5 Retargeting Platforms for Engaging Previous Website Visitors

Imagine being able to turn your previous website visitors into loyal customers with just a few strategic moves. That’s the power of retargeting, a technique endorsed by industry veterans like a Founder & Lead Instructor and a VP of Market Operations. In this insightful article, experts reveal their top strategies, starting with setting precise retargeting criteria and concluding with the benefits of using AdRoll for cross-platform campaigns. Discover all five expert insights to elevate your retargeting game to new heights.

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Set Precise Retargeting Criteria

We work with several platforms depending on the target audience, with Google Ads being our primary choice, followed by LinkedIn Ads and Meta Ads. That being said, the platform itself isn’t actually the most important factor—it’s how you set up the retargeting criteria that makes all the difference. The key is establishing precise inclusion and exclusion criteria. We’ve all experienced buying something only to be bombarded with ads for that same product weeks later, which happens due to poor criteria selection. It not only wastes ad spend but hurts click-through rates. Most platforms allow you to set criteria based on page views, so I always recommend using post-purchase page views as exclusion criteria. Your impressions might drop as a result, but you were probably wasting those impressions anyway.

Dana Ditomaso, Founder & Lead Instructor, Kick Point Playbook

Use Criteo for Customization

I use Criteo for retargeting because it offers such great customization options. It’s really important for my business that Criteo displays the right products to the right people at just the right moment. I’ve tried a few different platforms, but I really feel like Criteo’s dynamic ads resonate better with what our guests are looking for. If someone browses our suit collection but doesn’t end up buying anything, they’ll soon see personalized ads showcasing those same items or similar ones just for them. We’ve seen a great increase in our sales, and it’s been wonderful to stay connected with our customers.

I would say that Criteo was my top pick because it goes beyond just displaying ads; it’s really about understanding how people behave. The site pays attention to what its visitors are up to and adjusts its ads accordingly, making them feel more relevant and personalized. Therefore, if a potential customer checks out some accessories but doesn’t end up buying anything, Criteo helps by showing them reminders about those items while they browse other sites. By personalizing our approach, we’re catching people’s attention right when they’re most ready to make a purchase.

Chris Bajda, E-commerce Entrepreneur & Managing Partner, GroomsDay

Choose Facebook Ads Manager

We primarily use Facebook Ads Manager for retargeting website visitors. It’s an incredibly effective and versatile platform that allows us to reconnect with people who have already shown interest in our services or our clients’ products. The combination of precise targeting options, robust analytics, and seamless integration with other tools makes it our go-to choice.

The foundation of our retargeting strategy on Facebook Ads Manager lies in the Facebook Pixel. By installing this small piece of code on our website, we’re able to track user behavior—whether someone browsed a service page, started filling out a contact form but didn’t finish, or abandoned a shopping cart. This data enables us to create highly customized audiences for retargeting campaigns, ensuring we’re reaching the right people with the right message.

For example, we worked with a boutique store in Oxfordshire to retarget visitors who had viewed specific product pages but didn’t complete their purchase. Using Facebook Ads Manager, we crafted dynamic ads that showcased the exact items they’d looked at, along with a limited-time discount offer. The result? A 20% boost in conversions within just two weeks.

What I particularly recommend about Facebook Ads Manager is its ad format variety. We’ve found that carousel ads, which allow us to display multiple products or services in one ad, work particularly well for retargeting campaigns. Additionally, the platform’s ability to run ads on Instagram and the Audience Network means we can extend our reach across multiple platforms, all from one dashboard.

Another reason we rely on this platform is cost-efficiency. Retargeting campaigns tend to have a higher ROI because you’re engaging with people who are already familiar with your brand. Facebook Ads Manager allows us to set budget limits and adjust campaigns on the fly, ensuring we maximize results without overspending.

In short, Facebook Ads Manager is my top choice for retargeting because of its precision, flexibility, and proven ability to turn lost opportunities into conversions. It’s been a game-changer for us and our clients alike, helping us stay top-of-mind with those who matter most.

Josh Matthews, Director, LogicLeap

Maximize Intent Data with RollWorks

We use RollWorks for this, specifically because it’s easy to use and is great at maximizing the value of intent data to strategically retarget the right potential customers at the right time to lead to conversions. 

Nick Valentino, VP of Market Operations, Bellhop

Retarget Across Platforms with AdRoll

We often use AdRoll as our retargeting platform because of its versatility and ability to deliver personalized experiences across multiple platforms. Well, mostly choosing the right retargeting depends on the budget and the audience segmentation options available within the tool. Hence, you have to test it according to your requirements. Why I choose and I would recommend AdRoll is as follows:

• AdRoll enables retargeting across the web, social media platforms (like Facebook, Instagram, and LinkedIn), and email.
  
• Audience segmentation allows you to create highly targeted audience groups, maximizing relevance and engagement by using behavioral and demographic data.
  
• A user-friendly interface and robust automation tools, AdRoll is suitable for businesses of all sizes.
  
• It also provides in-depth analytics to help you track and optimize campaigns in real-time.
  
• AdRoll works effectively for both B2B and B2C audiences.
  
• Integrates with all possible tools like Shopify, HubSpot, Salesforce, and Google Analytics, making it easy to align.

Ajitesh Agarwal, Associate Director, Marcitors

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