Retargeting ads are a powerful way to re-engage website visitors who didn't convert. By tracking online activity, these ads show targeted promotions and reminders as users browse other sites, boosting conversion rates and nurturing potential customers.
Retargeting works by using tracking pixels or cookies to identify users who previously interacted with a brand. These users are then served personalized ads based on their browsing behavior, interests, or actions taken on the original site.
Here are 10 examples of successful retargeting ad campaigns that increased conversions:
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Expedia's Booking Reminder
- Eye-catching travel images
- Personalized messages with specific hotel/package viewed
- Urgency and social proof elements
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Kelley Blue Book's Car Interest Ads
- Ads featuring car models users previously researched
- Clear calls-to-action (CTAs) like "Check out expert reviews"
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Handy's Holiday Cleaning Ads
- Visuals of clean, decluttered homes
- Prominent "Book Now" CTA with implied urgency
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Altitude Sports' Product Ads
- Showcased popular and previously viewed products
- Visual appeal with eye-catching product images
-
Freshdesk's Free Trial Ads
- Attention-grabbing superhero image
- Highlighted "30-Day Free Trial" offer
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Maybelline's Giveaway Ads
- Engaging giveaway mechanics on TikTok
- Influencer collaboration and user-generated content
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Yemeksepeti's New Customer Offers
- Engaging video ads on Instagram and Facebook
- Personalized banners based on local cuisine preferences
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Boombit's In-Game Ads
- Targeted lapsed players of their game Hunt Royale
- Promoted in-game purchases and power-ups
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Motors.co.uk's Lead Generation Ads
- Personalized ads based on user's vehicle interests
- Upselling and cross-selling to existing customers
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ABOUT YOU's Fashion Ads
- Personalized fashion recommendations
- Visually appealing ads and influencer collaborations
Key Takeaways:
- Personalization
- Visual appeal
- Strategic segmentation
- Urgency and incentives
Next Steps:
- Analyze user behavior data
- Develop personalized ad strategies
- Optimize ad creative and messaging
- Integrate with influencers and social platforms
- Monitor and adjust campaigns
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1. Expedia's Booking Reminder
Expedia's retargeting campaign effectively re-engaged users who had abandoned their travel bookings on the site. By tracking user behavior and serving targeted ads, Expedia provided timely reminders and incentives to finalize purchases.
Retargeting Strategy
Expedia used the following tactics in their retargeting campaign:
1. Eye-Catching Images
The ads featured captivating travel destination images to reignite users' interest in booking their trip.
2. Personalized Messages
Expedia's ads displayed the specific hotel or package the user had previously viewed, along with a clear "Book Now" call-to-action.
3. Urgency and Social Proof
Expedia's landing pages included alerts highlighting limited room availability and the number of people currently viewing or booking the hotel, creating a sense of urgency and social proof.
Campaign Results
Expedia's retargeting campaign achieved remarkable success, with key metrics exceeding expectations:
| Metric | Result |
|---|---|
| Ad recall rate | 47% |
| Audience remembering ads | 50% |
| Lift in likelihood to book | 14% |
| Positive impact on brand impression | 77% |
By leveraging retargeting ads to re-engage potential customers and deliver personalized, timely reminders, Expedia successfully boosted conversions and solidified its position as a leading player in the online travel industry.
2. Kelley Blue Book's Car Interest Ads
Kelley Blue Book, a well-known automotive resource, used Twitter's retargeting capabilities to engage users based on their specific car interests. This campaign showcased the power of targeting the right audience with relevant offers.
Targeting the Right Audience
Kelley Blue Book's retargeting ads were tailored to users actively searching for cars that matched their preferences. By tracking website visitors and their browsing behavior, Kelley Blue Book could serve ads featuring the exact models users had previously shown interest in.
For example, if a user had been researching fuel-efficient SUVs, they would see retargeting ads highlighting Kelley Blue Book's expert reviews and pricing information for relevant SUV models.
Ad Features
The retargeting ads included:
| Feature | Description |
|---|---|
| Eye-catching visuals | Captivating images of the highlighted car models |
| Clear call-to-action | Prompts such as "Check out expert reviews" or "Find your perfect car" |
By leveraging Twitter's retargeting capabilities and implementing a well-crafted strategy, Kelley Blue Book successfully re-engaged potential car buyers with personalized, visually appealing ads. This approach not only boosted conversions but also solidified Kelley Blue Book's position as a trusted authority in the automotive industry.
3. Handy's Holiday Cleaning Ads
Handy, an online platform for booking home services, used retargeting ads to drive bookings for their cleaning services during holidays. This campaign targeted users who had previously visited their website or shown interest in cleaning services, resulting in a significant increase in conversions.
