Passed on 22 May, 2025
8. Retargeting
Retargeting, also known as remarketing, lets you show ads to people who’ve visited your website before, reminding them of your brand and encouraging them to return and take action, like making a purchase or signing up. In this lesson, we’ll explore the essentials of retargeting—from setting up tracking to crafting ads that re-engage your audience.
✅ Learning objectivesBy the end of this lesson, you’ll be able to:Observe how visitors engage with your site to enhance usability.Leverage insights to understand and reach your ideal audience.Develop targeted campaigns that address your audience’s needs.
Learning objectives
By the end of this lesson, you’ll be able to:
Observe how visitors engage with your site to enhance usability.
Leverage insights to understand and reach your ideal audience.
Develop targeted campaigns that address your audience’s needs.
How retargeting works
Retargeting ads are a way of bringing potential customers back to a site. Here’s how it all works.
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Transcript
Transcript
How retargeting is changing
Recent changes in data privacy regulations and technology are reshaping how retargeting works. Some browsers, like Safari, block third-party cookies, making it harder to track users across websites and limiting personalised ad targeting.Additionally, laws like the General Data Protection Regulation (GDPR) in the European Union (EU) require businesses to obtain user consent for tracking, adding another layer of complexity.
Additionally, laws like the General Data Protection Regulation (GDPR) in the European Union (EU) require businesses to obtain user consent for tracking, adding another layer of complexity.
Additionally, laws like the General Data Protection Regulation (GDPR) in the European Union (EU) require businesses to obtain user consent for tracking, adding another layer of complexity.
Effective and ethical retargeting
Adapting to new privacy standards doesn’t mean giving up on retargeting. By focusing on ethical strategies and smart tools, you can still reach your audience effectively while building trust. Here’s how to do it.
Focus on first-party data
Build direct relationships with your audience by collecting first-party data, such as email sign-ups or purchases. This data lets you personalise ads while respecting user privacy through responsible data practices.
Gain user consent
Be transparent about how you use data and always ask for consent before tracking. Clear communication builds trust and helps support compliance with data privacy laws.
Use contextual targeting
Target ads based on the content of the website rather than user tracking. For example, show fitness ads on workout blogs. This keeps ads relevant without relying on personal data.
Leverage privacy-friendly tools
Adopt new tools that group users by interests or behaviours without tracking individuals. These solutions balance effective targeting with protecting user privacy.
✅ ActivityNow that you’ve learned about retargeting, use the steps below to practice creating your own retargeting strategy.Check the items off as you go.Think about actions users might take on a website. For example, visiting a product page, adding items to a cart but not checking out, or signing up for a free trial. List 2–3 key actions that would signal interest in a business.For each action, decide what message you’d use to encourage users to return. For example, offer a discount for abandoned carts or highlight benefits for trial users who haven’t upgraded.Where would you show these ads? Consider platforms like social media, display networks, or YouTube. Write down your preferred channels for reaching your audience.
Activity
Now that you’ve learned about retargeting, use the steps below to practice creating your own retargeting strategy.
Think about actions users might take on a website. For example, visiting a product page, adding items to a cart but not checking out, or signing up for a free trial. List 2–3 key actions that would signal interest in a business.
For each action, decide what message you’d use to encourage users to return. For example, offer a discount for abandoned carts or highlight benefits for trial users who haven’t upgraded.
Where would you show these ads? Consider platforms like social media, display networks, or YouTube. Write down your preferred channels for reaching your audience.
Download PDF
Download PDF
Check your knowledge
Put your retargeting knowledge to the test.You must complete the knowledge check to move to the next lesson.
You must complete the knowledge check to move to the next lesson.
You must complete the knowledge check to move to the next lesson.
Question 1 of 1
Colin’s podcast website receives a lot of traffic, but few visitors are subscribing. He has a budget for three display ads to encourage people to return and subscribe. From his list of target groups, which two would be the least effective to target?
People who visit his site
People who search for TV-related podcasts
People who haven’t finished subscribing
People who download his e-catalogue
Commentators on film forums
Show Answer
Show Answer
Almost.An ad prompting someone to return isn’t relevant for people searching with keywords like ‘TV podcasts,’ as they haven’t visited Colin’s website yet. The same applies to film forum users from other sites.
Lesson complete
Great job!Now that you know how to use retargeting to bring visitors back, get ready to learn all about advertising on social media in the upcoming lesson.Let’s keep the momentum going!
Now that you know how to use retargeting to bring visitors back, get ready to learn all about advertising on social media in the upcoming lesson.Let’s keep the momentum going!
Let’s keep the momentum going!
Let’s keep the momentum going!