Retargeting ads are a powerful way to reach people who have already shown an interest in your brand. By targeting these individuals with relevant ads, you can increase your chances of converting them into customers.
However, many brands struggle with retargeting because they either overcomplicate their approach, target the wrong audience, or fail to optimize their campaigns over time.
As a result, their ads go unnoticed, their budget drains quickly, and the results are disappointing.
Without a strong retargeting strategy, you risk losing potential customers who were once interested in your brand. Worse, poorly executed retargeting campaigns can annoy potential buyers, leading to ad fatigue and a negative brand perception.
In this article, I’ll give you some tips and best practices for creating retargeting ads so you can turn lost visitors into loyal (and even repeat) customers. Follow these tips and you’ll be a retargeting genius in no time.
8 Retargeting Best Practices to Maximize ROI
1. Leverage Social and Email in Your Retargeting Strategy
Remember the rule of seven when creating your retargeting ad strategy. The Rule of 7 states that customers should see a brand’s marketing message at least seven times before taking action.
When applied to retargeting, this means retargeting works best when combined with social media and email marketing so you get maximum exposure.
Research shows that shoppers influenced by both ads and emails convert twice as fast so ensure your retargeting strategy includes these multiple touchpoints to guide potential customers toward a purchase.
How to Implement This:
- Use email campaigns to remind visitors about their browsing history.
- Retarget social media audiences who have interacted with your website.
- Combine paid social ads with email sequences for a multi-touchpoint approach.
2. Don’t Overcomplicate Your Retargeting Ads
Simple, clear messaging works best for retargeting. Your ad should include:
- A direct call to action (e.g., "Shop Now," "Claim Your Offer")
- A strong, branded visual
- A bold, easy-to-read headline
Avoid cluttered designs or vague messaging that could confuse or overwhelm potential buyers. Follow your brand’s visual guidelines so your ads are recognizable and unified across multiple channels.
The Rule of 7 states that customers should see a brand’s marketing message at least seven times before taking action.
Keep copy short–people don’t like reading long text on ads. Also, use brief yet action-oriented messaging and focus on benefits, not features.
Example of a Simple Yet Effective Ad:
Instead of saying: "We have a wide variety of high-quality running shoes!"
Say: "Your perfect running shoes are waiting! Grab yours today."
3. Stay on Brand and Offer a Seamless Experience
Your retargeting ads should match your brand’s look and feel. Use consistent colors, fonts, and visuals so shoppers immediately recognize your business.
A disconnect between your ads and landing pages can make visitors feel misled, reducing trust and conversions.
The offer you advertise in ads must be congruent with your landing page’s offer. Don’t trick your audience–that’s a surefire way to lose them forever.
Why This Matters:
- A mismatched experience causes drop-offs and lowers trust.
- People should instantly associate the ad with your brand.
- A seamless user experience increases conversions.
4. Target the Right Audience
Advertise to suitable audiences for your products. Not everyone who visits your website is a potential customer. For example, if you are selling your product to California residents, don’t run retargeting ads for people in Toronto.
Use targeting options to focus your ads on people who are most likely to be interested in your products or services.
Define your target audience. For example, you could target people who filled out a signup form for your brand but didn’t complete it.
Narrow your retargeting audience based on relevant criteria such as:
- Geography (targeting regions where your product is available)
- Interests (based on previous interactions with your site)
- Shopping behavior (cart abandoners, past buyers, etc.)
Refining your audience prevents wasted ad spend and ensures you reach people most likely to convert.
Pro Tip:
Use segmentation to create more relevant ads. For example, show different ads to first-time visitors versus returning customers.
5. Measure Results and Keep Tweaking Ads Over Time
Continuous optimization is key to successful retargeting. Try different things like like video, long form, and short form content. Keep iterating until you find the optimal campaign elements.
To determine the progress of your campaigns, you can track metrics such as:
- Click-through rates (CTR)
- Conversion rates
- Return on ad spend (ROAS)
It's important to track the results of your retargeting ads so that you can see what's working and what's not. Use analytics to measure key metrics like the above.
You can also take a look at what ads your competitors are running and what offers they’re making, as well as the audiences they’re targeting. Competitive analysis and benchmarking can help you understand how your retargeting ads are performing compared to your competitors.
