The Funnel Hasn’t Changed — But Our Tools Have
Everyone in marketing knows about the funnel. There have been many attempts to reinvent it over the 122 years since an advertising pioneer with the extraordinary name of Elias St Elmo Lewis first developed it, but its core principles have remained remarkably unchanged. All marketing still follows the essential AIDA model – we all still aim to generate Awareness, maintain Interest, create Desire and push into Action.
What has changed is the ever more sophisticated technical tools at our disposal, and their ability to not only bring people to the funnel but also keep bringing them back. Think Michael Corleone in The Godfather III: “Just when I thought I was out, they pull me back in.”
What Is Retargeting and Why Does It Work?
This is the specialist but powerful skill of retargeting. And if the gangster movie metaphor sounds a bit sinister, we should admit up front that some consumers do find this practice a little unsettling. People sometimes find it creepy that they’re followed around the Internet by the same brand — which is why a light touch is important.
But here’s the simple truth: it works. Search for “ROI retargeting” and you’ll see claims of returns of 1,300% or more. Even if the average is closer to 300%, that’s still an incredibly impressive return.
The Problem Retargeting Solves
Adobe reports that around 96% of people who visit your website aren’t ready to make a purchase yet. That means 19 out of 20 visits don’t result in a conversion.
Retargeting helps reduce this waste. It pulls people back to the Desire stage and gives you another shot at pushing them into Action — whether that’s buying a product or signing up for a service.
How to Set Up Retargeting the Right Way
Get Your Tracking Code in Place
If you use Google Ads, start with Google Analytics and install the remarketing tag on your website. Microsoft Ads has a similar Universal Event Tracking tag. Facebook uses the well-known Facebook Pixel.
These tracking codes let ad platforms see who visited your site, and help you reconnect with them later in the funnel.
Segment Your Audiences Thoughtfully
Not every visitor is the same, so you need to retarget based on behaviour. Instapage puts it best: “The key to creating successful retargeting campaigns lies with audience segmentation.”
Understand the Buying Timeline
This is known as the “retargeting window.” Someone buying a holiday might spend weeks researching. Someone buying a pregnancy kit? They’ll decide quickly.
Tailor your retargeting to this timeframe, using your website behaviour data to identify intent and timing.
Examples of Smart Retargeting in Action
Let’s say someone viewed your Bali holidays page and looked at accommodation. That’s a strong signal they’re in the Desire stage — so show them more Bali options to push them into Action.
Google lets you create highly specific audiences: people who viewed a product but didn’t buy, or who read a particular blog post. These visitors are much easier to convert than cold leads.
As Lucas Lee-Tyson of Growth Cave says: “Retargeting is some of the lowest hanging fruit you can ever target.”
Crafting the Perfect Follow-Up Message
Once you’ve identified behaviour, tailor your message:
- If they abandoned a cart, show them a discount offer.
- If they read a blog about fitness, show them a product ad tied to that goal.
Designing Landing Pages That Convert
When someone clicks your retargeting ad, they should land on a page that speaks directly to their concerns — whether that’s pricing, effectiveness, or urgency.
Search Engine Journal recommends making landing pages “more personal, more curated, and more relevant.” But don’t overdo it — you want relevance without being intrusive.
Retargeting Isn’t Just for Conversions
Retargeting doesn’t always have to drive sales. It can also be used to deepen brand awareness by targeting previous site visitors with blog posts, product education, or soft-touch content.
As Smart Insights puts it, retargeting can help “raise your brand awareness and increase the efficiency of your ads.”
Final Thoughts
Digital marketing is tough — and that’s part of the appeal for many. But don’t make it harder than it needs to be. Retargeting is a no-brainer. It makes conversions easier, more efficient, and more cost-effective.
Start today and see how much more effective your funnel can become.