Retargeting & Ad Creative Funnels on Meta Ads

Beginner > Advanced > Expert Retargeting Methods

Author

Harsh Kang
January 15, 2024

Meta Retargeting & Ad Creative Funnels

Background

  1. 90%+ of your website visitors do not purchase your products

  2. Retargeting is a concept in marketing that allows you to reach users who've visited your website in order to convert them to customers

    Meta allows you to retarget *given you’re leveraging pixels correctly.

Here’s 3 Ad Creative Funnel Examples from Abercrombie & Fitch (You can use this for your brand)

[NEW PURCHASE] This ad is created to generate interest and bring users to their website

This ad could be use to both generate interest and retarget all website visitors. If this showcased a specific discount, it should only be used to retarget to increase AOV from new customers.

This Ad is actually using “Product Views” to specifically retarget users who’ve viewed certain products

**THIS IS THE MOST IMPORTANT CREATIVE

Let’s expand on the last ad creative, note the ad copy “Say yes to those must-haves you've been eyeing.” This ad is built specifically for retargeting and leverages specific "Product Views minus Recent Customers”.

This means as a brand selling various products, you can re-target customers who have viewed specific products to remind them to purchase.

If your brand needs help with creative strategy and creative development , take a look at Roveir Creative Studio built just for DTC brands.

3 Levels of Retargeting

1. Basic Retargeting 🥉 (Where you are)

Generic Ad Creatives pushed to Website Visitors

Most founders simply use their generic ad creatives to also retarget their website users.

2. Advanced Retargeting 🥈(Your next goal)

Retargeting Based Creatives pushed Website Visitors minus Recent Customers (90 day)

Usually retargeting ad creatives involve additional value (discounts, promo codes. sales etc), the last thing you want to do is show a promotional discount ad creative to a recent customer.

Tip: Remember to exclude recent customers.

3. Expert Retargeting 🥇(Where $1M+/yr Brands are)

Ad Creative Funnels implemented based on customer journey.

How to Implement Expert Retargeting

Meta allows you to understand how far a customer has gone in their website journey. This allows you to create specific ads for visitors in certain stages.

Pixel Stages:

  1. Website Visitors

  2. Product Viewers

  3. Add to Cart (ATC)

  4. Initiated Checkout

  5. Checkout

👉 You should have ad-creative funnels built specifically for retargeting your website users.

Ad Creatives Funnels should be based these Pixel Stages (just like the Ad Funnel by Abercrombie and Fitch). I’ve also seen Ads built around reminding website users who’ve added products to carts to check-out. 

Focus: Build an Ad Creative Funnel based on where a certain user is in the Pixel Stage. This will increase your conversion while optimizing Average Order Value.

This was a lot of information at once - I’m going to do a deeper breakdown on both Advanced and Expert Retargeting in the future.

If you’d like us to take control of your ad creatives and accounts, check us out at Roveir Creative Studio. We have three plans priced based on where you are in your e-commerce journey.

If you have any topics you’d like covered or if this newsletter helped you anyway - reply back to this email and let me know!

Thanks,

Harsh

Founder @ Roveir | Previously at Meta, Tesla