Retargeting, Re-Engaging Past Web Visitors Back to Your Website

Retargeting helps to reinforce your brand to users who have already visited your site, with targeted and well-thought-out touch points, intended to increase conversions.

When we manage your retargeting campaigns, our goals are pretty straightforward:


Only users who did not convert from their last web visit on your site


Use effective and targeted messaging for each retarget list of users

Appropriate Channels

Leverage appropriate channels to follow specific users online, capture their attention, and get them to make the desired action on your site

What is Retargeting?

Retargeting is also referred to as “remarketing,” which is a form of online advertising. It is an effective way to help keep your brand in front of prospects who visited your website without making the desired action. Research shows that for most websites, only 2% of web visitors convert on their first visit, which also depends on where a particular user is along the buying cycle or conversion path. As you can already see, retargeting is a great online advertising tactic to re-engage with previous non-converting web visitors.

Online Targeting with Remarketing

With retargeting / remarketing, you can choose to target users that went to a specific part of your website, or open it up to your entire site in general. Either way, you will only be spending ad dollars on people who have previously visited your site.

Although you can execute a retargeting campaign on its own and get good results, TPM understands how remarketing best works in conjunction with other marketing elements, like an email lead gen program. As a result, we help to increase your chances of generating a wealthy amount of conversions throughout your purchase path.

Our Retargeting Approach

TPM uses multiple techniques when building a retargeting campaign for you. However, to keep things simple, we want to give you an overview of our 5-step complete approach.

1. Identify What You Are Trying To Achieve

We work with your team to pinpoint your ultimate goal, whether it’s to improve brand perception, increase audience engagement, or generate customer acquisitions. By clearly identifying the most important desired action from your targeted audience(s), we can successfully set forth a strong retargeting campaign for you.

2. Audience Segmentation Lists

Just as the name suggests, this involves segmenting your targeted audience. In doing so, we can successfully tailor ad messages to prospects at different stages of the buying funnel. For example, for users who only visited your home page, you can retarget them with general brand awareness creatives. On the other hand, if users looked at a specific service page, you can serve them with relevant and engaging ads about that specific service. This all may sound a bit simple, but the simple part is the finished product – ensuring that your retargeting campaign functions as planned for your sophisticated user profiles.

Segmenting Your Audience by: Demographics, Location, and Contextual Targeting
Furthermore, during our audience segmentation phase, we focus on ensuring high relevancy with your ad placements. This ingredient is key for positive performances. When targeting your ads based on demographics, location, and/or contextual factors (i.e., subject matter of a website), we help you to avoid wasting impressions on prospects that are not relevant to your campaign. This ensures placing the right ads in front of the right prospects.

3. Campaign Structure

When structuring your retargeting campaign, we take into consideration factors like:

Type of Retargeting

Understanding the most important form of retargeting prospects is an important player, as it helps remarket your prospects in the most effective place via site retargeting, creative retargeting, or search retargeting.

Platform Selection

Being cognitive of your spend budget, TPM will select the best retargeting platform (i.e., Google AdWords Remarketing, AdRoll, etc.) for your type of retargeting campaign, ad spend, and relevant online channels to show your ads.

Producing Clean Creatives / Ads

Clean and easy-to-follow creatives/ads matter! Therefore, TPM devotes sufficient resources to making your content and ads attractive and suitable for your targeted audience.

Planning Frequency Caps

We plan your ads to appear to your remarketing lists at a frequency rate which will not annoy them or over-expose your ads. TPM likes to be strategic with regard to how your ads will be served to your prospects.

Burn Code

We will place a burn pixel on your selected post-transaction pages to avoid showing your ads to prospects who’ve converted from your retargeting campaign. This helps you save money and not waste valuable impressions.


We identify the key performance indicator, which will define the success of your remarketing campaign.

4. Execute Campaign
Ad Scheduling

Specifying exactly when we want your ads to run.

Ad Rotation

Even if your campaign contains strong creatives, running the same set of ads for a duration will result in lower performance. To avoid dips in performance, we will rotate your ads so your users see fresh content.

5. Manage Campaign
WOW Performance

We measure week-over-week performance by recorded actions to ensure the best results are being produced.

A/B Testing Creative

This involves analyzing your campaign’s performance from an overall perspective and creative perspective. Based solely on the data, we will create additional ads to test for measurable and actionable results.

A/B Testing Ad Sizes

To reach as many prospects within your remarketing list as possible, we produce your ads in different sizes and or formats is an effective practice for performance.

Overall, retargeting / remarketing reinforces your products or services to users who are aware of your brand and who have shown interest by visiting your website. TPM carefully positions your retargeting campaigns on the web, with effective touch points to attain higher conversions from your bounced web visitors.

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