Retargeting ads are one of the most powerful and cost-effective ways to grow your small business by turning potential customers into actual buyers. If you’ve ever visited a website and then seen their ads pop up while browsing elsewhere online, that’s retargeting in action. It's a simple way of reminding people about your business and encouraging them to return and make a purchase.
This guide will help you understand how retargeting works and how you can easily set up these ads, even if you have no technical or marketing skills.
What Are Retargeting Ads and Why Do They Matter?
Retargeting ads are online advertisements that are shown specifically to people who have already interacted with your business in some way. This might be visiting your website, viewing certain products, or even abandoning their shopping basket before completing a purchase.
Download and print the 'No-Tech Retargeting Ads Checklist'. This way you can mark each task off as you follow each step of this guide.
These ads ‘follow’ your potential customers across the web and remind them of your products or services, increasing the chances that they will come back and buy from you.
Why do retargeting ads they matter?
Most people don’t make a purchase the first time they visit a website. In fact, it’s estimated that up to 98% of first-time visitors leave without buying anything. Retargeting ads allow you to reconnect with these visitors, keeping your business in their mind and increasing the likelihood of them becoming customers later.
How Retargeting Ads Can Help You Gain New Customers
Retargeting is not just about getting people back to your site – it’s about converting visitors into customers. Here’s how it works and how you can make it effective for your small business:
Reconnect with Interested Visitors: Retargeting ads allow you to show ads to people who have already shown an interest in your products or services. This means you’re not targeting random people but those who are already familiar with your business. The more they see your brand, the more likely they are to come back and make a purchase.
Increase Conversions Without Spending Big: Because retargeting only focuses on people who have visited your website or interacted with your business, the advertising spend can be relatively small. Instead of paying for ads to reach a broad audience, you’re focusing your budget on people who are already more likely to convert into customers.
Turn Visitors into Loyal Customers: Retargeting ads aren’t just for gaining new customers – they can also help you build loyalty. You can create ads that offer discounts or promotions to past visitors, encouraging them to not only return but to become repeat customers.
By investing in retargeting ads, you’re spending your budget more wisely, focusing on people who are more likely to buy from you and giving your small business the best chance to grow without breaking the bank.
Step 1: Setting Up Your Retargeting Ads: The Basics
Before you can start running retargeting ads, you need to set up an ad account and install a tracking code to monitor who visits your website. Don’t worry if you have no technical experience—this step-by-step guide will show you how to do it without any complicated skills.
Create a Free Ad Account (Google & Facebook/Instagram)
To start running retargeting ads, you’ll need to create accounts on the two biggest ad platforms: Google and Facebook/Instagram. Both platforms allow you to target people across the web and social media, reaching potential customers wherever they are.
How to Create a Google Ads Account
Go to Google Ads: Visit ads.google.com and click Start Now.
Sign in or create a Google account: If you already have a Google account, sign in. If not, create one by following the on-screen instructions.
Select your advertising goal: Choose Get more website sales or sign-ups to keep it simple.
Enter your business details: Fill in your website URL and other necessary information.
Set your budget: You’ll be prompted to set an advertising budget. Start small—you can always adjust this later.
Complete the setup: Once you’ve filled in all the required information, your Google Ads account will be ready to use.
How to Create a Facebook/Instagram Ads Account
Go to Facebook Ads Manager: Visit business.facebook.com and click Create an Account.
Sign in or create a Facebook business account: Log in with your existing Facebook credentials or create a new account.
Add your business details: Fill in your business name, contact details, and website URL.
Set up billing: You’ll need to provide your payment details so that you can later pay for ads.
Access Facebook Ads Manager: Once your account is created, you can access Ads Manager to start building your ads.
By setting up these accounts, you’ll have access to powerful ad platforms that allow you to target people who’ve visited your website.
Install the Tracking Code (Without Needing Technical Skills)
Once you have your ad accounts set up, the next step is to install a tracking code (also called a pixel). This code tracks who visits your website and allows you to show ads to those people later. Fortunately, you don’t need technical skills to do this.
How to Install the Google Ads Tracking Code
Access Google Ads: Log in to your Google Ads account and go to Tools & Settings at the top.
Go to Conversions: Under Measurement, click Conversions and then select Website as the type of conversion you want to track.
Create a conversion action: Name your conversion (e.g., "Website Visitors") and follow the prompts to generate the tracking code.
