Sometimes interested customers wander away, especially when life gets complicated. But how can you reconnect when they’re ready to start thinking about your products again? 

Retargeting ads on Facebook and Instagram can be just the nudge it takes to recapture their interest, but you have to be careful; by understanding retargeting ads best practices you can deliver the perfect message without overwhelming existing customers. 

What Are Retargeting Ads Best Practices?

Imagine browsing a bookstore, thumbing through a novel, then picking up another book—only to realize it’s by the same author. Except, this one is about a topic you’re more interested in. It’s almost as if the second novel was placed in your path, and the bookseller set it out just for you. That’s the magic of retargeting ads.

Retargeting ads are persistent yet tactful reminders of what you once found intriguing. There are a lot of reasons a customer might seem to lose interest, and in many cases it has nothing to do with whether or not they actually want your product. Life is complicated, and by mastering retargeting ads best practices you can give them the extra nudges and support they need to connect with the products that make their days easier. 

Let’s explore some of the top tips you can try right now.

Segment to Avoid Oversaturating Recent Customers

It’s easy to simply toss a line of code into your website and let Facebook pixel take the reins. But don’t fall into the trap of leaving everything on its default settings. Even Meta warns against hammering existing customers with your brand through retargeting ads. 

This can lead to what’s known as “ad fatigue,” where users become so tired of seeing your ads that they start to ignore them—or worse, become frustrated at the sight of them. It’s sort of like hearing the same song on repeat; after a while, it just becomes an annoyance you try to tune out.

The solution? Audience exclusions. Create exclusions for people who recently purchased from your business, then shift your retargeting ads toward acquiring new customers. By segmenting your audience based on their interactions with your brand, you can tailor your messages to specific user behaviors, ensuring your ads don’t become stale or redundant. 

Of course, you should remember that retargeted ads are always shown to people who have seen your brand before—but more on that later. For now, you should familiarize yourself with the options you have when using Dynamic Ads, now known as Meta Advantage+ catalog ads. These configurable settings will allow you to show the right ad to the right audience without wearing down your current clientele. 

Keep Ads Fresh to Engage Without Overstepping

Retargeting is a delicate dance. Lean in too close, and users can feel you breathing down their necks. Stay distant, and you might be forgotten. The key is to find that sweet spot where you remain visible without becoming “stalky.” Think of it as being the friendly neighborhood shop owner who greets customers warmly but knows when to give them space to browse at their own pace.

Creativity is your greatest ally in this balancing act. Using relatable imagery and crafting clever captions can put your audience at ease, making them more receptive to your message. For example, designing a retargeting ad that has all the hallmarks of a social post (but isn’t one) feels less intrusive than a blatant, in-your-face commercial.

Variety is the spice of life, and it’s the star seasoning of a solid retargeting ad, too. Repetition tends to numb people to your message, and by changing it up the same message can suddenly seem fresh and new. 

But beware: don’t just repackage your regular ads! Carefully crafting messages that truly speak to those already familiar with your brand both prevents ad fatigue and keeps your audience curious about what you’ll show them next.

Strike a Familiar Tone to Reconnect With Users

When crafting the perfect retargeting ad, you’ll always want to keep one thing in mind: the users who see this don’t need an introduction. This is not the first time they’ve noticed your brand. In fact, many of them may have seen your ads repeatedly. Retargeting ads are reconnecting, not rehashing, so throw out the fundamentals and get familiar.

Your ads should acknowledge prior interactions. Instead of generic messages, shape your retargeting ads to reflect a user’s previous engagement. Did they abandon a cart? Remind them of what they left behind. Did they peruse a specific product type? Showcase similar items or offer them a limited-time deal. 

Retargeting ads best practices are all about setting the right tone, like that of a helpful friend reminding their pal about an unfinished conversation: casual, kind, and never nosy. Keep your messaging straightforward, and always be aware of the user’s journey with your brand. This awareness will guide you in tailoring ads that resonate, engage, and ultimately convert.

Mastering Retargeting With Expert Navigators

Retargeting ads can be complex, and figuring out exactly what works can be tricky, especially when doing it alone. Like any tool, its effectiveness lies in how it’s used. The retargeting ads best practices we’ve discussed can set you on the path to better ROI and ROAS, but they’re just the tip of the iceberg.

At Social Ktchn, we understand the intricacies of retargeting on Facebook and Instagram. Our 15+ years of expertise, combined with our analytical approach and creative insight, ensures that your retargeting campaigns reach the perfect audience while leaving a lasting impression. If you’re trying to navigate the murky waters of retargeting and want a capable guide at your side, Social Ktchn is here to help.