performance-marketing / retargeting/
RETARGETING
Stay Connected With People Who Already Know Your Brand
Not every visitor converts on their first interaction.
Someone may visit your website, view a product, read a service page, watch your video or engage with your advertisement and leave without taking action.
That doesn’t necessarily mean they are not interested.
They may simply need more time, information or another reason to return.
Retargeting helps you reconnect with those audiences.
NICOM builds retargeting campaigns around previous user interactions, audience segmentation, relevant messaging, creative variation and conversion objectives.
The goal is simple:
Bring interested people back and give them a relevant reason to take the next step.
What Is Retargeting?
Continue the Conversation After the First Visit
Retargeting is a digital advertising approach that allows businesses to reach people who have previously interacted with their website, content, advertisements or products.
A typical journey looks like:
Discover → Visit / Engage → Leave Without Converting → Retarget → Return → Convert
Instead of treating every visitor as a completely new prospect, retargeting recognizes that previous interaction can indicate existing interest.
The supplied NICOM source material specifically identifies website visitors, engaged audiences, product viewers and cart abandoners as primary retargeting opportunities.
Why Retargeting?
Your First Interaction Doesn’t Have to Be Your Last
Customers don’t always make decisions immediately.
They may:
- Research alternatives
- Compare prices
- Discuss the purchase internally
- Need approval
- Wait for the right time
- Get distracted
- Want more information
- Simply not be ready yet
Retargeting allows businesses to remain relevant during this consideration period.
It can help:
- Re-engage previous visitors
- Recover abandoned opportunities
- Reinforce brand familiarity
- Encourage return visits
- Promote relevant products or services
- Support conversion campaigns
The supplied source positions remarketing as particularly useful for users who have already shown interest but have not yet converted.
Our Retargeting Services
Retargeting Built Around User Behaviour
01
Website Visitor Retargeting
Reach people who have previously visited your website.
02
Page-Specific Retargeting
Create audiences based on visits to specific pages or sections.
03
Product Retargeting
Reconnect with users who viewed particular products.
04
Cart Abandonment Retargeting
Reach users who added products to their cart but did not complete the purchase.
05
Engagement Retargeting
Reconnect with people who interacted with your social content or advertisements.
06
Video Retargeting
Reach users based on previous video engagement where appropriate.
07
Dynamic E-commerce Retargeting
Show relevant products to users based on their previous product interactions.
08
Audience Segmentation
Separate audiences according to their previous behaviour and stage in the journey.
09
Creative Testing
Test different messages, visuals and calls to action.
10
Conversion Tracking
Measure the actions generated by retargeting campaigns.
11
Campaign Optimization
Continuously improve audience, creative, budget and campaign performance.
Website Visitor Retargeting
Bring Previous Visitors Back
Someone who has already visited your website has demonstrated some level of interest.
Retargeting can help reconnect with these visitors through relevant advertising.
A typical website visitor retargeting journey moves through:
- Google Search / Meta Ad / Organic Search
- Initial Website Visit
- Leave Without Conversion
- Targeted Retargeting Ad Displayed
- Website Return Visit
- Enquiry / Purchase Action Completed
The message can be adjusted according to the page or content previously viewed.
Page-Specific Retargeting
Different Pages Can Indicate Different Intent
Not all website visitors have the same level of interest.
Someone visiting a homepage is different from someone visiting:
- A specific product page
- A pricing page
- A service page
- A contact page
- A quotation page
- A particular category
Page-specific audiences can therefore be used to create more relevant retargeting campaigns.
The supplied Google Ads material specifically identifies page-specific retargeting as part of its remarketing strategy.
Explore Google Ads →
Channels & Platforms
Google Retargeting & Meta Retargeting
Retargeting can be deployed across search, display, social and video channels based on audience behaviour:
Google Retargeting
Reach previous website visitors across Google Search and Display alongside keyword strategies.
Meta Retargeting
Reconnect with website visitors, content engagers, video viewers and custom audiences across Facebook and Instagram.
Video Retargeting
Continue the narrative by serving follow-up messages to users based on previous video engagement.
Dynamic E-commerce
Show dynamically personalized advertisements showcasing the exact products or collections users browsed.
Engagement Retargeting
Re-engage people who interacted with your social media posts, stories, reels and advertising content.
Cart Recovery
Target users who added items to their shopping cart but left before completing checkout.
Audience Segmentation
Separate audiences by browsing depth and buying intent to deliver relevant messaging at every step.