Install the tracking code: You’ll be given a piece of code called a "tag". If you have access to your website, you can copy and paste this code into the header of your site.
Tip: If you’re using a platform like WordPress, you can use free plugins like Insert Headers and Footers to easily add the tracking code without needing coding skills.
How to Install the Facebook/Instagram Pixel
Access Facebook Ads Manager: Log in to Facebook Ads Manager and go to Events Manager.
Create a Pixel: Click Connect Data Sources and select Web. Then click Facebook Pixel and give it a name.
Install the pixel: You’ll be given a piece of code. If you’re using a site builder like Shopify or WordPress, you can follow Facebook’s guided instructions or use a plugin to install the pixel with a few clicks.
For WordPress users, the free Pixel Caffeine plugin makes it easy to add the Facebook pixel without touching any code.
Using Plugins or Tools to Install Tracking Codes Easily
For many small business owners, installing tracking codes might sound daunting, but thankfully there are tools that make this process effortless. Most website platforms, like WordPress, Wix, or Shopify, offer plugins or built-in tools that allow you to add tracking codes in just a few clicks. Here's how to do it:
WordPress: Use a plugin like Insert Headers and Footers (for Google Ads) or Pixel Caffeine (for Facebook).
Shopify: Go to Online Store > Preferences, and paste the tracking codes directly into the provided boxes for Facebook and Google.
Wix: Access the Marketing Integrations section, where you can easily connect to Facebook and Google and add your pixels with no technical expertise required.
By following these steps, you’ll be set up to start retargeting visitors and turning them into customers, all without needing to hire a developer or learn any complicated coding skills.
Step 2: Identifying Your Target Audience for Retargeting
Now that your tracking codes are in place, it’s time to decide who to retarget. The more specific you are about who sees your ads, the more effective (and cost-efficient) your retargeting campaign will be. Targeting everyone who visits your website might seem tempting, but focusing on key groups of visitors will have a much bigger impact and lead to more conversions.
Who Should You Retarget?
Retargeting works best when you show ads to people who are already familiar with your business, especially those who have shown some interest in your products or services. These people are more likely to come back and make a purchase if they see a reminder ad.
Here’s a breakdown of who you should focus your retargeting efforts on:
Website Visitors: People who have visited your website but haven’t taken any action yet.
Cart Abandoners: People who added items to their shopping basket but didn’t complete the purchase.
Product Viewers: People who viewed specific products or services but didn’t proceed further.
Segmenting Your Website Visitors for Maximum Impact
Rather than showing the same ads to all your visitors, segmenting your audience ensures that each group sees ads that are relevant to them. This targeted approach can help increase your return on investment (ROI) because you’ll be delivering personalised messages to the right people.
Here’s how to segment your visitors for maximum impact:
Recent Visitors:
These are people who have recently visited your website but didn’t take any action. They might need a little reminder to come back and explore more. By retargeting these visitors, you’re encouraging them to re-engage with your business.
How to target them:
Create a custom audience in your ad platform (Google Ads or Facebook) based on website visitors from the last 30 or 60 days.
Craft simple ads that remind them of your brand and encourage them to return. You could highlight a specific product or offer a limited-time promotion.
Cart Abandoners:
Cart abandoners are people who got very close to making a purchase but didn’t complete it. This group is incredibly valuable because they’ve already shown strong intent to buy.
How to target them:
In your ad platform, create a custom audience for people who added items to their cart but didn’t check out.
Use ads that remind them of the items they left behind and offer a small discount or free shipping to encourage them to complete the purchase. A message like, “Don’t forget your items—complete your order today for 10% off!” works well.
Product Viewers:
Product viewers are people who spent time looking at specific products or services on your website. They’ve shown interest in what you offer but need a little nudge to convert.
How to target them:
Set up a custom audience that targets people who viewed certain product pages.
Show them ads featuring the exact products they were looking at or similar items. Including a positive customer review or highlighting special features of the product can help convince them to return and make a purchase.
Focusing on Cart Abandoners, Recent Visitors, and Product Viewers
By concentrating on cart abandoners, recent visitors, and product viewers, you’re focusing on people who are already familiar with your brand and are more likely to convert into paying customers. Here’s a simple way to get started with this approach:
Cart Abandoners: Show ads with a discount or reminder of the items left behind.
Recent Visitors: Display ads that reinforce your brand and gently remind them to revisit your site.
Product Viewers: Highlight the specific products they viewed or similar options, with a call to action like “Still interested?”
