Retargeting

Retargeting refers to a digital advertising strategy in which tailored ads are shown to users who have previously interacted with a brand, product, website, or app but did not complete a specific desired action. This action might be finishing a purchase, signing up for a newsletter, or any other step that would confirm the user was engaging with the brand at a conversion level. Aiming to re-engage users who have already expressed some interest in a brand, retargeting ads work on the premise of keeping brands top-of-mind—like a nagging reminder on the fridge.

Retargeting can be thought of as the less aggressive step before going to full 'Remarketing' on Google Ads. In terms of creative opportunities, retargeting ads offer a way to deliver (potentially) more relevant and (definitely) more viewed messages to your audience. Because the act of retargeting (or remarketing) allows for a pretty significant degree of creative licensing, ads asking users to reconsider or finish a previously aborted action can take many, many forms.