Effective Visuals and Clear Call-to-Action
The retargeting ads featured appealing images of clean, decluttered homes that evoked a sense of cleanliness and relaxation. The ads included:
| Feature | Description |
|---|---|
| Visuals | Images of clean, decluttered homes |
| Call-to-Action | Prominent "Book Now" button with implied urgency |
The "Book Now" button stood out prominently, using a contrasting color to grab attention. The wording created a sense of urgency, encouraging users to act on their interest and secure Handy's cleaning services.
Timely Messaging and Targeted Audience
Handy's retargeting ads were strategically timed to coincide with major holidays, such as Thanksgiving and Christmas, when the need for thorough home cleaning is often heightened. By targeting users who had previously shown interest in cleaning services, Handy ensured their ads reached a highly relevant and receptive audience.
The holiday-themed messaging resonated with users seeking to prepare their homes for gatherings or simply enjoy a fresh, clean living space during the festive season. This timely and targeted approach contributed to the campaign's success, driving a significant increase in bookings and conversions for Handy's cleaning services.
4. Altitude Sports' Product Ads
Altitude Sports, an eCommerce store selling outdoor and sportswear brands, used retargeting ads to re-engage visitors who had shown interest in specific products like Hunter Boots. Their strategy involved:
Showcasing Popular Products
Altitude Sports analyzed visitor browsing data to identify popular products, like Hunter Boots. These products were prominently featured in their retargeting ads, increasing the likelihood of capturing the user's attention and reigniting their interest.
| Product Feature | Description |
|---|---|
| Product Selection | Showcased popular and previously viewed products like Hunter Boots |
| Visual Appeal | Used eye-catching product images to grab user attention |
By displaying products that users had already shown interest in, Altitude Sports created a personalized and relevant ad experience, enhancing the chances of conversion.
Clear Call-to-Action (CTA)
To improve conversions, Altitude Sports could have included a prominent CTA like "Shop the Sale Now" or "Get Your Hunter Boots Today." A clear CTA would have provided users with a clear next step, encouraging them to revisit the website and complete their purchase.
Targeted Audience and Timing
Altitude Sports strategically timed their retargeting ads to coincide with sales or promotions, further incentivizing users to take action. By targeting users who had previously shown interest in specific products, the ads were highly relevant and likely to resonate with the intended audience.
By combining popular product displays, visually appealing creatives, clear CTAs, and well-timed targeting, Altitude Sports effectively leveraged retargeting ads to drive conversions and boost sales for their eCommerce store.
5. Freshdesk's Free Trial Ads
Freshdesk, a leading helpdesk and customer support software provider, used retargeting ads to convert website visitors into free trial users. Their strategy focused on:
Eye-Catching Visuals
Freshdesk's retargeting ads featured an attention-grabbing image of a young girl dressed as a superhero, symbolizing the simplicity and power of their software. The vibrant green color scheme reinforced the brand's name and its association with nature and freshness.
| Visual Element | Description |
|---|---|
| Superhero Image | Conveys ease of use and empowerment |
| Green Color Scheme | Aligns with the brand name and evokes feelings of nature and freshness |
Clear Call-to-Action (CTA)
The ad highlighted the "30-Day Free Trial" offer. To improve conversions, Freshdesk could have used a more actionable CTA like "Start Your Free Trial" or "Sign Up for 30 Days Free." Additionally, explicitly mentioning that no credit card is required for the trial could have further incentivized sign-ups.
Targeted Messaging
While the ad mentioned that Freshdesk is trusted by over 30,000 companies worldwide, this messaging may not have resonated with individual users or small businesses. A more effective approach could have been to highlight the software's ease of use, time-saving features, or customer testimonials specific to the target audience.
By combining visually striking elements, a clear and compelling CTA, and targeted messaging tailored to their audience's needs, Freshdesk could have further optimized their retargeting ads to drive more conversions and free trial sign-ups.
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6. Maybelline's Giveaway Ads
Maybelline New York used retargeting ads combined with a TikTok giveaway to boost brand engagement and drive conversions for their 'Sky High' mascara. The campaign aimed to increase brand awareness among young women on the popular social media platform.
Engaging Giveaway Mechanics
Maybelline's retargeting ads featured an eye-catching giveaway, offering participants a chance to win a year's supply of their 'Sky High' mascara. To enter, users had to:
1. Like the Ad: Participants had to like the retargeting ad, which helped increase engagement and reach.
2. Follow Maybelline on TikTok: By following the brand's TikTok account, users could stay updated on the giveaway and future promotions.
3. Duet the Brand's Video: To enter, users had to duet (react to) Maybelline's branded TikTok video, showcasing their lashes using the 'Sky High' mascara.
