Using Retargeting Ads In Ecommerce

1,322 meetings generated this year Outbound Sales Team = 0 - Here's how 👇 1. Cold/Initial Ads Build Awareness, Not Instant Sales We run cold ads to drive targeted traffic to our website—not to a lead gen form. Here’s the reality: B2B buyers aren’t impulse-buying $3k–$10k+ solutions on their first visit. 3% of cold traffic converts to meetings. Meaningful first impressions with possible prospects at scale... Channels We Use to Drive Cold Traffic: Google Ads (Paid Search) Paid Listings (e.g., Clutch, Influencer Marketing Hub) LinkedIn Cold Ads SEO Organic Social (like this post and YouTube for us) And yes, tell your boss to chill out! 🥶 Raining sales from cold ads isn't a thing in B2B 2. Retargeting: Build Trust, Not Friction Most buyers don’t convert on their first visit. Why? A. It’s not the right time—they’re still researching. B. They don’t know or trust you yet. C. They don’t see you as an expert compared to competitors. Our Retargeting Strategy: Focus on overcoming B + C by distributing content that builds trust and credibility and dripping in subject matter expertise where possible. Types of Retargeting Ads We Run: Case studies Expert advice & audits Testimonials Community-focused 3rd Party Validation The goal? Build trust, and position ourselves as the experts they turn to when they’re ready to buy. 3. Retargeting Intensity based on signals We adjust retargeting intensity based on their last intent-based action: 0–30 Days: High-intensity ads (4-5/week) focused on building trust. 30–90 Days: Mid-intensity ads (2-3/week) focused on demonstrating expertise. 90–180 Days: Low-intensity nurture (1-2/week) to stay top of mind without overwhelming them. This layered approach ensures prospects feel informed and comfortable reaching out when the time is right. We can't force them into being ready to buy, but we can look for signals that indicate they might be closer to making a decision and try to move ourselves higher up the consideration ladder. 4. Take an Ecosystem approach to marketing Most marketing departments fail in this next area. Setting up marketing channels as silos disconnected from the others vs an ecosystem that flows in and out of each other. A. Paid search traffic is often still the life-blood of in-market traffic with shorter sales cycles -Leverage LinkedIn ads to qualify and convert this traffic more efficiently and consistently B. Retarget your prospects on multiple channels to create the "everywhere" effect that improves recall and builds trust C. Ensure your content is worth distributing by ensuring it's dripping in subject matter expertise where possible D. Identify website visitors and own your 1st party data where possible for more personalized messaging strategies E. Leverage paid channels to drive organic community growth and always cross-pollinate your organic communities if possible. That's all for now! #B2BMarketing #LinkedInAds #DemandGen #InboundMarketing

If your leads keep clicking “I’ve seen this ad too often,” it’s not fatigue—it’s bad targeting. When your dream clients are served the same ad over and over, you’re not building brand trust. You’re becoming wallpaper. 💥 Unskippable. Unwanted. Ineffective. What’s really going wrong? • You’re targeting too broad—or too narrow • You’re not segmenting based on funnel stage • You’re optimizing for impressions, not intent • Your creative isn’t rotating fast enough • And let’s be honest…maybe the message isn’t hitting 📉 Repetition without relevance isn’t marketing. It’s noise. If your ads are showing up like that one song Spotify keeps pushing—it’s time for a smarter strategy. ✅ Fix the funnel. ✅ Recalibrate your message. ✅ Respect your audience’s time and attention. You’ll get fewer skips—and more results.

