IMG's MarTech Blog

Blow Up the ROI on Your Digital Marketing w/ These 3 Essential Retargeting Strategies

Written by Nick Simard on 06.28.19

To put it bluntly, if you’re not retargeting your website visitors, you’re missing a massive amount of ROI on your PAID & ORGANIC digital marketing campaigns.

When someone visits your website, you’ve got a unique opportunity to continue to engage them once they head off into the wild blue yonder of web browsing. The value of a relevant website visit is like gold – you can liken it to someone walking into a retail establishment and you need to do anything you can to keep their attention.

Even if you don’t know what retargeting is, you’ve most certainly observed it if you’ve ever been online at any point in the last few years.

Follow These 3 Essential Strategies

1. Website Retargeting

Website retargeting is the most basic form of retargeting and generally all that many people think of when they hear the word “retargeting.”

Website retargeting allows you to “follow” your website visitors to other websites as they shop or read the news, visit or other website that have been to your website but did not take any action, or convert (sign up, subscribe, fill out a form or make a purchase).

How does it work? When someone comes to your website, a tracking pixel, a.k.a. “cookie” (a bit of Javascript) is placed in their browser (Google Chrome, Internet Explorer, Mozilla Firefox, etc.).

Once this code is placed on their browser, their browser is “cookied,” allowing you to retarget platforms thereby gaining access to show your ads on different sites. These ads are usually in the form of banner ads or text ads and your list of IP addresses will grow over time, further allowing you to retarget well into the future.

Consider the possibilities to use retargeting to announce new product launches, brand incentives, news or to gain subscribers to your blog, to name just a few.

2. Social Media Retargeting

Two (2) types of social media retargeting:

Pixel-Based Retargeting

Similar to site retargeting, social media retargeting delivers your ads to people on social platforms like Facebook / Instagram, Pinterest, LinkedIn, Twitter, etc. who have either visited but not converted on your site OR your social profile(s).

You are reaching people where they spend A LOT of time. Social media pixel-based retargeting is different from site retargeting because it allows you to be more specific about where your ads are shown across the “social graph” as well as the “search graph.”.

List-Based Retargeting

List-based retargeting allows you to deliver ads to specific lists of your clients or prospects. All you have to do is upload a list of emails to Twitter or Facebook, and either / both platforms will deliver your ad to users on their network whose email address matches the one on your list.

You can also create “lookalike audiences,” which are audiences that have similar trends or behaviors as the list of contacts you uploaded.

HELPFUL TIP Create a “lookalike audience” from a list of your current and / or past customers. What better audience than those who have already visited your website or purchased from you!?

3. Dynamic Retargeting for e-Commerce Websites

Have you ever noticed that the products that you view on websites tend to follow you around on the internet?

If someone visits your e-commerce website, you can deliver images of THAT EXACT PRODUCT dynamically as your website visitors browse the internet. Bring them back to buy!

You can also create “lookalike audiences,” which are audiences that have similar trends or behaviors as the list of contacts you uploaded.


Your retargeting list builds over time as IP addresses are tracked. Use this list to promote New Products, Seasonal Sales Events & Grow Your Email Database.

Capture the ROI that your PAID & ORGANIC campaigns deserve!

Discuss Your Retargeting Strategy w/ IMG

Topics: Digital Marketing, Definitions, Paid Campaigns, Social Media