Segmenting these visitors and tailoring ads to each group will ensure that your retargeting campaigns are relevant, engaging, and effective, maximising your chances of turning these visitors into new customers with minimal investment.
Step 3: Designing Your Retargeting Ads for Small Budgets
Once you’ve set up your ad accounts and identified your target audience, it’s time to design your ads. For small businesses, creating effective ads on a budget is key. You don’t need a big marketing team or expensive software—just some simple techniques and free tools that can deliver results.
Crafting Simple, Effective Ad Copy
Writing persuasive ad copy is essential to grabbing your audience’s attention and encouraging them to take action. The good news is, you don’t need to be a copywriting expert to do this. The goal is to keep your message clear, simple, and focused on solving a problem or providing a benefit for your customers.
How to Write Persuasive Messages with Limited Resources
Follow these easy steps to craft compelling ad copy:
Start with a Clear Headline:
The headline is the first thing people see, so it should grab attention straight away. Use a simple, direct message. If you’re offering a discount, free shipping, or something unique, make it clear in the headline.
Example: “Get 20% Off Your First Order” or “Don’t Miss Out on Our Best-Selling Products”.
Focus on the Benefits:
Highlight the value or benefit the customer will get. Instead of just describing your product, explain how it will solve a problem or improve their life.
Example: “Experience Next-Level Comfort with Our Ergonomic Chairs” or “Save Time and Money with Our Fast Delivery”.
Include a Strong Call to Action (CTA):
Tell your audience exactly what you want them to do. Keep it simple and direct, like “Shop Now”, “Claim Your Discount”, or “Complete Your Purchase”. A clear call to action encourages people to take the next step.
Keep It Short and Sweet:
Avoid writing too much text. People scroll quickly, so your message should be easy to read and straight to the point. Focus on one key benefit and a clear call to action.
By crafting concise, benefit-driven ad copy, you can make a big impact with minimal resources.
Using Free Design Tools to Create Attention-Grabbing Ads
You don’t need a graphic designer to create professional-looking ads. With free online tools, you can easily design eye-catching ads that stand out, even on a tight budget.
Canva and Other Free Tools for Non-Designers
One of the best free design tools for beginners is Canva. It’s user-friendly and offers pre-made templates that you can customise in just a few minutes. Here’s how to use it:
Sign Up for a Free Canva Account:
Go to canva.com and create a free account.
Choose a Template:
Once logged in, search for “Facebook Ad” or “Instagram Ad” in the search bar. Canva will show you a variety of templates designed specifically for ads.
Customise the Design:
Upload your logo: Add your business logo to make the ad recognisable.
Change the text: Replace the default text with your ad copy. Keep the font clear and easy to read.
Use high-quality images: If you don’t have professional photos, Canva provides a library of free images. Choose images that reflect your product or service and are visually appealing.
Match your brand colours: Stick to your brand’s colour scheme to create a consistent look and feel.
Download Your Ad:
Once you’re happy with the design, simply click “Download” to save your ad as a high-quality image file, ready to upload to your ad platform.
With persuasive ad copy and eye-catching designs, you can create retargeting ads that stand out and convert customers, all without breaking the bank. Focus on the benefits, keep your messages short, and use free tools like Canva to design ads that make a big impact.
Step 4: Launching Your Retargeting Campaigns
Now that you have designed your ads and identified your target audience, it’s time to launch your retargeting campaigns. This section will guide you through setting up basic retargeting campaigns on Facebook/Instagram and Google Ads, with a focus on minimal investment for maximum impact.
How to Set Up a Basic Retargeting Campaign on Facebook/Instagram
Follow these simple steps to launch your retargeting campaign on Facebook and Instagram using Facebook Ads Manager.
Log in to Facebook Ads Manager:
Go to business.facebook.com and log into your account. From the main menu, click Ads Manager.
Create a New Campaign:
Click the Create button and choose Sales, Traffic, or Conversions as your campaign objective, depending on your goal.
Name your campaign to keep things organised (e.g. “Retargeting - Cart Abandoners”).
Select Your Audience:
Under the Audience section, click Create New Audience.
Select Custom Audience.
Choose Website Traffic as your source.
Here, you can target visitors based on specific actions they took on your website. For example, target people who visited your website in the last 30 days, added items to their cart, or viewed a specific product.
Define Your Ad Placement:
Choose Automatic Placements to allow Facebook to show your ads across Facebook, Instagram, and its partner networks. This saves time and ensures your ads are shown in the best-performing locations.
