Many times retargeting and remarketing are used interchangeably. Retargeting works by involving the placement of a pixel (a JavaScript code) on your website or landing page.

Microsoft Advertising’s Stephanie Worley has published an article highlighting some useful strategies to get more customers with ad retargeting.

She says, “Most likely, your small business has created a marketing funnel that’s built to drive brand awareness and increase conversions. Retargeting can benefit your small business in several ways:

  • Builds brand recognition: The method of retargeting encourages previous customers who have already made purchases to come back and purchase again. It also helps you connect with users who left your site without making a conversion, boosting brand awareness.
  • Creates cross-selling opportunities: If your small business offers more than one product or service, you can retarget your previous customers with ads for a similar product they have purchased before. In-market Audiences from Microsoft Advertising is a tool that can help you do just that, expanding your audience and increasing conversions.
  • Gives you control of your budget: Using the Microsoft Audience Network helps you engage your ideal customers with a dedicated budget that fits your business’s needs”.

What is ad retargeting and how to use it to capture customers

Microsoft Advertising Blog
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