One minute you’re window shopping on the Internet for a new watch. (Let’s just say, for example, you have your eyes set on the shiny Shinola line.)
And, the next minute you’re hitting up Facebook to see what your long lost friends have been up to. When, suddenly, you spot an ad in your Newsfeed for a product that looks verrry familiar.
Yes, that brand spanking new, shiny Shinola watch again—the same watch you clicked on while visiting the brand’s website. But, you passed on buying. Creepy, huh?
First off, you didn’t come to Facebook with the intention to buy something. And, second off, is that brand creeping on you—watching your every move?
Well, not exactly. But, it’s pretty darn close. It’s actually using a marketing tactic called retargeting—served to you with the goal of getting you (a lost lead) to come back to its site and buy, buy, buy!
Sound like something you might want to add to your own marketing toolbox for your product or service? You bet. But, a common problem with this tactic is it’s often deemed too creepy.
Therefore, shattering the hopes and goals of reviving those potential customers and generating more sales. And, that’s mostly because of the execution—specifically with the words you choose to write and use within your retargeting ad.The words you choose to write in Facebook #retargetingads can impact your conversions… Click To Tweet
So, that’s why I’m here today. To share with you the five fundamentals to writing click-worthy retargeting ads for Facebook that win those people back and finally make an impact on your sales!
Okay, you ready to dive right in? Let’s go…
Not so fast, though. Let’s walk through how retargeting ads actually work.
To cut to the chase, I’m going to deliver you Growtraffic.com’s easy-to-understand explanation of how retargeting ads work:
“Someone visits your site and triggers a cookie, and you make use of that cookie through display advertising on sites like Facebook or through services like Google Ads. You build an audience of people who have visited your site and you market towards them. It’s called retargeting because you’re targeting them again…”
But, whichever route you choose to take, retargeting works. And, I’ve got the stats from Retargeter.com to prove it.
- Website visitors who are retargeted with display ads are 70% more likely to convert on your website.
- Retargeting can lead to a 147% higher conversion rate over time in certain industries.
- Overall, when users are shopping online, 72% are likely to abandon their shopping carts prior to making the actual purchase. Without any retargeting methods or attempts, only 8% of these customers return to complete their transactions. With active retargeting campaigns, however, the percentage increases to 26%.
Seeing the impact the implementation of retargeting strategies can have on your conversions? Now, let’s walk through how you can make your ad read far less creepy to your audience so you get more clicks and, ultimately, sales.
1. Battle back against any sales objections.
As WordStream states, “your retargeting audience already knows who you are, so there’s no sense in showing them generic, introductory ads.”
To reiterate, these people you’re targeting with your ads have already been to your website. They know who you are and what your product or service is about. But, for some reason, they quickly up and left your site without taking your desired action—to purchase your offer.
So, the first rule of business in writing retargeting ads is to combat their top sales objection. Therefore, giving them a reason to feel comfortable and convert.First rule of business in writing #retargetingads: combat audience's top sales objection… Click To Tweet
Just look at how Naturebox tackles this essential step:
Maybe its audience is on the fence about purchasing because they want to try things out first to really see how good these snacks are. All before committing to forking over a monthly subscription payment.
And, the brand knows this, which is why it mentions a free sample of five of its tastiest snacks in its ad. Plus, it doesn’t hurt to include that its products contain NO artificial colors, sweeteners, or flavors.
If you’re feeling lost as to what objections you should even be addressing, however, revisit conversations you’ve had with your prospects and customers.
Also, if you have a sales team in place, get their opinion as they’ll have quality insight to provide! And, lastly, you can also consider going as far as writing closed leads—via an emailed survey— to get their reason for passing up on your offer.
2. Prevent further procrastination.
We’ve actually dedicated an entire article to explaining how to tackle this fundamental rule. But, to sum things up, let’s revisit the Shinola watch website window shopping example we mentioned earlier.
If you have your eye on it and you come across a retargeting ad that mentions a 20% discount for the next 48 hours, you better believe you’ll be more motivated to whip out your credit card and purchase it.
All because of that added sense of urgency—a time limit on a quality deal. You’re compelled to not procrastinate any longer. After all, you have a crazy amount of FOMO (fear of missing out) building up just thinking about it vanishing into thin air. Just as quickly as you up and left Shinola’s website when you first began your shopping.
Take a look at the language J.Crew Factory uses in its ad:
The clock is ticking…
Get an extra 40% off…
Does all that FOMO-inducing verbiage make you compelled to click? Oh yeah. I’m definitely putting my finger to the mouse on this one!
Scarcity also works wonders in retargeting ads. Let’s say you’re opening up a service line and you only have a few more spots left to take on new customers. There’s no doubt about it you should be tossing that good info into your retargeting ad.Injecting your #retargetingads with urgency & scarcity verbiage prevents further procrastination… Click To Tweet
3. Speak to your ideal customer’s emotions.
Emotions influence what we buy. Period.
For that reason, if you’re retargeting lost leads, use specific verbiage to remind them why they visited your website in the first place. Was it to get back their precious time, take some work off their desk completely, or save money on an otherwise expensive service?
Calling out some key product or service details will point out the fact that it’s the answer to their headaches they’ve been searching long and hard for. Therefore, bringing them some much-needed happiness.
