Retargeting
Retargeting (also called remarketing) shows ads to people who have already interacted with your brand — visited your site, added to cart, or used your app — to bring them back to convert.
Also called: RemarketingFormula
Retargeting = ads to a warm audience of prior visitors/engagersExample
A shopper adds a product to cart but leaves; a retargeting ad later shows them that exact product with a reminder or offer.
Why it matters
Warm audiences convert far better than cold ones, so retargeting usually has the strongest ROAS of any campaign type — but it needs frequency capping to avoid annoying the same people.
Put these metrics to work
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FAQ
What's the difference between retargeting and remarketing?
They're used interchangeably. 'Retargeting' often implies paid ads to site visitors; 'remarketing' is Google's term and can also include email re-engagement.
Is retargeting worth it?
Usually yes — it targets people already familiar with you, so conversion rates and ROAS tend to be high, though the audience size is limited by your traffic.