Marketing
Ever notice how certain ads seem to follow you around the internet after you visit a website? That’s retargeting in action, and it’s one of the most effective ways to turn curious visitors into paying customers.
Here’s why retargeting matters: 98% of website visitors don’t convert on their first visit. Most people need multiple interactions with your brand before they’re ready to buy. They want to research, compare options, and build trust before making a decision.
Link retargeting takes this concept and makes it even more precise. Instead of just tracking website visits, you track who clicks on specific links and serve them targeted ads based on that exact interaction.
If you’re looking to boost your conversion rates and get more value from your marketing efforts, link retargeting should be on your radar. Let’s walk through everything you need to know.
What is link retargeting?
Link retargeting is a marketing strategy where you track people who click on specific URLs and then show them targeted ads based on that click. Think of it as a more focused version of regular online advertising.
Here’s how it works: You create a special tracking link with a retargeting code that records when someone clicks it. That person then gets added to a retargeting audience, and you can serve them customized ads as they browse other websites and social media platforms.
The power of link retargeting lies in its precision and expanded reach. You know exactly which content or offer sparked someone’s interest, so you can craft follow-up ads that speak directly to that interest. This level of insight into browsing behavior makes your marketing campaigns much more effective.
But here’s where link retargeting gets really powerful: you’re not limited to people who visit your website. You can tag and retarget anyone who clicks on any link you share, even if that link takes them to a partner’s site, a news article about your company, or third-party content you’re promoting.
This technique builds on remarketing principles, which focus on re-engaging people who showed initial interest but didn’t convert. Link retargeting just gives you more granular control over which user segments see specific ads.
Types of Retargeting Links
There are two main approaches to link retargeting, each with its own strengths.
Pixel-based retargeting
Pixel-based retargeting uses a small piece of code called a retargeting pixel. You place this code on specific pages of your website, and it tracks visitor behavior.
When someone visits a page with your retargeting pixel, it records information like which pages they viewed, how long they stayed, and what actions they took. This data gets sent to platforms like Google Ads or Facebook Ads.
Later, when that person browses other websites or social media, your retargeting ads appear. The pixel ensures your brand stays visible to people who already showed interest in your relevant content.
This method works well because it automatically tracks visitors across different platforms. You don’t need to manage lists manually – the pixel handles the tracking for you.
List-based retargeting
List-based retargeting takes a different approach. Instead of relying on pixels, you upload lists of customer data like email addresses or phone numbers to advertising platforms.
The platform matches your list against their user database to create custom audiences. You can then run retargeting campaigns specifically for these audiences.
This method works particularly well for existing customers or email subscribers. You already have their contact information, so you can create highly targeted campaigns based on their purchase history or engagement level.
List-based retargeting also lets you reach people who might not interact with your website regularly but are still valuable prospects or customers.
Link retargeting strategies for different scenarios
Link retargeting works best in specific scenarios where you want to re-engage people based on particular actions. Here are the most effective use cases and strategies.
Abandoned shopping carts
This is probably the most common use case for link retargeting. When someone adds items to their cart but leaves without buying, you have a clear opportunity to bring them back.
Create retargeting campaigns that remind these shoppers about their abandoned items. You might offer a small discount or simply remind them what they were considering. Since they already showed purchase intent, they’re likely to respond well to these ads.
Product page views
When someone spends time looking at specific products on your site, they’re showing clear interest. Link retargeting lets you follow up with ads featuring those exact products or similar items to your target audience.
You can also use this data alongside Google Analytics to understand which products generate the most interest and adjust your marketing campaigns accordingly.
Lead generation follow-up
If someone downloads your lead magnet or starts filling out a form but doesn’t complete it, link retargeting can help nurture those leads.
Create a series of retargeting ads that provide additional value or address common objections. This keeps your brand top-of-mind while moving leads through your sales funnel.
Content engagement
When people engage with your blog posts, videos, or other content, they’re showing interest in your expertise. Use link retargeting to guide these engaged users toward more conversion-focused content.
You might retarget blog readers with ads for related products or services, or invite them to download more in-depth resources.
Partner and affiliate content
Here’s a creative use case many marketers overlook: retargeting people who click on links to partner or affiliate content. If you’re promoting a partner’s webinar, sharing an industry report, or linking to affiliate products, you can add your retargeting pixel to those links.
This lets you build retargeting audiences from people interested in complementary content, even when they never visit your website. Later, you can serve them ads for your own related products or services.
News coverage and PR mentions
When your company gets mentioned in news articles or industry publications, you can create retargeting links to those articles. Share these links in your social media posts, email newsletters, or other marketing materials.
Anyone who clicks to read about your company gets added to your retargeting audience, giving you another way to stay top-of-mind with potential customers who are learning about your brand.
Email signature links
Add retargeting links to resources in your email signature. For example, if you include a link to your latest ebook or case study, everyone who clicks that link becomes part of your retargeting audience.
