- How Does Website Retargeting Work?<\/a>
- <\/ul><\/li>
- How to Retarget Website Visitors Step by Step<\/a>
- <\/ul><\/li>
- Retargeting Ideas to Try Today<\/a>
- <\/ul><\/li><\/ul>\n\n\n
- Bring back lost traffic<\/strong> without starting from scratch<\/li>\n\n\n\n
- Increase conversions<\/strong> by staying top-of-mind<\/li>\n\n\n\n
- Build trust<\/strong> by showing up in familiar places like Facebook or Google<\/li>\n\n\n\n
- Make the most of your ad budget<\/strong> by focusing on warm leads<\/li>\n<\/ul>\n\n\n\n
If someone already clicked through to your site, there\u2019s a good chance they were interested. Retargeting helps turn that interest into action.<\/p>\n\n\n\n
How to Retarget Website Visitors Step by Step<\/h2>\n\n\n\n
Now that you know why retargeting matters, let\u2019s walk through exactly how to set up your retargeting campaigns. You don\u2019t need to be an expert, just follow these simple steps to get started.<\/p>\n\n\n\n
1. Choose Where You\u2019ll Run Your Retargeting Ads<\/h3>\n\n\n\n
To start, you need to decide which platform you want to use for your retargeting ads. The most popular options are:<\/p>\n\n\n\n
- \n
- Facebook and Instagram (Meta Ads)<\/li>\n\n\n\n
- Google Ads (YouTube and the Google Display Network)<\/li>\n\n\n\n
- Other platforms like AdRoll or LinkedIn Ads<\/li>\n<\/ul>\n\n\n\n
![\"Creating](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/create-google-ads-campaign.png\")
<\/figure>\n\n\n\nIf you\u2019re just starting out, I recommend going with Facebook or Google. They\u2019re the easiest to set up and give you plenty of reach.<\/p>\n\n\n\n
2. Add a Retargeting Pixel to Your Website<\/h3>\n\n\n\n
Once you\u2019ve picked your platform, the next step is adding a pixel or tracking tag to your website. This small bit of code tells your ad platform who visited your site so you can reach them later.<\/p>\n\n\n\n
Here\u2019s how to add a pixel:<\/p>\n\n\n\n
- \n
- Facebook: <\/strong>Go to Events Manager and create a Facebook Pixel. Then add it to your site with a plugin or manually paste it into your header. For help with this, you can see my guide on how to add a Facebook tracking pixel to WordPress<\/a>.<\/li>\n\n\n\n
- Google:<\/strong> Use the Google Tag Manager or Global Site Tag (gtag.js).<\/li>\n<\/ul>\n\n\n\n
If you\u2019re using RafflePress<\/a>, you can also add your tracking code right inside the plugin under Settings \u00bb Success Tracking<\/strong>.<\/p>\n\n\n\n
![\"Adding](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2023\/10\/success-tracking-pixel.png\")
<\/figure>\n\n\n\n3. Build a Custom Audience of Website Visitors<\/h3>\n\n\n\n
With custom audiences, you can retarget website visitors based on their behavior, like which pages they viewed or how long they stayed.<\/p>\n\n\n\n
Some common examples include:<\/p>\n\n\n\n
- \n
- All visitors to your website<\/a><\/li>\n\n\n\n
- People who visited your giveaway page<\/li>\n\n\n\n
- Visitors who added something to their cart but didn\u2019t check out<\/li>\n<\/ul>\n\n\n\n
If you\u2019re using Facebook, go to Audiences<\/strong> in Ads Manager and click Create a Custom Audience<\/strong>. Then choose Website<\/strong> as the source.<\/p>\n\n\n\n
![\"Creating](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/custom-facebook-audience-segment.png\")
<\/figure>\n\n\n\nThis tells Facebook to create an audience based on people who visited your site. You can choose options like \u201call website visitors\u201d or only people who visited certain pages.<\/p>\n\n\n\n
In Google Ads, go to Tools & Settings \u00bb Shared Library \u00bb Audience Manager<\/strong>. Then, under \u201cSegments,\u201d click + Website visitors.<\/p>\n\n\n\n
![\"Adding](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/google-ads-audience-manager.png\")
<\/figure>\n\n\n\nNow select the conditions for your audience based on visited URLs, time on site, or actions taken. You can get really specific here depending on what actions you want people to take next.<\/p>\n\n\n\n
4. Create Your Retargeting Ad<\/h3>\n\n\n\n
Next, it\u2019s time to create an ad for your remarketing campaigns that speaks directly to returning visitors. Since they already know who you are, your message can be more focused.<\/p>\n\n\n\n
Here are a few ideas:<\/p>\n\n\n\n
- \n
- Remind them of what they left behind<\/li>\n\n\n\n
- Offer a discount or incentive to come back<\/li>\n\n\n\n
- Add urgency with a deadline or limited-time offer<\/li>\n<\/ul>\n\n\n\n
A great example of this in action is the Facebook ad below. It targets people who added something to their cart but didn\u2019t check out.<\/p>\n\n\n\n
![\"Facebook](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/12\/facebook-abandoned-cart-retargeting-ad.jpg\")
