Using Retargeting Ads Effectively in Your Shopify Marketing
Introduction to Retargeting Ads
Have you ever visited a website, browsed a few products, then later noticed those very same products following you around the web? This magic is called RETARGETING. It’s a powerful advertising strategy where ads are displayed to users who have previously interacted with your site, enticing them to return and complete their purchase. According to
TEGNA, retargeting can increase conversion rates by a whopping 70 percent! So, if you run an online store on Shopify, it’s time to harness the power of retargeting ads effectively.
How Do Retargeting Ads Work?
At its core, retargeting utilizes cookies, small data files that track user behavior on a website. When a user visits your Shopify store and browses products, a cookie is placed in their browser. Later, as they wander through other websites or social media platforms, ads for your products appear, reminding them of their initial interest. This process involves several types of retargeting, including:
- Site Retargeting: This is the most common form, where users see ads based on their previous site visits. For example, if someone visited your shoes category, they will see ads for those very shoes on different platforms like Facebook or Instagram.
- Email Retargeting: This strategy involves sending out reminder emails to potential customers who may have left items in their cart without making a purchase. A friendly nudge can lead them back to finalize their order.
- Search Retargeting: Search retargeting allows you to reach users based on search queries they’ve made. If someone searched for “blue running shoes,” you could display ads for your specific blue running shoes even if they never visited your site.
- Social Media Retargeting: Using the capabilities of platforms like Facebook ADS, you can retarget people who interacted with your brand on social media.
Why Retargeting is Essential for Shopify Marketers
Retargeting plays a crucial role in your Shopify marketing strategy for several reasons:
- Increased Brand Awareness: Continually showing your ads builds familiarity with your brand. This repeated exposure keeps your products at the forefront of your customers’ minds.
- Higher Conversion Rates: Retargeting tends to have higher click-through and conversion rates than other advertising forms. Studies show retargeted ads have a click-through rate ten times higher than standard display ads.[source]
- Cost-Effective Advertising: Since retargeted audiences have already shown interest in your products, you’re directing your ad spend towards those most likely to convert. It’s a smart way to maximize your marketing budget.
- Reduced Shopping Cart Abandonment: With TEGNA, nearly 72 percent of online shoppers abandon their carts, but retargeting can bring them back and increase the chances of completing the purchase.
Best Practices for Using Retargeting Ads in Shopify
Navigating the world of retargeting ads can be tricky. Here are best practices to maximize the effectiveness of your retargeting initiatives:
1. Segment Your Audience
Not all website visitors are created equal. Segment your audience based on various behaviors:
- Visited specific product pages
- Completed a purchase
- Added items to the cart but didn’t check out
Tailor your ads to cater to these different segments. For example, remind users who left items in their cart about what they are missing out on, while encouraging previous customers to check out complementary products.
2. Utilize Dynamic Ads
Dynamic ads allow you to show ads featuring products that users have previously viewed. On platforms like Facebook, dynamic ads automatically pull product details and images from your catalogs, showing users exactly what they were interested in, thus personalizing their ad experience.
[source]3. Integrate Email Retargeting
Follow up with users via email after they’ve displayed interest in your products. Automate abandoned cart emails reminding them of products left behind. Tools like
Klaviyo can help you create effective email campaigns to re-engage potential buyers.
4. Frequency Capping
Don’t overwhelm your audience with too many ads. Implement frequency capping to limit how often your customers see your ads. Overexposure can lead to ad fatigue, where users start tuning out your ads or even develop a negative perception of your brand. Aim for frequency capping of around 20 impressions per month, according to advice from
WebFX.
5. Keep Your Ads Fresh
Create multiple variations of your ads to keep your retargeting campaigns from going stale. A/B test different calls to action, images, and ad copy to discover what resonates best with your audience. The golden rule—change your ads regularly, so they remain relevant and engaging.
6. Highlight Value Propositions
Remind your audience why they should choose your products. Highlight special offers, discounts, or unique selling propositions (USPs) that set your products apart. Ads should not only remind users of their previous interest but also provide an incentive to return to your Shopify store.
[source]Common Mistakes to Avoid
When implementing retargeting ads, be wary of these pitfalls that many marketers fall into:
- Not pausing ads for customers who have recently made a purchase. Continuing to target recent buyers can annoy them.
- Poor audience targeting due to lack of segmentation can waste valuable ad spending.
- Failing to understand user intent, leaving you to craft irrelevant ad messages that won't resonate with the audience.
- Neglecting to track retargeting campaign data means missing out on crucial insights to optimize future strategies.[source]
Measuring Your Ad Effectiveness
To assess the effectiveness of your retargeting ads on Shopify, you need to monitor specific metrics such as:
- Click-Through Rate (CTR): Indicates how many people engaged with your ad compared to how many times it was shown.
- Conversion Rate: Measures how effectively your retargeting ads convert views into purchases.
- Return on Ad Spend (ROAS): Helps you understand the revenue generated for every dollar spent on advertising. High ROAS means your retargeting strategy is on point.
- Customer Acquisition Cost (CAC): Calculate how much you are spending to acquire a new customer from your ad campaigns.[source]
Enhancing Engagement with Arsturn
Now that you’re equipped with effective retargeting strategies for your Shopify store, why not take it a step further? Consider leveraging
Arsturn to create CUSTOM AI CHATBOTS that engage your audience in real-time, paving the way for increased conversions.
Arsturn allows you to create engaging, personalized experiences that resonate with your customers, answering their questions promptly. Implementing Arsturn's powerful AI capabilities can transform how you communicate with website visitors, ensuring they have all the information needed to convert, before they even click on your retargeting ads.
Conclusion
Retargeting ads are a vital tool in urging potential customers to return and finalize their purchases on your Shopify store. By following best practices and avoiding common pitfalls, you can vastly improve your conversion rates and enhance your overall marketing strategy. Incorporating innovative tools like Arsturn can also elevate your customer engagement to new heights.
Get Started
If you haven’t already, dive into the world of retargeting ads today and watch your conversion rates soar!