How to Use Retargeting Ads to Convert Window Shoppers into Customers

Imagine this: a potential customer visits your website, browses your products, adds an item to their cart, and then leaves without making a purchase. It’s frustrating, but it’s also incredibly common. Studies show that 98% of website visitors leave without converting, and 69% of online shopping carts are abandoned.

The good news? These visitors aren’t lost forever. With retargeting ads, you can reconnect with them, remind them of their interest, and encourage them to complete their purchase. Retargeting is one of the most effective digital marketing strategies for turning casual browsers into loyal customers. In this article, we’ll dive deep into how retargeting works, why it’s so effective, and how to create compelling campaigns that drive conversions.

What Are Retargeting Ads?

Retargeting ads—sometimes called remarketing ads—are online advertisements that target people who have previously interacted with your website or product but didn’t take the desired action (like making a purchase). These ads “follow” users across the internet, appearing on platforms such as Google Display Network, Facebook, Instagram, or other websites they visit.

Here’s how they work:

• When someone visits your website, a tracking pixel or cookie is placed in their browser.

• This tracking code enables you to show them relevant ads later as they browse other websites or social media platforms.

For example:

• If a user browses your site for hiking boots but doesn’t buy, they might later see an ad featuring the exact pair they viewed—along with a limited-time discount or free shipping offer.

• If someone visits your travel website and looks at hotels in Paris, you can retarget them with ads saying, “Your dream Paris getaway awaits!”

Retargeting is powerful because it targets people who are already familiar with your brand and have shown interest in your products or services—making them far more likely to convert than cold audiences.

Why Are Retargeting Ads So Effective?

Reaching Warm Audiences

Unlike traditional display ads that target cold audiences (people who may not know your brand), retargeting focuses on warm audiences—users who have already interacted with your website or product. These individuals are much closer to making a purchase since they’ve already expressed interest.

Boosting Conversion Rates

Retargeting ads significantly increase conversion rates because they re-engage users who are already in the buying funnel. According to studies:

• Retargeting can boost conversion rates by up to 43% compared to standard display ads.

• Visitors who are retargeted are 70% more likely to convert compared to those who aren’t retargeted.

Improving Brand Recall

Even if users don’t immediately click on a retargeting ad, repeated exposure helps reinforce brand familiarity and trust over time. This consistent visibility ensures that when users are ready to buy, your business is top-of-mind.

Cost Efficiency

Since retargeting focuses on a smaller audience—people who have already shown interest—it often delivers a higher return on investment (ROI) compared to broader advertising campaigns targeting cold leads.

Types of Retargeting Ads

Retargeting isn’t a one-size-fits-all approach; there are several types of campaigns you can run depending on your goals:

Site Retargeting

This is the most common form of retargeting and targets users who visited your website but didn’t convert. For example:

• A clothing retailer might show ads featuring items the user browsed (e.g., dresses or shoes).

Cart Abandonment Retargeting

Target users who added products to their cart but didn’t complete checkout—a high-intent audience that often just needs an extra nudge (like free shipping or a discount) to convert.

Search Retargeting

This targets users based on keywords they’ve searched for online—even if they haven’t visited your site yet.

Email Retargeting

If someone clicks on a link in your email campaign but doesn’t take further action (e.g., signing up or purchasing), you can retarget them with follow-up ads.

How to Create Compelling Retargeting Ads That Convert

To maximize the effectiveness of your retargeting campaigns, follow these best practices:

Segment Your Audience

Not all visitors are the same—they have different levels of intent and interest. Segmenting your audience allows you to create tailored ads for each group:

• Cart Abandoners: Target users who added items to their cart but didn’t complete checkout with ads offering free shipping or discounts.

• Product Viewers: Show users ads featuring the specific products they browsed, along with customer reviews or unique selling points.

• Homepage Visitors: For those who didn’t explore deeply, use general branding ads to reintroduce them to your offerings.

Use Dynamic Ads

Dynamic retargeting ads automatically showcase products based on what users viewed on your site. For example:

• If someone looked at three different jackets, the ad will display those exact items along with pricing and availability.

Dynamic ads feel highly personalized and relevant—which increases click-through rates (CTR) and conversions.

Create a Sense of Urgency

Adding urgency can push hesitant shoppers into action. Use phrases like “Limited Time Offer,” “Only 3 Left in Stock,” or “Sale Ends Tonight” in your ad copy.

Offer Incentives

Sometimes all it takes is an extra push—like free shipping, discounts, or exclusive deals—to bring customers back. For example:

• Offer “10% Off Your First Purchase” for new visitors who didn’t convert initially.

Use Eye-Catching Visuals and Clear CTAs

Your ad needs to grab attention quickly while guiding users toward action:

• Use high-quality images that showcase your product in context (e.g., furniture in a beautifully styled room).

• Keep text minimal but impactful—include benefits like “Free Returns” or “Hassle-Free Checkout.”

• Add strong call-to-action buttons like “Shop Now,” “Redeem Offer,” or “Book Today.”

Success Stories: Brands That Nail Retargeting

Nike’s Dynamic Product Ads

Nike uses dynamic retargeting on Google Display Network to show users specific sneakers they browsed earlier alongside CTAs like “Shop Now.” This personalized approach ensures relevance while keeping Nike top-of-mind.

Airbnb’s Facebook Ads

After browsing listings for accommodations, Airbnb retargets users with images of properties they viewed alongside CTAs like “Book Now.” This strategy simplifies decision-making by reminding users of their options.

J.Crew Factory’s Urgency Campaigns

J.Crew Factory creates urgency by using bold visuals and phrases like “The Clock is Ticking” alongside limited-time discounts—encouraging quick action from hesitant shoppers.

The Future of Retargeting

As technology evolves, retargeting will become even more sophisticated:

AI-Powered Insights

Artificial intelligence will enable deeper analysis of user behaviour for hyper-personalized campaigns.

Omnichannel Integration

Seamless retargeting across devices and platforms will allow businesses to maintain consistent messaging wherever customers interact.

Predictive Targeting

Advanced analytics will predict which visitors are most likely to convert—and tailor retargeting efforts accordingly.