“When I run retargeting ads my conversion rate is so low” If you find yourself saying this, then this post is for you 

 

I will explain the 4 ad copy frameworks I specifically use for my retargeting campaigns :

Retargeting ads can reach people who are up to 70% more likely to convert. But still, it can be challenging to get a good conversion rate on your retargeting campaigns. 

It's important to note that the effectiveness of your retargeting ads depends on various factors, such as the quality of your ad copy and creatives.

For one of my clients, I am running retargeting ads which are performing really well. So I decided to share how I am writing my retargeting ad copy for them.

 

Before I start, here is the context : 

My client gave me 4 UGC creatives to re-target the audiences who are at different stages of their buying journey. I found my ad copy angles out of those ad creatives.

 

Now let’s understand the 4 retargeting ad copy frameworks I used : 

Retargeting ads work only if they deeply resonate with the target audience. 

This makes it crucial to keep in mind where your customers are in their buying journey.

To do that, I break down my retargeting ads into 4 levels depending on the niche.

 

Level 1 FB/IG engagement 

Level 2 Website Visitor

Level 3 Add to cart 

Level 4 Previous Customer

 

Level 1 FB/ Ig engagement :

At this stage usually, your target audience is raising objections, and the big objection they carry in their head is 

“Why should I trust you” 

To deal with the issue, I choose an ad copy that includes customer reviews addressing a certain objection the target audience might have. 

 

Level 2  Website visitors :

When a customer visits your website and leaves it without making any purchase it’s probably because they lack motivation or again they have a certain objection in their head. 

What I do with my ad copy at this stage of the customer journey is do objection handling with FOMO which motivates them to act.

 

Here is how: 

Let’s say I am running my retargeting ads for a female curly hair butter brand: 

I would write my ad copy keeping in mind the objections of someone who uses hair butter and can’t make the right purchase.

 

3 common objections I have seen in my online research are these : 

This Hair butter will make my hair greasy 

Its heavyweight will make my hair low volume 

It will cause scalp build-up 

I won’t be able to wash it properly 

 

I converted all of these objections into a bullet point ad copy something like this : 

- You can wait till your wash day

- Because light and fluffy XYZ Butter does not feel greasy on your hair. 

It will

• Make low-porosity curly hair moisturized and manageable 
• not cause scalp build-up
• be washed out easily 

Plus I will add FOMO with a discount or free shipping.

Now this ad copy can be 10x better, this is just an example of objection handling with your ad.

 

Level 3 Add to cart :

Here, my targeted audience is burning hot. They want the right offer. And FOMO will make the offer more attractive for them at this stage. 

So I will use urgency, a review, and a special offer to get Add to Cart customers back. 

Here is how I will use this framework for a hair butter brand:

Review: “I got this a couple of weeks ago and my hair is already easier to comb through… I’m hoping in the next year I get more growth and volume”

 

Offer: Get 10% off with the code:12233

Scarcity in Headline: Don’t miss this last chance 

 

Level 4 Previous customer :

At this stage, I would try to get my old customers back with a special offer/ discount. Also, I will make sure to remind them that they have an affiliation with the brand.

Here is how: 

Thank you for being an XYZ champ/ queen (Affiliation)

Enjoy 20% OFF your next purchase with code 1234 (give them back)

And now comes the Bonus which is about re-targeting the previous customer. 

Eugene Schwartz talked about it in his book Breakthrough Advertising.

 

He wrote, "The moment you write copy directed to a specific person, a specific group of people, or a specific audience, you are not writing to the masses. You are writing to an individual."

 

Now here what he is talking about is personalization. 

That's what I do for my previous customers and ATC. If they have already made a purchase/ just made a purchase that means I have access to more data( which is their wants needs and desire). To leverage that I would create a personalized offer that is aligned with their deep desires. And that's like picking the low-hanging fruit.