Facebook Advertising 
Many Shopify merchants find themselves pouring money into campaigns without seeing significant returns. Truth is, most of your audience is probably just scrolling past your ads, barely giving them a second glance. If you’re struggling to get the desired ROI, it’s time to rethink your Facebook ads retargeting strategies.
In this article, we’ll explore the best strategies for Facebook retargeting ads to help you turn those elusive clicks into conversions.
Strategies for setting up Facebook retargeting ads
We’ve condensed experience from numerous Shopify merchants into these actionable insights. They will help you set up your ad campaigns for maximum impact and get your retargeting game on point.
1. Maintain a balanced ad frequency
Many stores overwhelm potential customers with retargeting ads 5 to 10 times a week, leading to ad creative fatigue. We’ve found that keeping your ad frequency to around 2 to 2.5 times per week is much more effective.
While Facebook remarketing ads are a powerful tool, overexposure can turn potential customers off. Keep track of how often your ads are shown by checking the Frequency metric in Ads Manager. Set the reporting period to the last 14 or 30 days and find this metric in the Performance column of your ad reports.
Also, use the Audience Overlap tool to see if different ad sets are targeting the same people. By adjusting your targeting to minimize overlap, you can reduce ad frequency and keep your audience more engaged.
2. Use Lookalike audience or Advantage+ audience
Want to double or even triple your retargeting audience? Facebook’s Lookalike audience or Advantage+ audience features can help. These tools use your existing customer data to find people with similar behaviors and interests. Brand owners can duplicate their customized ad copy and creative to target a wider audience base.
3. DO NOT exclude past buyers
Research from Adobe illustrated that returning and repeat purchasers have conversion rates and click-through rates 3 to 4 times higher than first-time shoppers (24% compared to 6%).
Capitalize on the potential of repeat sales and cross-selling opportunities by targeting your previous customers. These individuals are significantly more likely to make another purchase compared to new prospects, as they already trust your products and services.
Encourage past buyers to explore new products, take advantage of special offers, or upgrade to premium versions. Exclude them only for new customer-exclusive deals or significantly improved offerings that may not suit them.
4. Maximize your ads Retention period
Many websites suggest limiting retargeting ads to a 7 or 14-day window. However, based on our experience with various clients, our team discovered that choosing the maximum number of days for Retention yields better results. This allows Facebook to engage your warmest audience first and extend your retargeting efforts to colder prospects, getting the best of both worlds.
5. Be specific in your targeting setup
For each retargeting campaign, focus on a particular customer segment that visited specific products on your website, especially if they’ve added items to their carts.
Click on contains or equals below Retention section. If you want to target users who viewed products from a specific category, such as “potted plants,” look for URLs containing key phrases like “pottedplants.”
Similarly, if your site has a “view cart” option, set up targeting for users who visited the “view cart” page but didn’t complete their purchase, using phrases like “viewcart” in the URL.
6. Identify customer drop-off points
Understanding where customers drop off is crucial because it lets you address specific issues that prevent conversions. For example, you can target abandoned cart users with discounts for price concerns, or ensure timely delivery to address shipping worries.
To fine-tune your Facebook retargeting strategies, utilize advanced tools like NestAds to get a holistic view of the customer journey, from initial website visit to final purchase. Use this comprehensive tracking to identify where potential customers drop off. Tailor your retargeting ads to address these drop-off points, whether it’s reminding them of abandoned carts or offering incentives to complete their purchase.
Strategies for Facebook retargeting ads creative
Now that you understand how to fine-tune your audience targeting, let’s shift gears to crafting compelling ad copy and visuals. Here’s how to craft copy and design ads that capture anyone’s attention and convert their curiosity into action.
1. “You” is the magic word
Number 1 rule: be personal.
No, we don’t mean sharing your life story. We mean speaking directly to your audience. Using “you” in your ad copy creates a conversational tone that feels more like a chat with a friend than a sales pitch. This tactic works wonders because people go on Facebook to connect with friends rather than go shopping.
Yumi Kim nailed this tactic. Their use of “styles chosen just for you” feels like something your best girl friends might say, especially when paired with the dresses you have already liked. And here’s the bonus: Yumi Kim takes it a step further by utilizing Advantage+ Catalog (a.k.a. Facebook Dynamic Creative), which showcases a variety of options, giving viewers multiple choices to consider.
