Retargeting Ads: How to Boost Your Conversion Rates

Retargeting Ads Marketing Concept

What Are Retargeting Ads?

Retargeting ads (also called remarketing ads) are online ads shown to people who previously interacted with your website or social media pages. The goal is simple — bring back visitors who didn’t convert the first time and encourage them to take action.

Studies show that retargeted customers are 70% more likely to convert compared to cold traffic. Whether on Google Ads, Facebook Retargeting, or LinkedIn Retargeting, this strategy keeps your brand top-of-mind.

Why Retargeting Is Essential for Conversions

Only 2% of users convert on their first visit — retargeting brings the other 98% back.
It improves ad efficiency by targeting warm leads.
Enhances ROI by focusing on users already familiar with your brand.
Works across multiple platforms — Google remarketing, Facebook remarketing, LinkedIn Ads, and even TikTok retargeting.

How to Create Effective Retargeting Campaigns

1. Segment Your Audience

Divide visitors based on actions — page visits, cart abandonment, or form submissions. Example: people who viewed a product but didn’t buy should see product-specific display retargeting ads.

2. Choose the Right Platform

Google Retargeting Ads: Reach users across millions of partner websites via the Google Display Network.
Facebook Retargeting: Use Meta Pixel to re-engage website visitors and build lookalike audiences.
LinkedIn Retargeting Ads: Perfect for B2B campaigns targeting decision-makers.
TikTok Retargeting: Engage users with short-form dynamic videos.

3. Design Compelling Ad Creatives

Use dynamic visuals, time-sensitive offers, and consistent branding. Personalize the ad message — for example, “Still thinking about this?” or “Your cart is waiting.”

4. Optimize Ad Frequency and Budget

Don’t overwhelm your audience. Keep frequency between 3-7 impressions per week per user. Start with small daily budgets and scale as conversion data improves.

5. Track Results and Adjust

Use tools like Google Analytics and Meta Ads Manager to measure impressions, clicks, and cost per conversion. Refine audience lists and creatives continuously for better ROI.

Top Retargeting Platforms to Try

AdRoll: Leading retargeting company for cross-channel ad automation.
Google Ads Remarketing: Best for large-scale display and search remarketing.
Facebook Ads: Excellent for social and mobile conversions.
Criteo Dynamic Retargeting: AI-powered personalization for eCommerce brands.
LinkedIn Ads: Ideal for B2B retargeting campaigns.

Pro Tips for High-Performing Retargeting Advertising

Use different creatives for each audience stage (awareness, consideration, decision).
Experiment with dynamic retargeting ads to show personalized product suggestions.
Retarget users who visited pricing pages — they’re the hottest leads.
Exclude recent converters to avoid wasting ad spend.

Common Retargeting Campaign Mistakes

Using the same message for all users.
Ignoring ad fatigue and frequency capping.
Not integrating email retargeting or CRM data for deeper personalization.
Failing to A/B test ad creatives or landing pages.

FAQ — Retargeting Ads Explained

What are the best retargeting ad platforms?

Google Ads and AdRoll are the most popular for display ads. For social, use Facebook retargeting and LinkedIn retargeting ads.

How do I set up retargeting on Google?

Create an audience list in Google Ads → Add your site tag → Choose Google Ads Remarketing Campaign → Launch display or search ads for that audience.

What is dynamic retargeting?

Dynamic retargeting automatically shows users the exact products or pages they viewed, increasing click-through and conversion rates.

Can retargeting work without cookies?

Yes, modern retargeting platforms use first-party data and AI-based audience modeling to maintain accuracy even with limited third-party cookies.

What is a good conversion rate for retargeting ads?

Average conversion rates range from 8–12%, significantly higher than standard display campaigns (1–2%).

Action Plan: Boost Your Conversions with Retargeting

Install tracking pixels on your website today.
Start a small Google retargeting campaign with clear goals.
Use custom creatives for each audience segment.
Analyze weekly and optimize for cost per conversion.