Set Your Budget and Schedule:
Start with a small daily budget that you are comfortable with (e.g., £5 to £10 per day). You can always increase this as you see results.
Choose whether you want to run your ads continuously or set an end date.
Create Your Ad:
Choose the format: Single Image, Carousel (multiple images), or Video.
Upload the ad creatives you designed earlier in Canva or other tools.
Add your ad copy, a clear headline, and a Call to Action (e.g. “Shop Now” or “Learn More”).
Review and Publish:
Double-check all the settings and hit Publish to launch your campaign. Facebook will review the ad, and once approved, it will start showing to your targeted audience.
How to Create Retargeting Ads Using Google Ads
Google Ads allows you to retarget users across websites, YouTube, and mobile apps. Here’s how to set up a basic retargeting campaign in Google Ads:
Log in to Google Ads:
Go to ads.google.com and sign into your account. In the dashboard, click Campaigns.
Create a New Campaign:
Click the + New Campaign button.
Choose Display as your campaign type, as it’s the most effective for retargeting across the web.
Select Sales or Website Traffic as your goal.
Define Your Campaign Settings:
Name your campaign for easy tracking (e.g. “Retargeting - Recent Visitors”).
Choose your Locations (e.g., target customers in the UK).
Set a small daily budget that works for you. A budget of £5 to £10 per day is a good starting point.
Create Your Audience:
In the Audience section, click Browse and select How they have interacted with your business.
Choose Website Visitors and then segment your audience based on their actions (e.g., visitors from the last 30 days, product viewers, or cart abandoners).
You can refine the audience further by demographics, interests, or behaviours if needed.
Set Up Your Ads:
Click Create Ads. You can use responsive display ads, which automatically adjust to fit various screen sizes and placements.
Upload your images and logo.
Write a short headline and description. Make sure your call to action is clear (e.g., “Shop Now” or “Claim Your Discount”).
Launch Your Campaign:
Once you’re happy with the settings and ads, click Save and Continue. Your campaign will be submitted for review, and once approved, it will start running.
Setting Up a Budget That Works for Small Businesses
It’s important to manage your budget wisely when running retargeting ads. Here’s how to set up a budget that ensures you get the most out of your spend without overspending:
Start Small:
If you’re new to retargeting ads, it’s best to start with a small daily budget of around £5 to £10 per platform (Facebook and Google Ads). This gives you enough exposure without risking too much of your marketing budget.
Monitor Your Results:
After your ads have been running for a few days, check the performance in your ad platforms. Look at key metrics like click-through rates (CTR) and conversions. If your ads are performing well, you can gradually increase the budget.
Focus on High-Value Audiences:
Spend more of your budget on targeting high-value audiences, such as cart abandoners or people who viewed specific products. These audiences are more likely to convert, giving you a better return on investment (ROI).
By starting with a modest budget and scaling based on performance, you can maximise your ad spend and grow your business without overspending.
Step 5: Monitoring and Optimising Your Retargeting Ads
Once your retargeting ads are live, it’s important to monitor how they’re performing and make adjustments to get the best possible results. Don’t worry—you don’t need to be a marketing expert to do this. Here’s how to track your ads and make simple tweaks to improve their effectiveness, ensuring you maximise your return on investment.
How to Check Your Ad Performance Without Getting Confused
Keeping track of your ad performance is key to understanding what’s working and what needs improvement. Both Facebook/Instagram Ads Manager and Google Ads offer easy-to-use tools for monitoring your campaigns, and you only need to focus on a few key metrics.
Key Metrics to Focus On
Impressions: The number of times your ad has been shown. If impressions are low, it may mean your audience is too small, or your budget isn’t enough to reach people.
Click-Through Rate (CTR): This shows how many people clicked on your ad compared to how many saw it. A high CTR means your ad is engaging and relevant to your audience. Aim for a CTR of at least 1% as a starting point.
Conversions: The number of people who clicked your ad and completed a desired action (like making a purchase or signing up). This is the most important metric because it shows if your ads are generating actual results.
Cost per Conversion: This tells you how much you’re spending to get each conversion. The lower the cost, the better. If this number is too high, it may be time to adjust your ads or audience targeting.
How to Check Performance in Facebook Ads Manager
Log in to Ads Manager: Go to business.facebook.com and access your Ads Manager.
Go to the Campaigns Tab: You’ll see a list of all your active campaigns.
