Research consistently shows that most people don't decide to buy the first time they see an ad. Some need to see it several times before they actually order. That's why retargeting delivers the highest ROAS of any type of ad campaign.
- Retargeting means showing ads again to people who visited your website, watched your videos or messaged you, but haven't bought yet.
- Most people don't buy the first time they see an ad, so reminders usually cost less per sale than finding new people.
- You need the Pixel/Conversion API installed first, and should cap frequency so people don't see your ads so often that they get annoyed.
What is retargeting?
Retargeting means showing ads to people who have already interacted with your business, for example by visiting your website, viewing a product, adding to cart without paying, or watching a video ad to the end. Unlike the general public, these people already know your brand and have some level of interest, so they are much easier to convert than brand-new customers.
Why people who “almost bought” matter so much
People who add products to their cart but don't pay usually have a small reason for hesitating: they're unsure about shipping costs, want to compare prices elsewhere, or simply got interrupted. The right retargeting, such as a reminder, a small discount or reviews that build confidence, often brings this group back to complete the purchase at a much higher rate than new audiences.
Common types of retargeting
- Follow up people who viewed a product page but didn't buy, with ads for that same product
- Follow up people who added to cart but didn't pay, with a promotion to nudge them
- Follow up past buyers with related or new products (cross-selling)
- Follow up people who watched 75% or more of a video, with a more specific offer
Don't retarget with the same message for too long, or you'll cause ad fatigue. Rotate creatives or angles every 1–2 weeks.
Summary
Retargeting isn't just an optional extra. It's a technique every advertiser should use, because it captures opportunities from people who are almost customers instead of letting them slip away, and it usually delivers better returns than prospecting for entirely new customers.