What is retargeting and how does it work?

Avatar for Matthew Matthew 22nd October 2021 0 Comments

Retargeting allows marketers to deliver personalised content to users who have previously visited their sites. This includes content that relates to products they’ve viewed. 

The easiest way to think about these ads is to imagine them as an additional form of conversion. This is done by allowing your business to show targeted ads to those who have visited your website but didn’t complete the full and final conversion to encourage them to take action towards purchasing an item, filling in a contact form or even just downloading a document. 

Through using a straightforward system for retargeting ads, businesses can attract previous visitors to return to their website by showing them relevant ads which can be browsed or searched for related terms on Google. By retargeting ads, your brand and products can stay at the forefront of their thoughts. 

What are the different types of remarketing ads? 

There are two main types of retargeting ads, and each of them uses a different strategy to obtain consumers, these strategies are: 

Pixel-Based Retargeting Ads – this allows your website to display ads to any user after they’ve left your website. When using pixel-based retargeting ads, the ‘cookies’ will notify Google Ads when a person goes to your website without making a purchase, enabling your ads to almost immediately be displayed when the user is on another website or searching for related terms on Google. 

The benefit: Google Ads can display particular ads based on a specific page or product that the user was visiting. 

List-Based Retargeting Ads - focuses on using a list of email addresses that you gather through your websites’ ad audience. Due to this strategy being based on information already collected and online behaviour traits, it allows your business to present highly customized and controlled ads. 

The benefit: Your ads are shown to a particular audience, providing the best chances for conversion; also an excellent strategy for small budgets. 

Why use them? 

Retargeting ads can be beneficial when used correctly, no matter your objective; here are some reasons why and how they can be helpful: 

They’re cost-effective - retargeting ads offer a high return on investment when conducted correctly. This is because ads will be shown to customers that are already interested, meaning they’ll be more likely to convert. 

You can create ads with ease - with Google’s Ad gallery; you’re able to create multiple image and video ads for free in just a few simple steps. 

Allows you to create customized lists – with the utilisation of Google Ads, you can make your retargeting lists as specific as you want; such as creating a list specifically to reach customers who left your website with items still in their shopping basket. 

How does remarketing work? 

Remarketing works by collecting data that is stored within the Web browser, which remembers your website visitors. Marketing teams such as ours can then utilise this data to deliver ads to the users again. This is done through displaying relevant, targeted ads to users interested in your brand, contributing to the end goal of increasing brand awareness and conversion rates – essentially turning your website visitors into customers. 

Want to start using remarketing in your strategy? Talk to us today!

Wait... Before you go…

We're hosting a FREE WEBINAR on the steps you need to take to avoid failure and how to grow your business using digital marketing.

On the 25th May at 10:00 am

Wait.. Before you go…

We're hosting a FREE WEBINAR on Why HR and Marketing have to run hand-in-hand

On the 6th May at 10:30am

Wait.. Before you go…

We're Crunching the Numbers on the 2021 Budget in our next Webinar!


FREE January Content Plan

Writing Social Media posts and blogs can often seem like a mountainous task - our free January Content Plan will help you to take the first steps for the new year.

With our Calendar, you'll be writing Social Media posts like a pro in no time! Plus, check out our blog for monthly tips & Social Ideas.


FREE Marketing Consultation

Our clients tell us that their number one headache isn’t in selling their products or services, recruiting staff or keeping up to date with their industry; it’s the age-old problem of marketing their business!

Whether you need help with marketing planning, web/graphic design, content writing, blogs and social media help, SEO & PPC reviewing or a combination of all of the above, book your FREE no-obligation marketing consultation with Steve now!


Our FREE Secret Links

Most agencies won't tell you, but a lot of the tools they use on a day to day basis are actually FREE!

We've put together a handy guide to the free tools we use every day to make our lives easier - and we're giving it to you!


Perfect Blog Post Template

A frequently updated Blog is one of the best ways to create extra content for your website; it also keeps your visitors coming back regularly, attracts new visitors and Google loves fresh content!

But did you know that how you structure your blog post can make all the difference?

Download our FREE Blog Post Template to see how to make your content stand out from the crowd!


TikTok Guide

TikTok is a social media channel that is growing very fast. It has more than 3 billion downloads.

As a marketing agency that specialises in social media, we’ve put together our very own TikTok guide for you to use.

FREE HubSpot Consultation

At Square Media we specialise in helping businesses to make the most of their inbound and outbound promotional opportunities – working as a HubSpot CRM Partner we can help you to automate and analyse your business to the nth degree.

Why not let one of our HubSpot experts have a quick chat with you and get you started with a FREE account – no obligation, no pressure and no hard sell tactics (it’s not our style).


Image Size Cheat Sheet

When it comes to Social Media, visual content always works better than just text. But it's a bit of a headache keeping on top of all of the sizes you need to use to get the best from each channel.

Download or print our handy Image Size Cheat Sheet and keep it by your keyboard, so you know what size image to use whatever the situation.


Our Marketing Tips Infographic

Considering 2021 has been eventful with new trends and new marketing techniques arising we’ve made 2022 a lot easier for you!

We’ve put together our own marketing tips infographic especially for you to make your new year a little bit less stressful.

Download our FREE infographic here to find all of our best tips and watch your marketing rocket.


Get your Guide to Google Ads!

Everyone knows that SEO is important to any website, but often we forget about the power of paid Google Ads.

It needn't cost the earth, can be targeted well and can bring in business easily from Day 1!

Our FREE downloadable Google Ads Guide will help you to hit the ground running.


5 Killer Marketing Emails!

One of the most valuable tools in your online arsenal is your email/newsletter subscription list, yet it’s one of the ones that is most easy to ignore.

Simply put, if someone has signed up to your email list, they have given you permission to contact them, and how you use the first few emails that you send can be the deciding factor in whether they stay on your list and eventually become a customer, or hit the unsubscribe button so fast that you never get a chance to pitch your business.

So let’s look at 5 killer e-marketing email types, what they do and how to use them!


Start 2022 as you mean to go on!

Every great marketing campaign starts with the basics of getting your brand focused and clear.

Use our free brand guideline template to ensure that your brand is consistent across all of your content!


Christmas fun with Dino Bounce!

It's Christmas Day so let's start with some fun - how far through Dino Bounce can you get?

Don't forget to share your score at the end with the hashtag #dinoBounce (our convenient Twitter button will do this for you)