What retargeting is
Retargeting (remarketing) means showing ads to people who already interacted with you: they hit the lander, clicked, started a sign-up, but didn't finish. This is a warm audience — they already know the product, so it converts at a better rate and is cheaper to engage.
Why retargeting pays off
- Cheaper clicks — smaller audience, but already “primed”;
- Higher CR — the person has already seen the offer, all that's left is a nudge;
- Closing the funnel — you bring back the ones who “almost” did (see the funnel);
- Upselling — to those who already converted (upsell, a different offer).
How it works technically
You need a pixel (FB Pixel) or events fired through a tracker:
- You drop the pixel on the lander → it collects visitors into an audience;
- You build a separate campaign targeting that audience (the ones who came but didn't buy);
- You serve a different creative — a reminder, a bonus, urgency.
There's a catch in affiliate marketing: on a “black” offer you can't always drop the pixel directly. So retargeting is more often built on the warm audience of a white page / pre-lander, or through events in the tracker.
Common retargeting audiences
- Hit the lander, didn't click the CTA — reminder + bonus;
- Started the sign-up, didn't finish — “one step left”;
- Converted — a different offer in the same vertical (upsell);
- Look-alike off the people who converted — for scaling (this isn't retargeting anymore, but it's a close cousin).
Creatives for retargeting
Don't run the exact same ad — the person already saw it and ignored it. Give them a fresh angle: a discount, a deadline, a testimonial, an answer to an objection. That's its own logic for creatives.
Wrap-up
Retargeting is a cheap way to close the ones who are already warm and lift the overall ROI of your bundle. You need a pixel/tracker and a separate reminder creative. It pays off most where there's a “pause” between the click and the conversion (forms, sign-ups). Grab landers with a slot already set up for the pixel/events made to order or from the pool.