Really? I read this in a post last week, and don’t know whether it was trying to be controversial, or whether there really is a struggle out there with getting retargeting to work.

Either way, we couldn’t disagree more!

In fact, we’d go as far as to say in 2022 you’re pretty much stuffed without it. Reports continually discuss the spiralling norm for customer touch points prior to purchase, and successful e-comm brands are proactive and creative in regularly being in front of their audience across the platforms. Clearly the most effective and efficient way to do this is to retarget (and then retarget some more).

What are the most effective retargeting campaigns on Meta? That depends on your campaign, but we’d recommend considering these:

• Retarget platform triggers, eg someone who adds to cart, but doesn’t purchase.

• Retarget site visitors from longer ago (eg more than 4/6 months) with a different message or offer than those who have visited recently. 

• Retarget using your email lists. The better your list segmentation, the more on point your messaging and offers can be.

• Retarget your Facebook and Instagram engagers.

• And finally…..always map your exclusions carefully to ensure you’re not creating overlaps.

As always, test, test, test your retargeting audiences and the elements of the ads you’re serving them. Test long stack (people who last visited your site/socials etc a longer time ago) and short stack (your more recent crowd), and find the sweet spot in the funnel for each, and the offer which will engage them.

Get your retargeting right and not only will your ecomm purchases go up, but your cost per purchase should come right down.

If a bit of guidance is what you need to get your retargeting set up, book in for a free 30 minute discovery call below and we can have a look at your campaigns.