Cross-Platform Sync
Manage frequency and messaging consistency across Google, Meta and CRM touchpoints seamlessly.
Product Retargeting
Reconnect With People Who Viewed Your Products
Product interest is a useful signal for e-commerce businesses.
A typical product retargeting journey connects:
- View Product
- Compare
- Leave Website
- See Relevant Retargeting Ad
- Return to Product
- Purchase
Retargeting can help maintain product visibility after the original website visit.
Explore Shopify & E-commerce →
Cart Abandonment Retargeting
Recover Missed Purchase Opportunities
A customer who adds a product to their cart but doesn’t complete checkout has already demonstrated stronger intent than a general website visitor.
Retargeting can help bring those users back.
The cart abandonment recovery journey becomes:
- Product View
- Add to Cart
- Checkout Not Completed
- Retargeting Ad Served
- Return to Cart / Store
- Purchase Completed
Cart abandonment recovery is specifically identified in the supplied NICOM source material as an essential retargeting strategy.
Recover Abandoned Carts →
Audience Segmentation
Don’t Treat Every Visitor the Same
Effective retargeting depends on understanding where users are in the customer journey.
Audiences can be segmented based on signals such as:
New Visitors
People who have interacted with the website but may have limited engagement.
Product Viewers
Users who have shown interest in specific products.
Service Visitors
Users who have explored a particular service.
Engaged Audiences
People who interacted with content or advertisements.
High-Intent Visitors
Users who visited important conversion-related pages.
Cart Abandoners
Users who showed purchase intent but did not complete the transaction.
Video Viewers
Reach users based on previous video engagement and content interactions where appropriate.
Customer Retention
For appropriate businesses, continue engaging existing customers for repeat purchases and loyalty.
Different audiences can then receive different messages tailored to their specific stage in the customer journey.
Engagement & Video Retargeting
Reach People Who Have Already Interacted With Your Content
Retargeting doesn’t have to begin with a website visit.
Depending on the platform and available audience signals, campaigns can be built around people who have:
- Engaged with social content
- Engaged with posts
- Watched videos
- Interacted with advertisements
These audiences have already demonstrated some level of interaction with the brand.
The supplied Meta Ads source specifically identifies engagement-based retargeting as a strategy.
Video can create awareness and interest without immediately producing a conversion.
Retargeting can help continue that journey by reaching people based on previous video engagement where appropriate.
For example:
Video Ad → User Watches / Engages → Retargeting Audience → Follow-up Message → Website / Product / Enquiry
This can be useful when the customer needs more information before taking action.
Dynamic E-commerce Retargeting
Show Products Based on Previous Interest
E-commerce retargeting can become more relevant when advertisements reflect what a user previously viewed or interacted with.
A typical dynamic e-commerce retargeting journey connects:
- User Views Product A
- Leaves Website
- Dynamic Retargeting Triggered
- Product A / Relevant Products Displayed
- Return to Store
- Purchase Completed
The supplied Meta Ads material specifically identifies dynamic retargeting based on e-commerce catalogues as a strategy.
Explore E-commerce Retargeting →
Retargeting Funnel
Move Users From Interest Toward Action
Reconnect
Remind the user about the brand or product.
Reinforce
Communicate relevant benefits, information or differentiators.
Re-engage
Give the user a reason to return.
Convert
Encourage the desired action.
Retain
For appropriate businesses, continue engaging existing customers.
Retargeting Creative Strategy
The Second Message Should Not Always Be the First Message
A user who has already interacted with your brand may need a different message from someone discovering you for the first time.
Retargeting creative can focus on:
- Product benefits
- Features
- Customer proof
- Specific offers
- Additional information
- Product reminders
- Service differentiators
- Stronger calls to action
The source material emphasizes creative testing, refreshing assets and adjusting messaging based on audience response.
Creative Testing
Find the Message That Brings People Back
Testing helps identify which creative combinations generate stronger engagement and conversion outcomes.
We can test variations of:
- Images
- Videos
- Headlines
- Ad copy
- Offers
- Calls to action
- Product presentation
- Messaging angles
Where creative fatigue becomes evident, assets can be refreshed.
The supplied source specifically identifies A/B testing, monitoring creative fatigue, refreshing assets and scaling successful creatives.
Why NICOM for Retargeting?
We Turn Previous Interest Into Another Opportunity
Behaviour-Based
Campaigns can be structured around what users have previously done.
Relevant Messaging
Different audience segments can receive different messages.
Creative + Data
Creative decisions are connected with performance data.