Remarketing is often the misunderstood middle child of performance marketing. Let’s break a couple of myths🔨 🎯 One size fits all fits probably no one:  I’ve seen many companies burn money on campaigns that don’t recognize that every section of their audience has their own motivations. Why, if I had a penny for every time I visited a site with no intent to purchase their product at all, only to spot a “Schedule a Demo Today” ad by them on whichever site I visit, I’d probably be the richest guy in SaaS! I read somewhere that 84% of users either ignore or are put off by retargeting ads! Shows how important it is to get it right. Start doing these things: - Segment visitors by page depth (1 page vs 3+ pages) - Track time-on-site thresholds (>2 min = higher intent) - Create separate campaigns for pricing page visitors vs. blog readers Tailor your content based on your audience’s behavior and stage in the buyer journey (URL path visitors, action completers, cart abandoners) 🎯 Retargeting works like a mosquito coil:  Retargeting is not plug and play, and it typically doesn’t stop with one level. Retarget for all customer stages. Not only demo and trial signups. This insulates your prospects from leaving the funnel midway. We’ve had cases where we spent thousands of dollars on a retargeting campaign only to make zero sales. But here’s what happened afterward ⭐ : When we triggered another retargeting campaign for the warmer folks from the previous campaign, giving them BOFU content, we made sales. A lot of it! What’s to learn here? You’re unlikely to be bet on with just the first touch point. You have to build that awareness consistently. Create a 3-tier remarketing structure: > Tier 1 (Cold): Educational content, industry reports > Tier 2 (Warm): Case studies, comparison guides > Tier 3 (Hot): Free trials, demos, limited-time offers Build custom audiences for each segment, assign specific content types to each, and implement frequency caps based on ‘bucket temperature’. Also, the focus should also be on increasing the credibility of your company rather than only pushing them towards the CTA. Here's one customized Google + LinkedIn campaign strategy we used for a client recently. What are some retargeting tactics that’s worked for you?

Should you retarget by intent? We ran the test... Most B2B retargeting looks something like this: Someone visits your site, any page at all…and immediately: they’re getting hit with “Book a demo” or “Start your free trial” ads. No nuance. No context. Just one-size-fits-all messaging chasing every visitor around the internet. It’s simple. It’s easy. But also pretty broken. Here’s why: > Not everyone on your site is in the same headspace. > Blog readers aren’t ready to talk to sales. > Product page visitors are curious but not convinced. And people on the demo page? They’re this close but something’s holding them back. Treating all three the same? That’s how you burn ad dollars without actually building pipeline. So we ran a test. One of our clients had a basic retargeting setup. One campaign. One CTA. One generic message. We broke it apart and rebuilt it based on intent. ___________________________ Here’s how we segmented it: Blog readers Top-of-funnel folks in research mode. → We showed them value-first content: guides, checklists, downloads. Product & feature page visitors Mid-funnel visitors sniffing around the solution. → We served ROI calculators, interactive tools, and “how do you stack up” style CTAs. Pricing/demo page visitors Bottom-of-funnel leads with real buying signals. → They saw direct “Book a demo” and “Start your trial” ads with tons of social proof. ___________________________ Here’s what happened over 60 days: Old campaign (one-size-fits-all): > Low click-through rates (~0.4%) > Modest form fill volume > Demo-to-close rates hovering around 17% New segmented retargeting: > 3.1x higher CTR > 2.4x more total form fills > 29% increase in demo-to-close conversion from high-intent segments ___________________________ Better message-match. Cleaner funnel transitions. Better results.

