Retargeting Tools: Re-engaging Potential Customers in SEM

Retargeting Tools

In the fast-paced world of digital marketing, staying connected with potential customers and maximizing conversion opportunities is paramount. This is where retargeting tools come into play. Retargeting tools, also known as remarketing tools, empower businesses to re-engage with individuals who have previously shown interest in their products or services. This blog will delve into retargeting tools, exploring their functionalities, benefits, and how they can enhance your marketing efforts. By leveraging these tools, businesses can strategically display personalized ads to their target audience, reminding and enticing them to return, complete a purchase, or take a desired action. Through this targeted approach, retargeting tools foster brand recall, increase conversions and ultimately maximize the effectiveness of your marketing campaigns. Join us on this journey as we uncover the power of retargeting tools and unlock new avenues for engaging potential customers in the vast landscape of digital marketing.

What are Retargeting Tools?

Retargeting tools, also known as remarketing tools, are digital marketing solutions that enable businesses to re-engage with potential customers who have previously shown interest in their products or services. These tools place cookies or pixels on users’ devices when they visit a website, allowing businesses to display targeted ads to these users as they browse other websites or platforms. Retargeting tools can encourage potential customers to return, complete a purchase, or take a desired action. This strategy helps businesses stay top-of-mind, increase brand exposure, and improve conversion rates by effectively reaching out to interested individuals who have already demonstrated a level of engagement.

How Can We Use Retargeting Tools in Search Engine Marketing?

Retargeting tools play a crucial role in search engine marketing (SEM) by enabling businesses to re-engage with potential customers who have already shown interest in their products or services. Here’s how retargeting tools can be used in SEM:

Reach interested audiences:

Retargeting tools allow businesses to display targeted ads to users who have previously visited their website or interacted with their brand. This helps businesses stay top-of-mind and reconnect with potential customers who have already expressed interest.

Increase brand exposure:

By utilizing retargeting tools, businesses can display their ads across various websites and platforms that are part of the ad network. This increases brand exposure and reminds potential customers about the products or services they previously viewed, fostering brand recall and familiarity.

Drive conversions:

Retargeting tools can be highly effective in driving conversions. By displaying tailored ads to users who have shown interest, businesses can prompt them to take the desired action, such as purchasing, signing up for a newsletter, or completing a form. This can significantly improve conversion rates and ROI.

Personalize ad messaging:

Retargeting tools allow businesses to deliver personalized ad messaging based on users’ specific actions on their websites. Whether it’s reminding users about abandoned carts, offering exclusive discounts, or showcasing related products, personalized ads can be highly compelling and increase the chances of conversion.

Optimize campaign performance:

Retargeting tools provide valuable insights into ad performance and user behavior. Businesses can refine their retargeting campaigns, optimize ad frequency, adjust bidding strategies, and allocate budgets more effectively to maximize campaign performance by analyzing impressions, clicks, conversions, and engagement data.

Retargeting Tools for Better Brand Awareness and Conversion

  • Retargeting tools help businesses re-engage potential customers.
  • They display targeted ads to users as they browse other websites.
  • Retargeting tools increase brand awareness and maintain visibility.
  • Personalized ad experiences are delivered based on user behavior.
  • These tools provide insights for optimizing campaigns and maximizing ROI.


Adroll has been converting lost customers into business owners for over 12 years. Today they have become one of the most reliable platforms for remarketing.

You may use Adroll to link eCommerce websites like Shopify and Magento. Additionally, it is compatible with marketing software like MailChimp and Marketo. By showing retargeting advertising to them, Adroll attracts lost customers from the suggested products or abandoned shopping carts.

It gives a complete remedy that may require some time to adapt. However, they provide excellent resources for utilizing and configuring Adroll.


It is a popular tool for generating huge conversions and has been here since 2005. Criteo’s web remarketing services pack over 16000 publishers with a high-quality inventory. Additionally, their networks include Instagram, Facebook, and Google.

It is a preferred remarketing tool for well-known brands like Sony and BMW. Their support is among the most well-known and is packed with information to aid the startup company.

From developing a campaign to automating bidding, creative, and retargeting, Criteo provides a full-stack retargeting solution.

By utilizing the Criteo Sponsored Products solution and the Criteo Co-marketing solution, Philips saw a Return on Ad Spend (ROAS) of 848% and 400%, respectively.


