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Retargeting Strategies: How to Boost Your Sales
Some people don’t convert the first time they land on your site. They might browse a little, compare your offerings to those of other businesses, and then leave. That doesn’t mean they’re not interested; they’re not quite ready yet.
Remarketing exists for that moment of hesitation—the ‘I’ll think about it’ that never comes to fruition. With the right retargeting strategies, you can turn that forgetfulness into a purchase.
How to Use Retargeting
Today’s users float across platforms, tabs, and time zones. Retargeting works because it recognises that buying decisions rarely happen in a single session.
If done well, retargeting acts as a quiet reminder — a little nudge. It’s not pushy or invasive, just well-timed relevance. Whether it’s someone who left a product in their cart, visited a service page, or watched a certain percentage of a video ad, retargeting lets you resume the conversation.
1. Set Up Tracking Properly
Install a pixel or tag and test it. Your data and ads will be inaccurate if it doesn’t accurately track behaviour. If you’re unsure where to start, our Google Ads service can help you get the technical setup right from day one.
2. Segment Your Customers
Not all site visitors are equal. Tailor your ad creative to match user behaviour. People who look at a product page need different messaging than those who view your homepage and bounce after two seconds.
3. Use Platform-Specific Formats
The best retargeting strategies aren’t copy-pasted across every platform. A carousel ad on Instagram doesn’t work like a Google display banner. Format and context matter. Explore our social advertising services to help get it right across Meta, Google and TikTok.
4. Build Retargeting into Your Funnel
Use time-based logic.
- Day 1–3: Show the product again.
- Day 4–7: Add social proof or a review.
- Day 8–14: Include a limited offer or bundle.
Retargeting is about reminding, not spamming. So, ensure your retargeting methods are drip-fed to avoid overwhelming or desensitising your audience to your offerings.
Best Practices for Retargeting Ads
The line between effective and annoying is very thin. Here’s how to stay on the right side of it.
Speak Like a Real Person
Avoid generic sales jargon. Use ad copy that speaks directly to your audience’s stage of awareness. If someone abandons their cart, remind them without sounding like a bot. If you’re already doing this through email, consider refining your approach with our email marketing services.
Show Real Value
Best practices for retargeting ads emphasise relevance over repetition. Highlight USPs, reviews, or how your product/service fits into their lives. Focus on what they’ll gain, not just what you’re selling.
Match the Creative to the User
If a visitor looks at a specific category or product, your ad should reflect that. Dynamic creative tools (especially on Meta or Google) help automate this, but you must still guide the narrative.
Test, Learn, Adjust
A/B test headlines, visuals, and formats. Use the results to sharpen your message, not just increase volume. Retargeting allows you to refine what you say and when you say it. Our conversion rate optimisation service can help bridge the gap between ad clicks and real sales if you want more profound insight into ad performance and page impact.
Is AI the Future of Remarketing?
AI is already making its mark on ad delivery and creation, but it’s not entirely driving creative strategy yet. Tools like Meta’s Advantage+ and Google’s Performance Max use machine learning to serve your ads to the right people at the right time. But they can’t replace intent-driven copy or brand-specific storytelling.
That said, AI can definitely help. Use it to generate ad copy variations, summarise customer reviews, or test messaging tone. It can also assist with predictive modelling, helping you spot audience segments likely to convert with fewer touches. Stay human, but let AI assist.
Refreshing Your Creatives
One of the most overlooked best practices for retargeting ads is creative variation. Even the best-performing ad will wear out its welcome after enough impressions and views. If your CTRs are dropping and conversions are flatlining, the problem isn’t your audience; it’s most likely your creatives.
Rotate visual styles, rewrite copy angles, and refresh your CTA language regularly. A/B test subtle adjustments like headline tweaks alongside bold creative changes.
Hitting the Bullseye the Second Time Around
The most effective retargeting strategies don’t drag on for weeks. They don’t repeat or duplicate old, stale copy. Instead, they listen and adapt. They offer an altered message, freshly coated, at the right time without becoming overbearing.
Whether you’re learning how to use retargeting from scratch or refining an existing funnel, remember your audience already showed interest. And if you’re stuck or need guidance, call us! Our remarketing specialists can help develop tailored strategies to ensure your second interaction is better than the first.