Retargeting / Remarketing
Showing ads to people who already know you
Showing ads to people who already know you
Why It Is Critical
Retargeting reaches people who have already visited your site, watched a video, added a product to cart, or engaged on social media. Because warm audiences already have brand awareness, they convert at significantly higher CVRs and lower CPAs.
How It Works & Underlying Dynamics
Retargeting Funnel Stages: ā¢ TOFU Retargeting: Video viewers (25%+), social engagers ā Message: "You saw our content - here is more" ā¢ MOFU Retargeting: Site visitors, product page viewers ā Message: "You visited - here is a reason to come back" ā¢ BOFU Retargeting: Cart abandoners, initiate checkout ā Message: "You were this close - here is an offer/urgency" ā¢ Post-Purchase: Recent buyers ā Message: "Thank you - here is a complementary item"
Calculation Example & Benchmark Matrix
| Funnel Stage | Audience Segment | Message Strategy |
|---|---|---|
| TOFU Retargeting | Video viewers (25%+), page engagers | Awareness ā Consideration: 'You saw our content - here is more' |
| MOFU Retargeting | Website visitors, product page viewers | Consideration ā Intent: 'You visited - here is a reason to come back' |
| BOFU Retargeting | Add-to-cart, initiate checkout, no purchase | Intent ā Conversion: 'You were this close - here is an offer or urgency' |
| Post-Purchase | Recent buyers | Conversion ā Loyalty: 'Thank you - here is something complementary' |
'Retargeting is not about chasing people with the same ad they already ignored. It is about meeting them at the right funnel stage with the right message. A cart abandoner needs urgency and reassurance, not another awareness video. Match the message to where they dropped off.'