7 Key Elements of a Successful Retargeting Campaign: Platform and Strategy Insights

Diving into the world of retargeting campaigns, we’ve gathered seven insightful examples from marketing managers and digital marketers on how to re-engage customers. From utilizing Meta and SMS retargeting to increase conversions to nudging abandoners to purchase with GDN and email, discover the strategies and platforms these experts leveraged for successful retargeting efforts.

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Meta and SMS Retargeting Increases Conversions

Leveraging a multi-channel retargeting approach to engage customers across various touchpoints has proven to be highly effective over multiple campaigns. This involves leveraging platforms such as Meta, Google Ads, as well as email and SMS to hit customers at different stages of the purchasing journey and re-engage potential customers who had shown interest in our products. By utilizing these diverse avenues, we maximized our reach and reinforced our brand presence, ultimately driving higher conversions and customer retention. This integrated approach allows a brand to maintain consistent engagement with their audience, leading to increased sales and brand loyalty within the competitive digital landscape.

For instance, when working with a men’s clothing brand, we implemented this multi-channel retargeting strategy. By retargeting customers who had previously interacted with the brand’s website or shown interest in specific products, we were able to maintain a continuous presence in their digital journey. Through strategic placements on Meta and Google Ads, coupled with personalized email and SMS campaigns, the brand effectively re-engaged potential customers, resulting in increased website visits, conversions, and ultimately, revenue. This comprehensive approach not only solidified the brand’s digital footprint but also fostered lasting relationships with customers, driving long-term loyalty.

Taylor Caplan, Marketing Manager, Duckpin

Pinterest Campaign Surpasses Expectations

One of our most effective retargeting campaigns was executed on Pinterest, which surprisingly outperformed our expectations and delivered results comparable to, and in some aspects even better than, traditional giants like Facebook and Google. The campaign’s objective was to re-engage customers who had visited our website but did not complete a purchase or sign-up action.

One of the key advantages we discovered using Pinterest for this campaign was the significantly lower Cost Per Mille (CPM) compared to Facebook and Google, which allowed us to reach a broader segment of our target audience at a lower cost. The Cost Per Lead (CPL) was comparable to what we were achieving on other platforms, which made Pinterest an unexpectedly cost-effective channel for our retargeting.

Blake Smith, Marketing Manager, ClockOn 

Facebook Dynamic Ads Boost Conversion Rates

Regarding a customer in e-commerce, we applied a retargeting campaign using the tool from Facebook Ads Manager. To do this, we focused on retargeting users who had visited the client’s site before but did not make a purchase.

We developed formal product offers to be used as dynamic ads, which included specific products that they viewed, together with relevant and complementary products. Besides, we added urgency messaging and special offers that incentivized the customers to take action again.

The consequence of this campaign was a dramatic rise in conversion rates, and the rate of 40% among the re-targeted users was much higher than the rate of new visitors. Accordingly, the return on ad spend (ROAS) for the retargeting campaign equated to three times more than that of prospecting campaigns, hence testifying to the efficiency of this method in luring back interested buyers and increasing sales.

Kartik Ahuja, Digital Marketer, kartikahuja.com

LinkedIn Ads Re-engage with Content Strategy

I ran a six-month retargeting campaign on LinkedIn Ads that successfully re-engaged customers. First, I targeted new audiences with ads highlighting my core offerings or addressing their pain points.

Then, I re-targeted those who showed interest with content showcasing my expertise (case studies, articles) and client success stories. I targeted lead-gen forms that offered valuable resources in exchange for contact information, followed by educational email sequences to nurture leads.

Campaign data revealed high-performing demographics. I then used this to refine my targeting for even better results. High-Intent Call to Values—yes, not CTAs, but CTVs: Ads with strong calls to action targeted users who actively engaged with my retargeting efforts, pushing for demos or consultations.

Remember, this is a simplified framework. Test, analyze, and adapt your approach for optimal results. By combining valuable content with strategic retargeting, you can effectively re-engage customers on LinkedIn.

Stephan Koning, Head of Sales

Google Dynamic Ads Personalize Customer Experience

Dynamic product ads on Google have helped the business maximize the impact of its retargeting campaign, increase customer engagement, conversion rates, and drive revenue growth.

These ads automatically display the exact products that customers abandoned in their carts, creating a highly personalized and relevant experience. Showcasing the specific products customers showed interest in, the ads serve as a powerful reminder and reignite their interest. 

This personalized approach addresses any concerns or hesitations they may have had, making it more likely for them to complete their purchase. The seamless shopping experience allows customers to easily click on the ad and be directed back to their abandoned cart, streamlining the process and removing any friction.

Travis Willis, Director of Customer Success, Aspire

Multi-Channel Strategy Revitalizes Router Sales

We recently launched a campaign to re-engage customers who had expressed interest in our new Wi-Fi 6 routers but had yet to make a purchase.We used a multi-channel strategy for this campaign, with social media and email primarily in focus. We used Facebook and Instagram ads to reach out to users who had visited our site or interacted with our product pages for Wi-Fi 6.

These ads highlighted our routers’ key features and advantages, focusing on their speed, reliability, and future-proof features.

At the same time, we also rolled out a new email retargeting campaign. We sent targeted emails to those who had left their shopping carts or were browsing our Wi-Fi products without making a purchase. The emails included great offers, like exclusive deals or free shipping, to encourage them to return to our site and complete their purchase.

In addition, we used DPA (Dynamic Product Ads) on Facebook and Instagram, and each user’s browsing history was used to create personalized product recommendations. This customized approach reminded users of the routers they were interested in and encouraged them to buy.

Combining social media, email marketing, and dynamic product ad campaigns helped us reinvigorate customers who had previously expressed interest in Wi-Fi. This integrated approach allowed our messaging to reach customers across multiple channels, boosting conversion rates.

We saw a significant increase in sales and capitalized on the early interest that was sparked by the launch of our new Wi-Fi product.

Laviet Joaquin, Marketing Head, TP-Link

GDN and Email Nudge Abandoners to Purchase

A memorable retargeting campaign targeted abandoners with high purchase intent. We combined display ads (GDN) and email marketing. A retargeting pixel fired when users added items but didn’t check out, creating a custom audience on GDN. 

We then designed retargeting ads showcasing the abandoned product with a clear call to action (e.g., “Complete Purchase” or “10% Off Today!”). The email marketing side launched a few hours later. A personalized email reminded the customer of the abandoned items, highlighting features and offering a discount or free shipping to nudge them back. 

By combining these tactics, we re-engaged many abandoners and boosted conversion rates. It recovered lost sales and reminded potential customers of our brand and value. Retargeting can be a game-changer when done strategically, as seen by this campaign’s success.

Fahad Khan, Digital Marketing Manager, Ubuy India

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