Retargeting is a digital advertising strategy that targets individuals who have previously interacted with your business, including those who have visited your website, clicked on a product, or added items to a cart but did not complete a purchase. It helps you re-engage these prospects with tailored ads, reminding them of your brand and products.
The fact is, the vast majority of online shoppers don’t buy on the first visit. Studies show only 5.2% of shoppers convert initially. What’s more, 70.19% of e-commerce carts are abandoned, and less than 8% of those shoppers return to purchase. Retargeting solves this issue by delivering timely, relevant ads to bring back those potential customers. It dramatically improves conversion rates, with one study proving that retargeted ads can boost conversions by up to 150%.
Do you want your visitors to follow through with their purchases after leaving your site? Read on to learn the benefits of retargeting, why it’s crucial for eCommerce success, and how PrimeView can help business owners implement effective retargeting strategies.
What Is Retargeting? Importance for eCommerce Success
Retargeting, also called remarketing, is a form of online advertising that re-engages people who have already shown interest in your brand or products but haven’t yet converted. Essentially, it allows you to “follow up” with potential buyers by showing them ads after they leave your site or app. Each ad is an opportunity to say, “Hey, remember that product you looked at? It’s still here!” and bring visitors back to complete a purchase.
Retargeting can occur across various channels, including website display ads, social media, search ads, and even email.
How Retargeting Works, Explained Simply
When someone visits your eCommerce site (but doesn’t buy anything), a small snippet of code (a tracking pixel or cookie) attached to your site will record that visit. Later, as that person browses the web or uses social media, the retargeting system can display your ads to them, since it knows they’ve been to your site. This nudge keeps your brand “top of mind” and directs the user back to your site.
Alternatively, if you have the person’s email or contact information (say they subscribed or are a past customer), you can upload it to an ad platform to target them with ads, which is another form of retargeting using contact lists (more on these methods below).
The Problem: Most Online Shoppers Don’t Buy Right Away
According to Adobe, 96% of website visitors are not ready to make a purchase on their first visit. They might browse, compare prices, or get distracted. For eCommerce stores, that’s a huge loss of potential revenue. Retargeting is beneficial because it gives you a second (and third, fourth…) chance to convert those people. Instead of letting them disappear forever, retargeting ads can re-engage and bring them back.
ReadyCloud found that effective retargeting can lift conversion rates to around 26%, compared to just 8% of cart abandoners who would have returned without any retargeting efforts. In short, remarketing improves your odds of closing the sale. It boosts immediate conversions by enhancing brand recall and customer loyalty.
Types of Retargeting
There are various types of retargeting methods, each with its own approach and use-cases. The main types include pixel-based, list-based, and dynamic. Understanding these will help you plan a comprehensive strategy:
1. Pixel-Based Retargeting (Cookie Retargeting)
Pixel-based is the most common form of retargeting. It uses a small piece of JavaScript code (often called a pixel or tag) embedded on your website to drop a cookie in the visitor’s browser. Later, when that visitor browses other websites or social media that support retargeting ads, the cookie triggers your ads to appear.
In practice, as soon as a user leaves your site, your retargeting provider (Google, Facebook, etc.) knows to serve your ad to that user on other sites or apps in its ad network. For example, a user visits YourShop.com, looks at running shoes, but leaves. Later, while reading the news or scrolling through Facebook, they see an ad from YourShop featuring the same shoes. This method is behavior-based, meaning it targets people automatically based on their on-site actions, thanks to tracking cookies.
Pixel-based retargeting is fast and ongoing. A visitor can see an ad just minutes after leaving your site, while their interest is still fresh. It’s great for maintaining mindshare and nudging shoppers back while they’re still in the market. (Note: To do pixel retargeting, you need to install the platform’s tracking pixel (e.g., Facebook Pixel, Google Ads remarketing tag, TikTok Pixel) on your site. This code will handle cookie placement and audience building behind the scenes.) Pixel retargeting is scalable and updates in real-time. Every new visitor can be automatically added to your retargeting pool.
2. List-Based Retargeting (Customer List Retargeting)
List-based retargeting targets a specific set of known users by using contact information you already have. Instead of relying on browser cookies, you provide a list of identifiers (typically email addresses, phone numbers, or user IDs) to an ad platform, which then matches the list with its user database to identify those individuals and display your ads to them. This method is common on platforms like Facebook (Custom Audiences), LinkedIn, Twitter, and Google Customer Match.
