Retargeting: What It is and How It Works

In the fast-paced world of digital marketing, businesses are constantly searching for innovative ways to connect with their target audience. One such strategy that has gained prominence in recent years is retargeting. If you’ve ever wondered why an ad for a product you viewed online seems to follow you wherever you go, chances are you’ve experienced the magic of retargeting. In this blog, we’ll explore what retargeting is, how it works, and why it has become a crucial tool for marketers.

Understanding Retargeting

Retargeting, also known as remarketing, is a digital marketing strategy that involves displaying targeted ads to users who have previously interacted with a brand’s website, app, or other digital assets. This interaction could be as simple as visiting a product page, adding an item to the shopping cart, or signing up for a newsletter. Once a user takes these actions, they leave behind a trail of digital breadcrumbs that savvy marketers can use to re-engage them through retargeting campaigns.

How Retargeting Works

  1. Tracking Pixels and Cookies: At the core of retargeting lies the use of tracking pixels and cookies. When a user visits a website, a small piece of code (tracking pixel) is dropped onto their device. This pixel creates a cookie, which is a small text file that stores information about the user’s activity on the site.
  2. Building Audience Segments: Marketers then use the data collected from these pixels to create audience segments based on user behavior. For example, they may create a segment of users who viewed a particular product but didn’t make a purchase.
  3. Crafting Targeted Ads: Armed with these audience segments, advertisers can now create highly targeted and personalized ads. These ads are designed to reconnect with users and encourage them to return to the website and complete the desired action, whether it’s making a purchase, filling out a form, or downloading an app.
  4. Ad Display Across Platforms: Retargeted ads are not confined to the website where the user initially interacted with the brand. They can follow users as they browse other websites, use social media, or even search on search engines. This omnichannel approach ensures that the brand stays top-of-mind for the user.


The Benefits of Retargeting

  1. Increased Conversion Rates: One of the primary advantages of retargeting is its ability to boost conversion rates. By reconnecting with users who have already shown interest in a product or service, retargeting keeps the brand in the user’s consideration set, increasing the likelihood of conversion.
  2. Enhanced Brand Recall: Retargeting helps reinforce brand awareness and recall. The repeated exposure to a brand’s messaging can leave a lasting impression on users, making them more likely to choose that brand when making a purchase decision.
  3. Cost-Effective Marketing: Since retargeting focuses on users who have already engaged with a brand, it tends to be more cost-effective than targeting entirely new audiences. It maximizes the marketing budget by concentrating efforts on users who are more likely to convert.


In a world where attention spans are short and competition for consumer attention is fierce, retargeting stands out as a powerful tool for marketers. If you’d like to learn more about how retargeting can make a lasting impact in the minds of your audience, connect with our team of experts at Zelen Communications today. You can reach us at or call 813-250-1530.

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