Retargeting Ads: Targeting Training Guide

Overview

Retargeting ads help businesses stay top-of-mind by showing targeted ads to users who have previously visited their website. These ads appear across various high-traffic websites, helping to build brand awareness, drive site traffic, and support ongoing SEO efforts while rankings improve.

This guide covers:

• How retargeting works
• Where ads appear
• Identifying clients who are a good fit
• Best practices for ad performance

1. How Retargeting Ads Work

Retargeting ads use cookie-based technology to track users who visit a business’s website. When these users browse other sites, customized ads are displayed to encourage them to return.

Key Benefits of Retargeting:

• Keeps the brand visible to potential customers.
• Drives traffic while SEO builds rankings.
• Increases conversions by bringing back interested visitors.

2. Where Do Retargeting Ads Appear?

Retargeting ads are displayed on high-traffic websites, including:

• News & Business – Bloomberg.com, Forbes.com, HuffingtonPost.com, NYTimes.com, USNews.com, USA Today
• Lifestyle & Entertainment – Esquire.com, HGTV.com, Parents.com, GoodHousekeeping.com, MarthaStewart.com, WebMD.com
• Sports & Fitness – NBA.com, MensFitness.com, Livestrong.com, Fitness.com
• Shopping & Travel – Overstock.com, Priceline.com
• Career & Education – CareerBuilder.com, Glassdoor.com
• Media & Pop Culture – IMDB.com, Mashable.com, TMZ.com, Fandango.com

These placements increase brand exposure and drive repeat engagement with website visitors.

3. Identifying Clients Who Benefit from Retargeting

Not every business needs retargeting, but it’s a great fit for businesses that:

✔ Receive consistent website traffic but struggle with conversions.
✔ Are in their busy season and need to capitalize on demand.
✔ Are launching a new product or service and need visibility.
✔ Want to increase brand awareness in a competitive market.

Best Business Verticals for Retargeting

Some industries perform especially well with retargeting ads:

• Landscaping Companies – Seasonal service with customers who shop around.
• Salons & Boutiques – Promote new products, gift cards, and services.
• Restaurants – High-volume businesses that benefit from consistent visibility.
• Pet Shops, Event Centers, Tattoo Shops, Barber Shops, Sports Academies, Gyms/Fitness Centers – Businesses with frequent repeat customers or strong visual appeal.

4. How Often Should Retargeting Ads Be Updated?

New ads should be created every 3-4 months to ensure optimal performance.

When to Request New Ads:

✔ When the business shifts focus or has a special offer.
✔ If the business has seasonal changes (e.g., Winter, Summer, Spring, Fall).
✔ To keep content fresh and maintain engagement.

Why Updating Ads Matters

• Ad servers prioritize new content, meaning fresh ads get shown more often.
• Updated ads increase engagement, impressions, and conversions.
• A rotation of seasonal ads can be reused each year, saving time on future updates.

5. Elements of a Winning Retargeting Ad

To maximize ad effectiveness, follow these best practices:

✔ Use an eye-catching image and design – Ads should stand out visually.
✔ Include a strong Call-to-Action (CTA) button – Example: “Book Now” or “Claim Your Offer.”
✔ Differentiate the ad from the website – Ads should complement but not duplicate website content.

Where to Find Existing Ads

Before creating new ads, check the Retargeting LVP Resources to review past designs and ensure variety.

6. Submitting a Retargeting Ticket

To request new retargeting ads:

1. Fill out the retargeting ticket form with client details.
2. Specify any special offers, promotions, or seasonal updates.
3. Submit the request to the digital display team for review.

7. Why Selling Retargeting Benefits You

As a digital marketing specialist, promoting retargeting offers key advantages:

✔ Earn commission for upselling clients on retargeting services.
✔ Demonstrate expertise by explaining the value of retargeting.
✔ Build trust with clients by providing data-driven recommendations.
✔ Plant the seed for future upgrades, such as expanded ad budgets or targeting strategies.

By educating clients on the long-term benefits of retargeting, you position yourself as a trusted advisor, increasing both client retention and revenue growth.

8. Key Takeaways

• Retargeting keeps businesses visible to potential customers even after they leave a website.
• Ads appear on high-traffic sites like Forbes, WebMD, and NBA.com.
• Best fit for businesses with strong website traffic, seasonal demand, or brand-building goals.
• New ads should be requested every 3-4 months to improve engagement and conversions.
• Winning ads include eye-catching visuals, strong CTAs, and fresh content.
• Selling retargeting builds expertise, trust, and commission opportunities.