What is Retargeting?
Retargeting (sometimes called behavioral retargeting) is a digital advertising strategy that serves ads to people who have previously visited your website, viewed specific pages, or engaged with your content but didn't convert. It works by placing a tracking pixel on your website that identifies visitors and follows them across the web with targeted ads.
Retargeting keeps your brand visible to warm prospects, people who already showed interest by visiting your site.
Why Retargeting Matters for B2B Sales
In B2B, only 2-3% of website visitors convert on their first visit. Retargeting brings back the other 97%. When a prospect visits your pricing page but doesn't fill out the form, retargeting serves them relevant ads on LinkedIn, Google Display Network, or Facebook, reminding them to come back and take action.
For outbound teams, retargeting creates a powerful feedback loop: cold email drives prospects to your website, retargeting keeps your brand visible after they leave, and the combined effect increases overall conversion rates.
Key Retargeting Channels
- LinkedIn retargeting: Show ads to website visitors who match B2B targeting criteria
- Google Display Network: Banner ads across millions of websites
- Facebook/Instagram: Social retargeting (effective even for B2B)
- YouTube: Video ads served to past website visitors
- Email retargeting: Serving ads to known email addresses via custom audiences
Common Mistakes
- Retargeting everyone equally: Segment by pages visited, pricing page visitors get different ads than blog readers
- No frequency caps: Showing the same ad 50 times creates annoyance, not conversions
- Generic creative: Retargeting ads should reference what the prospect already viewed
- Forgetting to exclude converters: Don't retarget people who already became customers
- Too small an audience: Retargeting pools need at least 1,000 cookies/matches to be effective
How FlowStrata Leverages Retargeting
FlowStrata uses retargeting as part of a multi-channel outbound strategy. When we drive cold email recipients to a client's website, we ensure retargeting pixels capture those visitors for follow-up advertising. This creates a surround-sound effect where prospects encounter the brand through email, website content, and display ads, significantly increasing the likelihood of conversion compared to any single channel alone.