Engaging Customers Again With Ecommerce Retargeting Ads


While operating an Ecommerce business, it's natural for numerous visitors to explore your online store without purchasing their initial visit. However, this presents an opportunity to reconnect with these potential customers through strategic retargeting campaigns. Ecommerce Retargeting ads are a powerful tool that allows you to reengage individuals who have previously interacted with your brand, enticing them to return and complete their desired actions, such as purchasing or subscribing to your services through digital marketing strategies.

The fundamentals of ecommerce retargeting ads


Image source: Retargeter

Retargeting is a targeted advertising technique that involves displaying personalized ads to target users who have previously visited your website or interacted with your brand in some way. This approach leverages the power of tracking pixels and cookies to monitor user behavior, enabling you to serve relevant ads across various platforms and devices.

The process typically unfolds as follows:

  1. A potential customer visits your Ecommerce website.

  2. They browse through your products or services but leave without making a purchase.

  3. Your retargeting ads appear as they continue to surf the web or use different apps, reminding them of your brand and the items they previously showed interest in.

  4. These targeted ads aim to recapture the user's attention and entice them to return to your website, ultimately leading to a conversion (purchase, subscription, or desired action).

Retargeting has proven to be an effective marketing strategy. Studies indicate that retargeted visitors are 70% more likely to convert than those not retargeted (Source: Klientboost). By leveraging the power of retargeting, you can maximize the return on your advertising spend (ROAS) and increase the chances of turning potential customers into loyal patrons.

Crafting compelling ecommerce retargeting ads campaigns

To maximize the impact of your Ecommerce retargeting efforts, consider implementing the following strategies:

1. Frequency capping for optimal ad exposure

Frequency capping refers to limiting the number of times an ad is displayed to the same individual within a specified time frame. This approach ensures that users can handle an excessive number of ad impressions, which can lead to ad fatigue and diminished effectiveness.

According to a study by AdRoll, reducing ad frequency from 15 to 5 impressions per month resulted in a 26% increase in click-through rates (CTR) and a 14% decrease in cost per acquisition (CPA). By implementing frequency capping, you can strike the right balance between maintaining visibility and avoiding user annoyance. A good rule of thumb is to cap the frequency of ads shown to each user per day or week, ensuring your brand remains visible without overwhelming the audience and hurting buyer emotions.

2. Dynamic retargeting for personalized experiences

Dynamic retargeting ads take personalization to the next level by showcasing products or content based on a buyer's previous interactions with your Ecommerce store. These ads dynamically adjust to display items the user has previously viewed or expressed interest in, creating a tailored and relevant experience.

Research by Criteo revealed that dynamic retargeting ads achieved a 3X higher click-through rate and 50% lower cost per acquisition compared to standard retargeting ads. By leveraging dynamic retargeting, you can enhance the relevance and appeal of your ads, increasing the likelihood of capturing the user's attention and driving conversions.

3. Excluding recent purchasers for efficient targeting

To optimize your retargeting campaigns and allocate your advertising budget effectively, it's crucial to exclude recent purchasers from your retargeting efforts. By doing so, you can focus your resources on engaging with potential customers who have yet to convert, maximizing the impact of your campaigns.

A case study by OptinMonster demonstrated that excluding recent purchasers from retargeting ads resulted in a 20% increase in ROAS. Utilize the advertising platform's pixel-tracking system to set up specific conversion events that trigger exclusion from retargeting campaigns, ensuring that your ads target the most relevant audience segments.

4. Limited-time offers and countdown timers

Creating a sense of urgency can be a powerful motivator for potential customers to take action. Consider designing retargeting ads that include limited-time offers or promotions, such as discounts or free shipping, accompanied by countdown timers to address their pain points. This approach taps into the psychological principle of scarcity, encouraging users to act promptly before the opportunity expires.

An analysis by ConversionXL revealed that urgency-inducing phrases like "limited-time offer" can increase conversion rates by up to 10%. Leveraging this tactic can add more persuasion to your retargeting campaigns, nudging users to complete their desired actions before the offer expires.

5. Cross-channel retargeting for omnichannel presence

Consumers engage with brands across multiple platforms and devices in today's digital landscape. To ensure a cohesive and effective retargeting strategy, it's essential to implement cross-channel retargeting efforts. This approach involves targeting potential customers across various platforms, such as Facebook, Instagram, Google Display Network, email, and other social media platforms, reinforcing product interest and ensuring a consistent brand experience across multiple touchpoints.

A study by Google and Ipsos found that using multiple channels in campaigns can be twice as effective as single-channel efforts. By adopting a cross-channel retargeting strategy, you can increase your brand's visibility, reinforce your messaging, and capture the attention of potential customers across the various platforms they frequent.

6. Leveraging social proof for increased trust

Incorporating social proof elements, such as customer reviews or user-generated content, into your retargeting ads and landing pages can significantly enhance trust and credibility in your brand. This approach helps to validate the quality of your products or services, ultimately encouraging conversions among those who have previously shown interest in your offerings.

A BrightLocal survey revealed that 91% of buyers aged 18-34 trust online reviews. By showcasing positive customer feedback, testimonials, or user-generated content within your retargeting campaigns, you can build confidence in your brand and provide potential customers the reassurance they need to complete their desired actions.

Maximizing ROAS with ecommerce retargeting ads and email marketing

While implementing these retargeting ad tactics can significantly boost your ROAS, it's important to recognize the complementary role of email marketing in nurturing leads and driving conversions. Email marketing facilitates lead generation and is a powerful tool for lead nurturing and customer retention.

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Once you have generated leads through marketing channels, you can leverage email marketing to nurture those leads and guide them further along the customer journey. Personalized email sequences can suggest similar products, remind shoppers about abandoned carts, or provide valuable content and offers tailored to their interests and behaviors. Utilizing tools like Mailmodo can also help track the effectiveness of your email campaigns and retargeting efforts.

One effective approach is implementing Ecommerce email flows, which provide a structured framework for delivering relevant and timely email communications to your audience from the moment they enter your list as leads or become customers. By seamlessly integrating retargeting ads with strategic email marketing campaigns, you can create a cohesive and impactful customer experience, maximizing the return on your marketing investments. The easiest way to do this is to take each segment, define what users are doing on your site, and add your goals for them (what you want them to do).


In Ecommerce, retargeting ads present a powerful opportunity to reengage potential customers and drive conversions. By implementing strategies such as frequency capping, dynamic retargeting, excluding recent purchasers, leveraging limited-time offers and countdown timers, adopting cross-channel retargeting, and incorporating social proof elements, you can create compelling and targeted campaigns that resonate with your audience.

However, to truly maximize your ROAS, it's essential to complement your retargeting efforts with effective email marketing strategies. By nurturing leads and delivering personalized communications, you can foster lasting relationships with your customers and establish a strong foundation for long-term success in the competitive Ecommerce landscape.

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