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We all know that retargeting is a powerful tool for marketers. But what many people don’t know is how to create a successful retargeting strategy.

When done correctly, retargeting can be a highly effective way to reach your target audience and convert them into customers.

In this blog post, we’ll discuss the different components of a successful retargeting campaign and provide tips on how to implement each component.

So whether you’re just getting started with retargeting or you’re looking to improve your current strategy, read on for some helpful advice!

How To Create A Successful Retargeting Strategy. Wooden people standing by a target.

What Is A Retargeting Strategy?

A retargeting strategy is a digital marketing approach that involves targeting users who have already shown an interest in your product or service.

In other words, it’s a way to reach out to people who have already been exposed to your brand and are more likely to convert into customers.

Contrary to the acquisition, which focuses on attracting new customers, retargeting is all about re-engaging your existing audience.

The goal is to reach people who are already familiar with your brand and show them relevant ads that will encourage them to come back and purchase your product or service.

There are many different ways to implement a retargeting strategy, mostly done through marketing automation tools such as LaGrowthMachine, AdRoll, Qtips, or PerfectAudience.

While the specific approach may vary depending on the tool you’re using, the overall goal is always the same: to reach your target audience with relevant content and convert them into customers.

Why Do You Need A Retargeting Strategy?

The answer is simple: because it works.

Retargeting has been shown to be an effective marketing tactic across a variety of industries.

In fact, a study by Criteo showed that website visitors who are retargeted are more likely to convert by 43%. And numbers don’t lie, right?

But beyond the numbers, there are other reasons why you should consider implementing a retargeting strategy:

  • It’s A Cost-Effective Way To Reach Your Target Audience:  Since you’re only targeting people who have already shown an interest in your product, you’re not wasting your money on ads that will never be seen by your prospects.
  • It Allows You To Be More Creative With Your Ad Campaigns:  With retargeting, you have the opportunity to get really creative with your ad campaigns and target your audience in a variety of ways.
  • It Helps You Build Brand Awareness And Loyalty:  Retargeting allows you to keep your brand top-of-mind for potential customers. The more times people see your ads, the more likely they are to convert to loyal customers.
  • It Helps You Stay Top Of Mind With Potential Customers:  If someone visits your website but doesn’t make a purchase, you want to stay top of mind so that they come back and make a purchase when they’re ready. Retargeting allows you to do just that.

These are just a few of the reasons why you should consider implementing a retargeting strategy. But before we dive into how to create a successful retargeting campaign, let’s first discuss the different types of retargeting strategies.

Types Of Retargeting Strategies

Tackling retargeting as a whole can be daunting. But when you break it down into smaller, more manageable pieces, it becomes much easier to understand.

People examine types of retargeting strategies.

There are three main types of retargeting strategies, let’s discuss each one in more detail:

Website Retargeting

This type of retargeting involves targeting ads to users who have visited your website.

You can use website retargeting to show ads to people who have visited specific pages on your site, abandoned their shopping cart, or didn’t convert after taking a specific action.

The goal of website retargeting is to bring people back to your site and encourage them to take the desired action, whether that’s making a purchase, signing up for your newsletter, or downloading a white paper.

Search Retargeting 

Search retargeting means targeting ads to users based on the keywords they’ve searched for.

For example, if someone searches for “women’s running shoes” on Google, they might see an ad for your running shoe store when they visit other websites.

The goal of search retargeting is to reach people who are already interested in what you have to offer and show them relevant ads that will encourage them to take the desired action.

Email Retargeting

Email Retargeting Can Mean One Of Two Things: 

  • Retargeting an audience with display ads after they have read an email about a product or service (but have not clicked through to the website).
  • Retargeting an audience with email content after they have visited your website or landing page.

For the sake of simplicity, let’s focus on the second definition.

For example, if someone abandons their shopping cart on your website, you might send them an email with a discount code to encourage them to complete their purchase.

The goal of email retargeting is to reach out to potential customers who have shown an interest in your product but didn’t convert and offer them an incentive to take the desired action.

