Imagine someone walks into your store, looks around, picks up a few items, and then walks out without making a purchase. Now imagine you could remind them later, perhaps while they scroll through Instagram or read a blog about the products they viewed. That’s what retargeting does in the digital world.
In this beginner-friendly guide, we will explore what retargeting is, how it works, why it matters for your business, and how Thrive Media Africa helps brands in Africa use it to boost conversions.
What is Retargeting?
Retargeting is a form of online advertising that targets people who have previously interacted with your website or app but didn’t take a desired action, such as completing a purchase, signing up, or filling out a form.
It works by using a small piece of code (called a pixel or tracking tag) that tracks user activity. Once someone visits your site, the pixel logs that visit and allows you to show ads to that user on other platforms, such as Google, Facebook, Instagram, YouTube, and more.
Why Retargeting Works So Well
The numbers speak for themselves. Retargeted users are 43% more likely to convert than first-time visitors, and the results can be dramatic. Here’s why retargeting is so effective:
Familiarity Breeds Trust: People are more likely to buy from brands they recognize. When visitors see your ads after leaving your site, it reinforces brand awareness and builds trust.
Perfect Timing: Unlike cold advertising, retargeting reaches people who have already shown interest in your products or services. You’re not interrupting strangers – you’re reconnecting with warm prospects.
Higher Engagement: Retargeting can increase click-through rates by 10 times compared to regular display ads, proving that relevant, personalized ads yield significantly better results.
At Thrive Media Africa, we’ve seen countless businesses transform their conversion rates through strategic retargeting campaigns. The key is understanding that most customers need multiple touchpoints before making a purchase decision.
How Does Retargeting Work?
Here’s a simplified breakdown:
- A user visits your website or app.
- A tracking code places a cookie on their browser.
- As the user browses other websites or apps, your retargeting ad appears.
- The ad reminds them of your brand or product and encourages them to return and complete the action.
Where Can Retargeting Ads Be Shown?
- Google Display Network
- Facebook & Instagram
- YouTube
- LinkedIn (for B2B)
- TikTok & Snapchat (for younger demographics)
(PS: We have linked tutorials to retageting ads for all platforms above)
Retargeting can be done in various formats: banner ads, carousel ads, video ads, or even dynamic product ads that show users exactly what they viewed.
Getting Started with Retargeting
Step 1: Install Tracking Pixels
Set up tracking codes on your website from platforms like Google Ads, Facebook, or other advertising networks you plan to use.
Step 2: Define Your Audiences
Create different audience segments based on visitor behavior:
- All website visitors
- Product page viewers
- Cart abandoners
- Past customers
- Email subscribers
Step 3: Create Compelling Ad Content
Your retargeting ads should be visually appealing and include clear calls-to-action. Consider offering incentives like discounts or free shipping to encourage conversions.
Step 4: Set Frequency Caps
Don’t overwhelm your audience. Limit how often each person sees your ads to avoid “ad fatigue” and negative brand perception.
Step 5: Test and Optimize
Monitor your campaigns closely and test different ad creatives, audiences, and bidding strategies to improve performance.
Smart Retargeting Strategies
To maximize the impact of your retargeting campaigns, consider:
- Segmentation: Retarget users based on specific behaviors (e.g., visited pricing page, abandoned cart, read a blog).
- Frequency capping: Avoid showing ads too many times to the same user.
- Custom creative: Use messaging that addresses the user’s interest or pain point.
- Time delay: Show ads at the right time, not immediately.
At Thrive Media Africa, we help businesses across the continent set up smart retargeting strategies that turn missed opportunities into measurable results.
Real-World Example
Let’s say you sell furniture online. A customer views your ergonomic office chair but doesn’t buy. With retargeting, you can:
- Show them the same chair with a limited-time discount
- Offer testimonials from happy customers
- Recommend similar items
- Remind them that shipping is free
This keeps your product top-of-mind and nudges the customer back toward the checkout page.
Common Mistakes to Avoid
- Not segmenting your audience: One-size-fits-all ads won’t convert.
- No call-to-action: Retargeting ads need clear direction – “Buy now,” “Learn more,” or “Claim your discount.”
- Overexposure: If users see your ad too many times, they will start ignoring it, or worse, get annoyed.
Retargeting is a powerful and cost-effective way to re-engage visitors who have already shown interest in your brand. It works because it targets warm leads; people already familiar with your offer. When done correctly, retargeting can significantly increase your conversions, brand recall, and sales.
Ready to bring those lost visitors back and boost your sales?
Let Thrive Media Africa help you build a retargeting strategy tailored to your business goals.
Contact us today or visit our website to get started.
