Retargeting Strategies for Paid Social Success

Introduction: Why Retargeting Matters

Ever visited a website, left without buying, then saw an ad for that product on your social feed? That’s retargeting in action. And it works, according to HubSpot, retargeted ads are 76% more likely to get clicks than standard display ads.

Retargeting strategies are key to paid social success. They help bring back people who already know your brand, meaning warmer leads, stronger engagement, and higher conversions.

In this post, we’ll cover proven retargeting strategies for Facebook, Instagram, LinkedIn, and TikTok. You’ll learn how to build smart campaigns, choose the right audiences, and optimize for results.

What Is Retargeting in Paid Social?

Retargeting (also called remarketing) shows ads to people who’ve already interacted with your brand. This could mean:

• Visiting your website

• Watching your videos

• Adding products to the cart

• Following your social profiles

By focusing on people who already know you, retargeting improves:

• Click-through rates (CTR)

• Cost per click (CPC)

• Return on ad spend (ROAS)

In fact, Google Ads reports that retargeted visitors are 70% more likely to convert.

Set Up Strong Audience Segments

The secret to retargeting success? Segmentation. Tailor messages to specific groups for maximum impact.

1. Website Visitors

• Use Meta Pixel or LinkedIn Insight Tag

• Target product-page viewers

• Exclude past purchasers

2. Video Viewers

• Retarget based on watch time (e.g., 50%+)

• Great for awareness nurturing

3. Email List Subscribers

• Upload lists to Meta, LinkedIn, or TikTok

• Use for upsells, loyalty, or re-engagement

• Stay compliant with GDPR and CAN-SPAM

4. Cart Abandoners

• Show urgency-based messaging

• Offer discounts or reminders

• Statista (2024): Retargeting recovers up to 25% of abandoned carts

Retarget Across Platforms Strategically

Meta (Facebook & Instagram)

• Use Dynamic Product Ads (DPA) to show exact products browsed

• Build custom audiences from site visits and video views

• Scale with lookalike audiences

Example: A fashion brand shows carousel ads of the exact shoes a user viewed.

LinkedIn

• Best for B2B retargeting

• Segment by job title, industry, or company size

• Retarget site visits or pricing-page views

Example: A SaaS brand retargets decision-makers who viewed its pricing page.

TikTok

• Great for UGC-style retargeting

• Use TikTok Pixel for tracking

• Retarget video engagers or website visitors

Example: A fitness brand retargets video viewers with short workout clips.

Use Creative That Matches the Funnel

• Top-of-Funnel: Awareness-focused ads (storytelling, explainer videos)

• Mid-Funnel: Social proof (reviews, discounts, testimonials)

• Bottom-of-Funnel: Urgency-driven ads (cart reminders, free shipping offers)

👉 WordStream reports conversion rates increase up to 150% when creatives are tailored to funnel stages.

Test and Optimize Campaigns

A/B Testing

• Headlines, CTAs, and offers

• Image vs. video

• Discount variations

Frequency & Timing

• Set ad frequency caps to avoid fatigue

• Retarget within 7–14 days for best results

Budget Allocation

• Dedicate 20–30% of your paid social budget to retargeting

Tools That Help with Retargeting

• Meta Business Suite – For Facebook & Instagram

• LinkedIn Campaign Manager – B2B targeting

• TikTok Ads Manager – Mobile-first retargeting

• Google Analytics 4 – Site tracking

• Hotjar – Heatmaps and behavior insights

• Klaviyo/Mailchimp – Sync email + ad targeting

Common Mistakes to Avoid

• Not excluding converters → Wastes budget

• Running the same ad too long → Causes ad fatigue

• Forgetting mobile users → 53% of users leave sites that load in >3 seconds (Think with Google, 2024)

Conclusion: Win More with Smart Retargeting

Retargeting is one of the most effective strategies in paid social. It helps convert interest into action, lowers costs, and accelerates sales cycles.

To maximize success:

• Build smart audience segments

• Match creatives to funnel stages

• Test and optimize continuously

Whether you’re B2B or B2C, retargeting should be a core pillar of your paid social strategy.

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Citations

• HubSpot (2024). State of Marketing Report – link

• Google Ads (2024). Retargeting Statistics – link

• Statista (2024). Cart Abandonment Rates Worldwide – link

• WordStream (2023). Paid Social Benchmarks – link

• Think with Google (2024). Mobile Speed Insights – link