What is Ad Retargeting?

The ability to retarget is one of the most valuable features in marketing. The concept behind it is simple: you can show ads to people who have already visited your site. This way, you reach them when they are most ready to make an appointment.

How Does Retargeting Work?

Retargeting is a marketing technique that uses cookies to display ads to users who have already visited your website. You can use it to promote specific products or services, encourage return visits, and drive conversion. In other words, it is a great way to increase conversions on your ads and boost the return on your advertising investment.

The image is a digital graphic with a central text  Retargeting  and a surrounding circular diagram illustrating various components of retargeting, including the process of how an ad follows a user across different platforms.

Why Is Retargeting Important?

Retargeting is a powerful advertising tool that can help you reach people who have already expressed interest in your products and services. For example, if someone visits your website to learn more about your practice or their condition but does not make an appointment at that time, retargeting allows you to show ads for your practice to that same person while they are on other websites around the internet.

This can increase conversions and sales because these people have already demonstrated an interest in what you offer.

Approximately 98% of visitors who visit your website for the first time depart without making a purchase or appointment and are unlikely to return. Retargeting helps reach these people who may not be ready to make an appointment or buy from you initially but could become customers down the road or through repeated exposure over time.

It is similar to how we tend to search about our physical ailments and click on a website that provides a service or procedure on it. When we see their ads repeatedly, we become increasingly familiar with them and start to think of them and the care and services we need.

Benefits of Retargeting:

Whether you are looking to control costs, figure out which ads to produce, and discover who to target specifically, the click-through rates of retargeted ads (which is 10x higher than typical display ads) make its benefits effective. They are also a great way to test and see what people like or dislike about your ads—and if they respond well to certain messaging.

  • Increases Brand Awareness

Brand awareness is crucial as it is the foundation of any marketing strategy. This helps your audience get to know your practice, understand your products and services, and warm up to you.

Retargeting keeps the audience aware of your practice by showing an ad repeatedly. Once brand awareness is accomplished, the audience will keep you on the top of their mind, increasing the chance that they will get healthcare from you.

  • Gain Insights

One of the benefits that retargeting can give is getting to know and understand your market. You can reassess who is genuinely interested in you and tailor your strategies to appeal to their needs. More information can help you create a better strategy.

  • Increases Conversion Rate

Only 2% of first-time visitors to any website convert on average. The increase in traffic from encouraging customers to come back to your website through retargeting can grow the chances of conversion.

  • Improve ROI

Retargeting becomes effective because you can use data in which audiences have already shown interest. This way, you will be able to reduce your budget by focusing on the segmented audience as opposed to targeting everyone. When set up correctly, ROI can be improved.

The image is a screenshot of a laptop displaying a webpage with a colorful design, set against the backdrop of an office environment with a desk and chair.

Avoiding Ad Fatigue

Although retargeting can give many benefits, being repeatedly exposed to ad campaigns can make your audience lose interest. When ad fatigue happens, conversion rates lower as click-through rates (CTR) and engagements decline, resulting in an insignificant ROI.

Here are a few ways to avoid Ad Fatigue:

  • Reduce Ad Frequency: Some platforms may show your ads to the same people a few times which can be a good reminder but when the frequency starts to increase, so do the costs and the likeliness of audiences being annoyed.
  • Invest in Quality Creative: Boring and bad ads perform poorly. Quality creatives not only help your brand stand out but can also be highly cost-effective by delivering consistent and well-thought-out materials that your audiences will gravitate towards.
  • Modify Targeting: Choose the most valuable audience for your campaigns such as those who have already engaged with your ad before but have not made any appointments or purchases. Exclude those who already have so your data can be focused on those who have not converted yet.
  • Refresh Copy and Visuals: Creating multiple ads or various versions of one allows you to deliver the same message in different ways. Changing visuals, rewording content, and using a different call to action are a few ways you can make your ads seem new every time.

Retargeting Strategies

Studies show that an average of 6 visits are needed before a patient makes an appointment or a customer makes a purchase. This is why maximizing retargeting efficiencies can involve proper analysis and optimization of strategies.

Here is how you can implement retargeting strategies on different platforms.

Google Ads

Google Display Network, the platform commonly used for remarketing campaigns, can reach more than 90% of internet users. Beyond depending on social media, you can trust Google’s broad reach that your ads will be seen across the internet. Past visitors will see ads while browsing other relevant websites and watching YouTube videos.

The Benefits:

  • Customizable: With Google Display Network, you can tailor your ads based on demographic data and even how your ads are seen on different devices and more.
  • Google Analytics: See how your campaign is doing, who is responding well to your ads, and which channels should you invest in or save your money on.
  • Ad Design: Google allows you to customize your ads’ visuals and content, so you can edit them according to your marketing goals or brand voice.
The image displays a collection of digital screens and devices arranged in a three-dimensional, overlapping manner, showcasing various interfaces and designs, likely representing the concept of technology or digital services.

Facebook and Instagram

When Meta Pixel is enabled, it allows you to publish retargeting ads that remind visitors on Facebook and Instagram about your products.

The Meta Pixel is a code that tracks visitor activity, so you can view tracked conversions in the Ads Manager to monitor the effectiveness of your ads and define audiences when retargeting.

  • Find People: Meta Pixel will deliver ads to people who are already interacting with your practice online.
  • Custom Audience: You can choose to create a list of potential patient names and information or use Meta Pixel to automatically add people to the list based on the actions you see as most valuable to your campaign.
  • Personalize Your Ads: Create ads that are in line with what your audience will most likely engage with. Dynamic Ads can show the most relevant services or items to them from a catalog.
  • Measure Results: Seeing which ads and platforms are getting the desired engagement can help you understand how to proceed with your campaign.

Retargeting is a useful tool in your marketing arsenal. It can reach customers who have already been interested in your business, so It is a way of consolidating your marketing efforts. It saves you time and money. Using retargeting, you can put more of your ad dollars towards giving already interested customers a nudge to make that appointment.

Why not see how it works? Request a demo with one of our experts at to discuss how you can set up a strategy that works for you.

The image displays a logo with the text  2021 Grow with Google  and below that, additional text reads  High Impact Partner.  It includes a badge or emblem with a checkmark and the words  Grow with Google  in a stylized font. The background is white, and there s a watermark at the bottom right corner with a partial view of a person s hands holding a tablet.

Learn How We Can Help Grow Your Practice

Request a Free Demo

Join the Over 3,200 Doctors, Dentists & Other Health Professionals Who Use to Manage their Online Marketing

Request a Demo