No business wants to see potential customers abandoning goods in their carts, but it happens — and often. Between 2013 and 2023, global cart abandonment rates increased by more than 10%. And that trend may yet continue.
But just because a potential buyer leaves their cart behind doesn’t mean they’re gone for good. Retargeting ads give you a chance to bring them visitors back to complete their transaction.
If you want to make retargeting part of your paid ads strategy, this post is for you. Our Orange County digital marketing experts share six tips below to help you get retargeting right.
Only Use High-Quality, On-Brand Visuals
A great image can mean the difference between ads going unnoticed and securing clicks. But it’s easy to overlook the power of visuals when creating any type of ads, and some businesses might use generic stock images instead of creating unique ones.
If your ads will convince users to return, they must make a strong impression: only add images to your retargeting ads if they’re high resolution and align with your branding.
Make Retargeting Ad Copy Compelling and Urgent
Creating high-quality copy is a key part of any effective paid ads strategy, and strong text is just as important in retargeting ads as in other types. Your ads should:
- Address the customer’s pain point
- Convey the message in as few words as possible
- Use a tone and style appropriate to the target audience
As with finding the right images, creating the right copy for retargeting ads takes time. But it’ll be worth the investment when users convert.
Offer Discount Codes and Other Incentives to Drive Conversions
Customers who leave your site without converting, for any reason, can be drawn back with a good offer. Use discount codes, buy-one-get-one-free deals, and other incentives to make retargeting ads more compelling.
Keep Your Retargeting Ads Consistent with Landing Pages
Ads and associated landing pages must be consistent. If the visual style, tone, and message or offer feels out of sync, users may back out without taking the desired action.
Crucially, landing pages should build on an ad’s promise. If a user clicks on an ad mentioning a 25% discount, they’re unlikely to stick around if there’s no hint of a saving on the landing page.
Know When It’s Time to Stop Showing Retargeting Ads
While retargeting ad campaigns take time to start generating results, don’t leave them running forever. If you still aren’t seeing a significant increase in conversions after around three months, it may be best to try new ads. Otherwise, you could be wasting money and missing out on opportunities to re-engage potential customers.
Conclusion
Retargeting ads have the power to bring users back to your site, giving you a chance to convert them. The five tips above can help you make retargeting a powerful part of your paid ads strategy.
Don’t want to handle it all yourself? Our Orange County digital marketing specialists will create retargeting ads tailored to specific audience segments. To learn more, get in touch with our team today!