List-based retargeting is especially useful for re-engaging past customers or leads. For example, you might upload a list of 5,000 customer email addresses to Facebook; Facebook then matches those to its user accounts and allows you to retarget those users with a new ad campaign. Because the audience comes from your internal data (like your CRM or newsletter subscribers), you have high control and can define exactly who is in the list. This type is less common than pixel retargeting, as not every small business has a large email list readily available. Still, it can be highly effective, as these prospects are already familiar with you, so conversion rates can be high if your message is right.
Another benefit of list-based retargeting is personalization. Knowing who is on the list, you can tailor your ads in a very granular way (e.g., a special “we miss you, come back!” offer to lapsed customers, or an upsell ad to customers who bought product X). One thing to note: list-based audiences won’t update automatically unless you upload new lists or integrate via an API, so they’re best used for specific campaigns, like seasonal re-engagement or cross-selling, where the audience is well-defined.
3. Dynamic Retargeting
Dynamic retargeting (also called dynamic remarketing) is an advanced form of pixel retargeting where the ad content is automatically generated for each individual, based on the products or content they viewed. It’s most often used in eCommerce. Instead of showing the same ad to everyone, dynamic retargeting uses your product catalog and user behavior data to create a personalized ad on the fly.
For example, if a user browses a specific pair of sneakers and a jacket, a dynamic retargeting ad might display those exact items (or related products) in a carousel ad with the same styles or sizes that the user viewed. These ads are powered by feeds and sometimes machine learning algorithms that determine the optimal product or message to display to each user.
Dynamic ads are highly relevant. The user is essentially seeing “their” product waiting for them, often with a price drop or “still in stock!” reminder. This level of personalization tends to raise click-through and conversion rates significantly.
Dynamic retargeting is a no-brainer for medium- to large-sized eCommerce catalogs. If you have dozens or thousands of products, you want each shopper to see the exact items, or at least the categories, they have shown interest in. It’s like converting your website browsing history into a customized ad experience. Even for smaller catalogs, dynamic ads can save time in ad creation and ensure relevancy.
Difference Between Pixel-Based, List-Based, and Dynamic Retargeting
Pixel-based retargeting casts a wide net automatically via cookies, list-based retargeting allows you to target specific known users, and dynamic retargeting enhances effectiveness by personalizing the ad content for each user. In many cases, marketers combine these three to build effective retargeting strategies.
Retargeting Strategies to Increase Your eCommerce Sales (Across Platforms)
Now that we know the what of retargeting, let’s move on to the how. These strategies will help you convert previous visitors into customers and boost your eCommerce sales. If you have any questions, don’t hesitate to reach out to us! We’ll gladly walk you through the strategies step by step.
1. Google Ads Retargeting
Google Ads is one of the most robust and flexible retargeting ecosystems available. Whether you’re running an eCommerce business or offering services, Google’s tools help you reconnect with visitors across millions of websites, apps, and search results. Below are some of the most effective retargeting methods within the platform.
- Dynamic Product Remarketing: Enable Dynamic Remarketing in your Google Merchant Center account and link it to Google Ads. Then, install the Google Ads remarketing tag (or configure it via Google Tag Manager) with dynamic parameters, so the system captures whenever a user views your product page. Once in place, Google automatically generates banner ads featuring the exact products users viewed on your site, complete with images, price, and real-time info, which users will see when visiting other sites in the Display Network.
- Use RLSA for Search: Remarketing Lists for Search Ads (RLSAs) let you customize Google Search campaigns for users who have previously visited your site. You can bid more aggressively or show tailored ads to these returning users, who are more likely to convert. For example, someone who browsed your “running shoes” page might later search “best running shoes,” and your ad could appear with a personalized message like “Welcome back—take 15% off your next pair!” To use RLSA, set up remarketing audiences through Google Ads or Analytics, then apply them to search campaigns. Target visitors from the past 180 days and compare performance against cold traffic to refine your bidding strategy.
- YouTube Video Retargeting: Re-engage users who previously watched your YouTube videos or browsed your channel. Use TrueView in-stream ads, which only charge when someone interacts with the ad or watches at least 30 seconds of the video. Share product demos, customer testimonials, or objection-handling content to build trust and interest. Structure sequence ads to introduce the product, reinforce credibility, and follow with a compelling offer. Add overlays like “Shop Now” to drive clicks and move viewers toward conversion.
