Retargeting explained: how to bring back people who almost bought
Retargeting shows ads to people who already showed interest in your brand. Here’s how it works on Facebook and Instagram, and how to do it well.
Most people don’t buy the first time they see a brand. Retargeting gives you a second chance by showing ads to people who have already shown interest.
Who you can retarget
- People who visited your website or specific product pages (with the Meta Pixel set up).
- People who engaged with your Instagram or Facebook account.
- People who watched your videos.
- People who started a form or checkout but didn’t finish.
Match the message to the moment
- Watched a video or visited your profile: tell them more about you, with reviews and your story.
- Viewed a product: show that product, with key benefits.
- Added to cart: a reminder, and a reason to complete the purchase.
Good habits
- Exclude people who have already bought, or show them something new.
- Keep an eye on how often people see your ads, and refresh creatives so they don’t get tired of them.
- Keep the time window sensible. Someone who visited yesterday is warmer than someone from months ago.