<\/figure>\n\n\n\nThe copy highlights a 10% discount and adds urgency by mentioning that the cart will expire soon. That\u2019s a smart way to bring shoppers back and close the sale.<\/p>\n\n\n\n
When you build your ad, make sure it includes a clear call to action and links to a landing page that matches the message in your ad. That way, the experience feels seamless and encourages people to take the next step.<\/p>\n\n\n\n
5. Launch Your Campaign and Monitor Results<\/h3>\n\n\n\n
Once your ad is ready, set your budget, choose where it should appear, and hit publish. After that, check in on your campaign performance regularly.<\/p>\n\n\n\n
Look at:<\/p>\n\n\n\n
- \n
- Clicks and conversions<\/li>\n\n\n\n
- Cost per result<\/li>\n\n\n\n
- How well your audience is responding<\/li>\n<\/ul>\n\n\n\n
You might need to tweak your ad creative or try different audience segments, and that\u2019s totally normal. Retargeting works best when you keep testing and adjusting.<\/p>\n\n\n\n
Once your retargeting campaign is live, all that\u2019s left to do is keep an eye on the results and keep refining your approach.<\/p>\n\n\n\n
Retargeting Ideas to Try Today<\/h2>\n\n\n\n
Once your retargeting campaign is up and running, the next step is figuring out what to do with it.<\/p>\n\n\n\n
The good news is, there are plenty of creative ways to bring people back to your website, re-engage visitors who didn\u2019t convert, and turn casual browsers into loyal customers.<\/p>\n\n\n\n
Below are 9 retargeting ideas you can try.<\/p>\n\n\n\n
1. Promote Your Best Content<\/h3>\n\n\n\n
Retargeting ads aren\u2019t just for selling products. You can also use them to drive traffic to your most valuable content and give visitors a reason to come back and get to know your brand better.<\/p>\n\n\n\n
For example, you could show a helpful blog post to people who visited your site but didn\u2019t stick around long.<\/p>\n\n\n\n
Start by checking your analytics<\/a> to see which blog posts, videos, or landing pages perform the best. Then, create a retargeting ad that brings more people to that content.<\/p>\n\n\n\n
For example, you could show a helpful blog post to people who visited your site but didn\u2019t stick around long. This gives them a reason to come back and get to know your brand better.<\/p>\n\n\n\n
![\"Promote](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/promote-best-content.jpg\")
<\/figure>\n\n\n\nTo avoid repeating yourself, make sure to exclude people who\u2019ve already seen that piece of content from your targeting.<\/p>\n\n\n\n
You can also show the ad when people are reading similar topics across the web. That way, your content shows up at just the right time.<\/p>\n\n\n\n
2. Run a Giveaway With Retargeting Scripts<\/h3>\n\n\n\n
If you\u2019re using RafflePress<\/a> to run a giveaway,<\/a> you already know how much traffic contests can bring in. But did you know you can also retarget those visitors after they enter?<\/p>\n\n\n\n
By adding a tracking pixel to your giveaway confirmation page, you can build a custom audience of people who entered your contest. Then, show them follow-up ads on social media that encourage them to check out a product, join your email list, or take the next step in your funnel.<\/p>\n\n\n\n
RafflePress makes this easy. Just go to Settings \u00bb Success Tracking<\/strong> and paste your retargeting code into the field provided. Then click Save<\/strong>.<\/p>\n\n\n\n
![\"RafflePress](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/rafflepress-conversion-tracking.jpg\")
<\/figure>\n\n\n\nRafflePress will fire the tracking script as soon as someone enters your giveaway, so you can retarget them automatically.<\/p>\n\n\n\n
3. Promote Pages Based on Page Types<\/h3>\n\n\n\n
You can create more relevant ads by grouping your website visitors based on the types of pages they viewed.<\/p>\n\n\n\n
For example, let\u2019s say you run an online furniture store. Someone visits your sofa category but doesn\u2019t buy anything. Instead of showing them a generic ad later, you can show an ad that features your best-selling sofas. The same goes for people browsing coffee tables, beds, or office furniture.<\/p>\n\n\n\n
![\"Retargeting](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/sofa-retargeting-ad.jpg\")
<\/figure>\n\n\n\nThis way, you\u2019re always showing the right content to the right people\u2014based on what they were already interested in.<\/p>\n\n\n\n
4. Target Based on Upcoming Events<\/h3>\n\n\n\n
If your business runs events like webinars, meetups, or product launches<\/a>, you can use retargeting to increase attendance.<\/p>\n\n\n\n
Let\u2019s say someone visits your registration page but doesn\u2019t sign up. You can run a follow-up ad offering a discount or bonus to encourage them to come back and register.<\/p>\n\n\n\n
