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Retargeting: Second Line of Defense in Digital Marketing

October 12, 2020

by Erika Yadron, Intern, Northern AZ Social, LLC


Retargeting, also known as remarketing, is a form of online advertising that keeps your product or service in the direct path of customers who previously visited a website.


Used through Facebook, Google, Yahoo and others, the key is to stick relevant ads that do not require buying in other websites during the potential customer’s web-surfing experience. 

Retargeting attempts to reach the 98% of web users who do not convert to a website right away. 

How does it work?

The technology is based on cookies, (a voluntary, small piece of data stored on your computer browser) and uses JavaScript code to track your target audience on their website visits. A piece of code, or pixel, is placed on your brand’s site, ready to attach to an anonymous cookie.

When a potential customer visits your site, but decides to leave, the code drops to a browser cookie carried with that user. This is repeated every time a new visitor comes onto the site, and the retargeting provider is notified on when to post an ad. 

This is when your ad pops up on the side of their screen, reminding them of your website or the sale they recently viewed. Sound familiar? Gaining traction and recognition, the ad acts as a reinforcement factor to ensure the potential customer returns to your website. 

Why is it important? 

Retargeting proves effective because it focuses on the people who have previously demonstrated interest and optimizes the chances of them returning to the site.

Customers do not always buy, read or interact with a website in the ways a brand would like them to. Retargeting reminds someone of your brand as they continue to web browse or go on social media. Creating a relevant advertising experience is important in a successful digital marketing strategy — and retargeting does just that as a conversion optimization tool. 

With an implemented retargeting approach, “window shoppers” will turn into happy, interactive customers eager to engage with your brand’s website.

Sources: How Retargeting Works. (2020). Retrieved July 20, 2020, from; What is ReTargeting and How Does it Work? (2020). Retrieved July 18, 2020, from

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