Review Key Metrics: You can customise the columns to show only the metrics you need (Impressions, CTR, Conversions, Cost per Conversion). This helps you stay focused on the important numbers without getting overwhelmed by unnecessary data.
How to Check Performance in Google Ads
Log in to Google Ads: Go to ads.google.com and sign in.
Click on Campaigns: This will show a list of all your active campaigns.
Monitor Key Metrics: Like Facebook Ads Manager, you can customise your view to focus on key metrics such as Impressions, CTR, Conversions, and Cost per Conversion.
By keeping track of these basic metrics, you’ll quickly be able to see how your ads are performing without getting confused by too much data.
Adjusting Your Ads to Improve Results
Once you’ve monitored your ad performance, the next step is to make adjustments to improve results. Small changes can make a big difference in driving more conversions and reducing costs.
Easy Changes That Drive More Conversions
Improve Your Ad Copy or Headline:
If your CTR is low, it could mean your audience isn’t finding your ad engaging enough. Try tweaking the headline or call to action to make it more compelling. For example, instead of “Buy Now”, you could try “Limited Time Offer – 10% Off Today!” to create urgency.
Refresh Your Ad Creatives:
If your ads have been running for a while and you notice performance starting to drop, your audience may be experiencing “ad fatigue”, meaning they’ve seen the same ad too many times. Create a new version of the ad with a different image, layout, or message to re-engage your audience.
Adjust Your Audience Targeting:
If you’re getting clicks but no conversions, it might mean you’re targeting the wrong audience. You can try narrowing your audience to make it more specific (e.g. only targeting people who viewed a certain product or abandoned their shopping basket). Alternatively, you could expand your audience slightly if it’s too limited.
Test Different Ad Formats:
Facebook and Google both allow you to run different ad formats, such as single images, carousel ads, or video ads. If one format isn’t performing well, test another. For example, if your image ad isn’t getting many clicks, try a video or carousel ad to see if that engages your audience better.
Increase Your Budget Gradually:
If your ads are performing well and bringing in conversions, consider gradually increasing your budget to reach more people. Be cautious not to scale too quickly—small, incremental increases (e.g., 10-20%) are best to ensure you maintain performance as your audience grows.
By regularly checking your ad performance and making simple adjustments to your copy, creatives, or targeting, you can improve the effectiveness of your retargeting campaigns and drive more conversions without spending more money. Monitoring and optimising your ads ensures you’re getting the best possible return on investment, helping your small business grow with minimal effort.
Step 6: Boosting Your Results: Simple Retargeting Strategies
Now that you’ve launched and optimised your retargeting campaigns, it’s time to boost your results by using simple yet powerful strategies. Adding special offers and using retargeting ads to build customer loyalty are two ways to maximise your returns and grow your business.
Adding Special Offers or Discounts to Attract New Customers
Offering discounts or special promotions can be a great way to convert hesitant visitors into paying customers. By showing retargeting ads that highlight exclusive deals, you can nudge those on the fence to complete a purchase. Here’s how to implement this strategy:
Create an Enticing Offer:
Think about what would motivate your potential customers to take action. This could be a percentage discount (e.g. “20% off your first order”), free shipping, or a limited-time offer. Make sure the offer is clear and creates a sense of urgency.
Example Offers:
“Get 15% off today – Limited Time Only!”
“Free Delivery When You Complete Your Purchase in the Next 24 Hours!”
Set Up a Retargeting Campaign for Offer Ads:
In Facebook Ads Manager or Google Ads, create a new retargeting campaign specifically for visitors who haven’t made a purchase yet (e.g., recent visitors or cart abandoners).
Ensure your ad copy clearly states the offer and includes a strong call to action like “Claim Your Discount Now” or “Limited Time – Shop Today!”.
Design Eye-Catching Ads:
Use free tools like Canva to create visually appealing ads that highlight your offer. Make the discount or promotion the focal point of the ad. Add bright, bold text that grabs attention, such as “20% OFF” or “Limited-Time Deal”.
Monitor and Adjust:
Track the performance of your offer ads and adjust them if necessary. If one type of offer (e.g., free shipping) isn’t working, try a different one (e.g., 10% off). The goal is to find the promotion that resonates best with your audience and leads to conversions.
Using Retargeting Ads to Build Brand Loyalty and Repeat Business
Retargeting ads aren’t just about getting new customers—they can also be highly effective for turning one-time buyers into loyal, repeat customers. By using retargeting to stay connected with your existing customer base, you can encourage them to keep coming back.