4. Use Branded Hashtags: Participants had to include specific branded hashtags like #MaybellineSkyHigh and #Giveaway in their duet videos.
Influencer Collaboration and User-Generated Content
Maybelline collaborated with popular beauty influencers on TikTok, who created content featuring the 'Sky High' mascara and promoted the giveaway to their followers. This partnership helped:
| Benefit | Description |
|---|---|
| Influencer Credibility | Leveraged influencer trust and credibility |
| Wider Reach | Reached a wider, targeted audience |
| User-Generated Content | Encouraged authentic, relatable content through duets and hashtags |
Retargeting and Conversion
By retargeting users who had previously interacted with Maybelline's content or visited their website, the giveaway ads effectively captured the interest of warm leads. The campaign's interactive elements, combined with the incentive of winning a year's supply of mascara, encouraged users to take action and convert by:
- Engaging with the brand's TikTok content
- Trying out the 'Sky High' mascara
- Potentially making a purchase
Through this innovative retargeting campaign, Maybelline successfully combined the power of giveaways, influencer marketing, and user-generated content to drive brand awareness, engagement, and conversions for their popular mascara product.
7. Yemeksepeti's New Customer Offers
Yemeksepeti, Turkey's largest online food delivery platform, created a successful retargeting ad campaign to attract new customers and drive first-time orders. The strategy involved creating engaging video ads and using user data for personalized targeting.
Engaging Video Ads
Yemeksepeti partnered with Smartly.io's Creative Studio to produce eye-catching video ads for Instagram and Facebook. The ads showcased various discounts and offers designed to grab users' attention. Multiple versions were created in different aspect ratios (9:16 and 1:1) to optimize for both Stories and feed placements.
| Metric | Result |
|---|---|
| Cost per acquisition | 10% lower compared to previous ad creative |
| Cost per Thruplay video view | 29% lower compared to previous ad creative |
Personalized Retargeting
Yemeksepeti used user data to create targeted audiences based on their preferences for various local cuisines. By matching these audiences with the locations where those dishes originated, Yemeksepeti served personalized retargeting banners across the web, Facebook, and Instagram.
The banners featured tailored messages inviting users to try the local dishes they had previously shown interest in, directly at their place of origin. This approach helped Yemeksepeti:
- Increase brand engagement: By tapping into users' culinary interests and local connections.
- Drive conversions: Enticing users with personalized offers for their favorite dishes.
- Boost customer acquisition: Attracting new users with relevant, targeted messaging.
Through a combination of engaging video ads and data-driven personalization, Yemeksepeti's retargeting campaign successfully captured users' attention and motivated them to become first-time customers, driving significant growth in new orders.
8. Boombit's In-Game Ads
Boombit, a mobile game developer, used retargeting ads to re-engage players who had stopped playing their game, Hunt Royale, and encourage them to make in-game purchases.
Bringing Back Lapsed Players
Boombit targeted players who had installed Hunt Royale but hadn't played in a while. They served ads while players were engaged with other games, aiming to reignite their interest and motivate them to return to Hunt Royale.
Encouraging In-Game Purchases
The ads promoted in-game items, power-ups, and currency bundles, enticing players to make purchases to enhance their gaming experience.
Combating Ad Fatigue
To keep the campaign fresh, Boombit rotated a series of visually appealing creatives, combating ad fatigue and maintaining users' interest.
Data-Driven Optimization
Boombit analyzed data to determine how factors like location impacted users' responses to specific creatives and in-app placements. This data-driven approach enabled them to optimize the campaign for maximum effectiveness.
| Key Results |
|---|
| 3.6x shorter payback time compared to other channels |
| Increased operations leading to purchasing decisions |
| Improved revenue flow |
By combining in-app retargeting with compelling creatives, data-driven optimization, and a focus on both user re-engagement and monetization, Boombit's campaign successfully revived interest in Hunt Royale, boosted in-game purchases, and improved the game's overall revenue stream.
9. Motors.co.uk's Lead Generation Ads
Motors.co.uk, a leading car search portal in the UK, used retargeting ads to boost leads for dealerships by over 7 times compared to their previous retargeting partner, while maintaining or lowering acquisition costs per unit.
Personalized Ads
Motors.co.uk segmented their market to determine the exact type of vehicle a user was interested in. This allowed them to deliver highly personalized retargeting ads that encouraged users to become leads, increasing the chances of an eventual sale.
For example, if a user showed interest in a specific car model, they would be targeted with ads featuring that model.
Choosing the Right Ad Format
Motors.co.uk used carousel ads showcasing multiple images of a car for users interested in a particular model, as these tend to perform better than single-image ads.
