Introduction to Bing, Yahoo & Google Retargeting Ads

For most websites, a large chunk of traffic will leave on the first visit, after a few moments of browsing.

Retargeting, is a form of remarketing, that allows a company to re-engage with that visitor, via online advertisements, after they have left the website.

It is thought that only 2% of web traffic converts on the initial lookup, this is why Google Retargeting ads can be very effective. It is a well-designed tool created to help brands reach the remaining 98% of users who don’t convert straight away.

How does Google Retargeting work?

Google Retargeting ads work from a cookie-based technology that uses JavaScript code. The code then ‘follows’ your target audience anonymously as they browse across the internet. The way that this works is, it begins when you place a small piece of code on your website (this can also be known as a pixel), that’s invisible to the users that visit your site.

Every time a new visitor comes on to your website, the code will then drop an anonymous browser cookie. When your users come to browse the web later on, the cookie will then alert your Retargeting provider so they know when to show the ads. This ensures your ads are visible only to the people who have previously visited your website and didn’t convert right away.

Once someone clicks on to your site, they will start to see your ads whilst shopping, reading a blog post or listening to music online. They are effective reminders of your product and service to bring them back to your site, to make a purchase.

In the past, marketers had no other option except to create their own marketing strategies based on research and audience information. Thanks to Google Retargeting ads and the many benefits that come with them, businesses can continue a conversation with potential leads, without the need for email or phone.

Retargeting a potential customer builds the visibility of your brand and allows you to share your message with them more than once. This method is highly effective and builds up trust with people who have already demonstrated an interest in your business and gets them back on board.

Examples of Successful Campaigns

When you are browsing any kind of website, it is tracking your every move. Websites can monitor products that potential customers are looking at so that once you have left their site, they can email you with deals on that particular product or something similar. Since a company knows that you are interested, they have a higher return on investment advertising to you, an interested user, than they do advertising to people who might not even be aware of their business.

Here are some examples of different companies that have successful Retargeting campaigns.


Expedia is a great example of how a Retargeting ad campaign can really work. As one of the leading, global travel agencies, Expedia wants to be able to gather as much information as possible about the users that come onto their website. Capturing large amounts of traffic, Expedia are monitoring information about the intentions of each user such as destination and time frame.

One of the ways in which Expedia retargets people is, they like to approach those interested in last minute holidays and will extend their deals out to them. If you do some browsing on their site and then leave, you will notice last minute deals to your dream destination pop up on your social media. is an online insurance aggregator that works with agents who will contact several insurance companies on your behalf to find you the best deal based on your information provided.  Whether it is car insurance or home insurance, an agent will work in the background to gather the best quotes for you, even if you don’t view them right away. If you request a quote and then leave the website, the work will still be done and going forward, you will begin to receive information about your quotes via email and ads. You will notice the retargeted ad will begin to show on different websites that you go on including social media. In the ad, it will showcase the best deals for you based on your criteria and those deals are just a click away.

Best Buy

Best Buy is an online shop selling mostly electronic devices and appliances. They showcase good examples of what an abandoned cart ad would look like. When you visit them, shop around, add something to your cart and continue to browse and then leave without purchasing, you will see ads pop up.

These ads will show themselves to users when Best Buy thinks you are still interested in buying the product you left in the cart. These types of reminders are generic and not personalised.


Nike’s Retargeting campaigns are a great example of how it should be done. If you search for a pair of any Nike trainers on their website, you will then receive a series of marketing ads, often in banner form, as you browse other websites. These Remarketing ads allow you to scroll through different pairs of trainers that are ‘suggested for you’ based on your previous activity on Nike’s website. These kinds of ads often feature a call to action button directing you back to Nike’s website to complete your purchase.

How Fluid Ads can help

We are committed to helping businesses achieve brand recall and awareness through personalised ads which is more important than ever.

Our service is able to capture data on your potential customers and use this information to tailor your messaging to your target audience. We can work with you to retarget users to an advertisement that is unique to them and what they are looking for.

Fluid Ads provides two types of Retargeting; Pixel Retargeting for your website to establish website visitor’s information and continue to deliver creative retargeted ads based on the product or service left behind at the add to basket stage.

In addition to this, we offer Search Retargeting which is where we will retarget your users based on the keywords that they have originally searched for.

We have the complete solution for all of your digital display advertising needs. Book a demo with the team to discuss how we can help your brand grow.

Flexible solutions to suit your business