This method is particularly powerful if you have a sales automation system in place, as it allows you to automate your email retargeting campaigns.

Now that you understand the different types of retargeting strategies, let’s discuss how to create a successful retargeting campaign.

Business people planning strategy.

7 Tips For A Successful Retargeting Strategy

There is no one-size-fits-all strategy for retargeting. But there are certain best practices you can follow to create a successful retargeting campaign.

The key to creating a successful retargeting campaign is to test different strategies and see what sticks.

Here are some tips to get you started:

1. Define Your Goals

The first step to creating a successful retargeting campaign is to define your goals. What do you want to achieve with your retargeting campaign?

Do you want to increase brand awareness? Drive website traffic? Increase sales?

It’s important to have a clear goal in mind before you start your retargeting campaign. This will help you determine which type of retargeting strategy is right for you and how to measure your success.

2. Segment Your Audience

The next step is to segment your audience. You can’t target everyone with the same message.

It’s important to segment your audience so you can target them with relevant ads. Segmentation will also help you track your results and see which segments are performing the best.

There are a number of ways you can segment your audience, including:

  • Demographics – Age, Gender, Location.
  • Interests – Interests, Behaviors, Hobbies.
  • Purchase History – First-time buyers, Repeat buyers, High-value buyers.

3. Choose The Right Platform

There are a number of different retargeting platforms to choose from, including Google AdWords, Facebook Ads, and AdRoll.

Each platform has its own strengths and weaknesses, so it’s important to choose the right one for your business.

For example, if you’re looking to retarget website visitors with display ads, Google AdWords would be a good choice. But if you’re looking to retarget people who have interacted with your brand on social media, Facebook Ads would be a better choice.

It is worth noting that you can also use software that has retargeting features, such as CRMs and marketing automation software, as we mentioned earlier.

4. Create Relevant Ads

The key to a successful retargeting campaign is to create relevant ads. It’s said that people don’t dislike ads, they dislike ads that don’t interest them.

This is especially true for retargeting ads. If someone has already shown an interest in your product or service, they’re more likely to be interested in your retargeting ads. 

But if your ads are not relevant to their interests, they’re more likely to find them annoying and tune them out.

5. Use Negative Targeting

Negative targeting is a powerful retargeting tool that allows you to exclude people from your target audience.

For example, if you’re running a campaign to promote your new product, you might use negative targeting to exclude people who have already purchased the product.

This ensures that your ads are only being shown to people who are likely to be interested in them.

Negative targeting can be used in a number of different ways:

  • Excluding people who have already converted.
  • Excluding people who have visited your thank you page.
  • Excluding people who have been to your website in the past 30 days.
  • etc…

6. Set A Clear Budget

When setting your budget for a retargeting campaign, it’s important to consider your goals and objectives.

How much are you willing to spend to achieve your goals?

The answer to this question will help you determine how much you should budget for your retargeting campaign.

7. Test, Test, Test!

Last but not least, the most important tip for creating a successful retargeting campaign is to test, test, test! 

You should always be testing different aspects of your campaign to see what works and what doesn’t.

Here are some things you might want to test under different circumstances:

  • ad formats
  • ad sizes
  • ad copy
  • call to action
  • targeting options
  • etc…

The only way to know what works is to test it for yourself. So, don’t be afraid to experiment!


Retargeting is a powerful marketing tool that can help you boost your sales and grow your business.

When used correctly, retargeting can help you create a successful marketing campaign that will generate greater results than you’ve ever seen!

By following the tips in this article, you can create a successful retargeting strategy for your business.

Do you have any tips for creating a successful retargeting campaign? Share them in the comments below!

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About the Author

James McMinn

Senior Digital Strategist

James is a savvy digital marketing specialist with a Masters of Science in Internet Marketing. For the past fourteen years, he has been specializing in SEO, PPC & Marketing Strategy. He has a super sharp analytical mind and a finely tuned creative eye for marketing initiatives that optimize brands.

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