Guide
Retarget window shoppers (the cheapest ads you'll run)
Turn website visitors who didn't buy into customers with retargeting ads.
Install the Meta Pixel and Google Tag
Both are free. Add via your website's <head>. Once installed, they track visitors invisibly and let ad platforms build audiences of people who've visited.
Build a Custom Audience: last 30 days
In Meta Ads Manager, Audiences, Create Custom Audience, Website, All visitors last 30 days. Google Ads has an equivalent under Remarketing.
Create a specific retargeting creative
Not the same ad you show cold traffic. Retargeting audiences already know your brand. Show product close-ups, testimonials, or address a common objection ('Yes, we ship worldwide').
Start with $5 per day
Retargeting audiences are tiny (your visitors). Spending too much = ad fatigue in 3 days. Start small, scale only when the frequency stays under 4.
Cap frequency at 3 to 4 per week
In Meta ad set settings, set frequency cap to 4 per week. Any more feels like stalking. In Google Display, set the same via frequency capping in campaign settings.
Exclude recent buyers
Create an exclusion audience: people who visited /thank-you or a specific 'purchased' page in the last 30 days. Never annoy paying customers by continuing to sell them what they just bought.
Refresh creative every 3 to 4 weeks
Same 5 visitors seeing the same ad for 6 weeks stops working. Rotate 2 to 3 creatives, swap one each fortnight.
That’s the whole thing.
Keep going
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