Retargeting

Retargeting (also called remarketing) is a digital advertising strategy that shows ads to people who have previously visited your website or engaged with your content. For financial services, retargeting is highly effective because financial decisions typically involve long consideration periods.

How Retargeting Works

When someone visits your website, a tracking pixel places a cookie in their browser. As they browse other websites, social media, or use search engines, they see your ads reminding them of your services. This keeps you top-of-mind during their decision-making process.

Types of Retargeting

• Site retargeting (visitors to any page)
• Behavioral retargeting (specific actions or pages)
• Email retargeting (subscribers who opened emails)
• Search retargeting (people who searched specific keywords)
• Customer list retargeting (upload client email lists)

Why It Works for Financial Advisors

Most website visitors aren't ready to contact an advisor on their first visit. They're researching, comparing options, and building trust over time. Retargeting keeps your firm visible during this consideration period. Studies show retargeted visitors are 70% more likely to convert than first-time visitors.

Best Practices

Segment audiences by behavior (blog readers vs. service page visitors), create ad messages matching their previous engagement, cap frequency to avoid ad fatigue (3-5 impressions per person per week), exclude converted leads and current clients, and use sequential messaging that evolves over time.

Examples

• A financial planner retargeting blog readers who read multiple retirement planning articles with ads for their free retirement readiness assessment
• An RIA showing different ads to people who visited pricing pages versus those who only read blog content, with more direct CTAs for pricing page visitors
• A wealth manager running a 30-day retargeting campaign offering a downloadable guide to people who visited their services page but didn't convert