Also called remarketing
Retargeting shows advertising to people who already interacted with you, rather than to a cold audience.
Retargeting works because the hard part is already done: the audience knows who you are. Rates are typically several times better than cold advertising, and costs per acquisition correspondingly lower.
Its ceiling is the size of the pool. You can only retarget as many people as visited, so retargeting scales with traffic and cannot substitute for it.
Frequency capping matters more here than anywhere else. The same advertisement shown twenty times to someone who chose not to buy stops persuading and starts irritating, and the irritation attaches to the brand.
In practice
Showing a reminder only to people who reached checkout and did not pay is a small, cheap audience with the highest intent you will ever address.
Common mistake
Retargeting everyone who visited, indefinitely. Excluding buyers and capping frequency does most of the work of making it tolerable.
Read more on this
- 10 Best Tools for Social Media for Creators in 2026 Discover the best tools for social media in 2026. This guide covers the top 10 platforms for scheduling, design, analytics, and monetization for creators.
- Happy Place Captions: Engage & Convert Shoppers Happy place captions - Find the best happy place captions for your digital storefront. Get examples & tips to turn followers into customers and drive sales in
- Boost Conversion With a Link in Bio Video Learn how to capture attention and drive sales with a link in bio video. This 2026 guide shows you how to embed and optimize video on your Taap.bio page.
