What is retargeting ?

If you sell stuff online, you know advertising plays a critical role in driving people to your website. But what if they aren’t ready to buy when they first find you?

It turns out that 97% of people who visit your site for the first time leave without buying anything, and then they’re lost forever. Unless you can bring them back.

How does retargeting work?

Retargeting is a cookie-based technology that uses simple Javascript code to anonymously ‘follow’ your audience all over the Web.

Here’s how it works: you place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel). The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.

Retargeting is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest. That’s why most marketers who use it see a higher ROI than from most other digital channels.


When does retargeting work?

Retargeting is a powerful branding and conversion optimization tool, but it works best if it’s part of a larger digital strategy.

Retargeting works best in conjunction with inbound and outbound marketing or demand generation. Strategies involving content marketing, AdWords, and targeted display are great for driving traffic, but they don’t help with conversion optimization. Conversely, retargeting can help increase conversions, but it can’t drive people to your site. Your best chance of success is using one or more tools to drive traffic and retargeting to get the most out of that traffic.


Mamma’s Facebook and Instagram retargeting ads help remind site visitors about your products when they check their social media. We’ll help you create and publish ads that recapture your potential customers’ attention.

To publish retargeting ads, your connected site or landing page will need to have the Facebook ad pixel enabled. This pixel tracks Facebook and Instagram users who visit your site so that we can display your ad when they check their social media channels.

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After the pixel is enabled, building your ad’s audience may take some time. Facebook requires a minimum audience of 1,000 site visitors within 30 days of publishing a retargeting ad. We recommend setting your ad’s duration for an extended time so your audience can build.

Retargeting ads look like other ads you can create for Facebook and Instagram. Since these ads display only to your site visitors, you can retarget for a few different reasons.


Remind visitors of your products

Potential customers have likely seen the items on your site. Remind them of the products that they are already interested in, and use an ad to encourage them to purchase.

Announce events and sales

Next time you host a special event or sale, use an ad to inform your visitors about the date, time, and location.

Introduce your other brands

Retargeting ads can showcase other sites or brands you maintain. If your connected site gets a lot of traffic, educate your visitors on other sites that you want them to visit.


In most cases, the hardest thing business owners face with marketing is finding (and keeping) new customers. Every small company feels it, from independent consultants to franchisees.  But what if I told you that you are already in possession of both a shortcut through the static and a gold mine of potential new customers that you haven’t tapped yet?

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It’s true, and it’s in the form of LinkedIn matched audiences, or LinkedIn remarketing/retargeting.

The LinkedIn Insight Tag is a lightweight JavaScript tag that powers conversion tracking, retargeting, and web analytics for LinkedIn ad campaigns.

LinkedIn remarketing is effective. According to one study, click-through rates (CTRs) for retargeted display ads can be as high as 10 times better than non-retargeted ads.

LinkedIn retargeting is a great platform for B2B companies that advertise to other professionals.