Performance Marketing
What is Retargeting?
Retargeting is a paid advertising technique that shows ads specifically to people who have already visited a website or engaged with a brand, aiming to bring them back to complete a conversion.
Who Is It For?
Retargeting campaigns are run by paid media teams as a lower-funnel complement to broader prospecting campaigns.
How Is It Used?
It’s used to re-engage visitors who showed interest but didn’t convert, capitalizing on existing awareness rather than starting from zero.
- Segment retargeting audiences by the specific page or action they took
- Tailor ad messaging to what the visitor already saw or engaged with
- Cap frequency to avoid retargeting fatigue and diminishing returns
- Set a reasonable retargeting window based on typical sales cycle length
Related Terms & Concepts
Frequently Asked Questions
How long should a retargeting window last?
It depends on the sales cycle, but many B2B campaigns run retargeting windows of 30 to 90 days, since shorter cycles risk cutting off engaged prospects too early.
Does retargeting work without cookies?
Cookie-based retargeting is getting harder as third-party cookies phase out, pushing more retargeting toward first-party data and platform-native audience tools.
