You spot a sleek pair of sneakers online. You think how cool they are, maybe even add them to your cart, but then life interrupts.
Later, as you scroll through social media, the same sneakers pop up in an ad.
And then you see another one. Another…another!
At first, it’s a nudge. Then, it’s annoying.
Definitely ignored. Maybe blocked. And probably forgotten.
This is the fine line advertisers walk when running retargeting ad campaigns.
When done right, retargeting and showing ads that re-engage high-intent potential customers is one of the most powerful ways to drive conversions. But it’s really easy to overdo it, too. Users might end up feeling frustrated with the same ad popping up on every online platform.
So, How Can You Retarget Effectively Without Annoying Your Users?
Ad retargeting works best when it builds on an existing connection rather than feeling intrusive. Users first engage with a brand whether by clicking an ad, browsing a product page, or interacting with content. This initial engagement signals interest.
From there, tracking technologies like cookies, pixels, and first-party data help advertisers re-engage these users at the right time with relevant ads. The key is to ensure these ads feel like helpful reminders rather than relentless interruptions.
Segment Your Audience for Relevance
Not all visitors are the same, so treating them differently can improve results.
For example:
- Cart Abandoners: Users who added items but didn’t check out. Offer them a limited-time discount.
- Product Viewers: People who browsed a product page. Show them an ad with product benefits.
- Engaged Visitors: Users who visited key pages (pricing, testimonials) but didn’t convert. Retarget them with a compelling CTA.
- Past Customers: Promote complementary products instead of showing them the same ad again.
- Set Frequency Caps to Avoid Ad Fatigue
Try different frequency caps to find what works best for your audience.
- 3-5 times per week on social media.
- 5-7 times per week on display networks.
- 2 times per week for email retargeting.
If someone has already seen your ad five times and hasn’t clicked, they’re likely not interested. Instead of showing the same ad, consider excluding them or switching up your messaging.
Use a Sequential Ad Strategy
Create a bespoke user journey from ‘awareness’ to ‘conversion’ rather than bombarding users with the same ad.
For example:
- Ad 1: The awareness Phase (Run display ad on Google) – “Check out our latest collection!”
- Ad 2: Social Proof (Native, In-Feed, CTV Ads on Streaming Platforms) – “10,000+ happy customers love our products. See why!”
- Ad 3: Incentive – (Email Retargeting) “Limited-time offer: Get 10% off today!”
A/B Test and Optimize
Not all retargeting ads perform the same, so make sure to test different elements. Try static images vs. videos for creatives and compare CTAs like “Shop Now” vs “Limited-Time Offer” to see what works best.
Exclude Converted Users
What’s more annoying than being retargeted a zillion times? Being shown retargeting ads even after the user has converted! Instead, you can:
- Show complementary products.
- Offer a loyalty program or discount on their next purchase.
- Share helpful content related to their purchase.
Think of the Retargeting Phase of Your Digital Advertising Campaign Like a Friendly Shopkeeper.
Just like a good shopkeeper doesn’t chase customers down the street, retargeting should be thoughtful and well-timed. When users show interest in browsing a product or visiting a key page, your ads should serve as helpful nudges, not relentless interruptions.
That’s how ad retargeting should feel. Thoughtful, timely, and never overwhelming.
