Guides and Templates

Ad retargeting guide

An overview of best practices, to increase conversions across Ad Network, GDN, Facebook, LinkedIn and more

How will this display advertising guide help me and my business?

Retargeting has become one of the most popular forms of display advertising. It gives you the opportunity to reach prospects or customers who have already interacted with your brand, to further persuade them into making a conversion after they've left your site.

Targeted reminder ads served to previous site visitors are so effective in prompting conversion that they have one of the highest levels of ROI for digital media.

This guide is for you if you want to know the options and best practices or if you want to know how to get started. It will also help if you are already running retargeting campaigns and want to make sure you are doing it right and are actually increasing your ROI. Constant changes in technology means that it is ever more difficult to keep up with the latest features in display advertising.

Use this seven-step guide to find out how to you could achieve more from your retargeting campaigns.

Who is this guide aimed at?

This guide is aimed at marketers who have heard about the promise of retargeting, but want to know the steps they need to take to implement correctly, or ask their agencies questions to improve ROI. Typical roles who will find this guide useful include:

  • Marketing managers
  • Digital marketing managers
  • Ecommerce managers
  • Agency staff who are new to retargeting

How is our ad retargeting guide structured?

This guide is structured in 7 short sections which explain the options for retargeting and step you through the decisions you need to take to set up your campaigns:

  • Introduction: What is retargeting?
  • Step 1: Define your goals
  • Step 2: Segment your audiences
  • Step 3: Tailor your creative
  • Step 4: Select your retargeting methods
  • Step 5: Choose your retargeting partner
  • Step 6: Implement tracking
  • Step 7: Test and learn
  • Recommended resources including suppliers and reference sites

Resource Details

  • Guide format: PDF download with tables and examples of the options
  • Related Smart Insights resources: Quick Win guide to Facebook Retargeting – a practical interactive guide to using the Facebook pixel for retargeting on Facebook.

About the author

David Miles 

David Miles is a digital marketing consultant, trainer, and published author. For the past 13 years David has owned and run digital marketing agencies and training businesses large and small across the UK and Europe. Currently, David is the founder and CEO of The PPC Machine, a boutique agency that helps medical professionals grow their practices using pay per click advertising platforms.

Connect with David on LinkedIn.

Dr. Dave Chaffey

Dave ChaffeyDave is co-CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our premium members in more than 80 countries to Map, Plan and Manage their digital marketing.

For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.


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