We’ve all been there. You click on a product, maybe even add it to your cart, and then decide to think about it. For whatever reason, you just aren’t ready to complete the purchase. But then, suddenly, that product follows you everywhere online. While this type of in-your-face retargeting can be effective, it can also be frustrating and overwhelming if it’s done poorly.
Here at WSI Internet Partners, we believe retargeting is one of the most powerful tools in your digital marketing toolbox, but only when used with strategy. In this refresher, we’ll cover what retargeting is, why it works, and how to use it effectively to boost conversions without driving your audience away.
What Is Retargeting?
Retargeting (or remarketing) is a digital advertising strategy that targets users who have previously visited your website or interacted with your brand but didn’t convert. Using tracking pixels or cookies, these users are shown ads as they browse other websites or scroll through social media. It’s a way of reminding potential customers about what they left behind and encouraging them to come back.
Why Retargeting Works
Most users don’t convert on their first visit. In fact, studies show that only about 2% of website visitors convert the first time. This is where retargeting becomes an important tool. Retargeting keeps your brand top of mind, giving users multiple touchpoints to reconsider your product or service.
Personalized retargeting ads can offer timely incentives (like a discount or reminder) that help push the user closer to a decision. It’s one of the most cost-effective ways to re-engage warm leads, or people who already know you and are more likely to convert.
But here’s the catch: too much retargeting, or poorly timed messaging, can quickly lead to ad fatigue and negative brand perception. Therefore, you must use retargeting carefully and strategically.
Common Retargeting Mistakes That Turn Users Off
Before we dive into how to optimize your strategy, it’s important to understand what not to do. Here are some of the most common retargeting missteps:
Overexposing Users
Bombarding a user with the same ad across every channel multiple times a day isn’t just annoying; it’s intrusive. Repetition can be persuasive, but overexposure breeds resentment.
Ignoring Frequency Capping
Without frequency capping (a setting that limits how often someone sees your ad), users may see the same creative dozens of times in a short period. That’s a fast track to “mute” or “report ad” clicks.
Retargeting After a Purchase
This is a major missed opportunity. If someone just bought a product, continuing to show ads for that same item is not only a waste of budget, but also it tells the customer you’re not paying attention.
Generic Messaging
Not all visitors are the same. Serving everyone the same generic ad without considering their behavior or stage in the buyer’s journey reduces effectiveness and relevance.
Smart Retargeting Strategies That Convert (Without Being Creepy)
So how do you retarget the right way? Here are some best practices to help you get results without alienating your audience:
Segment Your Audiences Thoughtfully
Not all site visitors have the same intent. Create audience segments based on behavior to serve more personalized ads. Examples include:
- Cart abandoners
- Product page viewers
- Blog readers
- Past purchasers
- Visitors who bounced quickly
By segmenting users, you can tailor the message to meet them where they are in the decision-making process.
Use Frequency Capping
This one’s non-negotiable. Limit how often your ads are shown to the same person in a given timeframe. A good rule of thumb is 3–5 impressions per user per week, but this can vary based on the platform and buying cycle. This keeps your brand visible without becoming overbearing.
Refresh Your Creative Regularly
Seeing the same ad over and over causes “banner blindness” or worse—irritation. Keep your creative assets fresh and aligned with your customer segments. A few ways you can do this include swapping out images, headlines, and CTAs every few weeks, testing different formats (carousel ads, video, dynamic ads), and using seasonal or time-sensitive messaging.
Exclude Recent Converters
If someone has already made a purchase or taken the desired action, exclude them from your retargeting lists. Or better yet, retarget them with cross-sell or upsell opportunities. This not only saves your budget but shows the customer that you’re paying attention.
Offer Value, Not Just Reminders
Instead of just showing the same product again, give users a reason to come back. For instance, you can offer a limited-time discount, highlight benefits and testimonials, provide social proof, or share helpful content that adds value. Rather than feeling promotional, this approach feels like a thoughtful reminder.
Experiment with Sequential Retargeting
Rather than hitting users with the same ad repeatedly, try a sequenced retargeting approach—a series of ads that evolve based on how much time has passed or what action they’ve taken.
For example, on Day 1, you can show a reminder of the product the shopper viewed. On Day 3, you can highlight a customer review. Then, on Day 5, you can send the person a limited-time 10% discount offer. This helps build trust and encourages action through storytelling.
Platforms That Work Well for Retargeting
Each platform has its strengths when it comes to retargeting. A multi-platform strategy ensures your message reaches people where they’re most likely to respond.
For instance, Google Display Network reaches users across millions of websites and apps, while Facebook and Instagram are highly visual platforms that are ideal for ecommerce or brand storytelling. LinkedIn is great for B2B retargeting with professional targeting options, and YouTube video allows you to re-engage audiences with rich video content.
Wrapping Up: Retargeting with Respect
Retargeting is an incredibly powerful way to bring users back and close the conversion loop, but it’s all about balance and relevance. When done thoughtfully, retargeting feels like a helpful reminder. When done poorly, it can feel like a digital stalker.
By segmenting your audiences, refreshing your creative, using frequency caps, and prioritizing user experience, you can retarget with confidence, and conversions will follow. If you need help with your retargeting strategy, contact WSI Internet Partners today. We can help your business craft smart, effective, and respectful retargeting campaigns that drive results.
