Ad Retargeting Campaign - Silva Digital

What Is Retargeting? How To Set Up an Ad Retargeting Campaign

Retargeting is a powerful digital marketing tool that helps you reach new audiences and increase conversions. It works by serving ads to people who have already visited your website or are in your contact database, such as leads or customers. You can introduce your company to new leads and re-engage existing customers using this method.

This article explains what retargeting is, how it works, and how you can use it to accomplish your marketing goals. We’ll also provide an example of a Facebook Ad retargeting campaign.

What Is Retargeting Ads?

Retargeting is a form of online targeting advertising. It works by placing a piece of JavaScript (often referred to as a pixel) on a visitor’s browser, allowing the retargeting platform to serve ads that are specific to the pages they visited on your website.

The brilliance of retargeting lies in its ability to rekindle the interest of visitors who may have shown initial curiosity in a product or service but didn’t convert during their first visit. It’s a well-known fact that most online users don’t make a purchase or take the desired action immediately upon their first exposure to a brand. Customers often explore various options and conduct research themselves, but distractions from other tasks can interrupt their journey, leaving it incomplete.

This is where retargeting steps in as a dynamic solution, subtly nudging potential customers back into the sales funnel. By capturing data on the specific pages a visitor viewed, the retargeting platform can present them with ads that align precisely with their demonstrated interests. For example, if a visitor was browsing a website’s collection of shoes, retargeting can showcase an ad featuring the exact pair of shoes they considered, accompanied by a compelling call-to-action, to encourage them to return and make the purchase.

Types of Retargeting

There are two main types of retargeting: pixel-based and list-based. Pixel-based retargeting is the most common and works by serving ads to anonymous site visitors. In list-based retargeting, you upload a list of email addresses to a campaign, enabling the identification and delivery of ads to those specific users.

Retargeting vs Remarketing

People often confuse retargeting with remarketing. You can use it to target new prospects with ads on social media, email, or other platforms. Use awareness campaigns to actively re-engage website visitors and inform them about relevant products, features, or announcements.

Retargeting Ad Goals

You can use retargeting campaigns for both awareness and conversion. Awareness campaigns are used to re-engage website visitors and tell them about relevant products, features, or announcements. Conversion campaigns are used to get people to take a next step, such as filling out a landing page form. Retargeting can also be used to move qualified leads to complete the buyer’s journey, increase customer lifetime value (CLTV) and reduce cart abandonment.

How to Set Up a Retargeting Campaign

Setting up a retargeting campaign is easy. First, decide which type of campaign you want to run. Then, determine your goals for the campaign, such as generating awareness or driving conversions. Next, identify your target audience and segment them into lists. Finally, create your ad creative and determine the next step in the conversion process.

Example of a Facebook Ad Retargeting Campaign

Let’s say you want to run a retargeting campaign on Facebook to drive conversions. First, you’d create a pixel-based list of website visitors who visited your product page. Then, you’d create your ad creative, which could be a carousel ad featuring images of your products that are popular among your target audience. Finally, you’d set up your landing page form and link it in the ad.


Retargeting is a powerful tool for reaching new customers and increasing conversions, especially when expertly managed by a dedicated PPC agency in Northern Beaches and across Australia. It works by serving ads to people who have already visited your website or are in your contact database, such as leads or customers. There are two main types of retargeting: pixel-based and list-based, and you can use it for awareness and conversion campaigns.

If you’re looking for a way to reach new prospects and re-engage customers, retargeting is the perfect tool. So why wait? Try Silva Digital’s PPC Ads services today and see what kind of results you can get. With our expert team of digital marketers and our results-driven approach, you can rest assured that your retargeting campaign will be successful. Get started now!


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