What role does retargeting play in display ad effectiveness?

🔁 Retargeting: The Smartest Move in Your Display Strategy

By EMILY® — Powered by Data, Driven by Results

Retargeting is one of the most effective — and underutilized — tools in the digital marketer’s toolkit. At EMILY®, we implement retargeting campaigns as part of a data-driven strategy to re-engage high-intent users and drive measurable conversions.

Here’s how it works, and why it should be a cornerstone of your display advertising plan.

🎯 What Is Retargeting?

Retargeting (also known as remarketing) is the practice of displaying ads to people who have already interacted with your brand. This includes users who:

• Visited your website

• Clicked on your previous ads

• Engaged with your social or email content

• Abandoned a cart or form

Because these users are already familiar with your brand, they’re far more likely to take action. Retargeting keeps your business top-of-mind and moves warm leads further down the conversion funnel — efficiently and cost-effectively.

🧠 Why Retargeting Works: The Psychology of Repetition + Relevance

Warmer Audience You're targeting people who’ve already shown interest.

Higher Conversion Rates Retargeted users convert 2x–3x more often.

Lower Cost Per Action You spend less guiding someone familiar to convert.

Brand Recall Reinforces your messaging through repetition.

Repetition, personalization, and smart segmentation are the ingredients of a high-performing campaign. And retargeting checks all three boxes.

🔑 4 High-Impact Retargeting Tactics We Use at EMILY®

1. 🛒 Abandoned Cart Recovery

For eCommerce or service-based sites, cart and form abandonment is a huge opportunity. EMILY® sets up dynamic ads that:

• Display the exact product or service viewed

• Offer incentives like discounts or bonuses

• Remind users of what they left behind

This is one of the easiest wins in digital advertising, and it’s trackable from click to conversion.

2. 🌐 Website Visitor Follow-Up

Using Google Tag Manager and Meta Pixel, we track user behavior and build segmented audiences. Then we tailor ads to match their intent:

• Visited a services page? → Show a case study or testimonial.

• Watched a video? → Invite them to book a free consultation.

• Smart segmentation means more relevance — and more conversions.

3. 📱 Cross-Channel Reinforcement

Your audience doesn’t stay on one platform. Neither should your ads. We retarget across:

• Google Display Network (YouTube, Gmail, apps, websites)

• Facebook + Instagram

• LinkedIn (especially powerful for B2B)

• Programmatic networks

This multiplies your brand’s presence and increases ROI across the board.

4. 🔍 Lookalike & Similar Audience Expansion

Once your retargeting list hits critical mass, EMILY® helps you scale. We create lookalike audiences that match the behavior and demographics of your best converters — effectively cloning success to reach new prospects.

📊 Metrics That Matter — Retargeting vs. No Retargeting

Metric	With Retargeting	Without Retargeting
Click-Through Rate (CTR)	Up to 10x higher	Lower (colder traffic)
Conversion Rate	2x–3x higher	Often <1%
Return on Ad Spend (ROAS)	3x–5x more efficient	Lower without nurturing funnel

These aren’t just industry averages — we’ve observed similar performance improvements in client campaigns across retail, health, and nonprofit sectors.

🛠️ EMILY®’s Proven Retargeting Framework Includes:

✅ Google Tag Manager and Meta Pixel Setup

🧩 Audience Segmentation — by product views, blog visits, form starts, and more

🎨 Dynamic Display Ads — images, headlines, and offers generated based on user behavior

⏱ Frequency Capping & Sequencing — prevent ad fatigue and boost recall

📈 Performance Review & Optimization — monthly reviews for efficiency and ROI

We don’t just run ads. We build intelligent funnels designed to convert at every stage.

📅 Ready to Build Your Retargeting Funnel the Right Way?

Whether you're launching a campaign for the first time or looking to fix underperforming ads, EMILY® has the tools, data, and strategy to maximize your reach — and results.

Let’s turn missed opportunities into sales.

🔗 Schedule a Consultation

📧 info@ermarketinggroup.com

📞 (803) 271-0875

🌐 www.ermarketinggroup.com