What is retargeting in digital advertising?

Retargeting in digital advertising is a strategy designed to re-engage users who have already interacted with a brand but did not complete a desired action, such as making a purchase or signing up for a newsletter. By serving ads specifically to these individuals, advertisers aim to remind them of their previous interest and encourage them to return to the site to complete the conversion. This method leverages the prior interaction to create a more personalized marketing experience, leading to a higher likelihood of conversion compared to targeting entirely new users.

This approach capitalizes on the notion that visitors who have shown interest in a product or service are more likely to respond positively when reminded of it through targeted ads. Retargeting can utilize various technologies, such as cookies and pixels, to track user behavior and tailor advertisements accordingly, making it a powerful tool for enhancing customer engagement and maximizing ROI in digital marketing campaigns.