Retargeting involves showing advertisements to people who have previously visited a website, clicked on an ad, or engaged with content. This strategy focuses on re-engaging warm prospects who have already shown interest but haven't yet converted.
Retargeting campaigns can promote specific products, offer incentives, address objections, provide additional information, or showcase social proof to help prospects complete their purchase decision. These campaigns typically have higher conversion rates than cold traffic campaigns.
Effective retargeting requires audience segmentation based on behavior, compelling ad creative, appropriate frequency capping, clear value propositions, and strategic messaging that addresses the specific stage of the customer journey. Dynamic retargeting can show specific products or content based on previous interactions.