This is particularly effective for sales teams who send dozens of emails daily. Each email becomes an opportunity to grow your retargeting audience organically.
Cross-selling and upselling
Link retargeting isn’t just for acquiring new customers. You can use it to increase revenue from existing customers by promoting complementary products or upgrades.
Track which customers click on product-related emails or content, then show them ads for related items they might find useful.
Event promotion
If you’re hosting webinars, conferences, or product launches, link retargeting can boost attendance. When someone clicks on event information but doesn’t register, follow up with reminder ads highlighting the event’s benefits.
Seasonal campaigns
Holiday sales and special occasions are perfect for link retargeting. Target people who engaged with your brand during previous seasonal campaigns and remind them about your current offers.
Benefits of link retargeting campaigns
Link retargeting offers several advantages that make it a valuable addition to your marketing strategy.
Higher conversion rates
People who have already interacted with your brand are more likely to convert than cold prospects. Link retargeting focuses your ad spend on these warm leads, typically resulting in better conversion rates.
Since you’re reaching people who already showed interest, your ads feel less intrusive and more relevant to their needs.
Better return on investment
When you target people who are already familiar with your brand, your advertising dollars work harder. You’re not trying to build awareness from scratch – you’re nudging interested prospects toward a purchase.
This focused approach often delivers better ROI than broad, untargeted advertising campaigns.
Stronger brand recall
Repeated exposure through retargeting ads helps people remember your brand when they’re ready to buy. This consistent presence builds familiarity and trust, which are crucial for purchase decisions.
Even if someone doesn’t click on your retargeting ads immediately, seeing your brand repeatedly keeps you top-of-mind for future purchases.
More customer engagement
Link retargeting lets you deliver personalized content based on specific interests. This relevance often leads to higher engagement rates compared to generic advertising.
You can tailor your messaging to match exactly what sparked someone’s initial interest, creating a more compelling user experience.
Extended reach beyond your website
Your retargeting ads can appear across multiple platforms and websites, giving you more opportunities to reconnect with interested prospects. This extended reach increases your chances of catching people when they’re ready to take action.
The real advantage of link retargeting is that you can grow your retargeting audiences exponentially faster than traditional website-only retargeting. Every link you share becomes an opportunity to tag new prospects, dramatically expanding your reach.
Detailed tracking and analytics
Link retargeting provides precise data about user behavior and campaign performance. You can see which links generate the most engagement, which retargeting ads perform best, and how different segments respond to your messaging. Platforms like Google Ads make it easy to track these metrics alongside your other marketing campaigns.
This data helps you refine your campaigns and allocate your budget more effectively across different link retargeting strategies.
Control over ad frequency
You can control how often people see your retargeting ads, preventing ad fatigue. Too many ads can annoy people and hurt your brand perception, but too few might not be enough to drive action.
Link retargeting platforms let you set frequency caps and timing rules to find the right balance.
Competitive advantage
While your competitors are trying to reach cold audiences, you’re focusing on people who already know your brand. This gives you a significant advantage in competitive markets.
Your retargeting ads can help you win over people who are comparing options and keep your existing customers engaged.
Frequently asked questions about link retargeting
What is link retargeting?
Link retargeting is a digital marketing strategy where you track people who click on specific links and then show them targeted ads based on that interaction. It allows you to re-engage people who showed interest in particular content or offers.
How does retargeting work?
Retargeting tracks user behavior like website visits or link clicks, then displays targeted ads to those users as they browse other sites. It helps re-engage potential customers who already showed interest, encouraging them to take further action.
What do you mean by retargeting?
Retargeting (also called remarketing) is an advertising strategy that shows targeted ads to people who previously interacted with your brand’s website, app, or content. The goal is to re-engage these users and encourage them to complete desired actions like making a purchase.
How important is retargeting?
Retargeting is highly valuable in digital marketing because it significantly improves conversion rates and ROI. Since you’re targeting people who already showed interest in your brand, they’re more likely to convert than cold prospects.
What is remarketing list monitoring?
Remarketing list monitoring is the process of tracking and updating lists of website visitors who meet specific criteria for remarketing. It involves continuously updating these lists so people are added or removed based on their latest actions.
How to retarget with Rebrandly?
You can set up link retargeting with Rebrandly by copying your retargeting pixel and pasting it into the retargeting script box. Then create a retargeting code and link with one click. Share the link in your marketing messages, and anyone who clicks gets tagged for future retargeting campaigns.
For detailed setup instructions, check out our support article on link retargeting with Rebrandly.
Link retargeting is a powerful way to maximize the value of your marketing efforts. By focusing on people who already showed interest in your brand, you can achieve better conversion rates and ROI while building stronger customer relationships.
Start with one or two use cases that make sense for your business, track your results, and expand from there. With the right approach, link retargeting can become one of your most effective marketing channels.
Get started with link retargeting today with a free Rebrandly Premium Trial.