This document outlines seven best practices for retargeting campaigns for direct-to-consumer brands. It recommends: 1) understanding different customer buying stages to show relevant ads, 2) using dynamic display ads customized with previously viewed products, 3) retargeting existing customers with new product offers or upsells, 4) developing engaging creative ads that highlight branding, 5) avoiding ad fatigue through frequency capping and creative rotation, 6) using form-based ads on Facebook to collect leads at low cost, and 7) optimizing tracking pixels and burn lists to efficiently spend ad budgets.

1. 7 Retargeting
Best Practices for
D2C Brands

2. 7 Retargeting Best Practices for D2C Brands
Whether you’re a retargeting
newcomer or want to
optimize your retargeting
campaigns, here are seven
best practices that’ll help
you make the most of your
retargeting strategy efforts.

3. 7 Retargeting Best Practices for D2C Brands
Know your audience
1.
Make sure your retargeting strategy
accounts for different stages of the
customer buying cycle and uses customer
interactions with specific products to serve
relevant ads. That way, you can focus on
specific audience segments to show
relevant products and promotions.

4. 7 Retargeting Best Practices for D2C Brands
Use dynamic display ads to
capture audience attention
2.
Dynamic display ads
by customizing ads to show the products and
images that viewers previously engaged with on
your website. These display ads remind people
to come back for products that interest them.
They can also recommend related products
and accessories.
help retargeting efforts

5. 7 Retargeting Best Practices for D2C Brands
Retargetingexisting
customers
3.
If your customers become unresponsive
and haven’t purchased in a while, then
treat them as candidates for a retargeting
effort. Showing product-oriented
retargeting ads to existing customers may
convince them to come back to buy new
products, or .
you may even upsell some

6. 7 Retargeting Best Practices for D2C Brands
Develop quality
and engaging creative
4.
In addition to quality and compelling
creatives, always highlight your logo
and branding on your ads
.
to enhance
brand recognition

7. 7 Retargeting Best Practices for D2C Brands
Avoid ad fatigue
and brand blindness
5.
Ad fatigue happens when a user is exposed
to an ad or group of ads so often that they
actively tune them out. A simple way to
prevent this is by setting a frequency cap on
your ads. Remember to rotate your ads,
too — a good rule of thumb is to have at
least three unique versions of the same ad.

8. 7 Retargeting Best Practices for D2C Brands
Retarget based on facebook
page engagement with
form-based ads
6.
Form-based ads allow for the collection of lead
information like email addresses. Collecting emails can
enable additional marketing and relationship-building
opportunities at a much lower cost. Lead-generation ads
present an intuitive, natural-looking form directly within
the Facebook app, where users are more likely to feel the
trust to fill out the form.

9. 7 Retargeting Best Practices for D2C Brands
Optimize for Best Results
7.
Make sure to place your on
all pages on your website. User behavior in
between arrival and checkout provides
insight into the visitors’ interest level and the
types of products that grab their attention.
Burn lists using your pixels make your ad
spend efficient, as well. You can create lists
of users that reach the order confirmation
page in order to stop retargeting users who
recently made a purchase.
tracking pixels

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7 Retargeting Best Practices for D2C Brands