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SEO marketing. What is retargeting and how to increase your sales with it?

7 minutes of reading
SEO marketing. What is retargeting and how to increase your sales with it?
Category SEO

If you’ve ever wondered how some businesses seem to be able to always bring in an influx of new customers, look no further than retargeting. As a relatively simple marketing strategy, it’s easy to implement and yields impressive results as long as it’s implemented properly and effectively. In this article, we’ll discuss what retargeting is, why you should use it, how to use it effectively and what types of things you should pay attention to in the process. By the end, you’ll be on your way to using retargeting to increase your sales, too!


Modern online marketing

Online marketing is now a huge part of the modern business world, and it’s changing constantly. SEO and other digital marketing methods have become essential for keeping up-to-date with what potential customers are looking for, as well as how they’re looking for it. The first thing to understand about modern online marketing is that people don’t always know what they want until you show it to them. Retargeting allows you to reach out with offers at different points in the customer journey, which can lead to more sales.

How marketing is connected with search engine optimization strategies?

You might be wondering how marketing and search engine optimization are connected. The answer is that they are very closely intertwined. When you optimize your site for the search engines, it will increase the chances of people finding your site when searching on popular search engines such as Google, Yahoo!, or Bing. Not only that, but also people who have been to your website will have a better chance of finding it again later on in their searches if they are interested in what you have to offer them. If you want to retarget these people, all you need is an easy way to do so. There are many different ways to retarget potential customers by using things like Facebook Ads, display advertising networks like AdSense, and affiliate marketing networks such as Amazon Associates.

The concept of retargeting

Retargeting is a simple marketing technique that can be used to increase your sales. It is a way of reaching potential customers who have shown interest in your products, but for one reason or another did not make the purchase. Retargeted ads are displayed across the web and on social media platforms and show people what they were looking at on your site. The goal is to get them back on your site and close the sale.

How retargeting works?

It consists of showing these potential customers advertisements on other websites, social media platforms, and in email newsletters based on their browsing history. One way that retargeting can be used for successful advertising is by targeting your ads so they only appear when someone has scrolled through the page without clicking on the ad. Another technique is to add a pixel (a small snippet of code) on your website so that when a customer visits a product page or leaves without buying anything, you can target them again with an advertisement as they browse around different websites or go back to Google. In both cases, it allows you to make one last push at converting them into a sale before they forget about you.

Benefits. Why should you use retargeting?

Retargeting is a simple marketing technique that can help increase your sales by targeting customers who have shown interest in your products but did not purchase them. Retargeting allows you to remarket and display ads to people who visit your site or someone else’s site, but may not be ready yet to make a purchase. The ads will appear on various sites they might visit, such as social media networks like Facebook and Instagram, or websites they might visit after leaving yours. A retargeting campaign is an investment of time and money because it takes place over the long-term.

Advice on how to do retargeting right. Practical tips for beginners

  • Create a specific groups of customers or prospects that you want to retarget. You can segment them by interests, location, browsing history. By narrowing down your audience, you’ll be able to create a much more focused message which will lead to better conversion rates than if you were targeting everyone indiscriminately.
  • Be selective about what pages are shown on your landing page. Make sure they’re relevant to what visitors are looking for.
  • You should also consider deleting any superfluous content, as you don’t want users getting distracted from completing their desired action.
  • Ensure the design of your banner images accurately reflects the offer and product/service being advertised. Use bright colors and clear typography so everything is easy to read at first glance.
  • Avoid showing irrelevant offers on these pages too; keep the focus on your business.
  • Remember that it’s not all about making money – you need to offer a valuable service first. That being said, once you’ve established trust, then feel free to advertise your products or services more aggressively.
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Guide to using retargeting

Creating retargeted ads on different platforms


The first thing you need is the AdWords tool. You can use it to create text ads, website ads, and video ads. These tools are great for targeting your audience. The other important thing you need is Google Analytics. It helps you see who visits your site, what they do when they get there, and what else they click on after visiting your site. Google Analytics will help you determine which of these visitors make purchases. Once you know which visitors buy from your site, AdWords will allow you to retarget them by placing an ad in front of them while they browse the web or in their email inbox.


Retargeting is the process of showing ads for a product or service on other platforms, like Facebook, in front of those who have already visited your site. If you’re not familiar with it, here’s how it works. Someone visits your site and sees an ad for a product that interests them. They click on it and make a purchase. You retarget that person by showing them ads for the same product over and over again on Facebook until they buy it or become tired of being pestered by you.


Instagram allows you to retarget the audience who visits specific parts of your website by using location targeting which lets you target users within a predetermined radius of your business. For example, if someone has visited your storefront, their browsing history will be used to create an ad that targets them when they’re near the store again. These ads can be sent on Instagram stories, or in direct messages in addition to appearing on social media feeds and the site itself. They often show up as sponsored posts.

Measuring the retargering strategy

There are two main ways you can measure the success of your retargeting strategy. First, you can measure the number of people who visited your site and then purchased a product. Second, you can measure the increase in sales after implementing retargeting as a marketing channel. It is important to track both of these metrics so that you can find out which one is more effective for your business.

If you have set up retargeting correctly on your website, chances are good that you will see an increase in ROI without too much effort from you. That’s why it’s important to keep track of how many customers visit your site and then buy something versus just tracking the total sales for each day or week.


So, what have you learned about retargeting? It’s a simple marketing technique that is easy to set up and can help you increase your sales. The best part about it is that it doesn’t cost anything. So, if you’re looking for a simple way to increase your website traffic, then retargeting may be the solution for you. The most important thing is to be smart about how and when you use it so it does not become a burden.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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