Retargeting is one of the most powerful digital marketing tactics out there—yet shockingly underused by small businesses and startups. If you’ve ever visited a website and later seen their ads “follow” you around the internet, congratulations—you’ve experienced retargeting in action. But there’s more to this strategy than just showing up in someone’s feed again.
At Pixolv, we’ve helped businesses boost their ROI by over 300% simply by implementing smart, well-timed retargeting campaigns. Still, many entrepreneurs either don’t know what retargeting is or assume it’s too technical or expensive. The truth? It’s neither—if you know what you’re doing.
In this article, we’ll break down exactly what retargeting is, why it works so well, and how to start using it even if your marketing budget is tight. Whether you run an e-commerce store, a service-based business, or a personal brand, this strategy could be the missing link between traffic and actual sales.
Table of Contents
What is retargeting and how does it work?
Retargeting is a digital marketing technique that allows you to re-engage visitors who previously interacted with your website but didn’t convert. At its core, it uses browser cookies or pixel-based tracking to “follow” users across other websites and platforms, displaying targeted ads based on their earlier interactions with your brand.
At Pixolv, we often explain retargeting as a second chance at a first impression. One of our clients in the health supplements niche saw a 40% boost in conversions within 30 days simply by launching a Facebook retargeting campaign aimed at abandoned cart users.
How retargeting works in 4 steps:
- Visitor lands on your website
- Pixel or cookie tags that user
- User leaves without converting
- Targeted ads are shown on other platforms
There are two main types of retargeting:
| Type | Description |
|---|---|
| Pixel-based | Most common, triggered by specific pages visited |
| List-based | Requires uploading a list of emails (e.g., newsletter subscribers) |
With the rise of tools like Google Ads and Facebook Custom Audiences, retargeting has become more accessible and affordable than ever.
Why is retargeting so effective?
The reason retargeting works is simple: not everyone buys the first time they visit your site. In fact, according to Mailchimp, 97% of first-time visitors leave without making a purchase.
That means the majority of your marketing efforts go to waste—unless you retarget. At Pixolv, we’ve seen campaigns where click-through rates (CTR) on retargeted ads were 10x higher than standard display ads. This leads to more conversions with less ad spend.
Key benefits:
- Increased brand recall
- Higher engagement rates
- Improved conversion rates
- Lower cost-per-click
This is why we always recommend combining retargeting with our full suite of SEO services near you to create a funnel that actually converts.
How do I set up a retargeting campaign?
Setting up a basic retargeting campaign isn’t as technical as it sounds. Here are the foundational steps we guide our clients through:
- Choose your platform (e.g., Google, Facebook)
- Install tracking pixel on your website
- Create segmented audiences (e.g., product viewers, cart abandoners)
- Design personalized ads
- Launch and monitor performance
At Pixolv, we use both in-house and AI-powered tools to automate this process. For example, our AI-powered social media content generation can create dozens of ad variations in minutes, helping reduce creative fatigue in campaigns.
What platforms support retargeting?
Several major advertising platforms allow you to run retargeting ads. Each one has its unique strengths:
| Platform | Best For |
| Google Ads | Web and YouTube visitors |
| Facebook & Instagram | Social interactions and lookalike audiences |
| B2B campaigns | |
| Engagement-focused campaigns |
In our experience, combining Facebook and Google yields the highest returns. One client selling handcrafted jewelry used both platforms to retarget website visitors and achieved a 7:1 ROAS (Return on Ad Spend).
We typically recommend starting with Google Ads management and layering in Facebook Custom Audiences once the pixel gathers sufficient data.
What mistakes should I avoid with retargeting?
Like any strategy, retargeting can backfire if misused. Here are the most common mistakes we’ve seen at Pixolv:
- Overexposing your audience (ad fatigue)
- Not segmenting by behavior (everyone sees the same ad)
- Sending traffic to your homepage instead of landing pages
- Ignoring frequency capping
We had one client who initially ran retargeting ads non-stop without frequency limits. The result? Higher bounce rates and complaints from annoyed users. Once we adjusted the frequency and personalized the messaging, conversions improved.
Can email marketing work with retargeting?
Absolutely. Combining email and retargeting is a smart way to reinforce your message across channels. For example:
- A user clicks an email but doesn’t purchase → show them a retargeted ad
- A user adds to cart but ignores the reminder email → retarget with urgency ads
By syncing email marketing services with your retargeting strategy, you can create a seamless omnichannel experience.
What content works best for retargeting ads?
Not all ads are created equal. For retargeting, personalized and context-driven content performs best. Here are types of content that work:
- Product carousels for previous views
- Discount offers for cart abandoners
- Testimonials to build trust
- Explainer videos to re-engage skeptics
We helped a SaaS client retarget free trial users with a behind-the-scenes video on how their tool worked. The ad had a 12% click-through rate and doubled the conversion rate for paid signups.
Is retargeting expensive?
Retargeting is one of the most cost-effective digital strategies. You’re not advertising to a cold audience—you’re reaching people already familiar with your brand. That makes your cost per click (CPC) and cost per acquisition (CPA) significantly lower.
Even with a budget as small as $5 per day, we’ve helped clients generate sales through retargeting. That’s why we encourage new businesses to reach out via our contact form so we can tailor a retargeting plan that fits their budget.
How does retargeting compare to traditional advertising?
Traditional advertising—billboards, print ads, TV—casts a wide net. Retargeting, on the other hand, is laser-focused. You’re only advertising to people who have shown interest, which leads to better returns.
At Pixolv, we once ran both Google Display ads and retargeting ads for the same campaign. Retargeting outperformed traditional display by 380% in ROI. That’s the kind of gap you can’t ignore.
How can I measure the success of my retargeting campaigns?
Measuring your retargeting campaign’s success is key to optimization. Here are the metrics we focus on:
| Metric | What It Tells You |
| CTR | Are your ads engaging? |
| Conversion Rate | Are users taking action? |
| Frequency | Are you overexposing your audience? |
| ROAS | Are your ads profitable? |
At Pixolv, we use detailed analytics dashboards to track these metrics. You can also read more on our SEO blog for insights on interpreting campaign data.
References
- https://en.wikipedia.org/wiki/Behavioral_retargeting
- https://mailchimp.com/marketing-glossary/retargeting/
Conclusion
Retargeting isn’t just a tool it’s a marketing superpower. When used smartly, it can lower costs, increase conversions, and keep your brand top of mind. Whether you’re just starting out or refining your ad strategy, now’s the time to put retargeting to work.