Target Existing Customers with Special Deals:
Set up a retargeting campaign that specifically targets customers who have already made a purchase. You can do this by creating a Custom Audience of people who visited your “Thank You” page (the page they see after making a purchase).
Offer returning customers a special discount or early access to new products. For example: “As a valued customer, enjoy 10% off your next purchase!”.
This will make your customers feel appreciated and encourage repeat business.
Highlight New Products or Services:
Retargeting is also an excellent way to promote new products or services to your existing customer base. People who have already bought from you are more likely to trust your brand and be interested in what’s new.
Create ads that showcase your latest offerings with a call to action like “Explore Our New Collection” or “Be the First to Try Our New Product”.
Include a time-limited promotion to drive urgency, such as “New Arrivals – 10% Off This Week Only”.
Use Testimonials or Reviews in Your Ads:
Build trust and reinforce loyalty by using customer testimonials or product reviews in your retargeting ads. Social proof can be very powerful in convincing people to return to your business.
For example, show a 5-star review from a happy customer in your ad, alongside a call to action like “Join Thousands of Happy Customers – Shop Now”.
This approach helps build credibility and encourages customers to continue buying from you.
Offer Loyalty Program Incentives:
If you have a loyalty programme, retargeting ads can be an effective way to promote it. Encourage past customers to sign up for your loyalty programme with ads that highlight the benefits, such as “Earn Points on Every Purchase” or “Get Exclusive Member Discounts”.
For existing loyalty members, you can use retargeting to remind them to redeem their points or to let them know about exclusive member-only deals.
By adding special offers to your retargeting ads and using them to build customer loyalty, you can significantly boost your results with minimal additional effort. These strategies not only attract new customers but also encourage repeat business, helping your small business grow sustainably over time.
Step 7: Common Mistakes to Avoid with Retargeting Ads
When running retargeting ads, it’s easy to make mistakes that can waste your budget and reduce the effectiveness of your campaigns. In this section, we’ll look at two common mistakes small businesses often make and how you can avoid them to ensure your retargeting efforts bring maximum returns with minimal investment.
Spending Too Much Too Soon
One of the most common mistakes is putting too much money into retargeting ads before understanding how well they work for your business. While retargeting ads can be powerful, throwing a large budget at them from the start isn’t always the best approach. Here’s how to avoid overspending:
Start with a Small Budget:
Begin with a modest daily budget, such as £5 to £10 per day, and monitor the results. This allows you to see how well your ads are performing without risking too much money.
Step-by-step action:
Set your budget in Facebook Ads Manager or Google Ads to a level you’re comfortable with.
Keep it low initially, especially if you’re new to retargeting.
Test and Optimise Before Scaling:
Run your ads for a week or two to gather data on which audiences and creatives are working best. Once you have this information, you can make small adjustments to improve your campaign. Only after you’ve seen consistent success should you consider increasing your budget. Step-by-step action:
Check key metrics such as CTR (Click-Through Rate) and Conversions to assess performance.
Make small changes to your ads (like tweaking the copy or targeting) based on what’s working, and only increase the budget gradually—by 10-20% at a time.
Focus on ROI, Not Just Impressions:
It’s tempting to think that more impressions mean better results, but the key is return on investment (ROI). Don’t get caught up in spending more just to get your ads in front of more people. Always monitor how much each conversion is costing you. Step-by-step action:
Regularly check the Cost per Conversion metric in your ad dashboard.
If the cost is too high, scale back the budget or make changes to improve efficiency before investing more.
Retargeting Everyone Instead of Specific Groups
Another mistake is retargeting everyone who visits your website instead of focusing on specific groups of visitors who are more likely to convert. By retargeting too broadly, you waste money on people who may not be interested in what you offer. Here’s how to refine your targeting for better results:
Segment Your Audience:
Not all website visitors are equally valuable. Instead of targeting everyone, segment your audience into groups such as cart abandoners, product viewers, or recent visitors. These segments are more likely to convert since they’ve already shown interest in specific products or come close to making a purchase.
Step-by-step action:
In Facebook Ads Manager or Google Ads, create Custom Audiences based on user actions (e.g., visitors who viewed a product but didn’t buy, or those who abandoned their basket).
Tailor your ads to speak directly to each audience segment with personalised messages.
