Did you know that more than 90% of users who visit your website do not convert on the first visit But all is not lost: you can still impact them and guide them to conversion with a retargeting strategy well executed.
Retargeting (or remarketing) is a powerful tool for winning back undecided users, reinforcing your message, and closing sales that seemed lost. In this article, we explain how to design an effective strategy to re-engage those who have already expressed interest.
What is a retargeting strategy and how does it work?
A retargeting strategy It consists of showing personalized ads to people who have already interacted with your brand, but did not complete a desired action , such as filling out a form or making a purchase.
How does it work?
- The user visits your website or interacts with your app/social network.
- A cookie or tracking pixel is activated.
- That user then sees targeted ads on other platforms (Google, Instagram , YouTube, etc.).
- By being familiar with your brand, they are more likely to become your second or third interaction .
These types of campaigns aren't intrusive if segmented and executed correctly. In fact, they provide value to the user by reminding them of something they were already interested in.
Why are undecided users a great opportunity?
A common mistake is to focus solely on attracting new traffic. However, undecided users (who visited your website without converting) are already familiar with your brand, product or service. They are mid-funnel and much closer to conversion than someone who has never heard of you.
With the right retargeting strategy, you can:
- Overcoming objections with specific messages.
- Show personalized benefits or discounts.
- Accompany the user in their decision-making process without pressuring them.
In other words: lower acquisition cost, more conversions .
Smart segmentation: the key to an effective retargeting strategy
For retargeting to work, it's not enough to show the same ad to every visitor. You need segment depending on user behavior and their stage in the purchasing process.
Some useful segmentations:
- Users who visited a specific landing page but did not convert.
- Those who abandoned the shopping cart.
- Frequent visitors without concrete actions.
- Users who downloaded a resource but did not request contact.
A well-targeted retargeting strategy Maximizes ad relevance, improves CTR, and reduces cost per conversion.
Channels and formats to implement your retargeting strategy
Not all channels work the same for all audiences. Therefore, your strategy must adapt to user behavior and the most effective format based on each stage of the funnel.
Retargeting in Google Ads and Meta
- Google Display : ideal for increasing brand recognition and reminding users of products that have browsed your website.
- YouTube : perfect for showing testimonials or demonstrations.
- Meta Ads (Facebook/Instagram) : very effective for emotional or urgent retargeting (abandoned carts, temporary promotions).
Dynamic vs. Static: When to Use Each Approach
- Dynamic ads : These show specific products or services that the user has already viewed. Very useful in e-commerce.
- Static ads : Suitable for promotions, testimonials, or reinforcing brand values. They work best in the early stages of the funnel.
The key is in combine formats based on previous behavior and the objective of each message.
Creatives that convert: messages for every stage
The success of a retargeting strategy depends not only on the channel or segmentation, but also on the message and design It's not about insisting, but about convince with relevance .
Tips for effective creatives:
- Discovery Stage : reinforces brand value or core benefit.
- Assessment : highlights comparisons, success stories or guarantees.
- Decision : includes promotions, shortages (“last units”), testimonials, free shipping or urgent delivery.
Make sure the design is clear, visually appealing, and tailored to each platform. And don't forget the call to action : direct, brief and conversion-oriented.
How to measure and optimize your retargeting strategy
A campaign without tracking is just a guess. Measurement is essential to know what works and scale results.
Essential KPIs:
- CTR (Click Through Rate) : Measures whether your ad attracts attention.
- CPC (Cost per Click) and CPA (Cost per Acquisition) : evaluates profitability.
- Frequency : How many times a single user sees your ad. Avoid fatigue.
- ROAS (Return on Ad Spend) : measures the economic return for each euro invested.
Performs A/B testing with different messages, designs, and calls to action. Adjust the frequency to avoid overwhelming the user and consider retargeting windows between 7 to 30 days depending on your sales cycle.
It's not magic, it's timing and relevance
A retargeting strategy It's not just about showing an ad over and over again. It's about appearing at the right time, with the right message, and on the right channel.
Retargeting turns lukewarm users into customers. And when applied with segmentation, creativity, and analytics, it becomes a of the most profitable techniques of marketing digital .
