Right now, someone is searching for something you sell. But will they buy immediately? Unlikely — 99% of people don’t purchase on their first visit. That’s why retargeting matters.
Retargeting campaigns show paid digital ads to people who visited your website but didn’t take action.
Whether it’s a camp registration, a product purchase or an event signup, retargeting keeps your brand top-of-mind as people browse other sites.
Zoe Marketing & Communications has been creating successful retargeting campaigns since 2020. Here’s how retargeting works — and how to decide if it’s right for you.
FREE GUIDE
Download Your Digital Ads Guide
Learn how digital ads can help your business, including the tools, techniques and strategies to create successful campaigns.
What retargeting is and why it matters
Again, most visitors don’t convert on their first visit. Retargeting keeps your brand in front of them until they’re ready to act.
- How it works: Serves ads to past visitors who didn’t take action
- Where ads appear: Google, social media and other websites
- Why it matters: Most people don’t buy right away — retargeting brings them back
- The goal: More return visits = higher conversion chances
How users get ‘tagged’ for retargeting
Ad platforms track website visitors with a small pixel of code.
- The setup: A Google Ads or Meta (Facebook/Instagram) pixel is placed on key pages.
- How it works: Visitors’ browsers get a cookie that logs their visit.
- What happens next: Ads target these users as they browse other sites.
- Privacy note: Retargeting is browser-based — no personal data is collected.
- Bonus tactic: Upload email lists to ad platforms for additional remarketing.
Costs for running retargeting ads
Costs vary based on competition and audience size, but here’s a breakdown:
Self-service retargeting platforms
These platforms let businesses manage retargeting campaigns directly.
- Google Ads: Best for search-based and display ads. Small businesses often spend $1,000-$3,000/month; mid-sized companies average $9,000/month.
- Meta (Facebook + Instagram): Strong for consumer marketing. Privacy changes have limited tracking, but it’s still effective. Campaigns typically cost $1,000-$2,000/month.
- LinkedIn: Best for B2B businesses. Uses an “insight tag” to target professionals.
- X (Twitter): Touts high brand engagement; uses a “universal website tag” for tracking.
- Pinterest: Great for visual products/services. Uses a Pinterest tag for tracking visitors.
Paid retargeting platforms
These require base fees plus ad spend.
- AdRoll: Combines display, social and email retargeting. Starts at $36/month for 1,000 visitors.
- ReTargeter: Full-service provider with a $500/month minimum.
- SharpSpring Ads: Focuses on web and Facebook retargeting. Starts at $449/month.
- The Trade Desk: A high-end option for agencies. Pricing varies.
What are the next steps for retargeting?
Retargeting keeps your brand top of mind, driving action when paired with a strong digital strategy. But success takes time, testing and strategy.
Zoe Marketing & Communications runs high-ROI retargeting campaigns. Need expert support or unsure if it’s right for you? Talk to us.
To learn more about retargeting, discover:
