Quick answer: the most common retargeting ads are cart reminders (the exact item someone left in the cart), viewed-product ads (items they browsed), content follow-ups (the next article or video), cross-sells (products that go with a purchase) and win-back ads for lapsed customers. Below you’ll find how each type works and how to build it on Google and Meta, with the platforms’ own documentation, followed by 14 public ad examples from brands such as Amazon, Airbnb, Nike, Nordstrom and Best Buy.
When we browse social media or our favorite websites, the advertisements blend into the background, hardly getting noticed. This is because we see so many ads every day. Our brains are good at reducing background noise; otherwise, we’d all probably go crazy (or chuck away our laptops and phones in a blind rage).
On the other hand, retargeting is a powerful tool for marketers because it allows them to reach people who have visited their websites. Retargeting is also easy to set up and manage. Here’s how retargeting works.
Retargeting ad examples are everywhere, but what makes them so effective? The answer lies in their ability to generate high-quality content that converts.
Retargeting ads are designed to get attention and bring potential customers back to your site. They use data about previous visitors’ browsing history to target them with ads based on their interests. This can be done through browser cookies or data from other websites, such as social media platforms.
You can streamline this process even more using Replug, which not only assists in generating branded short links but also helps you set up retargeting campaigns easily in no time at all.
In this post, we’ve rounded up some awesome retargeting ad examples to help you get started with your campaigns.
Let’s get to it right away!
What is a retargeting ad?
A retargeting ad is a display ad that follows a user around the web. These ads are based on your site’s visitors, showing up when users visit other sites. They’re often used as an extension of remarketing campaigns (where ads follow users around after they’ve visited your site), but they can also be used to promote products or services.
Retargeting or remarketing? The two words are used for the same idea. Google used the term remarketing in Google Ads and now calls these segments “your data”, according to Google Ads Help; Meta uses retargeting. Some marketers use remarketing for email follow-ups and retargeting for ads.
Retargeting ads are powerful tools for marketers because they can target specific visitors who have already expressed interest in your brand. In addition, they help you convert those visitors into customers by following them around the web and reminding them why they should buy from you instead of someone else.
Retargeting ad examples by type
Retargeting ads differ mainly in what the person did before they see the ad. These are the five types you will see most often. The examples in italics use a fictional store, Ellis Coffee Co. in Austin, TX, to show the idea; the real brand examples follow further down.
1. Cart abandonment ads
They show the exact product someone added to the cart but didn’t buy, often with a reminder of free shipping or returns. Google’s dynamic remarketing and Meta’s ads with product media (previously called Advantage+ catalog ads) both build these from your product feed and the events your tag or pixel records. Example: “Your Colombia whole-bean coffee is still in your cart. Free shipping over $40.”
2. Viewed-product ads
They remind someone of products they looked at without adding them to the cart. Google describes dynamic remarketing as showing previous visitors ads “that contain products and services they viewed on your site and your app.” Example: a carousel of the three espresso blends a visitor browsed.
3. Content retargeting ads
They follow up on a blog post, video or webinar with the next step, such as a guide, a newsletter sign-up or a free trial. This works well when the first visit was to content rather than a product page. Example: someone who read a pour-over brew guide sees an ad for a free brewing checklist.
4. Cross-sell and upsell ads
They show products that go with something a customer already bought, or an upgraded version. You can target buyers through your pixel’s purchase events or by uploading a customer list; Google’s Customer Match uses “online and offline data to reach and re-engage with your customers” across Search, YouTube, Gmail and Display. Example: buyers of a coffee grinder see an ad for a burr-cleaning kit.
5. Win-back ads
They target past customers who haven’t bought in a while, often with a new product or a returning-customer offer. A customer list or a “purchased more than 90 days ago” audience is the usual starting point. Example: “New fall roast is out. Here’s 10% off your next bag.”
Retargeting from the links you share
Retargeting doesn’t have to start on your own website. If you add your Meta, Google, LinkedIn, TikTok or other pixels to a short link, bio page or QR code with a tool such as Replug, everyone who clicks can join your audiences, even when the link points to an article, a video or a partner’s product page, as described on Replug’s retargeting pixels page. Retargeting pixels are on Replug’s paid plans, per its pricing page.
Where to find real retargeting ads
To study what other brands run right now, search their names in the Meta Ad Library (ads running on Facebook and Instagram) and Google’s Ads Transparency Center. Both show live ads from verified advertisers, though they don’t say which ones were shown to a retargeting audience.
Best retargeting ad examples
The best retargeting ads include a clear call to action, such as “Download this free e-book” or “Sign up for our newsletter.” They highlight the value of your product or service and demonstrate how it addresses a specific problem or fulfills a need. To be truly effective, retargeting ads must be relevant to what the viewer previously engaged with, which makes proper tracking essential. Here’s how to write a call to action that converts.
