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Retargeting: How Does It Work And Why Is It Essential For Your Business?

Retargeting has become, today, an indispensable tool for any digital marketing strategy, since it allows us to impact those users who have previously interacted with our website or mobile application but who have not completed a desired action , such as a purchase or subscription.

In the following article, we will teach you how retargeting works, its benefits, tools and some keys to make your retargeting campaigns successful.


Adopting innovative and effective strategies has become a necessity to guarantee the success and sustainability of any business. In this context, incorporating retargeting into your marketing strategy can be the difference between staying in the consumer’s memory or being one of the crowd. Next, we’ll show you how retargeting can help you boost your business:

  1. Increased conversions: Not all users are ready to convert on their first visit. Retargeting allows you to remind them of your product or service and motivate them to return and complete the action.
  2. Message relevance: By targeting users based on their previous behavior on your website, you can personalize ads based on their specific interests and needs, increasing the relevance of your advertising message.
  3. Improved ROI: In general, it is more expensive to acquire a new customer than to retain an existing one. Retargeting, by targeting those who have already shown interest, often has higher conversion rates and therefore a better return on investment (ROI) than other strategies.
  4. Brand awareness: Even if a user doesn’t click on a retargeting ad, repeatedly seeing your brand can increase awareness and trust in your product or service.
  5. Precise targeting: With retargeting, you can segment your audience based on various actions they have taken on your site, such as visiting a particular page, adding a product to cart, or spending a certain amount of time on your site. This detailed segmentation allows you to tailor your advertising message to specific segments of your audience.
  6. Complement to other strategies: Retargeting can act as an effective complement to other online marketing strategies, such as SEO or content marketing. For example, if you attract visitors through a blog article, retargeting can be the strategy that guides them back to complete a purchase.
  7. Opportunity for re-engagement: Users abandon shopping carts for various reasons: distraction, indecision, high shipping costs, among others. Retargeting gives you a second chance to reconnect with those users, perhaps by offering them a discount or highlighting product reviews to clear up their doubts.

It’s important to note that while retargeting offers many benefits, it’s also crucial to use it wisely. Exposing users too much to repetitive ads can lead to ad fatigue or even negative perceptions of your brand. As with all marketing strategies, it is vital to find a balance.


Also Read: Global Content vs. local content



They are the two elements most used by websites and advertisers to track user activity. Let’s break down each one:

   a. Cookie: 

 A cookie is a small file that a website places in the user’s browser to store information. There are several types of cookies: –

Session Cookies: They are temporary and are deleted once the user closes the browser. They help your web pages remember what you did during your visit, such as an item you added to your shopping cart. –

Persistent Cookies: These cookies remain in the user’s browser until they are deleted or they expire. They can, for example, remember your login preferences or products you have previously viewed. –

Third party cookies: They are placed by advertisers and do not belong to the website you are visiting. These cookies track user behavior to understand their interests and then show them relevant advertising.    

b. Pixels:  

A pixel is a small piece of code embedded in a web page or email. When you load the page or open the email, the pixel is activated, sending information to the entity that placed it. Some things pixels can track include:       – Whether you have opened an email.       – What web pages you have visited.       – The duration of your visit.       – And other similar behaviors. Pixels often work in conjunction with cookies. For example, an advertiser could place a pixel in their ad on your website. If the user clicks on such an ad, the pixel may place a cookie on the user’s browser. Then, when you visit other websites, this cookie could tell the advertiser that you have shown interest in their product and show you more ads for this product. It is important to respect the privacy of users. Regulations such as the GDPR in Europe and the CCPA in California give users specific rights over their data. Users should be given the ability to opt-out of retargeting if they wish, providing them with options to limit or block cookies and pixels. Additionally, the GDPR requires websites to inform visitors about the use of cookies and obtain their consent. 


Once the cookie is in the user’s browser, data can be collected about the pages you visit, the products you view, save to your “wish list” or add to your shopping cart without completing the action.


Using the information collected, retargeting allows you to create specific audiences such as:

     – Users who added products to the cart, but did not complete the purchase.

     – Users who visited a specific page.

     – Users who spent a certain amount of time on the site or viewed a certain number of pages.


Once you have identified and segmented users, you can design specific ads for each group. For example, an ad for “cart abandonments” could offer a discount or remind the user of products they left behind.


