Retargeting

Retargeting is advertising to those who have already touched the brand: they were on the site, opened the bot, looked at the product, or were in an abandoned cart. The platform gathers these people into an audience, and advertising catches up with them.

Retargeting almost always provides the cheapest CPL in the entire advertising structure. The reason is obvious: the audience is already “warm”, it is familiar with the brand, it does not need to be explained to it from scratch. In my practice, retargeting based on website visitors consistently costs less than cold targeting based on interests—sometimes by several times.

The pitfall of retargeting is that it doesn’t scale. The audience of those who have touched the brand is finite, and repeating the same thing over and over again is a direct path to creative burnout and obsession. Therefore, retargeting is the “closing” layer of the funnel, which only works on top of the constant influx of new audiences from above.