What Is Retargeting?
Serving ads to people who have previously visited your website or engaged with your content.
Retargeting (also called remarketing) serves ads to people who have previously visited your website, engaged with your content, or interacted with your brand in some way. In ABM, retargeting is particularly valuable because it keeps your brand visible to target account visitors who showed interest but did not convert on their first visit.
ABM retargeting differs from standard retargeting in one important way: it applies account-level filters. Standard retargeting shows ads to any past visitor. ABM retargeting only retargets visitors who belong to companies on your target account list. This prevents wasting budget on visitors from companies you do not want to sell to, such as competitors, students, or companies outside your ICP.
The most common ABM retargeting scenario targets accounts that visited high-intent pages. If someone from a target account visited your pricing page, product comparison page, or demo request page but did not convert, retargeting keeps your brand in front of them as they browse other sites. The ad creative often addresses the specific interest shown: "Still evaluating ABM platforms? See how we compare."
Retargeting works across multiple channels. Display retargeting serves banner ads across programmatic networks. Social retargeting shows sponsored content on LinkedIn, Facebook, or Twitter. Search retargeting bids on keywords when known target account visitors search for relevant terms. Video retargeting serves pre-roll ads on YouTube and other video platforms.
Frequency management matters in retargeting. Seeing the same ad 50 times in a week annoys people and damages your brand. Most ABM teams cap retargeting frequency at 3 to 7 impressions per day per person. Rotate creative regularly to maintain freshness. Use sequential messaging that evolves the story rather than repeating the same message.
Combine retargeting with other ABM tactics for maximum impact. Retarget target account visitors who attended a webinar with follow-up content. Retarget accounts that opened a direct mail piece with digital reinforcement. Retarget accounts where sales has an active opportunity with case studies relevant to their evaluation criteria. The integration of retargeting with the broader ABM orchestration plan drives the best results.
Frequently Asked Questions
How is ABM retargeting different from standard retargeting?
ABM retargeting applies account-level filters, only retargeting visitors from companies on your target account list. Standard retargeting shows ads to any past visitor regardless of company, which wastes budget on audiences outside your ICP.
What is a good frequency cap for retargeting?
Most ABM programs cap retargeting at 3 to 7 impressions per person per day. Rotate creative regularly and use sequential messaging that evolves the story. Over-frequency damages brand perception and wastes budget.
Which channels work best for ABM retargeting?
LinkedIn retargeting is strong for B2B because of its professional targeting data. Programmatic display provides broad reach. Video retargeting on YouTube is effective for awareness. Use multiple channels based on where your target audience spends time online.