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Making the Most Out of Your Ecommerce Ad Budget: Retargeting Website Visitors

Lindsay Duggan Martinez

Principal Partner Marketing Manager @ AdRoll

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Window shopping — we’re all guilty of it. There’s something just so satisfying about mindlessly browsing, adding products into carts, and fantasizing about our new goodies… even if we have no intention of checking out.

It may be a fun pastime for shoppers, but window shopping can be a massive headache for brands, especially those that notice their precious marketing dollars wasted on clicks that don’t convert. 

Enter retargeting, a tool that allows marketers to deliver targeted messaging to site visitors, leads, and existing customers in cost-effective ways. Here are some of the top ways you can leverage them: 

  • Boost conversions. Retargeting ads are a powerful way to encourage new or returning customers to take an action, whether that’s signing up for your email newsletter or filling out a form. 

  • Recover abandoned carts. Ever wish you could give a friendly nudge to shoppers who added items to their carts but didn’t check out? Now you can, thanks to retargeting ads. To make the pitch even more compelling, you can include a small incentive, like free shipping or a 10% discount. 

  • Increase customer lifetime value (CLTV). These are ads directed at your existing shoppers to remind them to make a purchase soon — think of it as a “come back for more!” message.

  • Promote new products. These campaigns are designed to introduce new items to shoppers who clicked on relevant product pages or other ads. 

Pro tip: When designing retargeting ads, make sure to align your offer, creative, call to action, and audience list to maintain brand cohesiveness. In fact, AdRoll makes it easy to start creating, launching, and optimizing retargeting web ads, social ads, and automated emails that work together to supercharge your efforts. Learn more about how to get started with our Retargeting marketing recipe powered by your Shopify product feed — available when using the AdRoll integration for Shopify.

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