Exclude Less Relevant Audiences:
Some visitors may not be worth retargeting—such as those who only spent a few seconds on your site or bounced immediately. Exclude these groups from your retargeting campaigns to focus your budget on high-potential customers.
Step-by-step action:
In your ad platform, set up exclusions for visitors who spent less than a certain amount of time on your website (e.g., less than 10 seconds).
Alternatively, exclude people who visited only the homepage without interacting further.
Match Your Ad Content to the Audience:
Your ad content should be tailored to the specific group you’re retargeting. For example, if you’re retargeting cart abandoners, your ad could highlight the items they left behind and offer a discount to encourage them to complete the purchase.
Step-by-step action:
Create ad variations for different audience segments (e.g., one ad for cart abandoners offering a discount, and another for product viewers showing related items).
Make sure the call to action (e.g., “Complete Your Purchase” or “Explore Similar Products”) matches their previous behaviour on your site.
By avoiding these common mistakes—spending too much too soon and retargeting everyone without proper segmentation—you can run more effective, budget-friendly retargeting campaigns. Focus on starting small, optimising gradually, and targeting specific groups for the best results. This approach will help you make the most of your marketing budget and grow your customer base without overspending.
Wrapping It Up: Your Retargeting Ads Conclusion
By now, you’ve learned how to set up, run, and optimise retargeting ads for your small business. Retargeting is a powerful tool for converting website visitors into paying customers, and the best part is that you can do it with minimal technical skills and a small budget. This section will summarise the key steps you need to follow and outline the next steps to grow your business using retargeting ads.
A Step-by-Step Summary for Running Retargeting Ads Successfully
Here’s a quick overview of the actions you need to take to run effective retargeting campaigns:
Set Up Your Ad Accounts:
Create free accounts on Google Ads and Facebook/Instagram Ads Manager to access the platforms you’ll be using to run your retargeting campaigns.
Install Tracking Codes:
Use simple plugins or tools to install the Google Ads tracking tag and Facebook pixel on your website to track visitors and enable retargeting.
Identify Your Target Audience:
Segment your website visitors into specific groups, such as cart abandoners, recent visitors, and product viewers. This ensures that your ads are more relevant and effective.
Design Simple, Effective Ads:
Use free tools like Canva to create eye-catching ads with persuasive ad copy. Focus on highlighting the benefits of your products or services and include a strong call to action.
Launch Your Campaigns:
Set up retargeting campaigns on both Facebook/Instagram and Google Ads. Keep your initial budget small and target the most relevant audience segments to get the best results.
Monitor and Optimise Your Ads:
Track key performance metrics such as impressions, click-through rates (CTR), and conversions. Adjust your ad copy, audience targeting, and budget to improve performance over time.
Boost Your Results:
Add special offers, such as discounts or free shipping, to encourage conversions. Use retargeting ads to build loyalty and encourage repeat business from existing customers.
Avoid Common Mistakes:
Start with a small budget and scale gradually. Focus on retargeting specific audience groups rather than everyone who visits your website to ensure you’re spending your budget wisely.
Next Steps: Growing Your Business with Retargeting
Retargeting is not a one-off effort; it’s an ongoing process that can help you grow your business steadily over time. Here’s how to continue making the most of retargeting ads:
Refine Your Audience Segments:
As you gather more data from your campaigns, you can fine-tune your audience segments for even better results. Focus on high-converting groups, such as repeat customers or visitors who engage with specific products.
Test and Experiment:
Don’t be afraid to test new ad creatives, offers, or audience segments. A/B testing different versions of your ads can help you discover what resonates best with your audience and drives the highest return on investment.
Expand Your Reach:
Once your retargeting ads are performing well, consider expanding your budget to reach more potential customers. You could also experiment with other ad formats, such as video ads or carousel ads, to keep your content fresh and engaging.
Build Brand Loyalty:
Use retargeting not only to convert new customers but to build loyalty among your existing customer base. Offering exclusive deals, early access to new products, or loyalty rewards can keep your customers coming back for more.
Measure Long-Term Success:
Continue monitoring your ad performance over time. Keep an eye on metrics like customer lifetime value (CLV) and overall sales growth to measure the long-term impact of your retargeting campaigns.
By following these steps and staying focused on optimising your retargeting efforts, you can drive new customers to your business and build lasting relationships with existing ones, all while keeping your advertising spend manageable. Retargeting ads, when done right, offer a cost-effective way to grow your small business with big impact.