Top 8 Best Practices for Retargeting Ads

Have you ever visited a website, left, and found ads for that same site popping up as you used the Internet? It isn’t coincidence — it’s advertisers retargeting you with ads.

When you visit a website, the website can choose to identify you with a certain code that only it recognizes, usually called “cookies.” Different advertising networks can read these cookies and show you ads for the website that you left.

While it may seem creepy at first, retargeted ads — which are sometimes banner ads — work wonders for bringing visitors back to your website and even converting them into paying customers! That’s the value that retargeting has for your business, and it’s a genius way to grow your brand. All you have to do is join an ad display network, create the ad, and start!


With that in mind, retargeting ads can be a tricky process. To make sure you’re getting the most out of your retargeted ads, you can follow a handful of simple guidelines, and give us a call at 888-601-5359.

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8 retargeting practices to get more customers

You have to tread a fine line when you use retargeting and advanced retargeting strategies — you want potential customers to remember you, but you don’t want to scare them by tracking them excessively. Finding that sweet spot takes time, practice, and hard work, but when you follow these guidelines, any company can successfully retarget their lost customers.

1. Don’t be a stalker.

It’s usually a good idea to limit the retargeted ads that customers see, usually to about 20 per month. If you use more than that, you can appear intrusive to your customer.

On the other hand, don’t just show your ad one or two times. Make the branding element of retargeting count. Most people have to see an ad several times before they make the final click back to your website. If you only show your ad once, they probably won’t come.

2. Don’t retarget customers for the same items they buy.

When a customer does convert on your website, then you can let them go — at least to some extent. You can use retargeting to advertise products similar to what they bought, but for the most part, additional ads for what they just picked up will come across as annoying, obnoxious, or confusing.

Still, if you sold someone a pair of running shoes, you can offer them some athletic socks or gym shorts in your next ad. Maybe it won’t work, but if someone needs a new pair of shoes, they probably need some other gear too. They might as well get it from you!

3. Write your retargeted ads for people who know you.

These ads are for people who already know your company and what you do. They might not know everything, but you don’t need to explain your company to potential customers through retargeted ads. Retargeting works best when you focus on the conversion!

4. Write different ads for different customers.

The person who looks at your homepage is going to have less information than the person who left from a landing page. In that case, it’s smart to have multiple ads to target different potential customers.

Your ads for the person who left the homepage can be a little more general and encapsulate what you do. The ads for the person who left a landing page should include something about that page, especially if they were looking for products, information, or recommendations.

When you base your retargeting on different customers, you have a significantly higher chance of achieving success with them.

5. Start retargeting with one retargeting platform.

Google Ads is one of the most well-known retargeting platforms, but there are others as well. Still, it’s smart to start with one retargeting network, so you can learn as much about it as possible before moving to another.

Every time you use another platform, you expand your potential customer base — but if you don’t understand it, you might be wasting your money.

6. Create new retargeted ads.

Don’t just use the same ad over and over again — even if it’s working, every ad has a shelf life. Keeping your retargeting ads up-to-date can improve the chances that you’ll bring customers to your site.

The best way to create new ads is to A/B test them against one another to see which perform best. Just take the winner from every test and use it next! Then, you can use that as the new baseline for when you create the next batch of ads, ensuring you consistently return customers to your site.

7. Keep it simple.

One of the biggest errors that many first-time ad retargeters make is to try to stuff tons of information into one ad. Rather than having a retargeted ad that looks crowded and sloppy, create one that will be straightforward and appealing. Not only will it have a better chance of getting viewers to click, but it will have a positive impact on the way the viewer feels about your company.

Plus, when people see an ad, they don’t want to read a wall of text. Use concise, action-oriented language to get your customers to engage with your ad. Otherwise, you risk losing their interest.

8. Track your retargeted ads’ data.

This is a key component for any type of online marketing campaign, since it shows you actionable information that you can use to tweak and perfect your ads. Without this type of data mining, you’ll never be able to get the highest level of performance from your retargeting campaigns. And after all, that’s what these ads are all about — getting customers back to your site!

WebFX can retarget your customers

WebFX is a full-service Internet marketing agency, and that means we know all the ins and outs of retargeting ads. Our team has worked extensively with advertisements, and we know the right words, designs, and links to get the most clicks. If you don’t have the time to spend on retargeting, trust it to a company that can get results!

Do you want to get more customers? Contact us today to start planning your first retargeted ads!