Retargeting
Showing ads to people who previously visited your website or engaged with your content.
What is Retargeting?
Retargeting (also called remarketing) is showing ads to people who have previously interacted with your business - visited your website, engaged on social media, or opened your emails.
It works through tracking pixels (Facebook Pixel, Google Tag) that cookie website visitors, allowing you to serve them ads on other platforms. You can create audiences based on specific pages visited or actions taken.
Retargeting is highly effective because you're advertising to warm audiences who already know your brand. Conversion rates are typically 2-3x higher than cold traffic campaigns.
Common retargeting strategies: cart abandonment recovery, video viewers, blog readers, pricing page visitors, and previous customers (cross-sell/upsell campaigns).
Retargeting for NZ Businesses
NZ businesses benefit greatly from retargeting due to smaller audience sizes - you're making the most of limited traffic by re-engaging interested visitors.
Pixel your website correctly and build audiences early, even before running retargeting ads. You'll need 100+ people in an audience for platforms to deliver ads effectively.
For NZ audiences, segment retargeting by engagement level: light visitors (viewed 1 page) get awareness content, while deep visitors (viewed 5+ pages or pricing) get conversion-focused ads.
NZ Business Examples
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A Wellington online store retargets cart abandoners within 24 hours with "You left something behind" ads offering free shipping -
An Auckland B2B company retargets webinar attendees with case study ads and demo booking offers -
A Christchurch service business retargets pricing page visitors with testimonial videos and limited-time discount
Real-World Industry Examples
E-commerce
An online retailer has 80% cart abandonment rate
Retargeting campaign shows abandoned products with 10% discount code, recovering 22% of abandoned carts with 6:1 ROAS
B2B Services
A software company has 2,000 monthly website visitors but 2% conversion rate
Retargets the 98% who didn't convert with case studies, free trials, and demos - adds 50 SQLs monthly
Professional Services
A dental clinic has patients researching procedures but not booking
Retargets procedure page visitors with before/after images and patient testimonials, increasing bookings by 35%
Related Terms
Frequently Asked Questions
How does retargeting work?
You place a tracking pixel (code snippet) on your website. When visitors arrive, they're cookied. You then create custom audiences in ad platforms (Facebook, Google) and serve ads to those audiences as they browse other sites/social media.
What's the difference between retargeting and remarketing?
They're essentially the same thing. "Retargeting" typically refers to display/social ads, while "remarketing" often refers to email campaigns to previous customers. Both mean re-engaging people who know your brand.
How long should I retarget someone?
Typical retargeting windows are 30-90 days for most businesses. Too short and you miss opportunities; too long and ads become annoying. Higher-priced items warrant longer windows (90-180 days). Always include frequency caps.
Need Help With Your Lead Generation Strategy?
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