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Retargeting Ads Guide: Bring Back Lost Customers in 2023

A person holding an iPhone displaying a retargeting ads guide and sitting next to a cup of coffee and a t-shirt.A person holding an iPhone displaying a retargeting ads guide and sitting next to a cup of coffee and a t-shirt.

Most online sellers might be well aware that advertising plays a crucial role in driving customers to your website. They find your store, right? But what if they are not yet ready to make a purchase? Where will these visitors that got away go?

In fact, there is a study on that. 97% of first-time visitors to a website leave without making a purchase. These potential customers are lost unless you can bring them back. And that's how Retargeting Ads comes to play.

What Is Retargeting Ads?

Retargeting ads remind your website visitors of the products and services after they leave your website without converting – in this case, making a purchase or reserve a table. When your custom audience enters specific pages, you can show ads relevant to them using other websites.

Google Ads, LinkedIn Ads, Facebook Retargeting, and other retargeting ads platforms can help you launch retargeting campaigns to remind your custom audience how awesome you can be. Retargeting is a tool that serious marketers use to increase sales, secure conversion rate, and increase customer loyalty.

How Does It Works?

One way to feed retargeting ads is to use an advertising platform like Google Display Network, which serves display ads to people's browsers on millions of websites. Once visitors leave your website, they will start viewing your ads while browsing, listening to music, or shopping on other stores on the internet. Your ads will make them remember the cool things you have to offer, and they will come back to your site when they decide to purchase.

You can automate the ads that recollect sales in the background while you focus on more important tasks on hand. Audience collection for the retargeting list can be either pixel-based or list-based retargeting.

Pixel-based retargeting lets you redeploy your advertisement to people who've either looked through your website or clicked through to your landing page. Whereas List-based retargeting works after you already have someone's contact information in your database. You use the email addresses that your existing customers provide to show them specific advertisements for products or services.

Retargeting Ads Explanation

Types of Retargeting Ads

1. Cross-Channel Retargeting

Cross-channel retargeting allows you to display retargeting ads across multiple platforms and deliver specific content for that channel. Using platform-specific ads is an excellent way to increase the effectiveness of your campaign since users tend to see and interact with particular types of content depending on the social network they are using. By displaying multiple types of ads across several platforms your audience uses, you can more effectively increase brand awareness and give them more opportunities to convert.

2. Email Retargeting

Email retargeting allow you to reach prospect leads who have opened your email. They can be beneficial in improving the effectiveness of your email campaigns. To set up email retargeting, you have to add a set of codes into your email signature or HTML. This will give you the ability to find, nurture, re-engage, and ultimately turn your existing leads into customers. It can be used to increase the number of purchases made by existing customers.

3. Dynamic Retargeting

Dynamic retargeting ads are based on a user's actions at the website and show you the most relevant ad based on their actions. You can encourage website visitors to return and purchase again by offering products they viewed on your site in a dynamic ad.  

To set them up on Facebook, you'll need to install the Facebook pixel on all of your website pages. This will allow you to see who came on your website, how they used your website and what their actions were. This can be utilized to measure cross-device conversion rates, make custom website audiences and create dynamic ads.

Retargeting Ads

Why Should You Do Retargeting Ads?

Before someone decides to buy your product or service, it is crucial to make them feel like they know you. To help customers make their minds up, a marketing rule to follow is to ensure that you hear your message at least 7 times. Retargeting builds visibility for your brand by letting you reach a target group who have already expressed interest in your products.

Apparently, retargeting is a more cost-effective way to advertise. What's important is to ensure that the ads displays in the right place at the right time.

When Should You Do The Campaigns?

Retargeting is a long term marketing strategy best used for businesses that already have a following. Retargeting ads would be good for you if there are at least 100 monthly visitors to your website.

You can showcase your bestseller products effectively with retargeting ads. Promoting items that are in demand by current customers can help you boost the effectiveness of your ads.

People who are interested in your brand can be a good target audience for a new product collection. Your retargeting ads will catch their attention wherever they visit and give them a clear path back to your store so that they can check out what's new. This can be accomplished through Facebook, Google, or other ads platforms.

You likely have to deal with slow-moving inventory one time or another as an online seller. Retargeting ads can show surplus products from the store to potential customers using less budget and less effort.

Retargeting ads keep a brand top of mind for custom audience that aren't ready to buy, even though most people are not interested in buying your product or service on the first visit.

Facebook Retargeting

Frequently Asked Questions

How effective is retargeting?

Ad engagement rates can be raised up to 400% by retargeting. Experts say retargeted ads have an average clickthrough rate (CTR) of 0.7% higher than display ads.

Does it work on its own?

Not completely. Retargeting effectively converts users because it focuses on people who have shown their interest in particular products, but it isn't enough by itself. It needs to be incorporated as part of a comprehensive strategy for digital.

What is the difference between remarketing and retargeting?

Retargeting mainly uses paid ads to bring in new visitors drawn to your website and profile. Remarketing, on the other hand, primarily uses email to re-engage a past customer list that has already done business with your brand.

What are retargeting pixels?

A retargeting pixel is a line of code on websites that makes note of who visited each page on that site.

How does it work on Facebook?

Facebook retargeting is a PPC strategy where you show your ads to people who are familiar with your brand. They've either previously visited your website or interacted with your Facebook or Instagram page. Simply put, retargeting shows your ads to people who already know about you.

How does remarketing work on Google?

Google Remarketing is the technology that enables your Google Ads to follow potential customers as they move across the internet. Then, when they visit another website that uses the Google Ad network, they are served your ad. Google allows you to customize who sees your remarketed ads.

Need Help Bringing Back Lost Customers?

Can't stand seeing your customers leave without buying? Our team at Sphere Agency is here to help you plan the most effective remarketing campaigns to remind your target audience of how awesome you are. See our digital marketing services and contact us today!

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By Yaya Adam on April 25, 2023


Sphere is a digital agency that helps brands create meaningful relationships with today’s highly-connected consumers. Based in Bangkok, Thailand, we offer end to end digital solutions built on strategy and driven by data.

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