These ads work well because they target people who have already expressed interest. When done right, they can significantly boost sales and lead generation. Moreover, when combined with sales automation, retargeting can help streamline the process of converting leads into paying customers.
Here is a list of 14 retargeting ad examples, grouped by platform, that you can use for inspiration:
- X (formerly Twitter) retargeting ad
Twitter is a powerful social media platform that can be used to promote your business. Twitter retargeting ads are one of the best ways to use Twitter for marketing. These ads appear as promoted posts in people’s timelines on X. They allow advertisers to display ads to users who have visited their website before. These ads are designed to encourage users who’ve already been interested in a product or service offered by your company to convert.
Example 1: Amazon
This Twitter retargeting ad example shows how brands can use Twitter’s native ad format to display relevant products or services in front of their targeted audience.
The product being advertised here is for sale on Amazon, which means that those who visit this page can purchase it directly from Amazon without having to go through any other steps in between.
Example 2: Nissan Motor
Nissan Motor Corporation created this ad to advertise their new product, the Nissan LEAF E+. The ad is a promoted poll that asks people what a fully charged car could power, which turns a spec into a question people want to answer.
Interactive formats like this work well for retargeting because people who already visited the model page are likely to engage with a question about it.
- Facebook retargeting ad example
The greatest approach to show your product or service to those who have previously expressed interest is through Facebook retargeting advertisements. A cookie that monitors user surfing patterns and displays relevant adverts on Facebook is what causes the advertisements to appear.
Related: Getting Started with Meta Pixel: The Key to Successful Retargeting
Example 3: Airbnb
By joining your email list or downloading an ebook or whitepaper from your website, visitors who have previously expressed interest in your brand or products can be targeted using Facebook’s custom audiences function.
This example of Airbnb demonstrates how effective targeting individuals who are already familiar with your brand or product can be by combining bespoke audiences with other targeting choices like geography and hobbies.
- Google retargeting ad campaign examples
The world’s most popular search engine is Google. The tool is excellent for remarketing efforts as well.
When running a retargeting campaign, choosing which retargeting platforms will be most effective for your business is important.
Google has been using retargeting for years now, and they know it works. Here are some of the best examples:
Example 4: Lexus
Toyota’s luxury brand, Lexus, manufactures premium cars and uses clever content marketing strategies in its advertisements. The above picture does not show a car. However, it can still evoke specific emotions in potential buyers because of its allusion to luxury, comfort, and power, which are all things that customers associate with the Lexus brand.
They hope this feature will help set them apart from the competition and convince a potential customer to choose them over other car manufacturers. They are publicizing it in this advertisement.
In a seamless piece of advertising, viewers are directed from an online banner ad to a landing page with a video ad that features the same color scheme and introduces Lexus’s most recent piece of cutting-edge technology, in this case, a speaker system. This seamlessness is alluring because the landing page advertisement is an extension of the banner advertisement.
The advertisement promises a luxury car but delivers a vehicle advertisement. The promise is fulfilled via the landing page, which is part of the advertisement. If it were just another vehicle advertisement, the force of the ad would be diminished.
Example 5: Klarna
Not every new visitor to your website ends up as a client. Sometimes, prospective customers get sidetracked or need more time to consider their options.
Example 6: Nike
Nike’s Retargeting Ad is one of the best examples to understand how retargeting can drive sales. This Retargeting Ad uses the “Running Shoes” product category and customizes the ad for each product.
It also includes a call-to-action at the bottom that encourages users who have visited their site to purchase the item they were looking at previously. This example shows how easy it is to personalize your retargeting ads based on user behavior and preferences.
- TikTok retargeting ad example
TikTok is an incredibly popular app that lets users create short video clips and share them with friends. It is one of the most popular social media apps on the planet.
These TikTok retargeting ads use dynamic creative features such as product recommendations and carousel ads to keep their audience engaged throughout their entire visit.
Example 7: Guess
“Guess,” a creative apparel company, sought to improve youth brand engagement and affinity. So they created the #InMyDenim hashtag challenge. They found that people had difficulty expressing their sense of style when wearing denim.
Strictly speaking, a hashtag challenge is a brand-awareness format rather than retargeting, but the people who engaged with it make a natural audience for later retargeting ads on TikTok.
- Email retargeting ad examples
Email retargeting is a powerful tool for marketers, and it’s one of the most effective ways to get people back on your website.
Email retargeting ads can help you convert more sales by reminding people of what they’ve seen on your site and encouraging them to take action. They’re also an easy way to reach out to customers who left without making a purchase.
Email has evolved from being a tool for academics to a widely used technology throughout the world. Billions of people use email every day.
Example 8: NordStorm
Nordstrom uses emails to reach out to customers who haven’t completed their shopping carts in a bid to win them over before they decide to leave. The store sends an email with a list of the items they left unpurchased and encourages them to return those items to their cart by highlighting their “Free Shipping – Free Returns” policy.
