Retargeting Is Critical for Social Media Ads
Retargeting allows you to re-engage users who have already interacted with your brand but haven’t converted. On average, retargeting ads:
- Increase conversion rates by 70%.
- Deliver 10X higher ROI compared to first-touch campaigns.
By strategically using tools like Facebook Pixel, LinkedIn Matched Audiences, and Google Retargeting, you can recover lost traffic, nurture leads, and drive sales more effectively.
1. What Is Retargeting?
Retargeting is a strategy that allows advertisers to show ads to users who:
- Visited your website but didn’t complete an action (e.g., purchase or sign-up).
- Engaged with previous social media ads or content.
- Abandoned their cart on an ecommerce site.
Retargeting helps brands remain top-of-mind and guide users back into the conversion funnel.
2. Types of Retargeting Campaigns
2.1 Website Retargeting
- Use tracking pixels (e.g., Facebook Pixel or Google Tag) to re-engage users who visited specific web pages.
Example: Target users who viewed a product page but didn’t make a purchase with dynamic product ads.
2.2 Engagement Retargeting
- Target users who interacted with your social media content but didn’t take the next step.
Platforms:
- Facebook: Retarget video viewers, ad engagers, or page followers.
- LinkedIn: Retarget users who clicked Sponsored Content.
- TikTok: Retarget viewers who engaged with organic or paid content.
2.3 Cart Abandonment Retargeting
- Re-engage users who added items to their cart but didn’t complete the purchase.
Best for: Ecommerce brands using dynamic ads with product recommendations.
2.4 Email Retargeting
- Use uploaded email lists to target previous leads, newsletter subscribers, or existing customers.
Platforms: Facebook Custom Audiences, LinkedIn Matched Audiences.
2.5 App Retargeting
- Re-engage app users who downloaded but haven’t interacted recently or completed a specific action.
Example: Use Snapchat Ads to re-engage users who downloaded a game but haven’t made in-app purchases.
3. How to Set Up Retargeting Campaigns on Social Media
3.1 Facebook and Instagram Retargeting
- Install Facebook Pixel: Place the Pixel code on your website to track actions.
- Create Custom Audiences:
- Website visitors.
- Cart abandoners.
- Video viewers or ad engagers.
- Run Dynamic Product Ads: Automatically promote products viewed by users.
3.2 LinkedIn Retargeting
- Set up LinkedIn Insight Tag to track website visitors.
- Build Matched Audiences to retarget:
- Website visitors.
- Lead Gen Form submitters.
- Engaged content viewers.
3.3 TikTok Retargeting
- Install TikTok Pixel to track conversions.
- Create Custom Audiences for:
- Website visitors.
- Ad viewers and engagers.
- Use Spark Ads to re-engage with organic video content.
3.4 Google and YouTube Retargeting
- Use Google Ads to build remarketing lists for YouTube and Display Network campaigns.
- Run video retargeting ads on YouTube to reach viewers who watched previous content.
4. Tools to Run Effective Retargeting Campaigns
Tracking Tools
- Facebook Pixel: Track website behavior and optimize Facebook/Instagram Ads.
- LinkedIn Insight Tag: Monitor LinkedIn traffic and retarget visitors.
- TikTok Pixel: Optimize TikTok Ads for conversions and remarketing.
Ad Management Tools
- Smartly.io: Automate and scale retargeting campaigns across platforms.
- AdRoll: Manage display and social media retargeting in one platform.
Analytics Tools
- Google Analytics: Measure retargeting campaign ROI and user behavior.
- SEMrush: Monitor audience engagement and campaign performance.
Explore More Tools for Retargeting →
5. Advanced Retargeting Strategies for Higher ROI
5.1 Segment Your Audiences
- Divide retargeting audiences into segments based on their funnel stage:
- Awareness: Target website visitors.
- Consideration: Target product page visitors.
- Conversion: Retarget cart abandoners.
5.2 Create Personalized Ad Creatives
- Use dynamic ads to show tailored product recommendations to users based on their browsing history.
Example: „Forgot something? Complete your purchase now and get 10% off.“
5.3 Retarget With Value-Added Content
- Promote case studies, whitepapers, or webinars to nurture leads in the B2B space.
5.4 Cross-Platform Retargeting
- Retarget users who engaged on one platform (e.g., Facebook) with ads on another platform (e.g., LinkedIn).
6. Case Studies: Retargeting Success Stories
Ecommerce Brand Recovers 40% of Cart Abandoners
An online fashion store used Facebook Dynamic Product Ads to recover 40% of abandoned carts, generating a 5X ROAS.
SaaS Company Increases Demo Bookings by 35%
A SaaS brand ran LinkedIn retargeting ads targeting website visitors, increasing demo sign-ups by 35%.
Mobile App Drives 50% More In-App Purchases
A gaming app retargeted inactive users with Snapchat Ads, leading to a 50% increase in in-app purchases.
Read More Retargeting Success Stories →
7. FAQs About Retargeting Ads
- How does retargeting work?
Retargeting works by using tracking pixels or uploaded customer lists to show ads to users who have previously interacted with your brand. - Which platforms support retargeting?
Major platforms include Facebook, Instagram, LinkedIn, TikTok, Google, YouTube, and Snapchat. - What’s the best strategy for cart abandonment retargeting?
Use dynamic product ads with incentives like discounts or free shipping to recover lost sales.
More FAQs About Retargeting Ads →
Conclusion: Turn Lost Visitors Into Conversions With Retargeting
Retargeting is one of the most powerful strategies for maximizing ROI on social media ads. By re-engaging users at different funnel stages, you can:
- Recover abandoned leads and increase sales.
- Boost brand recall with personalized messaging.
- Optimize ad spend for measurable growth.
Need help with your retargeting campaigns? Home.Social can help you design and optimize high-performing retargeting strategies across all platforms.