Retargeting: What is it, Why You Need It, and How to Do It

Retargeting is a powerful technique that allows companies to advertise their products or services on the websites of potential customers who have already visited their site.

It works by placing customized advertising content on other sites that a company’s past website visitors visit, and it can be highly effective for driving conversions.

In this article, I will discuss what retargeting is, why you need to do it, and how to do it effectively.

What Is Retargeting?

Retargeting is an advertising technique that allows companies to display customized ads on the websites of people who have previously visited their site.

You’ve probably seen retargeted ads on Google or Facebook.

These ads are based on information that you provided to them when you visited another website.

You may have thought to yourself, “How do these ads work?”

You can do this because you will have collected data on your website visitors, including what pages they viewed and the content that interested them.

Past visitors to your website will see these ads while they are browsing the web, watching YouTube videos, or reading news sites.

You may have also heard of the term Remarketing.

Retargeting and Remarketing are very similar, share the same intent, but use different methods.

Retargeting uses paid advertisements to target people who have visited your website.

Remarketing uses email to target people who have already done business with your brand.

Why Do I Need to Do It?

Retargeting helps keep your brand top-of-mind and entices potential new customers to come back for more.

According to MailChimp, 97% of people who visit your site for the first time will leave without buying anything.

Retargeting can help bring them back.

Retargeting is also important because of the marketing rule of 7.

The rule of 7 says it takes an average of seven interactions with your brand before a purchase will take place.

Retargeting helps you to continue getting your brand in front of potential customers, who might not have made a purchase yet but are converting – building up a relationship with your brand.

How Do I Do It?

The Google Display Network reached 90% of the people on the internet through its display ads.

If you are setting up Retargeting for the first time in Google Ads, you will need to add a code snippet, or a tag, to your website.

Once you’ve installed the tag, it will capture information about the pages viewed by your website visitors.

This information includes the page URL and title and is used to create remarketing lists.

You will need to install the tag on every page of your website.

The process is relatively simple (listed below), and can also be found here:

1. Sign in to Google Ads.

2. Click on the tools icon in the upper right and click Audience Manager under the section labeled “Shared library”.

3. On the left, click Audience sources. This opens a group of sources from which you can create remarketing lists.

4. In the “Google Ads tag” card, click SET UP TAG.

5. Select which type of data the tag will collect, standard remarketing data or dynamic remarketing data, which includes specific attributes/parameters.


7. When the installation screen appears, your global site tag and event snippet will be ready for use. You can copy the code, use Tag Manager, download the tag or email the tag to a web developer.

8. Click DONE

Move Out

You can find additional information on Google’s Retargeting process on their Google Ads page.

Additionally, here are a few more good resources:

From A to Z: How to Set Up a Google Remarketing Campaign (

AdWords Retargeting: The Ultimate Guide To Success Remarketing (

What Is Google Remarketing (Retargeting), and How Can You Use It? (

Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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