Creative fatigue is expensive. For some brands, it costs them millions of dollars per year in wasted spend. Similar to a concept in options trading known as "theta burn", the closer a creative gets to fatigue, the more costly it is to your business. In the modern world of AI, you don't need to subject yourself to this pain as a marketer. I'll share some actionable ways on how to smartly battle and eliminate creative fatigue: 𝗙𝗶𝗿𝘀𝘁, 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝘁𝗵𝗲 𝗱𝗲𝗰𝗮𝘆 𝗰𝘂𝗿𝘃𝗲. We tracked this at adQuadrant - after 4 exposures, conversion rates drop 45%. But here's what might surprise you: the decline accelerates. Exposures 5-7 are actively training your audience to ignore you. During an audit for a beauty brand, we discovered 19% of their impressions were hitting users 5+ times in a single month. That's considered brand erosion, something much worse than fatigue. 𝗦𝗲𝘁 𝘂𝗽 𝗲𝗮𝗿𝗹𝘆 𝘄𝗮𝗿𝗻𝗶𝗻𝗴 𝘀𝘆𝘀𝘁𝗲𝗺𝘀. Don't wait for Meta to flag your creative as fatigued (by then, your CPAs have already doubled). Watch for subtle signals: slight CTR dips, increasing frequency without corresponding conversions, engagement dropping while impressions climb. We use predictive AI to catch these patterns, but even basic monitoring beats flying blind. 𝗥𝗼𝘁𝗮𝘁𝗲 𝗲𝗹𝗲𝗺𝗲𝗻𝘁𝘀, 𝗻𝗼𝘁 𝗲𝗻𝘁𝗶𝗿𝗲 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀. Here's what most people get wrong - they trash everything and start over. Smart refresh means keeping what works and evolving what doesn't. Change the hook, swap the background, update the CTA. Same core message, fresh packaging. Think iterations, not overhauls. 𝗧𝗲𝘀𝘁 𝘃𝗲𝗹𝗼𝗰𝗶𝘁𝘆 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 𝗺𝗼𝗿𝗲 𝘁𝗵𝗮𝗻 𝘁𝗲𝘀𝘁 𝘃𝗼𝗹𝘂𝗺𝗲. I've seen brands run 50 creative variants simultaneously and learn nothing actionable. Better approach: rapid sequential testing with AI-powered analysis. We've helped clients achieve 470% conversion improvements not by testing more, but by testing smarter and implementing faster. The reality? Nielsen found creative quality drives 89% of campaign performance, yet most marketers are still manually guessing when to refresh. With budgets shrinking to 7.7% of revenue, that guesswork is getting expensive. The tools exist. The data is there. The only question is whether you'll keep paying the fatigue tax or start treating creative refresh as the strategic advantage it actually is. 

Most brands rely on one “big idea” ad to carry their account. But single-hit ads always burn out. Here’s how to build *creative depth* so your pipeline never runs dry: 1️⃣ Multiple Entry Points ↳ Hook your audience in different ways, curiosity, authority, urgency, humor. Each one appeals to a different buyer psychology. 2️⃣ Layered Storytelling ↳ Run ads that cover the full journey: attention-grabbing hooks, credibility-driven testimonials, and problem/solution explainers. Depth comes from variety across the funnel. 3️⃣ Parallel Testing ↳ Don’t wait for a winner to die before launching the next. Test new ads alongside existing ones to stack performance instead of replacing it. 4️⃣ Strategic Redundancy ↳ Even the best concept needs backup. Having 3–4 strong iterations in rotation ensures you’re never caught flat-footed when fatigue hits. Scaling isn’t about “one winner.” It’s about having creative depth to keep performance steady. Found this useful? Like, follow, and repost ♻️ so others can too! ps. struggling with creative bottlenecks? We can help

Before you make a new ad, try this first. Most brands kill their best-performing creatives too early. But if an ad performs once, you can find tens or even hundreds of new winners from that one initial ad. You just need to reframe it. Here’s how we squeeze more life out of top performers: 1. Switch the CTA 2. Change the background music 3. Reorder the B-roll using modular edits 4. Update text overlays to match the platform 5. Re-record the same ad with different people 6. Swap the human voice-over for a robot voice 7. Refresh the styling - backgrounds, product shots, colors 8. Remove the voice-over and run it with trending TikTok audio and captions     These tweaks might seem simple. But sometimes simple is all you need. And they can extend your winning ad's lifespan by 2-3x. No need to start from scratch. Double-down on what’s already working — Ps. What's your favorite way to refresh a winning ad?

