In this article I will talk about how you can use retargeting ads to both increase brand awareness and sales. Obviously, as a small business owner just getting your name out there really isn’t enough. It can almost be a waste of time and energy if your brand awareness is not also resulting in your sales. One key reason retargeting works so well is that users switch devices often — they might browse on their phone but complete purchases later on a computer or tablet. Retargeting across these devices ensures your brand stays visible throughout the customer journey, boosting both recognition and conversions.

Some important aspect that need to be considered: What is retargeting, why should you bother? Then, obviously, how to analyze and optimize  so that you’re making good choices for your business  and great decisions to grow your own revenue. All of the above applies in equal measure to ecommerce businesses focused on selling dropshipping products.

What is retargeting?

At its very base form, what is retargeting really?  Well, retargeting is an online marketing strategy  that utilizes targeted advertising,  pixel-based or cookie-based advertising  to target consumers based on  their previous actions or sites visited.  Now, generally, what that means is that,  a real-world example, a user comes to your site.  In fact, you could probably even see this live.  If you go to salesource.io you’ll start to notice  that as you visit other websites,  and you are traveling or traversing around the internet,  you’ll start to see more ads that pop up from SaleSource (dropship spy tool).

You’ve probably experienced this with Amazon. You visit a product page, look around, and then later you notice that same product showing up in your Facebook feed or other websites. It appears with its price and details, encouraging you to go back and buy it.

That’s the essence of retargeting. It’s designed to keep a product or service fresh in your mind. Businesses use it to remind you about something you’ve already shown interest in. The goal? Make sure you don’t forget, delay too long, or go with a competitor.

Here’s why retargeting matters:

Most People Don’t Convert Right Away

Research shows that 97% of website visitors don’t convert on their first visit. That means they don’t buy, fill out a form, or complete any other goal you’ve set. Most are just browsing, doing research, or in the early stages of the buying process.

This is why staying in front of them is crucial.

Retargeting Is Cost-Effective

Compared to standard digital ads—like Google Ads or social ads—retargeting is much cheaper. If you’re in a competitive industry like legal services, insurance, or mortgages, your cost-per-click (CPC) could be $50 or more. With retargeting, that same user might cost only $2–4 to reach again.

That’s a huge return on investment.

Users Switch Devices

Many people browse on one device and purchase on another. Someone might research on their phone while watching TV, but complete the purchase later on a desktop or tablet.

Retargeting across devices ensures your brand stays visible no matter where they are. Set it up properly, and users will see your ads on every device they use.

Boosts Brand Awareness

Retargeting also helps build brand trust and visibility. Marketing studies show that people need to see a brand about seven times before they feel comfortable taking action.

The more your ads appear, the more established and reliable your business seems. When the time comes to buy, you’ll be the first brand they think of.

Retargeting Recovers Lost Sales

Without retargeting, you’re leaving money on the table. It’s a low-cost, high-return strategy that brings customers back when they’re ready to buy. Since users switch devices often, retargeting ensures your ads reach them no matter which device they use, increasing the chances of conversion. It also supports upselling and cross-selling—promoting add-ons, upgrades, or related products they didn’t consider the first time.

In short, retargeting helps maximize the value of every visitor to your site. It keeps your business top of mind, reinforces trust, and brings people back when they’re ready to act.