What Is Retargeting and Why Your Business Needs It
What Is Retargeting and Why Your Business Needs It
If you’ve ever browsed a website and then seen an ad for that same product or service later on Facebook or Google, you’ve experienced retargeting in action. This powerful digital advertising technique helps businesses re-engage visitors who didn’t convert the first time, and brings them back when they’re ready to buy.
At Silver Owl, we help businesses across the UK set up and manage retargeting campaigns that drive revenue, reduce wasted ad spend, and keep your brand front and centre in the minds of your ideal customers.
What Is Retargeting?
Retargeting (also known as remarketing) is the practice of serving targeted ads to people who have previously interacted with your website, landing page, or social media content. These users are already familiar with your brand, retargeting reminds them to come back and take action.
It works by placing a pixel (a small piece of code) on your website that tracks user behaviour. When someone visits your site but doesn’t convert, they’re added to a custom audience that you can later advertise to on platforms like:
- Facebook & Instagram
- Google Display Network
- YouTube
- LinkedIn
- TikTok
How Retargeting Works
Retargeting relies on tracking technology, such as:
- Meta Pixel (for Facebook/Instagram retargeting)
- Google Ads Tag (for Search & Display retargeting)
- LinkedIn Insight Tag
When someone visits your site, their device is tagged. If they leave without converting (buying, booking, downloading, etc.), you can later show them ads tailored to the content they viewed.
Types of Behaviour Tracked:
- Viewed a specific product or service
- Added to cart but didn’t complete checkout
- Read a blog post
- Stayed on site for a set amount of time
- Clicked on an ad but didn’t convert
Types of Retargeting Ads
1. Standard Display Retargeting
Show banner ads to previous visitors as they browse other websites, reminding them of your offer.
2. Social Media Retargeting
Serve custom ads on Facebook, Instagram, or LinkedIn to people who’ve visited your site or engaged with your social content.
3. Dynamic Product Retargeting
Ideal for e-commerce: automatically display the exact products a user viewed — with pricing, images, and "Back in Stock" messages.
4. Search Retargeting
Target users who have searched for relevant keywords but didn’t click your ad, reinforcing your message during future searches.
Why Retargeting Is Essential for Your Marketing Strategy
You can drive all the traffic in the world, but if your visitors leave and forget about you, your ROI suffers. Retargeting solves this.
Key Benefits of Retargeting:
- Brings back interested users who didn’t convert the first time
- Increases conversion rates by up to 70% in some industries
- Improves ROAS (Return on Ad Spend) by focusing the budget on high-intent users
- Boosts brand recall; users are more likely to remember and trust your brand
- Supports full-funnel strategy — guiding users from awareness to decision
Real-World Example: Recovering Abandoned Carts
Imagine a user visits your product page, adds an item to their cart, but leaves without purchasing. Without retargeting, that sale is likely lost.
With retargeting in place:
- The user sees an ad later that day offering
10% off if they complete checkout
- They click the ad and finalise their purchase
- You’ve recovered a lost lead and turned it into revenue
This strategy is particularly effective for e-commerce, SaaS trials, lead magnets, and service-based bookings.
Retargeting vs. Remarketing: What’s the Difference?
Though used interchangeably, there’s a subtle difference:
- Retargeting usually refers to
ads shown to website visitors
- Remarketing can include
email marketing to re-engage users via inbox messages
At Silver Owl, we help you implement both strategies for maximum performance.
Why Choose Silver Owl for Retargeting?
Setting up a retargeting campaign is more than just installing a pixel. At Silver Owl, we build:
- Smart audience segments based on real user behaviour
- High-converting creative tailored to your industry
- Cross-platform strategies that connect Google, Meta, LinkedIn, and more
- A/B testing & optimisation for performance at every stage
- Full-funnel campaigns that build awareness, trust, and action
We combine data-driven targeting with conversion-focused design to bring your leads back — ready to convert.
Start Retargeting with Confidence
If you’re not using retargeting, you’re missing out on some of the warmest traffic your business will ever receive. These are people who already know you. They just need a nudge.
Contact Silver Owl today to set up a high-performance retargeting strategy that increases conversions, reduces waste, and drives growth.
Further Reading
