Retargeting / Remarketing
Retargeting / Remarketing: how to convince those who already know about you Most visitors to your e-shop don’t buy on their first visit. Maybe they just look around, compare, leave… and forget. That’s exactly why retargeting (or remarketing) exists – a marketing strategy
Retargeting / Remarketing: how to convince those who already know about you
Most visitors to your e-shop don’t buy on their first visit.
That’s exactly why retargeting (or remarketing) exists – a marketing strategy that allows you to re-engage people who have already visited your website, clicked an ad, or shown interest.
And it works best in combination with **UGC**content – authentic videos can convince even those who were initially hesitant.
What Retargeting (Remarketing) is
Retargeting (or Remarketing) means targeting ads again to people who have already come into contact with your brand but have not yet taken the desired action - for example, made a purchase.
The system (e.g. Meta Ads, Google Ads, TikTok Ads) remembers the user and, after some time, shows them another ad – tailored to what they have already seen.
A simple example: A user views a fragrance on an e-shop but doesn’t order. A few days later, they see a video with a real person using it and talking about how beautiful it smells. That is retargeting – and often, this is exactly the moment when the customer buys.
Retargeting vs Remarketing – what is the difference?
| Term | Where it is used | Meaning |
|---|---|---|
| Retargeting | in the context of social media and online advertising | targeting ads again based on user behavior |
| Remarketing | originally used in Google Ads and email marketing | re-engagement (e.g. an email after an abandoned cart) |
Today, the terms are used interchangeably. What matters is: reaching people again who already know about you.
Why Retargeting is so important
According to e-commerce data:
- only 2–3% of visitors buy immediately,
- up to 97% leave without converting,
- and retargeting can bring back 10–30% of those who left.
Key benefits:
- it reminds people of your brand at the right time,
- it reduces CPA (Cost per Acquisition),
- it increases ROAS (Return on Ad Spend),
- it strengthens trust by building repeated contact.
Retargeting is like a second chance - but with a better message.
Types of retargeting
| Type | Description | Example |
|---|---|---|
| Website retargeting | ads for people who visited your website | a visitor viewed a product but didn’t buy |
| Engagement retargeting | targeting people who interacted with your videos, posts, or ads | they watched a UGC video but didn’t click |
| Customer list retargeting | ads for existing customers | repeat offers, new products |
| App retargeting | for users of your app | a reminder of a feature or update |
| Dynamic retargeting | automated ads with products the customer viewed | it shows exactly what they had in their cart |
The most effective approach is usually combined retargeting – a mix of ads for the website, social media, and video.
How UGC content improves retargeting performance
Classic retargeting ads often don’t work. People recognize them, skip them, ignore them.
UGC (User Generated Content) has a major advantage over them:
- it feels authentic and trustworthy,
- it tells a real story, not a slogan,
- it reduces psychological resistance to advertising,
- and speeds up the purchase decision.
According to research:
- UGC ads have 35–70% higher conversion in retargeting,
- they reduce CPA by 20–40%,
- and improve ROAS by 50%+ on average.
A real-world example
Imagine a brand selling nutritional supplements:
- First ad (cold) – a professional video about the product’s benefits.
- Second ad (retargeting) – a UGC video from a real user: “I ordered it last week and the result genuinely surprised me.”
The second ad sells – because it feels like a recommendation, not pressure.
How UGC.sk helps brands with retargeting
At UGC.sk, we create videos that are ideal for the retargeting stages of campaigns. We help brands:
- prepare multiple variants of UGC ads for different stages of the customer journey,
- test which formats perform best,
- integrate UGC content into Meta, TikTok and YouTube Ads,
- and deliver videos optimized for CTR, CR and ROAS.
UGC ads work best precisely when the customer already knows the brand – but needs one final impulse.
Tips for effective retargeting with UGC
- Use a different tone than in the first ad. Retargeting is not about introduction, but about trust.
- Focus on emotions. Let the UGC creator talk about their own experience.
- Use strong social proof. “I ordered this product because I saw it at a friend’s place.”
- Combine multiple creatives. Test 3–5 UGC videos from different creators.
- Include a clear CTA. “Click the link while the discount is still valid.”
- Let the content feel natural. Overly polished video = lower performance.
Retargeting and the metrics to track
| Metric | Meaning | How UGC improves it |
|---|---|---|
| CTR (Click-Through Rate) | Click-through rate | Authentic videos increase CTR by 20–60% |
| CR (Conversion Rate) | Conversion rate | UGC feels trustworthy → more purchases |
| CPA (Cost per Acquisition) | Cost per customer | Lower resistance = lower costs |
| ROAS (Return on Ad Spend) | Return on ad spend | UGC increases the efficiency of the entire budget |
Conclusion: Retargeting works when it feels human
Retargeting is not about “chasing” customers. It is about reminding them of you in the right way.
And it works best when the message doesn’t come from the brand – but from a real person who actually uses the product.
If you want your retargeting campaigns to sell instead of annoy, UGC.sk will help you create authentic videos that persuade without pressure.
Because sometimes, all it takes is one video for a hesitant visitor to become a loyal customer.