Wunderkind uses advanced behavior analysis for retargeting ads to the customer to increase brand awareness and conversion. Hence they are a strong competitor in behavioral segmentation.

This service analyses user engagement with your adverts and gives you the necessary resources to interact with users on other platforms. This guarantees that people view your adverts at the ideal moment to result in a conversion.

The revenue from triggered emails increased by 50% when Finish Line, the top athletic retailer in the United States, adopted Wunderkind. Cart abandonment, post-purchase series, category browsing, low inventory alerts, new product notifications, loyalty sign-up abandonment, etc., are all included in the Finish Line email campaign.


Sizmek was founded two decades ago, in 1999. It is one of the oldest advertising platforms with years of experience. It is an independent platform for advertising.

Sizmek will provide excellent data insights and gather them in one location. This allows users to understand and optimize the campaign in a single location.

Even for new users, their campaign reports are incredibly easy to grasp.

Using Sizmek, Citibank conducted a Citibank Platinum Reward campaign. For a complicated and well-optimized remarketing campaign, they cut the production time in half and increased conversions by 42% using Dynamic Creative. In Malaysia, this was the first campaign of its sort.

For the Power to Do More campaign, Dell used Sizmek. More than 27 million different users saw this campaign, and it led to 162,000 visits to their website.


ReTargeter offers several solutions for brand awareness and conversions, such as Web, Facebook, CRM, Dynamic Retargeting, Search options, and audience.

ReTargeter targets your advertising on high-quality websites by concentrating on those receiving over 30K unique visitors monthly. They give you a tracking pixel to put on your website, and after that is done, they offer retargeted adverts with your brand on them. This raises consumer awareness of your company’s brand.

ReTargeter claims that they assist brands in recapturing 98% of lost online traffic and turning it into paying consumers. This is a huge accomplishment.

BattlBox delivers the best outdoor and survival equipment. They drove over 2900 people to their website with a ReTargeter and had over 500 conversions. They only ran this campaign for three months but got excellent results.

This tool is aimed at providing a solution for eCommerce. products include personalization, email marketing solution, and ad management across Google and Facebook ad platforms. Hence they provide all the necessary tools for eCommerce operations.

Predictive suggestion engines are their finest distinctive tool. It uses artificial intelligence (AI) to recommend the best choice, such as when to contact and offer a discount. is expanding steadily and gaining popularity due to its distinctive characteristics.

Women’s clothing and accessories are sold on the website bobomoda. Ru. They wanted to be distinctive because their industry was extremely competitive. They employed both and Facebook Dynamic Products ads. By improving traffic increase by 53.45%, averaging 2.66% in order value, recovering 130.82% of abandoned carts, and 12x Return on Ad Spend (ROAS), they were able to meet their goal.


Meteora is proud of its achievement in improving ad engagement and increasing brand awareness. This was achieved by rolling our number of automated features into their platform.

They assist in locating websites that are likely to have a sizable target audience and have automated keyword targeting. This aids in creating appropriate initial impressions. Meteora is fantastic if you target customers in particular regions or raise your brand’s visibility locally.

Also read: Social Media Management Tools

Instagram Retargeting Ads

Facebook owns Instagram. Therefore they provide a fantastic technique for retargeting ads. There are more than a billion active users on Instagram, creating an untapped marketing potential.

Instagram has a platform to retarget ads on Instagram. It works like Facebook ads to retarget the lost audience. Social media is great for improving brand awareness and increasing conversion. Facebook and Instagram pack powerful retargeting tools.

JOOP! is Germany’s best-known fashion label, and its goal was to increase brand awareness to reach a larger audience. JOOP! Partnered with social media agency Dreifive and created some stunning video ads with German artists and influencer Toni Mahfud on Instagram and Facebook. They targeted both men and women with the age range of 20-39.

Their result was stunning; in 2018, between April 7 to May 20, the campaign raised ad recall by 60% at a 27% lower cost per person reached.

Facebook Custom Audiences

Like Google Ads’ retargeting tool, Facebook Ads also packs its engagement tool as custom audiences. By creating and inserting a Facebook pixel in the landing pages of your product, you can use the Custom Audiences to retarget Facebook users.

