How to Retarget visitors to your website

Depending on the role of your website (for example brand awareness, drive traffic to your outlet or transact business online) you should consider how to retarget visitors to your website.

Key considerations

  • Who is your target audience?
  • What website page you want to capture your retarget audience from?
  • What are you willing to spend to retarget them?

People visit your website for various reasons.   Many will not be your target audience or have any interest in purchasing your product.  For instance, how many competitor websites do you visit?

Unless you have significant budget, it may be better to retarget those that have looked beyond the homepage and have searched for specific services.  Perhaps those that have visited your contact us page, but did not complete an online enquiry form or who placed items in a shopping basket online, but did not purchase.  In addition, those who did purchase and you want to highlight other products and services that may interest them.

It is good practice to understand your cost per acquisition (CPA). This is how much you are willing to pay to convert a customer.  The profit you make from each sale or the profit you make over the lifetime of a customer are key considerations.

Choose a Retargeting Platform

You will need to sign up for a platform.  This will give you a tag to place on your website.  This will deliver cookies to those who visit your website page and serves them remarketing adverts.  You should track your conversions. Some retargeting platforms include or

Creating adverts

  • You will need three main advert sizes (300 x 250, 728 x 90 and 160 x 600)
  • Your adverts can be flash or static. Flash ads should be less than 30 seconds
  • Include words in your adverts
  • Have a clear call to action
  • Show a sense of urgency – (E.g. when offer ends)
  • Many websites require a one pixel border around the adverts
  • Use multiple advert creatives to avoid repetition for the viewer

We hope you enjoyed our top tips on how to retarget visitors to your website.

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