Practical explanation:
When someone visits your site and leaves without converting, retargeting lets you reach them again with ads on other platforms — Google Display, YouTube, Meta, and others. The ad serves as a reminder, often at a point when the person is closer to making a decision.
Because retargeting focuses on people who already showed interest, it tends to produce better conversion rates than campaigns aimed at cold audiences.
How it works
A tracking pixel or tag placed on your website identifies visitors and adds them to an audience list. That list is then used by your ad platform to serve ads to those specific people as they browse elsewhere. The ads can be customised based on what the person did — someone who visited a pricing page might see a different ad than someone who only read a blog post.
When to use it
Retargeting works best as part of a broader campaign structure, not as a standalone tactic. It needs incoming traffic to function — without enough visitors to build an audience, there's no one to retarget. Diligently includes retargeting as part of its paid ads service for B2B clients, alongside search and awareness campaigns.
Related terms: Remarketing, Pixel, PPC, Paid Traffic, ROAS