- Geo-Targeting and Timing Tweaks: Adjust your Google Ads strategy based on user location and time of day. For example, promote in-store offers to nearby users or raise bids during periods when your audience is more likely to convert, such as evenings or weekends. These optimizations help maximize budget efficiency and improve campaign performance by reaching users when and where they are most receptive.
- Frequency Capping and Burn Pixel: Prevent ad fatigue by setting frequency caps, which limit how often users see your ads. Exclude recent converters using audience exclusions or burn pixels to avoid wasting impressions. Instead, shift these users into dedicated post-purchase campaigns focused on cross-sells, upsells, or re-engagement offers.
2. Facebook & Instagram Retargeting
To capture interest and drive action on Meta (Facebook and Instagram), your approach must vary depending on user behavior, funnel stage, and platform capabilities. These platforms excel at direct response and storytelling, which makes them ideal for multi-step retargeting strategies.
- Abandoned Cart Campaigns: Build Custom Audiences of users who added items to their cart but didn’t buy anything. Serve dynamic ads showing the product left behind, accompanied by time-sensitive offers such as discounts or free shipping.
- Product View Retargeting: Target users who viewed product pages but didn’t add to cart. Use ads that showcase reviews, testimonials, or related items. Address hesitations with reassurance-centered content.
- Sequential Retargeting: Create a multi-step ad series: 1) product reminder, 2) brand credibility, 3) time-limited offer. Rotate these using Custom Audiences and ad delivery rules.
- Exclude and Refine: Remove users who have seen multiple ads without converting or who have already made a purchase. Use Reach objectives and cap frequency to 2–3 impressions per day. Focus your spending on high-intent users.
- Upsell and Cross-Sell: Retarget previous buyers with related items, product accessories, or premium upgrades that complement their existing purchases. For example, someone who purchased a phone case might see ads for screen protectors, chargers, or warranty plans. This approach also supports repeat purchases or subscription renewals when timed appropriately.
- Lookalike + Retargeting Combo: Use retargeting data to build Lookalike Audiences. Run both in parallel, as retargeting boosts conversion rates while lookalikes bring in similar new users, creating a feedback loop that scales growth.
3. TikTok Retargeting
TikTok requires a different creative strategy than other platforms, but you can still reconnect with your audience via:
- Re-engage video viewers: Use follow-up ads with more direct calls-to-action to retarget users who watched your content but didn’t click. Keep it native and entertaining.
- Re-engage website viewers: Use TikTok Pixel to build audiences of users who visited product or checkout pages but didn’t convert. Serve short, engaging ads that remind them of what they viewed or left behind.
- Use sequential video strategy: Set up a progression of ads shown in order, such as: first, a product demo or influencer clip; second, a how-to or benefit-driven video; third, a direct promotional offer. This strategy guides viewers through the awareness-to-purchase path.
- Retarget with Spark Ads and UGC: Use influencer or customer-generated videos (with their permission) as paid ads. These feel more authentic and may persuade viewers who didn’t convert after seeing your original branded content.
- Rotate creatives and cap frequency: Avoid user fatigue by limiting how often someone sees the same ad. Swap in fresh videos regularly and monitor engagement. TikTok’s fast pace requires quicker creative refresh than other platforms.
4. LinkedIn Retargeting
LinkedIn retargeting is most effective for B2B brands that offer high-consideration products or services. If someone visits your landing page but leaves without converting, you can re-engage them through:
- Lead generation content retargeting: Target users who visited but didn’t complete form submissions. Use follow-up Sponsored Content to offer similar or alternative resources.
- Website page segmentation (high intent): Segment by job title and visit behavior. Serve tailored ads based on user role, e.g., ROI messaging for CFOs or feature highlights for engineers.
- Account-based retargeting: Upload a list of target companies and retarget visitors from those businesses. Use Message Ads for outreach, like offering a consultation or demo. Send no more than 2–3 messages per month to avoid inbox fatigue.
- Video and carousel nurturing: Use video to share customer success stories or to explain the benefits of your product or service. Follow up with carousel ads that break down specifics and show how they solve problems.
- Budget control: Target only high-value audiences (e.g., those visiting 2+ pages). Cap frequency to 2–3/week. Adjust based on lead quality and user roles.
