8 tips for your retargeting strategy

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There are a few steps you can take to help you get the most out of your retargeting. Here are 8 practical tips:

1. Target group size
A common mistake when creating retargeting campaigns is the target group size. If you only select one or a few small custom audiences when setting up the target group in the ad set, this often results in Facebook barely reaching that group at all, and the CPM is extremely high. So don't go too far with the targeting settings; even if it seems intuitively sensible, it usually results in significantly worse performance. Make sure the target group size is at least around 50,000. And monitor the cost development after the campaign has been launched. The CPM is always higher in retargeting than in TOFU campaigns, but these should not be more than five times as expensive. Furthermore, retargeting should always achieve better ROI results than regular targeting.

2. Pay attention to the funnel stage
In retargeting, users already know who or what you and your product are, so there's no need to go into detail in your ad creative, introducing yourself, or explaining the product in detail. Keep it short and concise and include a direct call to action. For this reason, image ads are also a great fit for retargeting!

3. Choose retargeting format
Choosing the right ad format is a personal choice. Generally, whatever works well in cold campaigns also works well. If you're promoting multiple products and they sell well through Facebook Ads, collection ads, carousel ads, and dynamic ads could be a good fit. Otherwise, we generally recommend "regular" video and, above all, image ads for retargeting that briefly and concisely address one of the following four points: product presentation, objection handling, social proof, or discount.

4. Product presentation
Briefly and concisely show your product in use. This allows the user to imagine the scenario.

5. Objection handling
In marketing, we talk about objections when we're talking about what could prevent a user from purchasing a product. Ideally, you know the most common ones and can create a creative (video or image + advertising copy) that addresses and overcomes them, so the user decides to buy.

6. Social Proof
Social proof is one of the seven psychological concepts of persuasion from Robert sweden phone number data Cialdini's book "Influence." It states that people tend to interpret the behavior of others in similar situations as a clue about how they should act. When we're unsure what to do, we look to others' behavior and orient ourselves accordingly. Therefore, reviews and testimonials (customer quotes) are very valuable for persuading prospects. So incorporate them into your creative.

7. Discount
There's not much to say on this point – discounts work very well as incentives to buy. Test out different deals and discounts and consider them in advance when pricing your products so that your margin structure allows room for them.

8. Analysis and optimization
To ensure your retargeting is as effective as possible, you need to regularly analyze and optimize the results. In principle, the analysis and optimization works the same as with other ads: Ads that exhibit negative performance (negative ROAS) after a certain ad spend should be turned off (or at least the budget should be reduced). You can set the limit for the "specific ad spend" yourself; for example, it could be your desired CPA (Cost Per Acquisition) times 2, i.e., 2xCPA. In general, you can also make decisions based on CPM. If these are significantly higher than in your other campaigns, it will be difficult to achieve good results. 2-3x higher than in regular campaigns is not uncommon, but if the CPM is significantly higher, it will usually be difficult to achieve good performance.