Most people who visit your website won't buy or enquire on their first visit. Research consistently shows that 97% of first-time website visitors leave without taking action. Retargeting is how you bring them back.
For South African businesses, retargeting is one of the highest-ROI activities in digital advertising — and it's dramatically underused.
What Is Retargeting?
Retargeting (also called remarketing) is a form of online advertising that shows ads specifically to people who have already visited your website, interacted with your app, or engaged with your social media content. When someone browses your services page and then scrolls through Facebook, they see your ad. When they search on Google again, your brand appears.
It works because these people already know who you are. They're 70% more likely to convert than a cold audience — they just needed a nudge.
Types of Retargeting Available in South Africa
Google Display Retargeting
Show banner ads across millions of websites in the Google Display Network to people who've visited your site. Cost per click is typically R1–R5 — much cheaper than search ads because you're not competing on keywords.
Google Search Retargeting (RLSA)
Adjust your bids in Google Search campaigns specifically for past visitors. If someone visited your "Get a Quote" page but didn't fill in the form, you can bid 50% more to appear when they search again.
Meta (Facebook & Instagram) Retargeting
The Meta Pixel tracks visitors to your website and lets you serve ads specifically to them on Facebook and Instagram. You can segment by page visited — for example, show a different ad to someone who visited your pricing page versus your homepage.
YouTube Retargeting
Show video ads on YouTube to people who've already engaged with your brand. Particularly effective for higher-ticket services where building trust matters.
How Much Does Retargeting Cost in South Africa?
| Platform | Typical CPM (per 1,000 impressions) | Typical CPC |
|---|---|---|
| Google Display Remarketing | R20–R60 | R1–R5 |
| Facebook/Instagram Retargeting | R30–R90 | R2–R8 |
| YouTube Retargeting | R15–R50 | R0.50–R2 (per view) |
You can run effective retargeting campaigns in South Africa for as little as R1,500–R3,000/month in ad spend. The ROI typically far exceeds cold traffic campaigns.
Setting Up Retargeting: What You Need
- Google Tag: Install the Google Tag on your website to build remarketing audiences in Google Ads
- Meta Pixel: Install the Meta Pixel on your website via your website's header or Google Tag Manager
- Audience size: You need at least 100 users in an audience before Google will serve ads; Meta requires 20
- Segmented audiences: Don't retarget everyone — create lists by page visited, time on site, and funnel stage
Retargeting Creative That Works in SA
The biggest mistake is running the same generic brand ad to everyone who visited. Instead, tailor your message to where they dropped off:
- Visited pricing page → show a limited-time offer or free consultation
- Visited a specific service page → show a testimonial for that service
- Added to cart but didn't buy → show the product with a small incentive
- Blog readers → introduce your services with an educational angle
Retargeting is one of the first things we implement for clients at Nines Media. It's low-cost, high-conversion, and makes every other marketing channel work harder.