to identify and segment audiences based on their online behavior. Marketers use platforms like Google Ads or Facebook Ads to manage retargeting campaigns and optimize ad placements. Effective retargeting boosts brand recall and drives higher engagement by delivering personalized content to potential customers.

Table of Comparison

Retargeting Type Description Example Scenario Platform Used
Site Retargeting Targeting users who visited your website but did not convert. Showing ads for a product page a visitor browsed but didn't purchase. Google Display Network
Search Retargeting Targeting users based on previous search keywords outside your site. Displaying ads to users who searched for "running shoes" after leaving your site. Google Ads
Email Retargeting Serving ads to users who opened or clicked a promotional email but didn't convert. Retargeting users with product ads after they clicked a sale email link but didn't buy. Facebook Ads
Dynamic Retargeting Showing personalized ads based on products or pages the user interacted with. Displaying ads featuring exact products left in cart or viewed. Google Dynamic Display Ads
Video Retargeting Re-engaging users who viewed your video content through video ads. Serving display ads to users who watched a product demo video but didn't convert. YouTube Ads

Introduction to Display Retargeting

Display retargeting targets users who previously visited a website by serving them personalized ads across various platforms, increasing conversion rates and brand recall. This technique uses cookies or pixels to track visitor behavior and deliver relevant display ads on social media, websites, and mobile apps. Effective display retargeting leverages segmented audience data to tailor messaging and maximize engagement.

Why Display Retargeting Works in Marketing

Display retargeting works in marketing by targeting users who have already shown interest in a product, increasing the likelihood of conversion through repeated exposure. By leveraging cookies to track website visitors, marketers deliver personalized ads that reinforce brand recall and drive higher engagement. This focused approach reduces ad spend wastage and significantly boosts return on investment (ROI) compared to generic advertising campaigns.

Classic Example: E-commerce Product Retargeting

E-commerce product retargeting displays personalized ads to users who previously viewed specific items but did not complete a purchase, increasing conversion rates by reminding them of abandoned products. This technique leverages cookies or pixel tracking to dynamically showcase viewed products across various websites within the display network, driving users back to finalize transactions. Campaigns using precise audience segmentation and frequency capping enhance engagement while minimizing ad fatigue and maximizing return on ad spend (ROAS).

Dynamic Retargeting Campaigns for Online Stores

Dynamic retargeting campaigns for online stores use personalized ads showcasing products that users previously viewed, increasing conversion rates by delivering highly relevant content. By integrating product feeds and user behavior data, these campaigns dynamically update ad creatives in real time, enhancing engagement and boosting return on ad spend (ROAS). Retailers leveraging platforms like Google Ads or Facebook Ads can automate product recommendations, driving repeat visits and reducing cart abandonment effectively.

Retargeting Abandoned Cart Shoppers with Display Ads

Retargeting abandoned cart shoppers with display ads targets users who added products to their cart but did not complete the purchase, increasing conversion rates by reminding them of their intended purchase. Personalized display ads showcasing the exact items left behind, combined with limited-time offers or discounts, effectively re-engage these potential buyers. Brands using dynamic retargeting techniques report a 26% higher conversion rate compared to standard display advertising.

Local Business Retargeting with Geo-Targeted Display

Local business retargeting with geo-targeted display ads focuses on reaching users who previously interacted with a brand's website or app within a specific geographic area. By serving personalized display ads based on the user's location, businesses increase the relevance and effectiveness of their marketing campaigns. This approach drives higher engagement and conversions by targeting potential customers within a defined local market.

B2B Retargeting Strategies Using Display Networks

B2B retargeting strategies using display networks focus on re-engaging potential clients who have previously visited a company's website or interacted with its content but did not convert. By leveraging precise audience segmentation and personalized ad creatives, businesses can effectively remind decision-makers about their products or services, increasing the likelihood of conversion. Integrating CRM data with programmatic display ads enhances targeting accuracy, ensuring that ads are shown to high-value prospects across multiple platforms.

Multi-Channel Display Retargeting Integration

Multi-channel display retargeting integration combines data from various platforms such as social media, search engines, and email campaigns to deliver personalized ads across devices and channels. This approach increases conversion rates by reinforcing brand messaging and targeting users based on their browsing history and engagement patterns. Leveraging CRM data and programmatic advertising enhances precision, driving higher ROI for marketing campaigns.

Creative Display Ad Formats for Retargeting

Creative display ad formats for retargeting, such as dynamic ads that automatically showcase products a user previously viewed, significantly boost conversion rates. Interactive carousel ads enable users to swipe through multiple products, increasing engagement and the likelihood of purchase. Utilizing rich media formats, including video and animated banners, captures attention and reinforces brand messages during the retargeting process.

Measuring Success in Display Retargeting Campaigns

Measuring success in display retargeting campaigns involves tracking key performance indicators such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS) to evaluate campaign effectiveness. Implementing pixel tracking and utilizing tools like Google Analytics enable marketers to monitor user interactions and attribute sales accurately. Continuous analysis of engagement metrics helps optimize ad frequency and targeting, maximizing overall campaign ROI.

Retargeting in Display Marketing: Definition and Examples

example of retargeting in display Infographic



About the author.

Disclaimer.
The information provided in this document is for general informational purposes only and is not guaranteed to be complete. While we strive to ensure the accuracy of the content, we cannot guarantee that the details mentioned are up-to-date or applicable to all scenarios. Topics about example of retargeting in display are subject to change from time to time.

Comments

No comment yet