Retargeting Marketing: A 7-Step Campaign Guide | Brandwatch

Retargeting Marketing: A Comprehensive 2025 Guide

Retargeting marketing is the secret to keeping your brand top-of-mind.

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Remarketing is all about finding the people who have previously shown interest in your products and services, and drawing them back into the conversion journey.

What is retargeting?

Retargeting (sometimes called remarketing) is a useful strategy for re-engaging people who have already interacted with your brand, whether by visiting your website, exploring your product pages, or even just watching part of your video content.

These audiences are prime targets for follow-up marketing because they’ve demonstrated a prior interest.

The benefits of retargeting marketing

Retargeting marketing is valuable because it speaks to users who’ve already engaged with you and has many specific benefits.

People who’ve already visited your site or engaged with your social profiles are more likely to become paying customers.

How retargeting works

Retargeting marketing relies on data from user interactions. Without data, knowing who has previously interacted with your brand is practically impossible.

Different types of data collection

You can collect useful data in a number of ways. For example, browser cookies are small text files stored on a user’s device that track site visits, products viewed, and other relevant behaviors.

Key components of retargeting campaigns

To retarget certain users, you can use audience segmentation. This involves grouping users according to their behavior.

Common retargeting channels

Retargeting can occur just about anywhere online where ad placements exist – but certain channels tend to be most effective, especially in 2025’s digital environment.

Display retargeting

Display retargeting ads are those that appear on websites or apps within an ad network.

Social media ads

All of the main social media platforms give you the option of retargeting.

Search retargeting

With this type of retargeting, users who show interest in certain keywords can be served specific Google ads.

Email retargeting

Email retargeting involves automated or triggered email campaigns that follow up with users who have completed (or almost completed) a specific action.

Video retargeting

This is when ads appear in video content, be it before, during, or after streaming.

Mobile app retargeting

With mobile retargeting, device IDs or in-app events are used to retarget users who installed your app but haven’t been active or purchased recently.

Building an effective retargeting campaign

Crafting a high-performing retargeting campaign requires thoughtful planning.

Step 1: Define your objectives

Set measurable goals aligned with the customer journey and your objectives.

Step 2: Segment your audience

Divide your user base into meaningful groups, such as “homepage visitors,” or “cart abandoners.”

Step 3: Choose relevant channels

Decide which advertising platforms or networks best match your audience segments.

Step 4: Allocate budgets effectively

Assign higher budgets to your most valuable segments (usually cart abandoners).

Step 5: Set up frequency caps

Avoid ad fatigue by limiting how often your audience sees them daily or weekly.

Step 6: Implement burn pixels

Burn pixels allow you to remove users from your retargeting efforts once they have converted.

Step 7: Monitor and optimize

Once your retargeting campaign is up and running, track your campaign performance regularly.

How to craft compelling retargeting ads

When you create retargeting ads, their design and content should reflect your brand identity and the user’s prior interaction.

Compliance, privacy, and consumer trust

Retargeting requires gathering user data, so it’s crucial to handle that data responsibly and ethically.

Advanced retargeting strategies and tactics

As the digital landscape evolves, marketers are discovering new ways to refine their retargeting efforts.

Sequential retargeting

Present ads in a logical sequence, telling a story over time.

Lookalike audiences

Create lookalike audiences that mirror the behaviors of your most valuable segments.

Predictive targeting

You can use machine learning to find your core audience.

Cross-device targeting

Ensure a cohesive experience across smartphones, tablets, and desktops.

CRM retargeting

Upload your CRM data to an advertising platform to retarget existing customers.

Geofencing and location-based retargeting

Consider retargeting people who were near or visited a specific location.

Measuring success: Analytics and KPIs

Data analytics play a vital role in optimizing any retargeting campaign.

Future trends in retargeting marketing

Retargeting marketing is evolving rapidly, driven by technological innovation and shifting consumer attitudes.

How Brandwatch supports retargeting marketing

Brandwatch can help you refine your retargeting approach to stay ahead of the competition and consistently delight your customers.

Time to start retargeting

Retargeting campaigns remain one of the most effective methods to re-engage interested audiences.