Modern digital ads can have a huge relevancy problem, and using a retargeting strategy is one of the best ways to solve it.
With retargeting, you only show ads to people who have indicated interest in your product or website before. Usually, the interest-signaling behavior is a visit to a particular page on your website.
While the abilities of retargeting sound creepy—and they definitely can be eerie when the practice is done incorrectly—most retargeted ad campaigns are actually doing consumers a favor. Instead of showing them irrelevant ads for things they may never buy, such as an expensive luxury car, you’re showing them ads. The ads are for things they’ve directly looked at before.
At its core, retargeting strategies are all about that relevancy. The idea is that someone has already entered into your sales funnel or taken the first steps of the customer journey. Retargeted ads should ideally be a nudge a little further along that path.