Remarketing is incredibly effective because it allows you to target ads to people who have already shown interest in your website, guiding them towards a conversion or a repeat purchase. It’s a known fact that retargeted ads have a 76% higher click-through rate compared to standard display ads.

However, many advertisers miss out on the full potential of remarketing by simply reusing their generic display ads. Instead, they should focus on crafting unique creatives tailored specifically for their retargeting audience. This extra effort can significantly enhance the impact of retargeting ads on platforms like Google and Facebook.

Not sure how to create highly effective retargeting ads? Here are some tips to elevate your retargeting campaigns:

Creative Retargeting Ad Tip #1: Address Sales Objections with Compelling Copy

Many use image ads to build brand awareness, knowing that users on display networks or social media are less likely to click through. So, they create simple ads with taglines and brand assets to make an impression.

However, your retargeting audience already knows your brand. There’s no need to show them generic introductory ads. These individuals visited your site but didn’t make a purchase. Use this opportunity to directly address their concerns and persuade them to return and convert.

HubSpot nailed this tactic in the Facebook retargeting ad above. Instead of using their overused orange logo, they utilized imagery and copy to address a common concern. They understand that many time-constrained SMB advertisers hesitate to purchase their CRM tool due to setup time concerns. The ad copy tackles this fear head-on, assuring advertisers that setup takes a mere 25 seconds and saves time in the long run. The timer image reinforces this message.

Unsure about the objections to address? Start by consulting your sales team. Being at the forefront, they have insights into prospects’ initial hesitations. If your sales are primarily online, consider surveying non-converters to understand their cancellation reasons. Exploring online reviews can also provide valuable insights!

Creative Retargeting Ad Tip #2: Highlight Products That Piqued Their Interest

The internet is a haven for window shopping. I often browse designer clothing websites without any purchase intentions, simply exploring the latest styles and trends.

Inevitably, I find myself drawn to certain items, spending considerable time on product pages contemplating purchases before ultimately abandoning them.

However, advertisers have caught on to this behavior, utilizing Dynamic Remarketing to entice me back to their sites. This feature automatically generates ads featuring products I viewed during previous visits. These ads effectively remind me of my initial interest, tempting me to return and make a purchase.

The Google remarketing ad example above showcases ShopBop not only displaying dresses I previously viewed but also rotating tempting offers like “free shipping both ways” and “save up to 25% using the code INTHEFAM.” This powerful combination makes their ads hard to resist. Learn more about setting up a dynamic remarketing campaign in this post.

Creative Retargeting Ad Tip #3: Encourage Action with a Sense of Urgency

With a credit card and internet access, I can be an impulsive buyer, especially when it comes to travel. I constantly find myself on sites like SkyScanner, Airfare Watchdog, and Airbnb, endlessly planning my next trip. Unfortunately, this has led to an overbooked schedule and dwindling travel funds, forcing me to exercise restraint.

However, my efforts haven’t been entirely successful. As I continue browsing travel websites, remarketing ads relentlessly target me. While I ignore most, some, like the Expedia ad below, are impossible to resist.

Notice how they cleverly use the “fear of missing out” (FOMO) to hook me? The phrases “last-minute deals” and the need for quick action create a sense of urgency, compelling me to make a purchase.

This proven tactic significantly boosts click-through and conversion rates. The simplest way to trigger this FOMO is by utilizing ad customizers. These snippets of code dynamically insert countdowns into your ads.

J. Crew and Merrill Edge take this strategy further by combining compelling copy with clever imagery. Nothing induces anxiety and drives the message home like a ticking clock or a depleting hourglass. Trust me, it works (my credit card statements can attest to that!).

Creative Retargeting Ad Tip #4: Sweeten the Deal with Discount Codes and Coupons

In the past, comparison shopping involved physically visiting numerous stores to compare prices. Today, the internet allows for effortless price comparisons across various websites. While convenient for consumers, it presents a challenge for businesses as potential customers often leave without purchasing to explore other options.

Remarketing ads offering discounts or special offers can effectively re-engage these prospects and incentivize purchases.

The Cosmopolitan Hotel and Casino in Vegas excels at this strategy. After browsing their website for a friend’s bachelorette party and finding it outside our budget, their remarketing ads started appearing on my Facebook feed, offering a tempting deal: $150 towards food and beverages. While this only covered a meal and drinks, it was the final push I needed to book with them.

Creative Retargeting Ad Tip #5: Gently Remind Cart Abandoners to Complete Their Purchase

According to Forrester’s latest report on shopping cart abandonment, a staggering 88% of online shoppers abandon their carts before completing a transaction, with 70% doing so just before finalizing the order. This statistic is disheartening for advertisers who invest significant effort in attracting qualified leads.

Don’t let these prospects slip away after investing so much in them. Instead, follow Best Buy’s approach and gently remind them about their incomplete checkout process. Often, this subtle reminder is enough to encourage them to return and convert.

Creative Remarketing Ad Tip #6: Leverage Cross-Selling with Complementary Product Recommendations

Converting a prospect shouldn’t mark the end of your efforts. Instead of excluding them from remarketing, target them with ads showcasing products that complement their initial purchase.

For instance, after purchasing an iPhone from Best Buy, it’s unlikely I’ll buy another phone soon. Therefore, it’s more effective to target me with ads for phone cases. Best Buy understands this and strategically promotes their OtterBox Defender cases to recent iPhone buyers.

When implementing this tactic, ensure a deep understanding of frequently purchased products together to present genuinely relevant offers. Otherwise, your ads will be ineffective. A friend recently shared an example where he received a discount coupon for plastic surgery after buying a phone. Definitely not the most logical cross-selling attempt!

Creative Retargeting Ad Tip #7: Remind Past Customers Why They Love Your Brand

For many businesses, satisfied customers are a valuable source of repeat purchases. These customers require less convincing than new leads because they already trust your brand. When using remarketing to target these customers, ensure your messaging is strategic and compelling.

While reminding customers about their positive experiences is beneficial, it might not be enough to drive action. Incorporate a clear call-to-action in your ad copy. For example, ModCloth utilizes remarketing ads to notify fans about new arrivals, encouraging them to explore the latest products on their website.

If your business offers recurring services, leverage remarketing to remind customers about scheduling future appointments. For example, a salon with online booking can set up a campaign to remind customers about scheduling their next hair coloring session.

Start Retargeting Effectively!

I hope these tips inspire you to create more creative and impactful retargeting ads. Remember, personalization is key to maximizing their effectiveness. Feel free to share any other insightful design tips for retargeting ads in the comments below!