Mastering Retargeting Ads for Shopify: A Simple Guide to Boosting Sales

mastering retargeting ads for shopify to boost sales

Running an online store on Shopify is a significant accomplishment, but turning visitors into paying customers is the real challenge.

Despite your best efforts to drive traffic to your site, many potential customers leave without making a purchase.

It’s estimated that 98% of first-time visitors leave without buying anything. This is when retargeting ads come in handy. 

Retargeting ads serve as a gentle reminder to those who have visited your store, encouraging them to return and complete their purchase.

Retargeting ads can significantly increase your chances of making a sale by targeting people who have already shown interest in your products.

So, how do you create great retargeting campaigns?

Here are some tips to help you make retargeting ads that really work:

Understand Your Audience:

Of course, the first step in creating a successful retargeting campaign is to understand your audiences. Analyze the different actions visitors take on your website to create specific audience segments.

This segmentation allows you to tailor your ads more effectively, addressing the unique needs and interests of each group.

Common segments include:

  • Product Viewers: These customers showed interest in specific products but didn’t add them to their cart. Highlighting these products in your retargeting ads, along with related items, can reignite their interest.
  • Cart Abandoners: These customers who added items to their cart but did not complete the purchase. They are often the easiest to convert with a well-timed reminder or a special offer to reduce the cart abandonment rate.
  • Past Purchasers: These are customers who have previously bought from you. They are more likely to make repeat purchases if they see ads for new arrivals or complementary products.

Customize Your Ads:

Customizing your ad creatives to align with the interests and behaviors of your audience segments is crucial. Tailored ads resonate more with your target audience, leading to higher conversion rates and engagement.

By understanding and addressing the unique preferences and actions of each segment, you can create more compelling advertisements that drive results.

Here are some tips for crafting effective retargeting ads:

1. For Cart Abandoners: Show the items they left behind with a reminder or offer a limited-time discount or free shipping.

Create urgency with phrases like “Only a few left!” or “Sale ends soon!” If they don’t respond, send a reminder email after a few days.

2. For Product Viewers: Display the products they viewed, along with similar items they might be interested in. Try to use high-quality images to grab their attention.

Write engaging headlines and descriptions that highlight the benefits and unique features of the products.

Finally, use strong calls to action like “Shop Now”, “Learn More” or “Don’t Miss Out” to encourage them to act quickly.

3. For Past Purchasers: Show new products they might like based on what they previously purchased. Create special bundles or discounts on items that go well with their previous purchases.

Give them early access to new products or sales to make them feel special. Promote loyalty programs or reward points they can earn with their next purchase.

Use their past shopping behavior to recommend personalized product suggestions.

Choose the Right Ad Placement and Frequency:

Choosing the right platforms and ad placements is essential for reaching your audience effectively.

Decide where your ads will appear — Facebook, Instagram, or other places where your audience spends time.

Also, make sure your ads don’t show up too often, as this can annoy people and make them less effective. Aim for a balance that keeps your brand visible but not intrusive.

Learn more about the top 20 eCommerce KPIs you need to track.

Use Dynamic Product Ads (DPAs):

dynamic product ads

Dynamic Product Ads (DPAs) automatically show the most relevant products to each user based on their interactions with your website.

This automation makes your ads more personalized and timely, increasing the chances of conversion. DPAs pull data from your product catalog and update it in real-time, ensuring that your ads always feature current products and prices.

However, using DPAs requires a lot of effort to sync products from your store to Facebook.

Imagine having thousands of products in different categories and having to sync them one by one — it sounds exhausting, right?

Well, there is a solution – Two Owls – Facebook Pixel. With this app, you can make this process much easier. Two Owls helps you sync products from your store to Facebook’s catalog quickly and easily in a few clicks, saving you a lot of time.

two owls

Plus, Twoowls.io makes tracking visitor actions on your site easy, capturing key data like purchases without technical hassle.

It uses Facebook Pixel and Conversion API for accurate tracking, even with privacy restrictions like iOS 14.

This ensures your ads are always up-to-date, making Two Owls essential for any eCommerce business looking to improve ads.

Common Mistakes to Avoid in Retargeting Ads:

Now that you know about retargeting ads and the tools to run a campaign, the final step is to avoid common mistakes.

Based on practical experience and surveys from seasoned advertisers, here are the 3 most common mistakes:

1. Bombarding Users with the Same Ad Over and Over:

When your customer data is duplicated or you create identical ads, audiences can end up seeing the same ads too many times.

This can get really annoying for them. Not only does it waste your advertising budget, but it also makes people less likely to pay attention to your ads in the future.

To avoid this, mix up your ads and control how often they are shown to the same person. This keeps your audience interested and maintains a positive image for your brand.

2. Not Segmenting Audiences:

Sending the same ad to everyone misses the chance to be more personal and effective.

When you show the same ad to all users, it doesn’t address their unique interests, making the ad less engaging.

Instead, divide your audience based on their behavior, like the pages they visited or the products they viewed. By tailoring your ads to these specific groups, your ads become more relevant and interesting.

This personalized approach not only grabs attention better but also increases the chances of converting viewers into customers.

Personalizing your ads improves user experience and makes your marketing efforts more successful.

3. Retargeting Users Who Have Already Purchased:

Targeting people who have already bought your product can waste your advertising budget.

Instead of retargeting users who have already made a purchase, exclude recent buyers from your retargeting lists. This way, you focus your ads on attracting new customers.

Alternatively, use ads to cross-sell or upsell to existing customers, promoting complementary products or upgrades.

Also, it ensures your budget is spent more effectively, either by bringing in new customers or increasing the value of your current ones. 

By optimizing your retargeting strategy, you make the most out of every dollar spent.


That’s all the secrets you need to set up an effective retargeting ad campaign for your store.

Not only does it help increase your conversion rate, but with retargeting ads, you can also improve your ROI. A successful campaign will include measurement and optimization activities too.

Hope you have high-quality campaigns and high sales!

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