Abandoned Carts? Try Retargeting Ads

A significant number of shoppers leave items in their online carts without completing the purchase. With an average cart abandonment rate of 70.19% in ecommerce, this behavior is common. Fortunately, retargeting campaigns offer a way to reconnect with these potential customers.

Of course, not every abandoned cart will lead to a sale. Some shoppers are simply browsing, comparing prices, or exploring their options. But retargeting can help capture the attention of those who may have forgotten about their selections or who are now ready to buy, bringing them back to your website to finalize their purchase.

Why Is Cart Abandonment a Problem for Your Brand? 

Cart abandonment can be a frustrating challenge for brands, and the impact goes beyond just missed sales.

Lost revenue is the most immediate issue. Shoppers may fill their carts with products but hesitate to complete their purchase. The reasons vary but often include a complicated checkout process or concerns about the security of sharing their payment information.

It can also hurt your brand’s reputation. Obstacles like technical issues at checkout or not offering flexible payment options can leave customers with a negative impression, making them less likely to return in the future.

Finally, battling cart abandonment can inflate your marketing costs. When customers leave without buying, brands often increase efforts to re-engage them, such as fixing checkout issues or investing heavily in retargeting campaigns. While these strategies are necessary, they can significantly stretch your marketing budget.

By understanding these challenges, marketers can take steps to minimize cart abandonment with thoughtful, customer-centric solutions.

How Retargeting Makes a Difference for Ecommerce

Retargeting allows businesses to make smarter use of their marketing budgets by focusing their efforts on individuals who have already shown interest in their products or services. It’s a strategic way to nudge potential customers who may not have been ready to commit during their first interaction with your website. Many first-time visitors are just exploring, and retargeting ensures your brand stays on their radar, increasing the likelihood they’ll return and take action.

For example, imagine someone browsing an online store for running shoes, adding a pair to their cart, but leaving without completing the purchase. A well-crafted retargeting ad might remind them of the shoes they liked, include a glowing review from a fellow runner, or even offer a small discount. This gentle reminder not only brings them back to complete the purchase but also reinforces the value of your brand in their eyes. Through retargeting, you’re not just advertising; you’re reconnecting with potential customers at just the right moment.

Choosing the Right Retargeting Strategy To Hit Your Goals

To make retargeting effective, start by determining which type of campaign best aligns with your goals. There are several approaches to consider:

Standard Retargeting: Serve ads to individuals who have already visited your site. 

Dynamic Retargeting: Target previous visitors by showcasing specific products or services they previously viewed. 

Mobile App Retargeting: Focus your retargeting efforts on users who have engaged with your mobile app or website. 

Video Retargeting: Display ads to users who have watched or engaged with your YouTube videos. 

Retargeting Lists for Google Ads: Reach past visitors who are actively searching for related products or services on Google. 

Email List Retargeting: Use customer email addresses to deliver display ads to them as they browse other websites.

Mastering Retargeting Strategies for Maximum Impact

No matter which approach you choose, the key to successful retargeting lies in aligning your strategy with your specific objectives and audience. By tailoring your campaigns to meet their needs and behaviors, you can maximize engagement, drive conversions, and achieve your marketing goals.

When setting up retargeting campaigns on platforms like Google Ads or social media, it’s essential to avoid overdoing it. Even your most devoted customers will tune out if they feel bombarded with the same ads over and over. Here’s how to strike the right balance in your retargeting efforts. 

Frequency matters. Show an ad too few times, and your audience may forget it just as quickly as they saw it. Show it too often, and ad fatigue will cause disengagement. Social media tends to be more forgiving when it comes to frequent ad delivery because of its fast-moving nature, while email and other direct outreach methods require a lighter touch to remain effective. 

To prevent ad fatigue, use frequency caps and test different limits. These caps ensure your ads are only shown to an individual a set number of times within a specific period. Take the time to experiment and find that “sweet spot” where engagement is highest without crossing into annoyance. 

Audience segmentation is another game-changer for retargeting precision. Not everyone is on the same page in their customer journey. By grouping users based on their behavior or level of engagement, you can tailor messages in a way that feels personalized and relevant. This prevents situations where ads are wasted on customers who already made a purchase or aren’t interested. 

Finally, keep in mind that your audience’s habits and ad preferences won’t stay the same forever. Regularly review the performance of your retargeting campaigns. Adjust your frequency caps and tweak your strategies based on fresh data to keep your ads effective. Also, don’t underestimate the power of testing new creatives and timing to stay aligned with what resonates most with your audience. 

Thoughtful retargeting is all about showing the right message to the right person at the right time. When done well, it keeps your audience engaged and your brand memorable without driving them away.

Retargeting Tools and Platforms To Try

There are a variety of tools and platforms available to help you reconnect with your customers in meaningful ways. Here are a few worth exploring:

Google Ads retargeting: With Google Ads, you have the option of remarketing through the platform. Google Ads remarketing happens in one of two ways: First, through standard remarketing, which aims at people who have previously gone to your website or used your mobile app; second, through dynamic remarketing, which allows you to show the specific item the user previously viewed to them again.

Customers.ai: Customers.ai uses visitor identity resolution to increase sales. It aims to identify contact information from past visitors to a website and then uses that to boost remarketing efforts.

Intuit Mailchimp All-in-One Marketing Platform: Mailchimp is a well-known name in email marketing. It also offers an all-in-one marketing platform that is designed to help you personalize experiences and retarget across channels (including through digital ads, social posts, email, and landing pages). 

Retargeting is an art and a science, and when done right, it can transform your marketing strategy. By implementing thoughtful, customer-centric approaches and leveraging the right tools, you can turn abandoned carts into conversions while creating meaningful connections with your audience. Remember to monitor your campaigns regularly, update strategies to reflect fresh data, and always focus on delivering value to your customers. With precision and persistence, retargeting can not only boost your revenue but also strengthen your brand’s reputation.

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