Retargeting Strategies

Fuel Web Marketing | Marketing | September 11, 2023
Salespeople working on a project?

A growing number of businesses and consumers are using the internet to find, research, and purchase products and services. Companies that lack a traditional digital presence are at serious risk of following behind. According to research cited by Yahoo Finance, the total U.S. digital marketing spend is projected to hit $1.5 billion by the end of the decade.

Retargeting is one of the most important—and most underutilized—digital marketing tools. An effective retargeting strategy allows businesses to connect with more potential customers/clients for a lower overall spend. Here, our business marketing team provides a comprehensive overview of retargeting and highlights some of the most useful retargeting strategies. 

What is Retargeting?

Broadly explained, retargeting is a strategy whereby businesses target users who have previously interacted with their website but did not actually convert. In other words, retargeting involves direct, proactive targeting of a potential client/customer who has made it to your website—thereby displaying some interest in your product or services—but who has not become a client/customer yet. When implemented properly, retargeting can be especially effective.

An Overview of Retargeting Strategies

How do businesses actually retarget potential clients/customers who have already navigated to their website or other online content? There are several different strategies. Here are four of the most effective retargeting strategies for digital marketing:

  • Pixel-Based Retargeting: The most common form of retargeting. When a visitor lands on your website, an unnoticeable JavaScript code (often called a pixel) drops a cookie in the user's browser. Once they leave your site, this cookie notifies retargeting platforms to display specific ads based on the pages they visited.
  • List-Based Retargeting: If you have access to a list of email addresses from your customers or subscribers, list-based retargeting is for you. List-based retargeting involves uploading the list to a platform, like Facebook or Google, which will then display your retargeted ads to users.
  • Search Retargeting: Unlike pixel-based retargeting which targets users based on their behavior on your website, search retargeting focuses on users' search behavior. If a user searches for terms relevant to your products or services but has not visited your site.
  • Social Media Retargeting: Platforms like Facebook, Instagram, and LinkedIn offer their own retargeting options. By using the data these platforms have on their users combined with your website's pixel data, you can create highly tailored ad campaigns targeting users who interact with your site when they are browsing social media feeds.

Retargeting can be complicated. It is imperative that businesses have a well-designed plan in place. You do not have to figure out everything alone. At Fuel Web Marketing, we have extensive experience helping businesses implement effective retargeting strategies.

We are Leaders in Digital Marketing for Business

At Fuel Web Marketing, we are bringing true innovation to digital marketing. If you have any specific questions or concerns about retargeting, our team is here as a resource that you can trust. Contact us today to learn more about how we can help you with retargeting. Our team provides solutions-focused digital marketing services to businesses nationwide.