Retargeting

Also called Remarketing

Showing ads to people who already visited your site or used your product but did not convert, to bring them back. Also called remarketing.

Why it matters

Retargeting reaches warm prospects who showed intent, so it usually converts far better and cheaper than cold ads. Used with restraint it recovers lost conversions; overdone it just annoys people.

For example

A visitor who added a course to cart but did not buy sees a reminder ad the next day and comes back to complete the purchase.

Worth your time

Prospecting and Retargeting Campaigns Demand Curve · article This is the cleanest answer to the exact question of how to divide cold and warm budgets when you are just starting. It gives you a concrete number to start with (roughly 80% cold prospecting, 20% retargeting) and a simple rule for when to shift it, instead of vague theory. Demand Curve teaches growth to early founders, so the framing assumes you are working with a small budget and no in-house media buyer. Open demandcurve.com →

Related terms

Paid Acquisition Conversion Rate Marketing Attribution

Go deeper

See how founders actually handle this on Growing and marketing, part of the Starting Up hub.

eChai Partner Brands