Retargeting helps you reconnect with those visitors, nurture them across platforms, and guide them back to complete their purchase or desired action.
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When it comes to digital marketing, traffic is only half the battle. Studies show that over 90% of website visitors leave without converting on their first visit. That’s where retargeting comes in. Retargeting helps you reconnect with those visitors, nurture them across platforms, and guide them back to complete their purchase or desired action.
At Branderah, we help businesses craft smart retargeting strategies that transform missed opportunities into profitable conversions. This article breaks down the essentials of retargeting, explores the different types of website retargeting, and shows you how to create profitable, omnichannel ad funnels that drive conversions.
Retargeting is a form of digital advertising that targets people who have already interacted with your website, social media, or brand in some way but didn’t convert. By serving them personalised, timely ads, you stay top of mind and increase the chances of bringing them back to finish their journey.
The benefits of retargeting include:
- Higher conversion rates – Retargeted ads typically outperform prospecting ads.
- Improved ROI – You spend less to convert a warm lead compared to cold traffic.
- Stronger brand recall – Consistent visibility across platforms reinforces trust.
Website retargeting isn’t one-size-fits-all. Different methods allow you to re-engage customers at various touchpoints:
This method uses a tracking pixel on your site. When someone visits, the pixel stores their data, enabling you to show them tailored ads on platforms like Facebook, Instagram, or Google Display Network.
Best for: Cart abandoners, product page viewers, and blog readers who didn’t convert.
With list-based retargeting, you upload customer emails (from your CRM) into ad platforms. You can then deliver targeted campaigns to people who already know your brand.
Best for: Existing customers, email subscribers, and dormant leads.
Dynamic ads automatically display the specific products or services a user viewed. For example, if someone browses a pair of shoes on your site, they’ll see ads for that exact product.
Best for: E-commerce stores and businesses with large product catalogues.
Customers rarely stick to one device. Cross-device retargeting ensures your ads follow them seamlessly from desktop to mobile to tablet.
Best for: Brands looking to create an omnichannel experience.
While display ads get most of the attention, email retargeting is one of the most effective strategies. If someone abandons their cart, you can automatically trigger a personalised email reminder.
Some examples of email retargeting campaigns include:
- Cart Abandonment Emails – Remind users of what they left behind.
- Browse Abandonment Emails – Send product recommendations based on what they viewed.
- Re-Engagement Emails – Target inactive subscribers with special offers.
By integrating email retargeting into your ad funnel, you can recover lost revenue and build stronger customer relationships.
To maximise conversions, retargeting should be multichannel. Relying on just one platform limits your reach. Instead, take an omnichannel approach:
1. Awareness Stage
- Use display ads and paid social to remind visitors of your brand.
- Focus on soft CTAs like “Learn More” or content-driven ads.
2. Consideration Stage
- Deploy dynamic product ads on Facebook/Instagram.
- Send personalised email campaigns highlighting benefits or testimonials.
3. Decision Stage
- Use Google Search retargeting to capture high-intent users.
- Layer on urgency-driven tactics, such as limited-time discounts.
4. Retention Stage
- Retarget past customers with loyalty programs, upsell offers, or exclusive drops.
- Add direct mail retargeting for high-value customers to create a tactile brand connection.
This funnel ensures you guide customers step by step, regardless of which channel they use. By building a profitable ad funnel across platforms, you transform one-time visitors into loyal customers. Whether it’s through pixel-based ads, dynamic retargeting, or triggered email sequences, the key lies in timely, personalised engagement.
Adopting a strategic, omnichannel retargeting approach will not only boost your conversions but also position your brand as unforgettable in the minds of your audience.
At Branderah, we believe the future of digital growth lies in smart retargeting funnels that merge creativity, strategy, and data.
Reach out today — we’d love to hear from you! Let’s bring your vision to life.