When the user visits other websites that are part of the advertising network (such as blogs, news portals, social networks, etc.), they will see our ads that are designed to remind them about the product or service and encourage them to return and complete the action. .


Ultimately, the goal of retargeting is to get them to return to your website and complete the desired action, whether it’s a purchase, registration, or any other type of conversion.

Also Read: What is the purpose of a “focus keyphrase”


Now that you know how it works and what retargeting can contribute to your marketing strategy, it is important that you know some tools that will help you implement effective retargeting campaigns:

  • Google Ads: It is undoubtedly one of the most popular platforms. This Google tool offers retargeting options through its Display and Search Network, which will allow you to show ads on websites associated with the Google Display Network and in search results to users who previously visited your site.
  • Facebook Ads: Using Facebook retargeting tools, you can show ads to users who have visited your website when they are browsing Facebook or Instagram.
  • Criteo: It is a platform dedicated to retargeting and is known for its advanced algorithm that personalizes ads based on user behavior.
  • AdRoll: Another platform dedicated exclusively to retargeting. AdRoll offers web, social media and email retargeting solutions.
  • Twitter Ads: Similar to Facebook, Twitter (now known as X) allows advertisers to impact users who have visited their website with ads on its platform.
  • LinkedIn Ads: Especially useful for B2B companies, LinkedIn offers retargeting capabilities to reach professionals who have interacted with your content.
  • Bing Ads: Although not as large as Google Ads, Bing also offers retargeting options on its search network.
  • Amazon Advertising: Amazon’s advertising platform allows you to retarget by showing ads to users who have seen or purchased products similar to yours.

When choosing a retargeting platform, it’s important to consider not only the reach and capabilities of the platform, but also the behavior and preferences of your target audience. For example, if you are selling B2B products, LinkedIn may be a better option than Facebook. On the other hand, if you’re in the fashion or home decor market, Instagram might be more effective.

Also Read: Positioning factors: what influences your position on Google?


It is essential to address how we can optimize our campaigns to obtain the best results. While choosing the right platform and understanding our audience are crucial steps, there are additional details that, when implemented correctly, can make the difference between a campaign that simply reaches the audience and one that truly resonates and converts. Next, we will teach you some keys to make your retargeting campaigns successful:

  • Personalized offers: Based on the user’s previous behavior, you can offer specific discounts or incentives that bring them back to purchase.
  • Appropriate time window: Not all products or services have the same purchase decision cycle. It is important to adjust the time window of your retargeting according to the product or service you offer. For example, someone who looked at a high-priced item may need more time to decide than someone who looked at everyday items.
  • Exclusion of segments: Once a user has made a purchase or has carried out the desired action, it is advisable to exclude them from the retargeting campaign so as not to continue showing them ads for something they have already purchased.
  • Cross-selling and up-selling: If a user has already made a purchase, you can take advantage of retargeting campaigns to show them complementary products or services or an improved version of what they purchased.
  • Set a time limit: If a user hasn’t interacted with your ads after a certain period, it may be effective to pause or stop ads for that particular user.
  • Segment by device: Sometimes users search for products on one device and purchase on another. It can be beneficial to tailor your ads based on the device they are using.
  • Create an attractive design: Make sure your ads are visually appealing and convey your message clearly and concisely.
  • Clear calls to action (CTA): Each ad should have a clear and persuasive CTA that guides the user on what action to take next.
  • Constant monitoring and analysis: It is essential to regularly review the performance of your campaign and adjust accordingly. Use analytical tools to understand which tactics are working and which aren’t.
  • Respect user privacy: With growing concerns about online privacy, it is essential to be transparent about how and why you are retargeting, and offer users the option to opt out if they wish.

By combining these practices with the ones you’ve already mentioned, you’ll be in a strong position to create and execute a highly effective retargeting campaign.

Retargeting is not just another marketing tactic; It is an essential strategy that every digital business should implement. By thoroughly understanding how it works, you can appreciate its potential in reconnecting with those users who showed initial interest but who, for some reason, did not complete a specific action on our site or application. Its advantages, combined with the appropriate tools and keys presented in this article, make retargeting a powerful ally to maximize conversions and strengthen engagement with our audience.

If you have any questions about retargeting, remember that you can contact us and we will help you achieve your goals.

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