The Dos and Don’ts of Retargeting in PPC Advertising

As an online marketer, you’re probably well aware of the power of retargeting in PPC advertising. It’s an incredibly effective way to reach people who have already shown an interest in your brand, products, or services, and it can significantly boost your conversion rates.

However, retargeting is not without its pitfalls. If you’re not careful, it can come across as invasive, annoying, or even creepy to your target audience. That’s why it’s important to follow some best practices when it comes to retargeting in PPC advertising.

But First, What Is Retargeting?

Retargeting in PPC (Pay-Per-Click) refers to the practice of displaying targeted ads to users who have already interacted with a website or online content. It involves using cookies or tracking pixels to track user behavior, such as browsing history, and then displaying relevant ads to them as they browse the web or social media platforms.

Retargeting aims to re-engage users who have already shown interest in a product or service, with the goal of driving them back to the website and ultimately converting them into customers. By showing ads to users who have already engaged with a website, retargeting can be a highly effective way to improve the ROI of PPC campaigns and increase conversions.

Retargeting can take various forms, including displaying ads on search engine results pages, social media platforms, or other websites visited by the user. It can also involve using dynamic retargeting, which displays ads featuring products or services that the user has shown interest in previously. Overall, retargeting in PPC can be a powerful tool for improving the effectiveness of online advertising campaigns.

In this post, we’ll be discussing the dos and don’ts of retargeting in PPC advertising. Whether you’re just getting started with retargeting or you’re looking to improve your existing campaigns, you’ll find plenty of helpful tips and advice by reading on.

Do: Use Segmentation

One of the biggest mistakes that many marketers make when it comes to retargeting is treating all visitors the same. However, not all visitors are created equal. Some may have visited your site multiple times, while others may have only visited once.

To make your retargeting campaigns more effective, it’s important to segment your visitors based on their behavior on your site. For example, you could create different retargeting campaigns for visitors who have abandoned their cart versus those who have only visited your site once.

By segmenting your visitors, you can tailor your retargeting campaigns to their specific needs and interests, which can significantly improve your conversion rates.

Do: Use Multiple Channels

Retargeting doesn’t just have to be limited to display ads. There are many different channels that you can use to retarget your audience, including email, social media, and even SMS.

Using multiple channels can help you reach your audience at different points in their customer journey and increase your chances of converting them. For example, you could retarget visitors with an email campaign after they’ve abandoned their cart and then follow up with a display ad campaign a few days later.

Do: Test Different Ad Formats

There are many different ad formats that you can use for retargeting campaigns, including static images, animated GIFs, video ads, and more. Each ad format has its pros and cons, and what works best for one campaign may not work as well for another.

That’s why it’s important to test different ad formats to see what works best for your audience. You may find that video ads perform better for one campaign, while static images perform better for another.

Do: Monitor Your Campaign Performance

Retargeting campaigns are not set-it-and-forget-it. It’s important to monitor your campaign performance regularly and make adjustments as needed to ensure that you’re getting the most out of your ad spend.

You should keep an eye on metrics like click-through rates, conversion rates, and cost-per-click to identify areas where you can improve your campaigns. You may also want to test different ad creative, landing pages, and targeting options to see what works best for your audience.

Don’t: Be Too Aggressive

Retargeting can be incredibly effective, but it can also be invasive if you’re not careful. Bombarding your audience with ads every time they visit a site can quickly become annoying and turn them off from your brand altogether.

That’s why it’s essential to find the right balance between being present and being too aggressive. You may want to limit the number of times your audience sees your ads, or you may want to create more personalized ad experiences to make them feel less like they’re being spammed.

Don’t: Retarget Everyone

Retargeting everyone who visits your site may seem like a good idea at first, but it’s not always the most effective approach. Some visitors may have only landed on your site by accident or may not be interested in your brand at all.

That’s why it’s important to use retargeting strategically and only target visitors who have shown an interest in your brand or products. You can use tools like Google Analytics to track user behavior on your site and create retargeting campaigns based on their actions.

Don’t: Forget About Frequency Capping

Frequency capping refers to limiting the number of times your ads are shown to a particular user. It’s important to use frequency capping to avoid bombarding your audience with the same ad over and over again, which can lead to ad fatigue and decrease the effectiveness of your retargeting campaigns.

Setting frequency caps can also help you control your ad spend and ensure that you’re not wasting money on ineffective ads. You can set frequency caps based on the number of times a user sees your ad per day, week, or month.

Don’t: Neglect Your Landing Pages

Finally, it’s essential to pay attention to your landing pages when running retargeting campaigns. Your ads may be bringing people back to your site, but if your landing pages are not optimized for conversions, you may still struggle to convert those visitors into customers.

Make sure your landing pages are relevant to your ad creative and offer a clear and compelling call-to-action. You may also want to test different landing page designs, headlines, and copy to see what resonates best with your audience.

Benefits of Retargeting

There are several benefits of retargeting in PPC advertising. One of the main benefits is that it can increase the likelihood of conversions. By showing ads to people who have already shown interest in your products or services, you can remind them of what they were looking for and encourage them to make a purchase.

Retargeting can also help to improve brand awareness and recognition. By displaying your ads to people who have already interacted with your brand, you can keep your brand top of mind and increase the chances that they will remember your brand when they are ready to make a purchase.

Another benefit of retargeting is that it can help to improve the overall effectiveness of your PPC campaigns. By targeting people who have already shown an interest in your brand, you can improve the relevance of your ads and increase the chances that people will click on them.

Overall, retargeting is an effective marketing strategy that can help to increase conversions, improve brand awareness, and enhance the overall effectiveness of your PPC campaigns.


In conclusion, retargeting can be an incredibly powerful tool in your PPC advertising arsenal. By following these dos and don’ts, you can ensure that your retargeting campaigns are effective, non-invasive, and deliver the results you’re looking for.

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