We’ve Seen It Happen Too Often: Why Ignoring Creative Fatigue is Killing Your Ads Working with over 150 eCommerce brands has taught my team one crucial lesson: creative fatigue can break even the most well-crafted campaigns. 💡 Here’s the problem: When your audience sees the same ad repeatedly, they stop engaging. It’s not their fault—it’s human nature. And when engagement drops, so does your ROAS. 🚨 How We Spot Creative Fatigue For the brands we work with, we look for these red flags: Frequency Spikes Over 2.5: When ads appear too often, audiences tune out. CTR Drops by 20% or More: A clear sign your creative is no longer resonating. Rising CPMs: Higher costs with fewer results—it’s the ultimate drain on your budget. 🔧 Our 5-Step Playbook to Beat Creative Fatigue Here’s how we help our clients refresh their ads and stay ahead: Rotate Creatives Every 7-10 Days We always have 10-15 creative variations ready, so our clients’ campaigns stay fresh. Tap Into UGC (User-Generated Content) Customers love authenticity. Leveraging real-life testimonials and product demos consistently drives engagement. Test Diverse Formats Static images, GIFs, and carousels—they all serve a purpose. We’ve seen engagement skyrocket by diversifying formats. Optimize with Dynamic Creative Ads Meta’s Dynamic Creative tools allow the algorithm to auto-rotate creatives, avoiding overexposure and boosting efficiency. Weekly Performance Reviews We analyze ad performance by creative every week, ensuring we spot fatigue early and replace underperformers fast. 💡 The Most Important Lesson We’ve Learned In the first 3 seconds, your ad must stop the scroll. Bold visuals, punchy headlines, and clear value propositions aren’t just nice to have—they’re non-negotiable. We’ve seen firsthand how ignoring creative fatigue costs eCommerce brands thousands in wasted spend. But with the right strategy, it’s entirely avoidable. If you’re ready to breathe life into your campaigns and scale profitably, let’s connect.👇

Before you launch another “new” campaign… Here are 5 fixes that can give your next campaign a better shot at winning: 1. Review top spenders in the account and reallocate budget toward proven high-ROAS audiences instead of splitting budget across too many small audiences.     2. Test shorter, high-contrast videos in place of static images to grab attention in the first 3 seconds.     3. Refresh creative hooks every 2–3 weeks to combat ad fatigue before performance drops.     4. Set up automated rules to pause ads once CPA rises above your target to avoid wasting budget overnight.     5. Build retargeting ads that answer the #1 objection you hear most (pull from customer service chats, review sites, or sales calls).     What would you add to this list?

It's very possible to drive incrementality targeting existing customers on Meta. In fact, if well executed, it can and should be a part of your evergreen strategy for reactivation and profitability. But we find that most brands target a broad "all customer" list with minimal exlcusions (past 30 day purchaser) and use this campaign to modulate overall channel ROAS (oof). Incrementality is often below 1.0 and this campaign becomes a money pit to paint a rosier picture. So how can you make customer remarketing for you? Meta is a strong starting place because out-of-the-box audience match rates can be as high as 80%. In other words, if you take a list of known users/customers there is a good chance you can reach most of them on Meta. Audience strategy matters a LOT. Here's where I would start: - Lapsed Customers - 12mo+ since purchase (or whatever makes sene for your business) - Unreachable customers - unsubs, undeliverables etc from your email and SMS lists - I would exclude anyone who clearly only came in on a discount/major incentive For measurement: - Its necessary to run a lift study. - Because these are known customers, you can and should do the split design work on your side. This way, you can monitor customer behavior over longer time horizons and be sure you aren't just pulling purchases forward. For creative: - I like to focus on new products, new colorways, and new stories or value props. Give them something interesting to pay attention to and a reason to come back. - I would avoid any sort of promotion, at least in initial testing. You can revisit this as you see incrementality results roll in. I ran a test like this for an ecomm brand and we saw a 40% lift in reactivation, with same order profitability. The scale of the campaign was not huge (3-5% of our program), but it largely became a set it and forget it profit machine for us. This is a fairly easy test you can setup in a few days. Give it a shot. #Reactivation #Measurement #Incrementality