Retargeting
Showing ads to people who have previously visited your website or engaged with your content.
Showing ads to people who have previously visited your website or engaged with your content.
Why It Matters
Retargeting converts warm traffic that already knows your brand. These users visited but didn't buy—retargeting gives you another chance to close them. It's typically your highest-ROAS channel because you're only paying to reach people who've already shown interest.
Practical Example
Scenario
Of 100K monthly website visitors, 2% convert (2K purchasers). Retargeting reaches the other 98K with reminder ads, converting an additional 3% of that pool.
Calculation
Additional conversions: 98,000 × 3% = 2,940 conversionsResult
Retargeting more than doubles total conversions from the same traffic base, typically at 4-10x higher ROAS than prospecting.
Pro Tips
- 1Segment retargeting by intent level: product viewers → cart abandoners → checkout abandoners (increase bid/urgency)
- 2Use dynamic product ads to show the exact items people viewed rather than generic brand ads
- 3Set frequency caps—showing the same ad 20x doesn't convert, it annoys and wastes budget
Common Mistakes to Avoid
Frequently asked questions
Put it to work
Related Terms
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7.7x blended return at scale — seven figures attributed, across five straight quarters · Modern Prairie · Apr 2025–Jun 2026 Read the Modern Prairie case study
