Retargeting ad copy for Facebook – the anatomy of success
  • November 22, 2021
  • PPC

Retargeting ad copy for Facebook – the anatomy of success

Retargeting ads are an excellent way to bring back people who have visited your site but not converted into customers. These individuals may be interested in your product or service, they just need a little nudge to get them over the edge and purchase it. Facebook retargeting ads can be difficult for beginners because it is different than other advertising methods. In this article, we will go through how to write successful Facebook retargeting ad copy so that you don’t fall victim to the mistakes of inexperienced marketers!

What is retargeting and why does it work so well.

 

Facebook Retargeting is a way to get people who have visited your site but not converted back onto it. It works so well because people who are familiar with your website and are interested in your product or service will see the ad and they will be much more likely to purchase than those just beginning to explore it.

Retargeting ads are an excellent tool for companies because:

 
  • It is highly targeted and can cost less than other marketing strategies if executed correctly
  • Customers are familiar with your business so they already have some interest in what you’re selling before they even see the ad!
  • The key to writing successful Facebook retargeting ad copy is that it needs to be both engaging and informative without being pushy or salesy.
  • Retargeted ads can drive incremental conversions

What are Facebook’s own guidelines for retargeting ads?

What makes a good retargeting ad? Facebook says that they recommend using images as it is proven to be more effective. In addition, only one image should be used per ad and it needs to tie in with what you’re selling or providing.

Remember, they’ve been to your website before so they are considered a warm lead. Your job now is to convince them even more as to why they should buy your product or service.

As with all ad copy, the most important thing is to speak directly to your target audience and understand their needs. Your goal should be to provide information that will help them make a decision about whether they need what you are offering! Retargeting works best when it provides relevant information based on previous interactions between your business and the customer.

 

In addition, you should try and track their interests from how they interact with your page or website in order to craft a retargeted ad that will be the most relevant for them! If someone who visited your site had “video games” as an interest on Facebook, then including video game-related content would make sense.

As far as the actual content of your ad goes, it should be relevant to what you’re selling or providing that will help them make a decision about whether they want it! This could include things like price points, shipping information, testimonials from previous customers, and more depending on what you are selling.

How do you make a successful ad copy with retargeting?

The best Facebook retargeting ad copy will be highly targeted and speak directly to your target audience. This means that you should tailor your ads based on what they have done before such as how they interacted with your product page, comments they made, questions they asked, and their other interests.

Depending on how you created your retargeting audience will define what you say in your ad copy.

For example, if your retargeting audience is based on someone adding a product to their cart but not completing a purchase, your ad should show them the exact product and maybe a nice coupon code as the ad copy to entice them and bring them back to your site to complete the purchase.

Retargeting ads are an excellent way to increase conversions because they can be specifically targeted at people who are already familiar with your business and interested in what you’re selling! Retargeted ads work best when it provides relevant information based on previous interactions between your business and the customer. Facebook’s own guidelines for retargeting ads include using images and only having one image per ad. The most important thing when writing your Facebook retargeting ads is to speak directly to your target audience.

Research into your audience is always a plus. You know your audience best, pick words and images that complement your product, and also have an affinity towards your audience. You can use these insights to build an effective retargeted ads strategy. For example, if most of your website visitors mainly use apple products use images that mimic the photography and imagery that apple has.

In addition, it is important to track their interests in order to craft Facebook retargeting ad copy that will be the most relevant for them. If someone who visited your site had “video games” as an interest on Facebook, then include video game-related content as much as possible to build a strong connection with your user.

As far as the actual content of your ad goes, provide information that would help finalize their decision. This could include things like price points, shipping information, delivery times, or refund policy.

You could also build a mockup of your ad using PPC Ad editors single image ad facebook mockup tool and construct a Facebook retargeting ad mockup to share and get insight from your team, especially with ad copy.

Why you should use retargeting advertising on Facebook instead of other platforms like Google Adwords or Bing Ads.

You should use retargeting ads on Facebook instead of other platforms for many reasons. First, a lot of users spend their free time on Facebook so no matter who you are retargeting, there is a high chance that they are on Facebook. Second, you can layer targeting options to hyper-focus on your audience. Also, you have more control of the ad placements versus Google/Bing.

You know your audience best, pick words and images that complement your product, have an affinity towards your target market. Retargeted ads work best when it provides relevant information based on previous interactions between the business and the customer. Most importantly you can track their interests and use this information to build an effective retargeted ads strategy.

The importance of timing when creating your ads.

It is important to put some thought into the timing of your Facebook retargeting ads as well. You don’t want them to show up during moments that will decrease conversions such as when people are sleeping, so you should take this and other factors like time zones and holidays into consideration before creating a set timeline for your ad campaign.

Useful tips to consider before creating your Facebook retargeting ads.

  • Keep the same color scheme as you did for your website
  • Use images that are similar or identical to those on your website
  • Create unique, engaging ad copy that speaks directly to customers who have already visited and engaged with your business previously (the more specific you can get, the better!)
  • Track your audience’s interests and build a retargeting ads strategy that is tailored to them.
  • Use Facebook Insights for tracking information on website visits and other campaign data.
  • Consider when you will share your ads so they don’t show up during undesirable times like sleep hours or holidays.

The importance of good ad copy to make your ad successful.

The ad copy you use in your Facebook retargeting ad is very important. You want to keep it short and sweet, but catchy enough that people will remember what they saw. This opportunity should also be used to clarify any questions the customer may have had while browsing through your website or store.

For example, if someone browsed a product on your website, but didn’t purchase it at that time. Your Facebook retargeting ad could show the product again and include information like “Buy now for only $X!” or “Only two left in stock – act fast!”. You can also use past purchases to your advantage by showing related products they may be interested in.

Final thoughts on how to increase your chances of success with Facebook Retargeting Ads.

Successful Facebook retargeting ads are personalized, relevant, and timely. You can use the data you have collected about your audience to craft copy that speaks directly to them, pick images they will find familiar or engaging, and consider the timing when choosing a specific time frame for your ad campaign. Use this information in addition to Insights dashboard statistics to create a successful retargeting ad strategy.

Share this post? Twitter Facebook Google+
by albert somlith
About author
Albert Somlith

Co-Founder of PPC Ad Editor I am a leader in digital marketing, specializing in strategic planning, implementation, and optimization.