Retargeting Ads Guide: How to Re-engage Lost Customers

Retargeting ads are a powerful strategy that can bring potential customers back to your website and drive conversions. Often, visitors browse your website, explore your products, or even add items to their shopping cart, but leave without completing a purchase. With retargeting ads, you can strategically remind these users of your offerings and encourage them to return. 

What Are Retargeting Ads? 

Retargeting ads are highly personalized advertisements that target users who’ve previously interacted with your website or app but didn’t take a desired action (like making a purchase). By utilizing cookies or tracking pixels, these ads “follow” users across platforms such as Google, social media, or other websites, keeping your brand top of mind. 

Want to re-engage interested visitors? Below are actionable strategies to master retargeting campaigns for your business. 

 Effective Strategies to Retarget Lost Customers 

1. Segment Your Audience

Visitors leave your site for different reasons, and understanding their behavior is critical. Segmenting visitors allows you to craft ads specifically tailored to their interests or actions taken (or not taken). 

Examples 

• If users view a particular product, show them ads featuring that product. 

• If a customer adds an item to their cart without completing a purchase, create ads reminding them of the items waiting for them. 

For instance, an online fashion retailer might create retargeting ads that highlight popular new arrivals for users who previously browsed their shoe section. 

2. Leverage Dynamic Product Ads

Dynamic retargeting ads serve users with highly personalized content by showcasing products they’ve already viewed. 

Example 

E-commerce giants like Amazon excel at dynamic ads. When you browse a product on their site, you’ll often see ads showcasing that exact product, along with recommendations for similar items to help spark your interest. 

3. Offer Incentives

Sometimes the best way to re-engage a user is by giving them an extra nudge. Discounts, exclusive deals, or free shipping offers can work wonders. 

Example 

An online software provider could reach out to users who signed up for a free trial but didn’t subscribe. A retargeting ad offering 20% off or free access for the first month might just encourage the intended action. 

4. Use Email Retargeting

Email campaigns are particularly effective for reaching users who abandoned their shopping cart or expressed strong interest in a product or service. 

Example 

Sephora sends personalized emails to customers who left items behind in their cart, often including engaging product visuals and a direct link to complete their purchase. 

5. Implement Cross-Channel Retargeting

Maximize your efforts by retargeting across multiple platforms—including Facebook, Instagram, YouTube, and Google Ads to remain visible and reinforce your message. 

Example 

Airbnb uses cross-channel retargeting effectively by reminding users of the listings they viewed, whether through Instagram stories or Google display ads. This multi-platform approach creates a seamless customer experience. 

6. Create Time-Sensitive Campaigns

Injecting a sense of urgency into your retargeting strategy can prompt quicker action. 

Example 

Fashion brands like J.Crew Factory craft ads with messages like “Hurry! 40% off for the next 24 hours,” driving clicks and conversions by creating FOMO (fear of missing out). 

Best Practices for Retargeting Success 

Employing best practices ensures your retargeting campaigns are efficient and non-intrusive. 

1. Frequency Capping- Limit the number of times a user sees your ad to avoid overwhelming or annoying them. Strike a balance between staying top-of-mind and being respectful. 

2. A/B Testing- Experiment with ad creatives, calls-to-action (CTAs), formats, and placements to determine which combination works best for your audience. 

3. Clear Call-to-Action (CTA) - Ensure your CTA is concise and actionable. Phrases like “Shop Now,” “Complete Your Purchase,” or “Redeem Your Offer” can help guide users toward your desired outcome. 

4. Monitor & Optimize - Regularly review metrics such as click-through rates (CTR), conversions, and return on ad spend (ROAS). Use these insights to tweak strategies and improve performance. 

Real-world Examples of Retargeting Success 

1. Amazon - Amazon’s dynamic retargeting strategies have set the industry benchmark. They remind users about viewed items and suggest related products, driving return visits and high conversion rates. 

   
   

2. Airbnb - By leveraging cross-channel retargeting, Airbnb displays ads with the exact homes or experiences previously browsed by users, leading to higher bookings. 

   
   

3. Sephora - Sephora combines email retargeting with urgency-based ads to recover abandoned carts. Their compelling visuals and discount offer drive sales effectively. 

Why Retargeting Ads Are Crucial 

Retargeting ads offer unique advantages for e-commerce businesses, website owners, and marketing professionals. Here’s how they can help your brand thrive in competitive markets: 

• Increase conversion rates by re-engaging potential customers. 

• Improve ROI by focusing your ad spend on warm leads. 

• Build customer loyalty through personalized messaging. 

Final Thoughts 

Retargeting ads are more than just a marketing tactic—they’re a strategic way to grow your business by keeping potential customers engaged. With segmented audiences, dynamic product ads, incentivized offers, and multi-channel campaigns, your retargeting strategy can yield incredible results. 

Are you ready to bring back your lost customers and watch your conversions rise? Start implementing these proven strategies today and see the difference retargeting can make for your business or else we are always here to help you out!