More than 70% of online shopping carts are abandoned as of 2026. For any small business, encouraging visitors to complete transactions and become regular customers is critical.
But without retargeting campaigns, you could be missing out on a valuable opportunity to bring visitors back to your site.
To help you understand how to convert users with retargeting ads, our Orange County SEO pros share four best practices below.
Match Search Intent to Retarget the Right Visitors
Matching intent will help you create retargeting ads that drive users back to your site. But make sure your ads fit a user’s apparent goal, whether that’s finding information or buying a product to solve a problem.
Focus on relevance and compatibility: ads that are a poor fit for the user are massively unlikely to get clicks.
Understand Your Retargeting Campaign Goals
Each retargeting campaign needs a clear objective.
Are you trying to keep your brand at the front of an existing customer’s mind or turn a one-time visitor into a buyer?
Do you need to grow your newsletter subscribers or encourage more users to upgrade their accounts?
Establishing a measurable goal for your retargeting campaigns will help you create effective ads that generate results. Otherwise, your ads may fail to land with anyone, wasting your time and money.
Keep Your Retargeting Ads Fresh to Minimize User Fatigue
Update your retargeting ads to prevent potential customers from tiring of your business. If they see the same ads multiple times a day for months on end, users may lose all respect for you. And they might never visit your site, no matter how long you keep advertising to them.
Freshen up your retargeting campaigns at least once a month to avoid user boredom. And decide on a frequency cap: showing your ads to the same users too many times could push them away.
Be Careful When Retargeting Converted Visitors
Whether it takes one ad or dozens, users may return to your site and convert. But while retargeting existing customers is important to maintaining their loyalty, you need to keep it subtle.
Initially, keep the frequency cap to just one per day, then increase it if they don’t make a repeat purchase after a while.
But if they buy from you often, you may exclude customers from your retargeting list (even temporarily). Otherwise, they might question how much attention you pay to customer behavior.
Improving Your Small Business’s Conversion Rate with Retargeting Ads
Retargeting ads can keep your business fresh in a visitor’s mind long after they leave your website.
Effective ad campaigns may remind potential customers to complete a transaction or take other actions that benefit your business. But creating and executing strong campaigns by yourself can be tough.
Our Orange County SEO agency will help you retarget non-converting visitors with unique tailored ads.
We’ll create campaigns that bring users back to your website ready to take action, whether that’s making a purchase or joining your mailing list.
Ready to get started? Contact our SEO specialists today!