What is Re-Targeting in Digital Marketing?


Retargeting, also known as remarketing, is a digital marketing strategy that helps you keep your brand in front of bounced traffic after they leave your website. Most websites have only 2% of web traffic converts on the first visit.

Retargeting is a strategy designed to help companies reach the 98% remaining users who do not convert right away.

How Does Re-Targeting Work?

Re-targeting is a cookie-based technology that uses simple Javascript code to anonymously ‘follow’ your audience all over the Web.

Here’s how it’s done: a small, unobtrusive piece of code is placed on your website (this code is sometimes referred to as a pixel). This code is not noticeable to your site visitors, and it also won’t affect the performance of your website. When a new visitor comes to your website, the code drops an anonymous browser cookie. So, when your “cookied” visitors browse the Web, this cookie will let your re-targeting provider know when to serve ads. This ensures that your ads are served only to those that previously visited your site.


Re-targeting is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest. That’s why most marketers who use it see a higher ROI(Return on Investment) than from most other digital channels.

When Does Re-Targeting Work?

Re-targeting is powerful in terms of branding and conversion optimization, but it works best as a larger digital strategy. Re-targeting works best in conjunction with inbound and outbound marketing or demand generation.

Strategies involving content marketing, AdWords, and targeted display are great for driving traffic, but they don’t help with conversion optimization. Conversely, re-targeting can help increase conversions, but it can’t drive people to your site. To succeed in driving traffic,  use traffic driving tools to drive traffic and re-targeting to get the most out of that traffic.