On a shop or service website, most visitors leave without buying or sending a request. That is not failure: they compare, think it over, or simply get interrupted. Retargeting means showing your ads to them again so they come back at the right moment.
How does retargeting work?
A visitor lands on your site from an ad, a Google search or social media. A pixel installed on the site adds them to a custom audience. Your platforms — Meta, Google, TikTok — can then show them specific ads while they browse elsewhere.
Audiences to retarget, by priority
- Abandoned cart or unsent quote request: the warmest, a few clicks from converting.
- Product, service or pricing page visitors: interested but undecided.
- Site visitors from the last 30 days: awareness, best paired with an offer or a testimonial.
- Existing customers: upsells, Google reviews, referrals.
- Social interactions: people who commented, messaged you or watched your videos.
Mistakes that push people away instead of convincing them
- Retargeting everyone the same way: an abandoned cart doesn't need the same ad as a casual visitor.
- Too much pressure: ten impressions in two days is annoying and hurts the brand. Cap frequency and duration — 14 to 30 days is often enough.
- Forgetting to exclude customers: paying to keep showing ads to someone who already bought is pure waste.
- Repeating the same ad: retargeting works better with a different angle — answering an objection, social proof, a limited offer.
Which platforms?
- Facebook and Instagram: the most accessible retargeting channel in Morocco, including audiences coming from WhatsApp and Instagram.
- Google Ads: remarketing on the Display Network and YouTube, plus remarketing lists for search ads (RLSA).
- TikTok and LinkedIn: same principles, chosen based on your customers.
How much budget?
A retargeting audience is small by nature: a few hundred to a few thousand people. A fraction of your budget is enough — typically 10 to 20% of the acquisition campaign's budget. To size the whole picture, see our guide to ad budgets in Morocco.
Conclusion
Retargeting is often the most profitable campaign in an ad account: it speaks to people who already know you. It requires clean tracking, well-segmented audiences and adapted creatives. Our campaign management service sets it all up for you — request a free quote.