![\"retargeting](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/registration-retargeting-discount.jpg\")
<\/figure>\n\n\n\nThis works for both in-person and online events. You can even run a separate campaign to reach people who did<\/em> register and remind them when the event is coming up.<\/p>\n\n\n\n
Need more tips like this? Check out these event promotion ideas<\/a>.<\/p>\n\n\n\n
5. Retarget Email Subscribers Based on Behavior<\/h3>\n\n\n\n
If you\u2019re sending email campaigns, don\u2019t stop at the inbox. You can retarget your subscribers on platforms like Facebook, Instagram, or YouTube, whether they opened your emails or not.<\/p>\n\n\n\n
For people who open your emails<\/strong>, you\u2019re working with warm leads. These subscribers are already interested, so showing them targeted ads can help reinforce your message and guide them toward the next step.<\/p>\n\n\n\n
For people who haven\u2019t opened your emails<\/strong>, retargeting is a great way to reach them in a different channel they\u2019re more likely to notice. Sometimes a visual ad is all it takes to grab their attention.<\/p>\n\n\n\n
![\"facebook](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/facebook-ads.jpg\")
<\/figure>\n\n\n\nTo get started, upload your email list to your ad platform and create a custom audience. You can also add your tracking pixel to your email template or signature, so subscribers are added automatically when they open.<\/p>\n\n\n\n
Then build ads that match their level of engagement, whether it\u2019s a reminder, a special offer, or something new.<\/p>\n\n\n\n
6. Retarget With a Discount<\/h3>\n\n\n\n
If price is holding people back from converting, offering a discount through retargeting ads can help close the deal.<\/p>\n\n\n\n
You could start by offering a small discount, like 10%, to people who visited your pricing page or added something to their cart but didn\u2019t buy. If they still don\u2019t convert, you can gradually increase the discount in follow-up ads.<\/p>\n\n\n\n
![\"Retarget](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/offer-a-discount.jpg\")
<\/figure>\n\n\n\n
Just make sure you\u2019re excluding people who already made a purchase so you\u2019re not giving away money unnecessarily.<\/p>\n\n\n\n7. Cross-sell and Upsell Customers<\/h3>\n\n\n\n
Retargeting is a great way to introduce existing customers to your other products or services.<\/p>\n\n\n\n
Let\u2019s say someone purchased your entry-level product. You can show them an ad for your premium plan, a helpful add-on, or even a bundle deal.<\/p>\n\n\n\n
![\"Upsell](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/Bluehost-upsell.jpg\")
<\/figure>\n\n\n\nThis is called upselling<\/strong> or cross-selling<\/strong>, and it\u2019s a smart way to increase your average order value.<\/p>\n\n\n\n
You can create a custom audience using their email address or a list of past purchases, and then build your retargeting campaign around that group.<\/p>\n\n\n\n
8. Use Urgency to Push People into Action<\/h3>\n\n\n\n
When people think they have all the time in the world, they\u2019re more likely to put off making a decision. That\u2019s why urgency works so well in retargeting ads.<\/p>\n\n\n\n
You can create urgency with a countdown, a limited-time offer, or a \u201clast chance\u201d message. This taps into FOMO (fear of missing out) and gives people a reason to act now.<\/p>\n\n\n\n
![\"Use](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/image.jpeg\")
<\/figure>\n\n\n\nFor example, if you\u2019re running a sale or closing entries for a giveaway, let your audience know the deadline is coming up fast.<\/p>\n\n\n\n
Make sure your landing page reinforces the same urgency with matching copy.<\/p>\n\n\n\n
9. Use Onsite Retargeting to Prevent Abandonment<\/h3>\n\n\n\n
Retargeting doesn\u2019t always have to happen off your website. With onsite retargeting, you can catch visitors right before they leave, whether they\u2019re about to close the tab, abandon their cart, or bounce from your page.<\/p>\n\n\n\n
One popular tactic is using exit-intent popups<\/a>. These popups appear when someone moves their mouse toward the browser\u2019s close button, giving you a last chance to grab their attention.<\/p>\n\n\n\n
For example, blogger Adam Enfroy used exit-intent popups to offer lead magnets and grew his email list by over 11,000 new subscribers in a year<\/a>.<\/p>\n\n\n\n
![\"Retargeting](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/adam-enfroy-lead-magnet.jpg\")
