Why it is the cheapest pipeline
You already paid to bring a visitor in through Search or another channel. If they leave without converting, that spend is wasted unless you re-engage them. A retargeting audience is warm, so click and conversion costs are typically a fraction of cold prospecting, often cents on the dollar versus a Search click.
How to run it
Build an audience of site visitors (or specific page viewers, cart abandoners, past leads) and serve them a dedicated Display or video campaign. On Google, remarketing list membership lasts up to 540 days. It is the third leg of the three-campaign B2B setup.
Common questions
What is the difference between retargeting and remarketing?
They mean effectively the same thing: showing ads to people who already engaged with you, such as past site visitors. "Remarketing" is Google's term and "retargeting" is the more common industry word. Both re-engage a warm audience rather than cold prospects.
Why is retargeting cheaper than prospecting?
Because the audience already knows you, so click and conversion costs are far lower than cold traffic. You already paid to acquire the visit; retargeting recovers the people who left without converting, usually at a fraction of a cold Search click.