96% of the visitors who come to your website are not yet ready to buy. This means that you will probably only be able to convince 4% of your traffic to buy what you are offering when they first arrive at your website. That's a big chunk of visitors you're missing out on. Fortunately, there is one thing you can do to bring back lost visitors: run retargeting campaigns.

What is targeting?

With retargeting, you can keep your business in the spotlight of your potential customers after they leave your website and persuade them to reconsider your offering as soon as they need it. 

Retargeting campaigns allow you to target specific visitors with specific ads to convince them to convert to your offer. These campaigns work because they allow you to show ads to visitors who have already shown interest in your product/service. Using search engines and social media channels, you can remind them that they wanted to solve a problem and why your product/service offers the best solution.

Why the time is now to pay attention to this

Building online traffic naturally is getting harder than ever. It can be done, but it requires a lot more effort than it used to.

But you can also buy traffic. Traffic is a commodity these days and I believe the way to build is in a mix of paid traffic and organic traffic.

The thing is, even buying traffic has gotten more expensive and is likely to get worse. With traffic democratized and more and more people turning to the traffic store, demand has driven up prices. Interest-based targeting is certainly achievable, but it is more difficult (and more expensive) in some markets than others.

The “shortcut” to this is retargeting. Then you only advertise to people who have been to your site before. This is much cheaper and more effective. 

But there is still limited inventory available. As more and more people get in on this, it may reach a point where it is too expensive to generate paid traffic for many people with smaller budgets - unless they have a retargeting audience. 

This is why you should build your target audience now - even if you don't plan to advertise for them yet. It creates a database that you can turn on when you are ready.

Collecting data

Unlike search ads, retargeting ads are not prompted by user searches. To make sure the right audience sees your ads, you can use the following three methods to collect data (audiences) for your campaigns.

1. Use a pixel

Pixel-based retargeting is the most common form of audience collection. It works with the help of a JavaScript code (a pixel) that you place on your website or landing page after clicking. After you add the pixel, the pixel places an anonymous browser cookie in the visitor's browser every time a visitor arrives at your website or landing page after clicking. 

When the visitor leaves your page and continues browsing on other websites, the pixel lets your provider such as Google AdWords or Facebook know that these visitors should start seeing your ads.

Pixel-based targeting ensures that your ads are seen by people who have viewed your website or clicked through to your landing page after clicking. Another advantage of pixel-based targeting is that it starts immediately, visitors can immediately see ads that can convince them to return to your offer.

2. Use retargeting lists

With list-based targeting, you use lists of your existing customers or visitors who have given you their email address and show specific ads to them. Perhaps you want your blog subscribers to download a whitepaper that they ignore the pop-up ad on your homepage, or you want your free trial users to upgrade to a paid subscription. Both situations would be suitable for retargeting campaigns. 

To start list-based targeting, simply upload the list of email contacts you have to the retargeting platform and your audience should see your ads as they browse the internet. You can also send your audience personalised emails to persuade them to revisit the offer they have shown interest in.

Why a blog is perfect for building an audience

Many blogs - even less popular blogs - still get a lot more traffic than many non-blog sites. 

So your blog is a powerful medium to build your audience. Just by a random person on the internet visiting your blog once via a Google search, you can bring them into your targeting audience and possibly contact them at a later date. 

Blog marketing without retargeting is like marketing in first or second gear. Blog marketing combined with retargeting is like putting your blog in a higher gear.

Even if you don't plan to spend a penny on this right now, you should still take the time to install a pixel on your blog and start building your targeting audience. At least then it will be there for you when you are ready.


There are two basic goals you can set for your remarketing campaigns:

  • Awareness: Awareness campaigns are used to inform visitors about your product/service and other announcements. This is a lesser targeted goal as it is aimed at visitors who have not interacted much with your business. You can run awareness campaigns as a precursor to your conversion campaigns. 

  • Conversion: Conversion campaigns are used for visitors who are more familiar with your company and products/services, but they still haven't committed to an offer, so you want them to click on the ad, take them to a landing page after clicking, and convince them to convert.

Retargeting is a great way to engage your potential customers and communicate with people who have already shown an interest in your business. 

While it may seem like a simple concept, there are many aspects of a retargeting campaign that need to be worked out. Make sure you take enough time to create your lists, set goals, and campaign types. Determine which platforms your ads will show on, and link the entire transformation together.

Read here how to reduce your Facebook advertising costs!

Retargeting Explained


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