<\/figure>\n\n\n\nYou can also use popups or banners to reduce cart abandonment. For example, Scott Wyden Imagery used a 10% discount popup to cut abandonment<\/a> by 21%<\/a>. The popup only triggered when a visitor was about to exit the checkout page\u2014at exactly the right moment.<\/p>\n\n\n\n
![\"exit-coupon](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/scottwyden_exit_coupon.jpg\")
<\/figure>\n\n\n\nYou can set this up easily using tools like OptinMonster<\/a> or RafflePress<\/a> (if you’re running a giveaway).<\/p>\n\n\n\n
FAQs About Retargeting<\/h2>\n\n\n\n
How do I target competitor website visitors?<\/span><\/div>You can\u2019t directly retarget people who visit your competitors\u2019 websites. But you can create lookalike audiences based on your own visitors to reach similar people, many of whom likely visit your competitors.<\/div><\/div><\/div>How does retargeting work in Google Search campaigns?<\/span><\/div>With RLSA (Remarketing Lists for Search Ads), your ads can show to past visitors when they search on Google again\u2014helping bring them back.<\/div><\/div><\/div>Can I retarget people who clicked on my Google Ads?<\/span><\/div>Google Ads lets you build custom audiences from ad traffic, then retarget them across YouTube, Gmail, and the Display Network.<\/div><\/div><\/div>What is DV360 retargeting?<\/span><\/div>DV360 is Google\u2019s advanced ad platform for programmatic campaigns. It offers more precise targeting, custom bidding, and premium inventory\u2014ideal for large-scale campaigns.<\/div><\/div><\/div>What types of retargeting ads can I run?<\/span><\/div>You can run pixel-based ads that target people who visit your website, list-based ads that use your email subscribers, and dynamic ads that show specific products people viewed.<\/div><\/div><\/div>What\u2019s the difference between retargeting and remarketing?<\/span><\/div>Retargeting usually refers to online ads, while remarketing includes broader tactics like email follow-ups.<\/div><\/div><\/div><\/div>\n\n\n\nNext Steps for Retargeting Website Visitors<\/h3>\n\n\n\n
Retargeting is one of the easiest and most effective ways to get more out of the traffic you already have. Instead of letting visitors slip away, you can bring them back with helpful, timely ads, and turn more of them into subscribers, customers, or loyal fans. <\/p>\n\n\n\n
When retargeting ads work, they help you turn missed opportunities into real growth.<\/p>\n\n\n\n
If you\u2019re using RafflePress, you can start collecting retargeting data right inside your giveaway campaigns. It\u2019s a great way to grow your email list and re-engage visitors all in one go.<\/p>\n\n\n\n
- Google:<\/strong> Use the Google Tag Manager or Global Site Tag (gtag.js).<\/li>\n<\/ul>\n\n\n\n
- Facebook: <\/strong>Go to Events Manager and create a Facebook Pixel. Then add it to your site with a plugin or manually paste it into your header. For help with this, you can see my guide on how to add a Facebook tracking pixel to WordPress<\/a>.<\/li>\n\n\n\n
- Increase conversions<\/strong> by staying top-of-mind<\/li>\n\n\n\n
How Does Website Retargeting Work?<\/h2>\n\n\n\n
Retargeting is a way to show ads to people who\u2019ve already visited your website.<\/p>\n\n\n\n
Let\u2019s say someone lands on your giveaway landing page<\/a>, looks around for a minute, and then leaves without entering. With retargeting, you can remind them about your site later by showing them an ad while they\u2019re scrolling through Facebook, watching YouTube, or browsing other social media platforms.<\/p>\n\n\n\n
![\"Example](\"https:\/\/rafflepress.com\/wp-content\/uploads\/2020\/03\/retarget-website-visitors.jpg\")
<\/figure>\n\n\n\nThese retargeting ads work by using a small piece of tracking code, called a pixel or tag, that helps platforms like Facebook or Google know who visited your site. That way, you can stay in front of people who already showed interest and encourage them to come back.<\/p>\n\n\n\n
Instead of spending money trying to reach cold traffic, website retargeting focuses on people who already know your brand.<\/p>\n\n\n\n
Why Retarget Website Visitors?<\/h3>\n\n\n\n
Retargeting is so useful because it gives you a second chance to bring visitors back.<\/p>\n\n\n\n
For example, the average conversion rate for most websites is under 1%<\/a>. And if you\u2019re running an online store, you might see cart abandonment rates as high as 70%<\/a>. That means the majority of your traffic is slipping away before they ever complete an action.<\/p>\n\n\n\n
Retargeting gives you a second chance to change that with more personalized retargeting campaigns that match their behavior. It helps you:<\/p>\n\n\n\n
- \n
- Bring back lost traffic<\/strong> without starting from scratch<\/li>\n\n\n\n
- Retargeting Ideas to Try Today<\/a>
- How to Retarget Website Visitors Step by Step<\/a>