You may embed the pixel on any site you manage, so this does not simply apply to Facebook engagements. The user can be targeted with retargeting advertising once they connect to their Facebook account. That is one strategy for maximizing conversion through the use of social media.

Using Facebook marketing has had a big impact on sales for both new and established firms. With the help of customized photo advertisements, StyleShare increased its revenues by luring customers to Facebook. Overall, they increased their app’s monthly active users by 25%, saw a 60% boost in CTR for app installs, and had a 15x return on their advertising investment.

Twitter’s Tailored Audiences

Like Facebook pixel, you get the Twitter pixel and insert it into your website. Then the pixel collects the cookie ID of visitors and then matches them with Twitter users.

Twitter’s tailored audience consists of a Twitter username, email address, website visitors, and mobile app users. There are three ways to use Tailored Audiences they are:

  • Web: Target the users who have recently visited your website.
  • List: Use the email address or Twitter username to retarget ads.
  • Mobile Apps: Uses the data collected from Twitter user activity.

iClothing is an Irish e-commerce website that sells women’s cloth and footwear across Europe. They partnered with a digital agency Wolfgang Digital, to create their campaign. They utilized Twitter’s Tailored Audiences to target women in Ireland interested in fashion. This saw a 25% growth in peak engagement rate.

IMO, Barcelona is an internationally renowned ophthalmology center. IMO used the followers’ campaign with two objectives; one was to increase brand awareness, and the second was to share the latest news and information about eye health with the new followers. They saw a 600% increase in followers in 3 years.

Google Ads

If you’re using Google Ads on your own or via an agency, then you should be aware that Google has an inbuilt tool in its ad platform to assist you with retargeting. Using this tool, you can retarget the ads to the lost customer on the Internet powered by Google Ads.

When you start using Google Ads’ built-in remarketing function, it’s wonderful to use them for advertising.

Many major and small firms have effectively raised their ROI using Google advertisements to sell their goods. Colgate promoted their new toothpaste, Colgate Optic White Express White, through Google advertisements. They saw an 1116% increase in brand interest and a 13% increase in brand recognition.

Schmidt’s Naturals outperformed average ads by 12.75%, with a 48% increase in brand awareness. 2.2 million new users clicked on Schmidt’s ads. The fact that their CPM was $5.64 was excellent.


In conclusion, retargeting tools have become essential resources for businesses seeking to maximize their marketing efforts. By re-engaging potential customers and delivering targeted ads, these tools enhance brand awareness, maintain visibility, and increase the likelihood of conversions. The ability to personalize ad experiences based on user behavior further enhances engagement and drives better results. With the insights provided by retargeting tools, businesses can optimize their campaigns, improve ad placements, and maximize their return on investment. By embracing retargeting tools, businesses can create impactful marketing strategies that connect with their audience, foster brand loyalty, and drive business growth. Unlock the power of retargeting tools and elevate your marketing initiatives to new heights of success.


What are retargeting tools?

Retargeting tools are digital marketing solutions that enable businesses to re-engage with potential customers who have previously shown interest in their brand or products. These tools use cookies or pixels to track user behavior and display targeted ads to those users as they browse other websites or platforms.

How do retargeting tools work?

Retargeting tools place a cookie or pixel on the user’s device when they visit a specific website. This allows businesses to identify and track these users as they navigate the internet. When these users visit other websites within the ad network, the retargeting tool triggers the display of targeted ads to remind and entice them to revisit the original website or complete a desired action.

Why are retargeting tools important for businesses?

Retargeting tools are important for businesses because they help increase brand exposure, maintain visibility, and drive conversions. By targeting individuals who have already expressed interest, businesses can effectively re-engage potential customers, remind them of their products or services, and encourage them to take action, ultimately boosting sales and revenue.

Are retargeting tools intrusive to users’ privacy?

Retargeting tools utilize anonymous user data collected through cookies or pixels, which means they do not personally identify individuals. However, businesses must ensure compliance with privacy regulations and provide clear information about their data collection and retargeting practices.

Can retargeting tools be used in combination with other marketing strategies?

Yes! Retargeting tools can be integrated into broader marketing strategies. They complement other tactics such as email marketing, social media advertising, and content marketing. Businesses can create a cohesive and comprehensive approach to engage potential customers across multiple touchpoints and drive higher conversions.