Upselling and Cross-Selling
Retargeting was also used to upsell or cross-sell additional services and products to existing customers. By creating an audience list from their CRM data, Motors.co.uk targeted customers who had recently purchased a car with ads for maintenance services, extended warranties, or other relevant offerings.
Data Analysis and Optimization
To ensure campaign effectiveness, Motors.co.uk continuously analyzed data to optimize their targeting and creatives. This data-driven approach enabled them to identify factors that impacted user responses, allowing for further refinement and improved performance.
| Key Takeaways |
|---|
| Segment users to deliver personalized ads |
| Choose the right ad format for the audience |
| Upsell and cross-sell to existing customers |
| Analyze data to optimize targeting and creatives |
By combining personalized ads, strategic ad formats, upselling and cross-selling, and data analysis, Motors.co.uk's retargeting campaign successfully generated high-quality leads for dealerships, demonstrating the power of effective retargeting strategies in the automotive industry.
10. ABOUT YOU's Fashion Ads
ABOUT YOU, a leading European fashion e-commerce platform, used retargeting ads to re-engage users with personalized fashion recommendations, boosting conversions through aesthetic appeal and strategic targeting.
Personalized Fashion Recommendations
ABOUT YOU analyzed user behavior on their website to deliver personalized retargeting ads showcasing products tailored to each user's interests and style.
| User Behavior | Retargeting Ad |
|---|---|
| Browsing patterns | Ads featuring similar products |
| Preferences | Ads showcasing complementary items |
Visually Appealing Ads
ABOUT YOU's retargeting ads featured high-quality product images, often showcasing items in lifestyle settings or styled with other fashion pieces.
Influencer and Social Media Integration
ABOUT YOU collaborated with fashion influencers and leveraged social media platforms to create a sense of relevance and desirability for their products.
| Influencer Collaboration | Social Media Integration |
|---|---|
| Influencer-curated outfits | Social media content |
| Aspirational fashion | User-generated content |
By combining personalized fashion recommendations, visually appealing ads, and strategic influencer and social media integration, ABOUT YOU's retargeting campaign successfully re-engaged users and boosted conversions.
Key Points and Next Steps
The retargeting ad examples in this article show how effective campaigns can boost conversions by re-engaging potential customers at critical points in their buyer journey. Here are some key takeaways and next steps to consider:
Key Takeaways
| Takeaway | Description |
|---|---|
| Personalization | Tailor ad content and messaging to specific user behaviors, interests, and purchase histories to capture attention and resonate with audiences. |
| Visual Appeal | Use high-quality product imagery, lifestyle settings, and consistent branding elements to communicate value and desirability. |
| Strategic Segmentation | Segment audiences based on behavioral data, such as browsing patterns, cart abandonment, and conversion stages, to deliver targeted ads. |
| Urgency and Incentives | Create a sense of urgency through limited-time offers, countdown timers, or scarcity messaging, and offer discounts, free trials, or other incentives to motivate users to take action. |
Next Steps
1. Analyze User Behavior Data: Use website analytics and customer data to identify key segments, behaviors, and touchpoints for retargeting opportunities.
2. Develop Personalized Ad Strategies: Create tailored ad campaigns for each segment, with personalized messaging, visuals, and offers that resonate with their specific interests and needs.
3. Optimize Ad Creative and Messaging: Continuously test and refine ad creative, copy, and calls-to-action to ensure maximum impact and engagement.
4. Integrate with Influencers and Social Platforms: Collaborate with relevant influencers and leverage social media platforms to enhance brand visibility, aspirational appeal, and user-generated content integration.
5. Monitor and Adjust Campaigns: Regularly analyze campaign performance metrics, such as click-through rates, conversion rates, and return on ad spend, to optimize targeting, budgets, and strategies for maximum effectiveness.
By implementing these key insights and best practices, businesses can create compelling retargeting ad campaigns that effectively re-engage users, nurture leads, and ultimately drive increased conversions and revenue growth.
FAQs
What to include in a retargeting ad?
To create effective retargeting ads, include the following elements:
| Element | Description |
|---|---|
| Personalized Messaging | Tailor the ad copy to the user's behavior or product interest. |
| Visually Appealing Creatives | Use high-quality product images or lifestyle visuals that align with your brand's aesthetic. |
| Clear Call-to-Action (CTA) | Include a prominent CTA that guides the user towards the desired conversion. |
| Urgency and Scarcity | Create a sense of urgency or scarcity to motivate users to take action. |
| Incentives and Offers | Provide incentives like discounts or free shipping to entice users who have shown interest. |
Remember, the key to successful retargeting ads is delivering relevant and personalized messaging that resonates with the user's interests and behaviors, while offering compelling incentives to take the desired action.
