Retargeting Strategies for eCommerce

Retargeting and Remarketing

Retargeting and remarketing are powerful marketing tactics that can help e-commerce stores increase conversions by reaching potential customers who have already shown an interest in their products or services. This blog post will cover the critical aspects of retargeting and remarketing, including tips for implementing these strategies, potential risks, budgeting, platform selection, best practices, and calculating customer lifetime value and acquisition costs.

Tips for Implementing Retargeting and Remarketing Strategies

To utilize retargeting and remarketing effectively, consider these strategies:

Set Up Proper Tracking

The first step to effective retargeting and remarketing is setting up proper tracking on your website. Setup usually involves adding a tracking code to track user behavior and create campaigns based on that data.

Segment Your Audience

Segmenting your audience based on their behavior and interests is vital to effective retargeting and remarketing. You can segment your audience based on the products they have viewed, their visited pages, their actions, and more.

Create Relevant Ads

Your retargeting and remarketing ads should be highly relevant to the segment of your audience you are targeting. Use the right messaging, images, and offers to entice them to return and purchase.

Use Personalized Messaging

Personalizing your retargeting and remarketing messages can significantly increase the chances of converting a potential customer. Use their name, show them products they have previously viewed, and use language that speaks directly to them.

Offer Incentives

Offering an incentive, such as a discount or free shipping, can be a powerful motivator for customers to return and complete a purchase. Consider offering an exclusive incentive to customers who abandoned their cart or those who last purchased a while ago.

Timing is Everything

Timing is critical when it comes to retargeting and remarketing. You want to strike a balance between reminding customers about their abandoned cart or viewed products without overwhelming them with too many ads. You can set up a frequency cap to limit the number of times someone sees your ad.

Test and Optimize

Like all marketing tactics, retargeting and remarketing campaigns require testing and optimization to be effective. Use A/B testing to test different ad creatives, messaging, and offers. Use data to optimize your campaigns for better performance.

Potential Risks and How to Mitigate Them

While retargeting and remarketing can be effective marketing tactics for e-commerce stores, some risks are associated with these strategies. Here are some potential risks to be aware of and how to mitigate them:

Annoyance to Customers

Overuse or misuse of retargeting and remarketing can make customers feel annoyed or harassed by the constant ads. Leading to a negative brand image and decreased customer loyalty. To mitigate this risk, limit the frequency and intensity of your retargeting and remarketing campaigns and ensure that your ads are relevant and personalized to the customer’s interests.

Ad Blindness

Customers may become so used to seeing retargeting and remarketing ads that they start to ignore them altogether—potentially causing a decrease in ad effectiveness and a waste of advertising dollars. To prevent ad blindness, monitor frequency caps and regularly review and optimize your campaigns.

Negative Feedback

Customers may leave negative feedback or reviews if they feel your retargeting and remarketing campaigns need to be less aggressive or more relevant to their interests. Negative feedback can damage your brand reputation and discourage potential customers from purchasing. To avoid this, be transparent about your data collection and use practices, and tailor your campaigns to each customer segment.

Ad Fraud

Retargeting and remarketing campaigns can be vulnerable to ad fraud, where bots or malicious actors generate fake clicks or impressions on your ads—resulting in wasted advertising spend and decreased ad effectiveness. To combat ad fraud, use reputable advertising platforms and tools that offer fraud protection features, and monitor your campaigns closely for any suspicious activity.

Privacy Concerns

Retargeting and remarketing campaigns rely on tracking customer behavior and interests, which can raise privacy concerns. If customers feel that their personal information is being misused or collected without their consent, this can damage their trust in your brand. To address privacy concerns, ensure you have a clear and transparent privacy policy, and consider using opt-in consent mechanisms for data collection.

Budgeting for Retargeting Campaigns

The budget for retargeting can vary depending on factors such as your business’s size, industry, and advertising goals. However, a reasonable monthly budget for retargeting can range from 10% to 30% of your overall advertising budget.

For example, if you have a monthly advertising budget of $10,000, you can allocate between $1,000 to $3,000 for retargeting campaigns. This budget range can effectively reach potential customers who have already shown an interest in your products or services.

It’s important to note that the actual cost of retargeting can vary depending on the advertising platform, the competition for ad space, and the audience you’re targeting. You may need to adjust your budget based on the performance of your campaigns and the cost per click or impression.

It’s also essential to regularly track your return on investment (ROI) for your retargeting campaigns. If you do not see the desired results, you may need to adjust your budget or optimize your campaigns to improve their effectiveness.

Maximizing Ad Spend Efficiency: How CAC and CLV Influence Your Advertising Budget Decisions

By comparing your CLV and CAC, you can determine the effectiveness of your retargeting campaigns and ensure that your marketing investments generate a positive return. If your CLV is significantly higher than your CAC, your retargeting campaigns successfully drive customer value and profitability.

Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLV) are essential metrics significantly influencing business ad spend budget decisions. Understanding the relationship between these two metrics allows businesses to make informed decisions about their marketing and advertising strategies, allocate resources efficiently, and maximize profitability. Here’s how CAC and CLV impact ad spend budget:

  1. Balancing CAC and CLV: When allocating an ad spend budget, businesses aim to balance acquiring new customers (CAC) and retaining existing ones to maximize their lifetime value (CLV). A lower CAC than CLV means a business spends less to acquire customers than the revenue they generate over their lifetime. This balance ensures a healthy return on investment (ROI) from advertising efforts, allowing businesses to reinvest in their marketing campaigns or allocate resources to other areas of the company. A good benchmark for CLV to CAC ratio is 3:1. 
  2. Optimizing ad spend: By continuously monitoring and analyzing CAC and CLV metrics, businesses can identify areas where their advertising campaigns need improvement. This information helps them optimize their ad spend by reallocating resources to channels that deliver higher ROI, reducing inefficient ad spend, and making data-driven decisions to improve the overall performance of their marketing campaigns.
  3. Scaling advertising efforts: CAC and CLV can guide businesses in scaling their advertising efforts. If a company’s CLV is significantly higher than its CAC, it may indicate an opportunity to invest more in customer acquisition while maintaining profitability. On the other hand, if the CAC is high relative to CLV, businesses might need to reassess their advertising strategies, focusing on improving customer retention and increasing CLV to justify their ad spend.
  4. Strategic targeting: Understanding CAC and CLV helps businesses target their advertising efforts effectively. By identifying high-value customer segments with higher CLV, companies can focus their advertising efforts on attracting those customers. This strategic targeting can lead to more efficient ad spend and higher overall ROI.

Calculating Customer Lifetime Value (CLV) and Customer Acquisition Cost (CAC)

Understanding your customer lifetime value (CLV) and customer acquisition cost (CAC) is essential for determining the success of your retargeting campaigns. Here’s how to calculate these metrics:

Customer Lifetime Value (CLV)

CLV is the total revenue you can expect from a customer throughout their relationship with your brand. You can calculate CLV by multiplying the average purchase value by the average number of purchases per customer and the average customer lifespan. For example, if a customer spends $100 per purchase, makes five purchases, and has a relationship with your brand for three years, their CLV would be $1,500.

Customer Acquisition Cost (CAC)

CAC is the total cost of acquiring a new customer, including marketing and sales expenses. You can calculate CAC by dividing your total marketing and sales costs by the number of new customers acquired during a specific period. For example, if you spent $10,000 on marketing and sales and acquired 100 new customers, your CAC would be $100 per customer.

CAC can and will vary depending on the acquisition channel as well. It is best to break down your CAC between each channel to know what channels are performing or underperforming.

Choosing the Right Platforms for Retargeting

The platforms you should use for retargeting can depend on your business’s goals, target audience, and advertising budget. Here are some popular platforms you may want to consider for your retargeting campaigns:

  • Google Ads: Google Ads is one of the largest advertising platforms for retargeting, offering various retargeting options, including display ads, search ads, and YouTube ads. Google’s retargeting capabilities allow you to target users who have interacted with your website, YouTube channel or mobile app.
  • Facebook Ads: Facebook Ads is another popular platform for retargeting. With Facebook’s retargeting capabilities, you can target users who have engaged with your Facebook Page, Instagram account, or website.
  • LinkedIn Ads: LinkedIn Ads is a popular platform for B2B retargeting. With LinkedIn’s retargeting capabilities, you can target users who have engaged with your LinkedIn Company Page, LinkedIn Ads, or website.
  • Twitter Ads: Twitter Ads offers a variety of retargeting options, including website retargeting and Tailored Audiences, which allows you to target users based on their interests, behaviors, and demographics.
  • AdRoll: AdRoll is a retargeting-specific advertising platform that offers retargeting options for display, social media, and email marketing.

When deciding which platforms to use for retargeting, consider your target audience and where they spend their time online. It’s also important to consider your advertising budget and the cost of advertising on each platform. By testing and optimizing your retargeting campaigns across various platforms, you can find the ones that work best for your business and help you achieve your advertising goals.

Best Practices for Retargeting in E-Commerce

To effectively use retargeting in e-commerce, follow these best practices:

  1. Set Clear Goals: Determine the primary objective of your retargeting campaign, whether it’s increasing conversions, reducing cart abandonment, or driving customer loyalty. Clear goals will help you design an effective campaign and measure its success.
  2. Monitor and Optimize: Monitor your retargeting campaigns’ performance and make necessary adjustments to improve their effectiveness. To gauge success, look at click-through rates (CTR), conversion rates, and cost per acquisition (CPA).
  3. Cross-Device and Cross-Platform Targeting: Optimize your retargeting campaigns for different devices and platforms. Creating dedicated campaigns will help you reach customers consistently, regardless of their device or platform. This is most important for display ads that have different visual requirements for proper display. 
  4. Retarget Across the Customer Journey: Retarget customers at different stages of their buying journey, from awareness to consideration, purchase, and retention. Triggering remarketing based on which step in the customer journey can help you address customers’ unique needs and concerns at each stage, increasing the likelihood of conversion.
  5. Leverage Dynamic Creatives: Use dynamic creatives to show personalized ads based on the user’s browsing history, preferences, and previous interactions with your brand. Enabling you to create more relevant and engaging ads, increasing their effectiveness.
  6. Combine Retargeting with Other Marketing Strategies: Don’t rely solely on retargeting to drive results. Combine retargeting with other marketing strategies, such as email marketing, content marketing, and social media marketing, to create a comprehensive approach that addresses customers’ needs throughout their buying journey.
  7. Capitalize on Seasonality: If your business experiences seasonal trends, adjust your retargeting campaigns accordingly. This can help you capitalize on increased interest and demand during peak seasons and keep your brand top-of-mind during slower periods.


Retargeting is a powerful marketing tool for e-commerce businesses, helping you reach potential customers who have already shown interest in your products or services. By following best practices, selecting the right platforms, and allocating an appropriate budget, you can effectively use retargeting to drive conversions and boost your bottom line. Remember to continually monitor, analyze, and optimize your campaigns to ensure their ongoing success.

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