Why You Cannot Skip Retargeting as Part of Your Marketing

Retargeting Marketing

When customers make their first visit to your website, they usually aren’t ready to make a purchase. A recent study showed that 92% of first-time visitors might only be there for comparison shopping or preliminary information. That’s not exactly on the cusp of entering your digital sales funnel. 

Typically, restaurant customers need to see your site multiple times before they make the decision to eat there. Unfortunately, unless they have a reason to revisit your site, your website visitors can easily move on and forget about you. That is where retargeting comes in.

What is Retargeting?

Retargeting is the practice of showing ad content to users who are already familiar with your brand or have taken a set action on or offline. On Facebook Ads, you can use several custom audiences to reach out to users who have interacted with your brand or content in a set way. In many cases, retargeting campaigns are based on actions taken on the business’ website.

After you’ve installed the appropriate tracking pixels on your site, you can have multiple platforms show ad content to users who have visited specific pages, viewed certain products, or take specific actions.

Almost all major PPC display ad platforms allow for retargeting, including Facebook and Instagram Ads and Google AdSense. With Facebook Ads, you even have the option of creating dynamic ads that show users the exact product they’ve viewed with a CTA to encourage purchasing.

Why You Must Retarget Customers

Reaching out and connecting to new audiences is important, and it shouldn’t be overlooked. But customers who have already visited your website or interacted with your brand are already warm audiences. They’re familiar with your restaurant, which means they’re more likely to trust you and pay attention to your ads.

They’re definitely a heck of a lot more likely to click on an offer or make a purchase. Retargeting campaigns can help you to:

  • Nudge leads closer towards conversion by showing them products they’re interested in along with new offers or discounts.
  • Increase your sales odds by continuing to show customers specific products they’ve recently viewed on your site.
  • Encourage repeat purchases from existing customers by showing them ads of new products similar to ones they’ve purchased in the past.
  • Upsell to existing customers by showing them new and more expensive products similar to ones they have purchased in the past.
  • Run re-engagement campaigns on customers who haven’t purchased in a while.

Get the Most from Your Retargeting Campaigns

Just showing a set of retargeting ads to users who have already interacted with your brand once before isn’t enough on its own to convince users to start clicking away. Instead, there needs to be a solid strategy behind it. Here are some ways to get the most out of retargeting campaigns on Facebook Ads and Google AdSense:

1. Get VERY Specific

You will never know more about the users you target than when you're running a campaign. This is an incredible opportunity to write highly specialized ad copy and provide offers designed to appeal to an exact target audience. Here are a few suggestions:

  • Offer a first-time discount and low-risk perks like free shipping/free returns to customers who have visited your site but have not purchased. These potential customers likely remain in the consideration stage, and purchasing from a new brand is risky. Because of this, you will benefit by lowering the risk of buying with you when you provide an offer they can’t refuse. Freebies are particularly useful in this situation.
  • Re-engage a long-lost customer. By using ad copy that says, “We’ve missed you!” along with an image of products they’re likely to love at a tempting discount price, you may win them back.
  • Offer loyalty discounts upsell customers with products they’re likely to love. Based on past purchasing history, you can run campaigns to capitalize on your custom audiences.

2. Act Quickly

With re-engagement campaigns being the exception, you really want to strike while the iron is hot ... usually within two to three weeks. Run retargeting campaigns frequently, especially when you’re running campaigns based on users' actions on your website, to capitalize on the sweet spot to get them to convert.

3. Test New Tools

There are many great tools out there to make retargeting easier. One of them is AdEspresso's Pixel Caffeine plugin. It can quickly install Facebook’s tracking pixel, and it makes it easier than ever to create and target any number of custom audiences.

Because more custom audiences mean better retargeting possibilities, this is a huge plus.

RetargetLinks is another potential solution that allows you to utilize content your audience will love to draw links to your site. When you find a piece of content that your audience is bound to love, use RetargetLinks to shrink the address into a trackable URL. You can share that URL on any of your channels or even promote it via Adwords Once users click on it, you can follow up with a retargeting campaign showing them your own product within two weeks.


Retargeting allows you to nurture relationships with people who are already familiar with your brand. That will make it easier for you to create content that will re-engage them and optimize your clicks, conversions, and ROI in the process. Combining this with the decrease in ad costs and increased purchase value that comes with retargeting campaigns, you'll soon realize that your business cannot afford to be ignoring retargeting ads.