Knowledge for your website

Retargeting: reconnect with previous contacts for a clear purpose

Retargeting means advertising again to people who have previously encountered an offering. Whether this makes sense depends on the buying process, target audience and an appropriate data basis.

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Zürich · Greater Zürich areaBusinesses in Switzerland

How is such an audience created?

Previous website visits or certain interactions can provide a basis. Google Ads refers to your data segments in this context. The specific technical setup and permitted use depend on the advertising service, information collected and configuration.

A visit alone does not demonstrate purchase intent. Someone looking up a glossary term may have a different need from someone who has read a detailed service page. Combining all visitors into one audience may therefore tell you little.

What should be established before a campaign?

Objective: Which next action should the advert usefully support?
Content: What additional information does an already interested person need?
Period: For how long is the original interest plausibly relevant?
Exclusions: Which people or already resolved needs should not be targeted again?
Data basis: What collection is required, and how is the person concerned informed?
Budget: What expenditure is reasonable for a limited test?

Assess impact realistically

A later enquiry cannot automatically be attributed entirely to an advert seen earlier. Consider spending, contacts and enquiries together with the limitations of the attribution used. Frequency and relevance of contact also belong in the assessment.

For small websites, a clearer offering or better contact option may initially be more useful than another advertising measure. The decision should be based on the specific bottleneck. The areas of Google Ads and online marketing help with this assessment; website measurement basics explain the distinction between clicks and business results.