Example 9: Netflix
Netflix promotes its original series and films, such as Stranger Things, with display ads like the one below. A streaming service can use the same idea for retargeting: show people who visited a title page, or lapsed subscribers, an ad for that show or a similar one, so that they will want to come back and watch more!
Example 10: Adidas
Adidas knows exactly who its target customer is and what they want: sneakers! This ad targets its ideal customer with an image that reminds them of a shoe they love (or want). It also uses a photo of someone wearing its products rather than just a picture of the product itself so it can be more relatable to its audience. This is particularly effective when trying to sell something that is only sometimes popular among all demographics (like $200 shoes).
- Ecommerce retargeting ad examples
Ecommerce retargeting ads are a great way to reach potential customers who have visited your website but have yet to purchase. You can use them to increase your sales and customer retention, which will help increase your customer lifetime value.
Example 11: Bellroy
Bellroy is a provider of more functional and useful accessories than a conventional wallet. Since consumers commonly own wallets, Bellroy must succinctly convey the benefits of its product and how it functions in a single advertisement.
Example 12: Chubbies
In 2011, two Stanford graduates started the men’s clothing company Chubbies. The company gained popularity by selling short shorts, but it now offers a range of fashion items and even swimwear. In addition to its signature apparel, Chubbies focuses on projecting a humorous and entertaining image as a brand. The company engages with clients on a different level than most other businesses do via the imaginative use of comedy in its marketing.
Example 13: BestBuy
This advertisement perfectly illustrates how a cart abandonment advertisement may seem. Shop around at Best Buy until you discover something you want, then add it to your shopping basket. If they believe you would still be interested in purchasing the goods after you leave, you will continue to see this advertisement.
- Instagram Retargeting Ads
Instagram is a great place to find your audience. With its huge user base, it’s easy to reach a large audience on Instagram. Through Instagram retargeting you can create rich media ads, including video and carousel ads, that can be more engaging than traditional text-based ads.
Example 14: Dollar Shave Club
Dollar Shave Club offers a great example of educational advertisements on Instagram. Users will learn why they should purchase the products, and they can even take advantage of a currently running promotion.
Benefits of using retargeting ads:
The biggest benefit of retargeted ads is that they allow you to target customers based on their interest in your products (or services). Because the audience already knows you, you spend your budget on people who are more likely to act. Depending on the platform and bidding option, you pay per click, per thousand impressions or per conversion.
Here are some ways you can use retargeting to benefit your business:
- Ad Personalization
With retargeting ads, you can target users with cookies or other identifiers that allow you to show them ads based on their past behavior on your website or application.
For example, if someone visits your website but doesn’t make a purchase, you may want to show them an ad with a discount offer or a coupon code so they can save money when they return to complete their purchase.
- Reduces cart abandonment
When people abandon carts without paying for items (known as cart abandonment), retailers need to reach out and get those shoppers back into their stores before someone else does. Retargeting helps retailers recover more lost sales by showing them ads for items in their shopping carts and encouraging them to complete their purchases.
Also read: Abandoned Cart Email Examples & Tips That Actually Convert
- Increases ROI
Retargeting helps you connect with more customers, which can increase your sales and improve your return on investment (ROI). With retargeting, you’re only paying for customers who are already interested in your products or services.
- Accelerating the buyer journey
Retargeting involves targeting users who have already shown interest in your products or services. You can show them relevant ads based on their past visits to your website or social media pages. This helps you reach people who may have abandoned their shopping carts before completing their purchase. It also allows you to convert these visitors into loyal customers by reminding them about your products or services before they forget them.
- Retargeting outperforms other digital ad channels.
Retargeted audiences have already shown interest, so they tend to convert better than cold audiences. Google, for example, lists “well-timed targeting” of people who previously interacted with your business among the benefits of using your data in its Google Ads Help.
- Retargeting is cheap compared to other advertising
The cost of running a retargeting campaign will depend on how much you want to spend and how many visitors you want to reach out to. Set a small daily budget, check the results after a week or two and scale what works.
- Retarget-specific URL visits
If you’re running a retargeting campaign with Google Ads, you’ll be able to see how many people visit a specific URL after seeing your ad. This is a great way to see if visitors are taking action on your website after seeing your ad.
- Retarget existing customers
You can use retargeting ads to reach potential customers who have already visited your site. For example, suppose someone visited your website but didn’t convert (for example, they didn’t buy anything). In that case, you can run an ad that appears when they browse Facebook or another site that uses cookies (a small text file stored in a user’s browser) to recognize them as having been on your website before.
Key takeaways
With the number of conversion-focused retargeting ads available, you can find a few great examples that fit your needs. The key is to experiment and test different ad formats, targeting methods, and landing pages to see what works best for your audience. You’ll only know how effective your ads can be once you try them!
FAQs on retargeting ad examples
Mustafa Niazi