To give you an example, take a look at Asana’s ad copy:
Urgh. The number of emails you get, calendars you have, papers you’ve taken notes on, and even status updates you receive can be downright overwhelming.
So, this brand is obviously highlighting its key product detail: the ability to keep everything your team is working on organized and in one place.
If you’re retargeting past purchasers, on the other hand, remind them of reasons why they love your brand. Is it the 24/7 quality assistance? Free shipping nationwide? Valuable rewards? Whatever it is, speak to it.
Why is this important, you ask? None other than Maya Angelou explains it best:
I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.
Therefore, whoever your audience is, just don’t hesitate to push their emotions out into the spotlight. And, even matching the emotion you’re hoping your audience feels when using your product or service can go a long, long way.Don't hesitate to push your audience's emotions into the spotlight while writing #retargetingads… Click To Tweet
Also, if you find yourself needing some additional guidance on this fundamental rule, don’t hesitate to check out this blog post on the four copywriting techniques that will make you stir up more emotions.
4. Keep a freaking low profile.
Ever been on a shopping trip—whether for electronics or clothes—and you didn’t come prepared to deal with the annoyingly nosy and stalkerish floor salesperson?
The minute you walk in you’re asked, “Hey! Anything I can help you find today?”
Then, they catch you again, “So, what are you up to today?”
And, the next minute, “Oh yes, that’s a very cool jacket! What are you planning on wearing that to? I have an awesome tie to go along with it that I think you’d really like!”
Heck, you thought the conversation was done after you answered their first question with, “No, I’m just browsing today.” So, remember this scenario when it comes to your retargeting ad copy.
I say that because, when you’re trying to reel back in those lost leads (or even past customers who haven’t purchased in a while), they aren’t expecting to have another interaction with you. They thought it was game over as soon as they left your site.
And, the last thing you want to do is create an ad that reads something like this:
So, with that in mind, it’s best to keep a freaking low profile.Keep a low profile in your #retargetingad copy to avoid creeping out your audience… Click To Tweet
How do you do that, though? Especially when it’s already creepy enough that you know who to target based on all the information you have—such as who’s visited your website and who hasn’t purchased in a while?
You do that by avoiding the following phrases in your ad copy:
- “We noticed/saw…”—An example would be, “We noticed you looked at our watches, but didn’t buy. Here’s 20% off if you purchase one today.” Okay, that’s some serious “Big Brother is watching” type of stuff. Don’t you think? There’s already enough of that in today’s society. So, give it a rest. And, instead, consider simply offering up a discount (urgency) in the copy and showcase the watch in the image.
- “Because you…”—An example would be, “Because you purchased a watch from our new line, here are some custom watch straps to complete the look!” Yikes. That’s kinda pushy. A better way to go about this is to simply say something like, “Custom watch straps to fit your unique style.” And, toss some urgency into the mix like free shipping for 48 hours.
The point is, your message should be subtle enough to make your audience think, “Oh, hm. I just looked at that website’s product. What a coincidence.”
Yes, a coincidence. Instead of a crazy scheme to creep them out.
Thus, further pushing your brand up to a top-of-mind position and persuading them to buy—no matter if you’re advertising the same product or service they were looking at on your website or similar products or services they might be interested in.
5. Be succinct.
I’m sure there’s a lot you want to say to your lost leads and customers. But, remember, you’re working with a limited amount of space to tackle the four fundamentals previously mentioned.
So, keep your ad clutter-free by being clear and succinct with your message. And, this is even more important when you’re retargeting on Facebook as it limits the amount of text allowed in your ad’s image and actual text area.
Based on the examples shared here today, however, it’s definitely doable to battle back against sales objections, prevent further procrastination, speak to your audience’s emotions, and keep a low profile—all while being succinct—in one retargeting ad.
BONUS: Devise a killer testing plan.
You can’t expect to write some copy for your retargeting ads, slap ‘em up, and call it a day. Sorry, but that’s just not how you get on the fast track to winning your audience back and making an impact on your sales.
So, what’s the key? To devise a killer A/B testing plan to analyze any of the following (remember—one at a time to identify what’s working & what’s not!):
- Headline—does asking a question, stating a fact, or highlighting a benefit get your ad the most clicks?
- Offer—does free shipping, a percentage (20% off), or a dollar amount ($99 off) get your ad the most clicks?
- Call to action button—what encourages the audience to act? Is it “Learn More” or “Sign up?” There are many CTA button choices when building your Facebook retargeting ad, so play around with them.
- Ad placement—depending on your ad’s objective, you have the choice to display it in either the News Feed or right-side columns across Facebook. If you want to get the most results, the social media platform suggests choosing “Automatic Placements.” But, this is something you can definitely choose to test, instead.
Making time to test out any of the above components (again, one at a time) within your retargeting ads is a foolproof way to get quick insight into the preferences of your target audience. And, therefore, actionable data to actually improve your campaign’s performance.Don't fail to #ABtest your #retargetingads to get killer insight into what works & what doesn't… Click To Tweet
It’s time to put it all together—implementing the fundamentals shared here today to go forth and win back those lost leads with your Facebook retargeting strategy.
And, if you loved this post, the best part is we have a guide you can leave here with today that tells you exactly how to make more money using Facebook ads! All you have to do is enter your email to unlock the champion tips.
Have questions about writing retargeting ads? Or, experience you’d like to share? Let us know in the comments section below. We’d love to hear from you!