Digital Advertising

Retargeting Ads: Converting “Almost-Customers” Into Buyers

Retargeting Ads

Ever encountered “almost-customers” for your business, whether through abandoned carts or unfinished form fills? Win or bring these customers back with retargeting ads.

Let’s understand the basics of how retargeting ads work to help you convert “almost-customers” into buyers.

What are Retargeting Ads?

Retargeting is an online advertising strategy of targeting ads towards people who visited your website or social media page but left without performing a specific conversion objective (e.g. purchase or sign up) depending on your business goals.

How do Retargeting Ads Work?

How Retargeting Ads Work

When people visit your website and leave, they will still see retargeting ads related to your products or services while browsing other sites or on social media. This is a way to remind them about your products, offers, and attract them back to your site and finally take a conversion action.

There are two types of retargeting: pixel-based and list-based.


Any previous website visitor will be targeted with the help of a piece of code (or known as a pixel) placed on the visitor’s browser. When the visitor browses other sites, a specific ad will be re-displayed based on the visitor’s website behaviour. For example, if a visitor was on your website looking for bags and clicked specific products without purchasing any, then one of your retargeting ads could show up when the visitor goes on other sites to remind him about the product he looked at on your website.


There is existing customer information listed in your database. With list-based retargeting, you can control, include or remove how many or whichever leads are you wish to show retargeting ads. This type of retargeting is not automatic and needs a little more effort in terms of maintaining the list.

Now that we’ve covered the basic understanding of how retargeting ads work, the next question now is what’s in it for your business?

Why do you need Retargeting Ads?

Drive Conversions

Retargeting ads remind someone who engaged with your brand to go back and finish their customer journey. These ads will show up whether they’re on different social platforms, listening to music or reading articles, and move them through the conversion funnel. With retargeting, you can control how you strategize to lead them into conversion. You can segment your visitors and tailor retargeting ads for each group. You may also leverage a specific call-to-action strategy or offer promos. You have the chance to turn it around and convert non-buyers into buyers.

With retargeting, you can also increase sales by cross-selling or up-selling to in-market audiences. 

Improve Customer Relationship or Build Loyalty

You may also simply re-engage these previous visitors to keep strengthening your brand’s relationship with customers.

Get Started with Retargeting Ads with IH Digital

If you’re ready to get started on retargeting ads to drive brand loyalty and conversions, contact us now to speak to our marketing experts.

About IH Digital

IH Digital is an Asia-focused social media agency that provides consultancy service, leading companies with strategising and executing market readiness and market penetration plans across Singapore, Malaysia, Thailand, Vietnam, Philippines and Indonesia. Founded in 2006, IH Digital consists of teams with in-depth understanding of Asian markets and highly experienced in simplifying the complex process of planning and executing marketing campaigns across various channels in multiple languages.

Diversity is one of our key strengths and our Content and Social Experts enable the production of written content, images and videos for markets across Southeast Asia. Our certified media buyers and planners help bring customers through the marketing funnel and provide campaign optimisation to enhance clients’ return on their media investments. We provide direct media buying on digital advertising platforms like Facebook, Instagram, LinkedIn, TikTok and Google, and in-market media buying on platforms like Grab, Spotify, Carousell, SGAG, The Smart Local, Mothership, OHBULAN, MGAG, and on various out-of-home (OOH) advertising platforms.

IH Digital is a member of Digital 38 Group.