5. Cross-Platform and Advanced Retargeting Strategies
Running retargeting on a single platform can limit results. To improve reach and performance, you must integrate your efforts across multiple channels. Below are cross-channel coordination and advanced methods that raise return on ad spend and support long-term customer acquisition:
- Multi-channel retargeting and cohesive messaging: Retarget users across platforms to reach the same audience in various environments. Use consistent branding across all channels, but tailor the format and content to fit each one. Facebook and Instagram are ideal for visual and direct-response ads, Google Display recaptures interest with product-based banners, and TikTok keeps your brand top-of-mind through short, repeated exposure. Just remember to prevent ad fatigue by setting limits on how often someone sees your ads.
- Email retargeting: Don’t forget email in your retargeting strategy. Email retargeting typically refers to sending follow-up emails to people who took an action like abandoning a cart or browsing but not buying (if you captured their email via account login or signup).
- Frequency capping and ad burnout prevention: Cap impressions based on platform norms (e.g., Facebook: 7/week, Google: 3/day). Monitor CTR and rotate creatives biweekly.
- Segmentation and personalization:
- By behavior: time on site, product views, cart activity.
- By value: high-ticket vs low-ticket interest.
- By source: tailor messaging by referral source.
- By customer stage: show new buyers post-purchase offers; show prospects conversion-focused ads.
- Scarcity and urgency tactics: To increase conversion among fence-sitters, use urgency cues like limited-time discounts (“Sale ends in 48 hours”), low stock alerts (“Only 3 left in stock! Don’t miss out!” if your inventory system allows), or seasonal urgency (“Holiday shipping cutoff is approaching”).
- Testing and optimization: Continuously test ad creatives, messaging, CTAs, and offers. Measure CTR, conversion rate, and ROAS. Platforms like Facebook and Google support A/B testing tools, so use them regularly.
Implement these strategies across platforms to build a retargeting system that captures maximum value from your hard-earned site traffic, thus increasing your eCommerce sales.
Notable Third-Party Retargeting Platforms: AdRoll and Criteo
Aside from native ad platforms, third-party retargeting tools like AdRoll and Criteo help manage, scale, and optimize cross-channel retargeting efforts.
- AdRoll is a unified retargeting and marketing automation solution. It allows eCommerce brands to coordinate campaigns across Google, Facebook, Instagram, and email from a single interface. Its advantages include simplifying audience segmentation, budget pacing, and creative rotation across platforms. AdRoll also supports dynamic product ads, integrates with Shopify and WooCommerce, and offers advanced attribution models. For small to mid-sized teams without dedicated media buyers, AdRoll reduces complexity while preserving campaign granularity.
- Criteo specializes in dynamic retargeting at scale using commerce data across its network of thousands of publisher sites. Its predictive algorithm matches user behavior with product relevance in real-time, enabling personalized ad delivery that adapts with each user’s journey. Its engine uses real-time shopper behavior, contextual signals, and predictive algorithms to recommend Stock Keeping Units, even without user logins, which allows advertisers to re-engage high-intent users.
Note that these platforms are not alternatives to Google Ads or Meta Ads Manager. Instead, they enhance performance by consolidating multiple retargeting efforts into one interface. And while they may not be necessary for every business, they are valuable considerations for scaling eCommerce brands.
How PrimeView Can Help Implement and Boost Your Retargeting Strategies
Retargeting, while incredibly effective, can be complex and time-consuming to manage across multiple platforms. This is where PrimeView comes in. As a full-service digital marketing and SEO agency, PrimeView has the expertise and tools to help business owners of all sizes (small, medium, and large) successfully implement retargeting and reap the benefits, without the headache.
Here’s how PrimeView can support you:
- Expert Campaign Setup & Management
- Tailored Strategy for Your Business Size and Goals
- Compelling Ad Creative and Copywriting
- Continuous Optimization and A/B Testing
- Dynamic Retargeting and Product Feeds
- Cross-Channel Integration and Strategy
- Results-Driven Approach with Transparent Reporting
Simply put, we can take the burden of retargeting off your shoulders and turn it into a revenue-generating powerhouse for your business. Our mission is to help business owners like you harness advanced strategies to grow your sales and achieve a strong return on your online marketing investment, all while you focus on running your business. If you’re ready to boost your eCommerce sales through smart retargeting, PrimeView is only one phone call away. Dial +1-480-970-4688 now.