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How to Level Up Your Social Media Retargeting Strategy In 2022

Angie Tran

Content Marketing Manager @ AdRoll

Social media and retargeting go together like two peas in a pod. As consumers spend more than two hours a day on social media, social media retargeting is the best way to keep the attention of your target audience. 

Not only can you reengage with window shoppers and persuade them to return, but you can also reconnect with existing customers by sending friendly “Hello!” messages or inspiring them to take particular actions, from checking out a flash sale to joining your rewards program.

If social media retargeting is already a mainstay in your brand’s marketing strategy, you’re in good shape. We can’t overestimate the importance of using all the platforms and tools that are available to you, especially when it comes to a tactic as versatile and powerful as social media retargeting. 

Think about it: An eye-watering 96% of shoppers who visit an ecommerce site for the first time are not prepared to purchase — today’s shoppers require several interactions with a brand before they’re compelled to become a paying customer. 

But similar to other effective marketing tools, opting for a set-it-and-forget-it approach is not the way to go — it’s a surefire way to send your limited marketing dollars down the drain. 

When was the last time you reviewed your social media retargeting strategy? Spoiler alert: It’s probably been too long. Here’s our ultimate checklist to help freshen up your social media retargeting efforts for 2022. (For more social media retargeting strategy tips and ideas, check out this guide.)

Your Target Audience

No matter your industry or the types of products you sell, it’s crucial the experience you offer shoppers matches their needs and desires. After all, it makes zero sense to deliver feminine hygiene products to men or hamburger ads to vegetarians.

✅ Are you segmenting your audience? 

  • Interest-based segmentation

  • Behavioral-based segmentation (e.g., people who click on specific pages, interact with you on social media, or engage with your ads)

  • Geographical-based segmentation

✅ Are you delivering tailored content for each audience segment? 

  • Deal seekers

  • Existing customers

  • Cart abandoners

  • Are you using your first-party data (e.g., phone numbers and email addresses) to build custom audiences? 

✅ Are you using social media retargeting to:

  • Upsell or cross-sell existing customers? 

  • Reengage current customers who haven’t shopped in a while?

  • Promote your rewards, loyalty, or affiliate programs?

Your Creative Strategy

Shoppers are inundated with hundreds of ads a day — why are yours worth clicking? To ensure your social media retargeting ads stand out from the crowd, use this checklist to review your ads. 

✅ Is your messaging clear?

  • Do you have minimal copy? (Nobody reads chunks of text on social media!)

  • Does your messaging align with your different audience segments? 

✅ Are your CTAs enticing?

✅ Are your visuals eye-catching?

  • Are your designs relatively simple and easily understood?

✅ Are you using compelling offers (e.g., free shipping)?

✅ Are you leveraging dynamic ads, so shoppers can easily navigate to products they’ve already shown an interest in? 

Your Analytics 

Measurement and analytics are the bread and butter of every marketing campaign — how else do you know what’s working and what’s not? 

✅ Are you A/B testing every element of your social media retargeting ads?

  • Copy

  • Headlines

  • CTAs

  • Offers

  • Images

✅ Are you using a MarTech platform (such as AdRoll) to help you track and analyze all your social media retargeting efforts? 

✅ Are you setting reasonable frequency caps to reduce ad fatigue? 

✅ Are you using burn pixels to remove users who have completed a purchase? 

✅ Are you rotating your creative, so shoppers don’t see the same ad over and over again? 

Once you’ve reviewed your social media retargeting strategy and identified all the potential areas for improvement, make sure to check out the AdRoll platform. Our retargeting solutions can help you design a unified, cross-channel experience for shoppers across social media, email, and other platforms. In other words, say hello to a higher return on investment (ROI)! 

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