You don’t have to limit yourself to competitors though. Spy on other brands in your industry and their advertising strategies for more inspiration.
After that, you can test new ad formats, tweak targeting parameters, and adjust creatives to improve performance.
Actionable Steps:
- Analyze your competitor’s retargeting strategies for inspiration.
- A/B test different ad creatives and copy.
- Adjust bidding strategies based on performance data.
6. Create a Compelling Offer
You can perfect all the above strategies and still fail if you don’t have an offer that people want so make sure your offer is good.
Give people a compelling reason to return. Instead of just reminding them about a product, consider:
- Upselling or cross-selling related products
- Highlighting limited-time offers
- Promoting free shipping or exclusive perks
Your offer should feel valuable without pressuring users into an immediate purchase.
Example:
Instead of: "Come back and buy this product!"
Try: "Order today and get free express shipping!"
7. You Don’t Have to Offer a Discount Right Away
That being said, a discount isn’t the only way to reel people back in.
Many brands rush to offer discounts, but this can hurt your margins. Instead, consider:
- Addressing potential concerns (e.g., "Still unsure? Read our reviews!")
- Showcasing product benefits
- Sending reminders about limited stock
Offering a discount isn’t the only option for your retargeting funnel.
Why This Works:
- Discounts attract price-sensitive buyers, but they may not be your ideal customers.
- Engaging copy and social proof can often be more effective than a price cut.
8. Prevent Brand Fatigue
Overexposing potential customers to the same ad can backfire. This phenomenon is called brand fatigue and it happens when customers see a brand’s marketing messages over and over again.
Excessive exposure leads to boredom and makes your ads fade into the background or worse, causing bitter associations with your brand.
To avoid ad fatigue:
- Set frequency caps so users don’t see your ad too often. For example, you can set a frequency of several times a week only or 20 times in a 30-day period. You can also decrease frequency for customers who haven’t been on your site in a long time.
- Align campaign length with your offer (e.g., time-sensitive campaigns should have a shorter duration).
- Rotate different ad creatives and messages to keep content fresh. Seeing the same ad repeatedly is another factor for brand fatigue.
- Split test your ads and see which creatives work best.
Choose a Suitable Campaign Length
- Match ad exposure to the buying cycle.
- For time-sensitive promotions, run shorter campaigns.
- For general brand awareness, extend the duration but change creatives regularly.
9. Create Relevant Ads
Your retargeting ads should be relevant to the products or services that the person has viewed on your website.
Use personalized messaging to make your ads more effective. Consider:
- Using dynamic ads that show products a user viewed.
- Adjusting messaging based on browsing behavior.
- Segmenting audiences based on past interactions.
Retargeting is most effective when it feels tailored to the individual rather than a generic reminder.
Example of a Personalized Ad:
Instead of: "Check out our latest deals!"
Try: "Still thinking about those sneakers? Here’s why customers love them!"
How to Make Retargeting Work for Your Brand
Retargeting ads can be a game-changer for your marketing strategy, but only if done right. Keep your ads simple, target the right audience, measure results, and continuously refine your approach.
By following these tips and best practices, you can create retargeting ads that are effective and engaging.
Start implementing these strategies today to see stronger engagement and higher ROI from your ads.
Visit Panoramata to view retargeting ads, emails, and other marketing materials from any brand and industry you can think of. The platform has examples for every use case and product, so it’s an excellent addition to your marketing toolkit. Inspiration is only a search away!
Sign up today to optimize your retargeting ads for maximum chances of conversion.
FAQs
1. How does retargeting improve ad performance?
Retargeting helps re-engage visitors who have already shown interest in your brand, increasing the chances of conversion. By displaying relevant ads to these users, you remind them to complete their purchase or take the next step.
2. What is the ideal frequency for retargeting ads?
Showing ads several times per week is reasonable, but avoid overwhelming users. Setting a frequency cap ensures your brand stays top of mind without causing ad fatigue.
3. Do I need to offer discounts in retargeting ads?
Discounts are not always necessary; personalized messaging, product benefits, or social proof can be just as effective. Reserve discounts for specific segments, such as first-time buyers or cart abandoners.