2. Match retargeting ads with the right funnel
Consistency is key. Ensure your Facebook retargeting ads strategy align with the stage of the funnel your audience is in.
For MOFU (Middle of Funnel) retargeting, focus on nurturing engagement by addressing interests and providing more detailed information about your products. Here’s an example from Best Self Co. Their Facebook retargeting strategy focuses more on showering ad viewers with benefits and a beautiful ad creative.
Conversely, BOFU (Bottom of Funnel) retargeting should drive conversions with compelling calls to action and incentives, such as discounts or limited-time offers. MOO, an on-demand online print service, created a discount ad to convert people who visited their notebooks’ landing page.
Pro tip: Set up several ad sets within one Facebook retargeting campaign. For each set, target a distinct Custom Audience based on different groups of landing page visitors. Use A/B testing with fresh, unique ad creatives for the corresponding retargeting audience to get the best ROI.
3. Make delivery dates no longer a purchase barrier
One of the biggest hurdles is customers’ concerns over shipping times and costs. By clearly stating delivery dates, retargeting ads eliminate this worry and help customers visualize their orders already on the way. It’s like viewers already made the purchase in their minds.
This strategy is especially powerful during the holiday seasons, like Black Friday, Christmas, and Thanksgiving. Offering free one-day shipping can seal the deal, particularly for those last-minute shoppers scrambling the week before Valentine’s Day. (We’ve all been there!)
4. Use customer testimonials strategy for your retargeting ads on Facebook
People trust people. It’s as simple as that. Extract engaging, conversational lines from reviews for quick, compelling ad copy to build credibility. When potential customers see real people raving about your product, they’re more likely to believe it’s worth their time and money.
Short and relatable snippets work well in Facebook ads because users aren’t actively seeking reviews. Include essential details in your primary text, but ensure your creative element captures attention. Also, mention any promotions or deals in the ad’s description.
5. Urge your customers to hurry up before it’s gone
Creating a sense of urgency is a classic marketing tactic. Phrases like “limited time only” or “while it lasts” can spur action. This strategy is straightforward: let your customers know the product they love might not be around when they’re finally ready to buy.
Customers frequently abandon carts because the product or service seems too expensive. Therefore, combine urgency with discounts and special offers to address their price concerns and encourage them to complete their purchase.
The general rule is to choose the discount type that the customers think is the highest value. For a $30 product, a 25% discount sounds better than $7 off. Conversely, for a $1500 item, $150 off will be more appealing than a 10% discount.
These retargeting ads clearly show this tactic in action. They blend “this month” (for that urgent push) with “FREE” and “$70 value” (for that sweet discount). Viewers immediately grasp the value they’re getting and know they need to act fast.
6. Did you forget your cart?
Ah, the abandoned cart – the bane of every e-commerce store. But here’s the good news: retargeting ads are your secret weapon to recover those lost sales. A simple reminder that says, “Hey, you left something behind,” can jog their memory and bring them back to complete the purchase.
Think of it as a strategic move to push those casually engaged social scrollers deeper into your sales funnel.
Displaying the design from Pawz that I added to my cart yesterday on my Facebook feed definitely serves as an effective reminder for my goldfish memory. To make it even more enticing, consider adding a discount or a limited-time offer in the ad headline for those who return to complete their purchase.
7. Emphasize the benefits
People don’t just buy products; they buy benefits. Whether it’s exceptional quality, unmatched convenience, or stellar customer service, make sure your retargeting ads emphasize the values you deliver.
Customers need to engage with your brand several times before they’re ready to convert. Make the unique advantages they get from your product clear and bold.
FAQs
What is the best retargeting audience on Facebook?
The best retargeting audience on Facebook includes users who have engaged with your website or app, particularly those who added items to their cart but didn’t complete the purchase. These users have shown high intent and are more likely to convert with the right nudge.
How effective are Facebook retargeting ads?
Facebook retargeting ads are highly effective, often leading to increased conversion rates and better ROI by targeting users who have already expressed interest in your products. They leverage existing engagement to remind and motivate users to complete their purchase.
How to choose target audience for Facebook ads?
Choose your target audience for Facebook ads by analyzing user behavior and demographics relevant to your product. Utilize Facebook’s Custom audience tools to segment users based on interests, behaviors, and past interactions with your website or app.
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