Retargeting
Showing ads to people who already visited your site or engaged, to bring them back.
Retargeting (also called remarketing) is advertising aimed at people who have already interacted with you — visited your website, watched a video, or added something to a cart without buying. Instead of paying to reach cold strangers, you are following up with people who already showed interest, reminding them and nudging them to finish what they started.
Because these people already know you, retargeting usually converts better and costs less per sale than ads to brand-new audiences. The trade-off is size: your retargeting pool is only as big as your recent traffic, so it works best paired with campaigns that bring in fresh visitors to retarget later. Used well, it recovers sales you would otherwise have lost.
Why it matters
It recaptures the visitors who almost bought — often your cheapest sales — turning traffic you already paid for into revenue instead of a missed chance.