Conversion Focus
The objective is to bring users back toward a meaningful action.
Cross-Platform Capability
Retargeting can work across Google and Meta depending on the campaign requirements.
E-commerce Expertise
Product views and cart activity can be incorporated into e-commerce retargeting strategies.
Connected Digital Systems
Retargeting can work alongside websites, landing pages, lead generation, analytics, CRM and automation.
Our Retargeting Process
From Previous Interaction to Conversion
Identify
Understand the customer journey and previous interaction points.
Segment
Create relevant audiences based on behaviour and intent.
Plan
Define campaign objectives, messaging and conversion paths.
Create
Develop relevant retargeting creatives and calls to action.
Track
Configure audiences, events and conversion measurement.
Launch
Activate campaigns across the appropriate platforms.
Monitor
Review audience, creative, frequency, cost and conversion performance.
Optimize
Refine audiences, creative, budget, placements and messaging.
Improve
Use performance data to continuously improve the retargeting strategy.
Retargeting for B2B
Stay Relevant During Longer Buying Cycles
B2B customers often require more time to evaluate products and services.
A potential buyer may visit your website several times before submitting an enquiry.
Retargeting can help maintain visibility during that consideration period.
For example:
Retargeting creative can focus on:
- Industry / Search / Social Campaign
- Website Visit
- Product / Service Research
- Retargeting Ad Displayed
- Return Visit
- Enquiry Submission
- Sales Follow-up
This can be especially useful for businesses with higher-value products, longer sales cycles or multiple decision-makers.
Retargeting for Lead Generation
Bring Interested Prospects Back
Retargeting can complement lead-generation campaigns by reconnecting with people who previously interacted but didn’t submit an enquiry.
A typical lead generation retargeting path connects:
- Google / Meta Campaign
- Landing Page Visit
- No Form Submission
- Retargeting Ad Displayed
- Return Visit
- Lead Generated
- Resources
This can help businesses get more value from existing campaign traffic.
Retargeting Services
What We Can Help You With
| Retargeting Service | What It Covers |
|---|---|
| Website Retargeting | Reach previous website visitors |
| Page-Specific Retargeting | Segment visitors by pages viewed |
| Product Retargeting | Reconnect with product viewers |
| Cart Abandonment | Recover missed purchase opportunities |
| Engagement Retargeting | Reach users who interacted with content |
| Video Retargeting | Reconnect with relevant video audiences |
| Dynamic Retargeting | Product-based e-commerce remarketing |
| Audience Segmentation | Build audiences around user behaviour |
| Creative Testing | Test messages and creative variations |
| Frequency Management | Manage repeated ad exposure |
| Conversion Tracking | Measure meaningful actions |
| Campaign Optimization | Improve audience, creative and budget performance |
| Performance Reporting | Analyse campaign results and conversion data |
FAQ
Frequently Asked Questions
WordPress development involves designing, building, customizing and maintaining websites using the WordPress platform. This can include themes, plugins, page builders, custom functionality, integrations and performance optimization.
The terms are often used interchangeably. On this page, we use retargeting broadly to describe advertising designed to reconnect with previous visitors and engaged audiences.
Yes. Website visitor retargeting is one of the core applications of the service.
Yes. Page-specific retargeting can be used to create more relevant audiences based on previous browsing behaviour.
Yes. Product-view audiences can be used in appropriate e-commerce retargeting campaigns.
Yes. Cart abandonment recovery is a specific retargeting application identified in the supplied NICOM materials.
Yes. Engagement-based retargeting can be used for relevant audiences.
Yes. It can be particularly useful for businesses with longer consideration and sales cycles.
Yes. Retargeting can bring previous visitors back to landing pages, forms, websites or WhatsApp to encourage enquiries.
Yes. Product retargeting, dynamic retargeting and cart-abandonment campaigns can be used for appropriate e-commerce businesses.
Depending on the objective, metrics can include clicks, CTR, conversions, conversion rate, cost per acquisition, revenue and ROAS.
Not necessarily. Audience segmentation, creative testing and frequency management can be used to make retargeting more relevant and reduce excessive repetition.
No. Retargeting can reconnect with interested audiences, but results depend on factors such as audience quality, offer, creative, landing page, competition and the overall customer journey.
Don’t Let Interested Visitors Disappear
Your audience may already know your brand.
They may have visited your website, viewed your products, interacted with your content or started a purchase but simply weren’t ready to act.
NICOM helps businesses reconnect with those audiences through structured retargeting campaigns designed around relevance, timing, conversion and measurable performance.