Retargeting.
Retargeting (Remarketing) shows targeted ads to users who have already visited your website — but haven't converted yet. It reminds potential customers of your offering and brings them back to your website.
Retargeting — Explained in Detail
Retargeting (also: Remarketing) is an online advertising strategy where users who have already visited your website are specifically targeted with ads on other websites, in social media, or in Google search. The logic: A user visits your page (e.g., product page, offer page), leaves without converting. In the following days/weeks, they see your ads on other websites — this reminds them of your offering and increases the chance of a return visit and conversion.
Retargeting platforms: Google Ads (Display Network + YouTube + Search), Meta Ads (Facebook + Instagram), LinkedIn Ads (for B2B), and various programmatic platforms. With the phasing out of third-party cookies, retargeting in 2026 increasingly relies on first-party data and server-side tracking. Google offers privacy-compliant alternatives with 'Customer Match' and 'Similar Audiences' (now 'Optimized Targeting'). Meta uses the Conversions API as a server-to-server solution.
For Swiss SMEs, retargeting is often the channel with the best ROI: The target audience already knows your company — the conversion rate is 2–5x higher than with cold traffic. Typical retargeting strategy: All visitors from the last 30 days (general retargeting), visitors of specific pages (product-specific retargeting), cart abandoners (highest priority), email lists (Customer Match). DLM Digital recommends: Reserve 10–20% of your ad budget for retargeting — it's almost always the most efficient spend.
Related Page
Google Ads AgencyFrequently Asked Questions About Retargeting
Classically: A tracking pixel (JavaScript code) on your website sets a cookie in the visitor's browser. When the user later visits other websites, the ad network (Google, Meta) recognizes the cookie and displays your ad. In 2026: Due to cookie restrictions, modern setups use server-side tracking (Conversions API) and first-party data. The user must consent via a cookie banner (consent requirement).
As a rule of thumb: 10–20% of your total advertising budget. Retargeting is cost-effective because the target audience is small and qualified. Typical costs: Google Display Retargeting: 0.50–2.00 CHF/click. Meta Retargeting: 0.30–1.50 CHF/click. LinkedIn Retargeting: 2–8 CHF/click. The CPL (Cost per Lead) with retargeting is typically 50–70% cheaper than cold traffic campaigns.
It can — that's why frequency control is important. Best practices: Set up frequency capping (max. 3–5 impressions/day/user), limit retargeting duration (30–90 days, after which relevance drops), use different ad variations (not always the same ad), and set a 'burn pixel' (retargeting stops after conversion). Well-executed retargeting is perceived as helpful — poorly executed as stalking.
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