Retargeting Services
Have you ever come across a retargeting ad that seems to be a direct response to your recent browsing activity? That means you’ve been part of a retargeting campaign.
We can help you do that for your potential customers.
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Digital Advertising 101
Most digital advertising is based on a real-time bidding process, a type of programmatic advertising:

Advertisers use various ad platforms such as Google Ads to determine how much they’re willing to pay — known as their ad spend — to serve display ads through that network.

If the user clicks on the ad, the advertiser pays a fee to the ad platform. This is called pay-per-click (PPC) advertising, a cost-effective and measurable practice in digital marketing that targets user behaviour effectively.

When a potential customer or website visitor browses a website or mobile app that is part of the ad network, they will see the most relevant ad that belongs to the highest bidder or the ad that the network has deemed to be of the highest quality.

The exception to this process is search engine marketing (SEM), also known as paid search. The only difference is that the ad displays at the top of search engine results instead of being embedded on a web page.
Unlike traditional auctions, the highest bidder isn’t always the winner. The Google Ads Network — the largest ad network on the web — factors Quality Score into its rankings. Google determines this Quality Score based on expected click-through rates, ad relevance and landing page experience.
This means advertisers can earn a lower cost-per-click (CPC) by creating high-quality ads that lead to optimised, highly relevant landing pages. And the rewards are well worth the effort: Google Ads are seen by an estimated 90% of all web users. With so much potential exposure, marketers who use digital ads effectively have significant opportunity to build brand awareness while also converting leads deeper into the sales funnel.
Retargeting: How It Works
Ad retargeting is a type of PPC advertising. Advertisers configure their retargeting campaigns to target specific web users based on their previous internet activity, which can be discerned through cookies and third-party data. This allows advertisers to make bids that target users whose browsing history makes them more likely to click on the ad.
Retargeted ads can target users who have had previous interactions with your site or your brand. For example, a potential customer may have looked at specific product categories on your website. This is commonly referred to as website retargeting.
Alternatively, retargeted ads can be served to users who have never interacted with your brand but have shown interest in other brands and product pages that are similar to yours. This is called dynamic retargeting, where ads dynamically adjust based on user behavior.
Retargeting can be executed on search networks (search retargeting) or via display networks (display retargeting). It can also be extended to social media platforms, such as Facebook retargeting, where ads are shown to users based on their social media activity.
How Brafton Helps
As part of our PPC management services, Brafton will assign a consultant to focus on retargeting campaigns across the following platforms:
- Google Ad Network.
- Microsoft Advertising (Bing and Yahoo).
- Facebook Custom Audiences and other social media platforms.
- Syndication networks (Taboola, Outbrain).
We assist with every aspect of your retargeting strategy, including the following:
Managed Spend Allocation
Your dedicated consultant will make strategic recommendations about how to allocate ad spend based on historic campaign performance, marketing objectives, target audience and other variables. This will ensure that advertising spend is always funnelled toward channels that will yield maximum returns.

Campaign Management
Brafton’s PPC consultants can manage retargeting campaigns via AdRoll and other leading retargeting platforms to assist you with:
- Audience segmentation: A retargeting platform like AdRoll makes it easy to segment audiences according to how they interact with your site or other content on the web. For example, you can define audiences based on activities such as what pages they visit, what buttons they click, how many impressions they have been served, whether or not they’re part of an existing campaign audience in your CRM and much more.
- Geo-targeting: The market for local services on the web is enormous. In fact, nearly half of all web searches have local intent. Geotargeting lets you create location parameters to help you retarget users based on their proximity to certain markets.
- Reporting and attribution: Your dedicated PPC consultant tracks conversions, creates custom reports and measures campaign performance by tracking average CPC, cost per acquisition, return on advertising spend (ROAS) and other key metrics using tools like Google Analytics.

Strategic Content Optimisation
PPC consultants may also collaborate with your dedicated content strategist to assist in other elements of your advertising campaigns, including but not limited to:
- Persona development to understand user behavior.
- Landing page copy optimisation to improve Quality Score and ensure relevant ads lead to conversions.
- UX and web design audits to help boost conversions.
- Keyword research (paid search).
- Meta description optimisation (paid search).
- Banner ad design.
- Video ad production for dynamic remarketing efforts.
- Text ad copywriting.
- Cookie consent banners.
All of these factors, and more, can make or break the success of your retargeting ads. With Brafton, you get a complete digital marketing agency that can get to the root of your retargeting maladies and prescribe a custom solution.
Why Retargeting Works
Retargeting campaigns target users who have already expressed some interest in a brand, product or service. This is known as behavioural targeting. Ads are served based on user behaviours, making them more relevant to the visitor.
Contextual advertising — when ads are served based on the context of the page, much like TV ads and print ads — is more of a gamble. The only advantage of contextual advertising is that it’s more privacy-centric since cookies and third-party marketing data are not needed.
Otherwise, retargeting campaigns generally outperform contextual advertising:
- Web users are 70% more likely to convert through retargeted ads.
- Cart abandoners are 25% more likely to convert on e-commerce stores after encountering a retargeted ad.
- Retargeting can increase ad engagement by as much as 400%.
Retargeting not only improves conversion rates but also enhances brand recall among past visitors, encouraging them to return and complete their purchase.

Retargeting Versus Remarketing
Retargeting and remarketing are often used interchangeably. In fact, what Google calls its “remarketing service” is very much a retargeting service in reality.
The core difference between retargeting and remarketing is that a remarketing campaign uses email marketing as a follow-up touch point instead of ads. For example, if a customer abandons their cart on an e-commerce site, they will receive an email from the site reminding them as much. Clearly, this means remarketing is reliant on actually having a user’s email in your database, which is why it is sometimes referred to as CRM retargeting.
Other examples of remarketing include:
- Tailoring email campaigns based on how users have interacted with your site.
- Emailing a customer on your remarketing list when a product they have shown interest in goes on sale.
- Sending a demo-request email to a client who has downloaded deep-funnel collateral such as white papers and product testimonials.
Remarketing and retargeting, while very different, are both essential functions of a successful content marketing campaign. At Brafton, we are a remarketing agency that offers comprehensive remarketing services in addition to our retargeting services.
Ready. Aim. Convert.
At Brafton, there are no best guesses — hard data informs every marketing strategy we create and drives every tactical decision we make.
Our PPC consultants work directly with your marketing team to optimise advertising spend and deliver retargeting campaigns that convert.
Leveraging the power of tools like Google Analytics and the Google Display Network, we maximise your retargeting efforts and ad spend.
Not in Australia?
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United States
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