For e-commerce businesses, abandoned carts are a thorn in the side of conversions. It hurts to see potential customers so close to purchasing, only to leave your site empty-handed. But here’s the good news: Facebook and Google retargeting ads can turn those lost shoppers into loyal customers.

Retargeting ads are one of the most powerful tools in digital advertising, and with the right tactics, they can skyrocket your recovery rates. Let’s explore how to craft high-performing Facebook and Google retargeting campaigns to recover abandoned carts and boost your ROI.

Why Focus on Retargeting Abandoned Carts?

When shoppers abandon carts, it’s not always a lost cause. According to research, nearly 70% of online shopping carts go abandoned. But here’s the opportunity that businesses often miss: roughly three-quarters of those customers still intend to purchase later. All they need is a gentle nudge.

Retargeting ads allow you to:

• Reconnect: Bring back users by subtly reminding them of their near-purchase.
• Personalize: Serve ads tailored to their browsing behavior and interest.
• Convert: Lower your cost-per-conversion compared to traditional ads.

By specifically targeting users who are already familiar with your brand, retargeting increases the likelihood of reconverting them, making it a high-ROI strategy.

Understanding Your Target Audience

Successful retargeting campaigns depend on understanding who you’re targeting. For abandoned cart recovery, your audience typically consists of three groups:

1. Abandoned Cart Users 

These are the prospects who added items to their cart but didn’t complete the checkout process.

2. Website Visitors

Users who browsed your website or product pages without progressing to a cart.

3. Past Purchasers

Returning customers who’ve already bought from you. Retargeting here focuses on cross-selling or upselling complementary products.

Each of these segments has distinct intent and touchpoints, and tailoring your approach to them is critical for driving conversion.

Crafting Effective Facebook Retargeting Ads

Facebook is one of the most effective platforms for retargeting abandoned carts due to its hyper-specific ad targeting capabilities. With over 2.9 billion active users, Facebook allows you to deliver personalized messages right to your audience’s feed.

Key Facebook Ad Features

Here’s how to build a winning Facebook retargeting strategy:

1. Dynamic Product Ads (DPAs)

Dynamic Product Ads are one of Facebook’s most powerful tools for recovering abandoned carts.

• They automatically pull product info from your catalog and show users the exact items they left behind.
• These ads deliver “hyper-relevance” that compels users to take action.

Example:

Ad Headline: “Forget Something?”

Description: “Your [Product Name] is waiting for you. Don’t miss out on it!”

CTA Button: “Complete My Purchase”

2. Scarcity-Inspired Messaging

Create urgency by using limited stock or time-sensitive offers.

• Discount Example: “Get 10% off your cart! Offer ends in 24 hours!”
• Stock Example: “Only 3 units left! Order now before it’s gone.”

3. Carousel Format

Use Facebook’s carousel format to showcase multiple products. Include the product they browsed along with complementary items to cross-sell.

4. Social Proof

Include user reviews or testimonials in your ad copy to build trust and reduce purchase hesitation.

Example Copy: “⭐️ Rated 4.8/5 by 10,000+ Happy Customers!”

Best Practices for Facebook Retargeting Campaigns

• Segment Your Audience: Create separate ads for abandoned cart users, website visitors, and past purchasers.
• Use Shopping Behavior Data: Target ads based on product categories or specific pages they visited.
• Set Frequency Caps: Prevent ad fatigue by limiting how often users see your ad.
• Include CTAs in Ads: Be clear and direct. Examples include “Complete My Purchase” or “Claim Your Discount.”

Winning Strategies for Google Retargeting Ads

Google Ads offers one of the most robust platforms for retargeting, allowing brands to re-engage audiences across a wide range of digital touchpoints—including websites in the Google Display Network (GDN), YouTube, mobile apps, and Google Search. This expansive reach, combined with Google’s machine learning and audience segmentation capabilities, makes it an essential tool for boosting conversions and nurturing potential customers who didn’t convert the first time.

Google Remarketing Tactics

1. Standard Display Remarketing

Standard Display Remarketing enables brands to show static or animated display ads to users who have previously visited their website. These ads are shown as users browse other sites or use apps within the Google Display Network.

Best Use Case: Cart abandoners, product viewers, or visitors who spent significant time on key pages.

Key Elements to Include:

• High-quality visuals of the products or services viewed.

• Compelling copy with urgency or emotion.

• Bold call-to-action (CTA) to encourage click-through.

CTA Examples:

• “Still thinking it over? Grab your [Product Name] today.”

• “You left something behind – it’s not too late!”

• “Your favorite [Product Name] is waiting for you.”

Pro Tip: Use frequency capping to prevent ad fatigue and maintain a positive user experience.

2. Dynamic Remarketing

Dynamic Remarketing takes personalization to the next level by automatically serving ads that showcase the exact products or services users viewed on your site. This is especially powerful for e-commerce brands with large inventories.

How It Works:

• Connect your Google Merchant Center product feed.

• Use Google Ads’ dynamic ad templates to automatically generate ads with real-time data (product name, image, price, availability).

Why It’s Effective:

• Speaks directly to user intent.

• Reduces friction by reminding users exactly what they considered.

• Increases relevance and click-through rates.

CTA Examples:

• “Only a few left in stock – grab your [Product Name] now!”

• “See why [Product Name] is a customer favorite.”

3. Search Remarketing Lists (RLSA)

With Remarketing Lists for Search Ads (RLSA), you can serve tailored search ads to past visitors. These ads appear when users actively search for your product or related terms.

• Example Bid Strategy: Increase your bid for users searching “Buy [Product Name] now.”

4. Video Remarketing

Don’t ignore YouTube! Serve engaging video remarketing ads to users who’ve interacted with your brand.

• Example Video Idea: Highlight product benefits and include direct messaging like, “Left something behind? Complete your purchase today!”

Best Practices for Google Retargeting

• Leverage Lookalike Audiences: Target users who behave similarly to your highest-value customers.
• Use Geo-Targeting: Deliver ads based on the user’s geographic location for local offers.
• Measure & Adjust: Monitor metrics like CTRs and conversions, and refine your campaign for better results.

Tips for Writing Scroll-Stopping Ad Copy

Here’s how to write ad copy that grabs attention, communicates value and nudges customers to hit “buy”:

1. Use Personalization to Create Connection

Personalized copy creates an emotional bridge between the customer and your brand. It shows that you understand their preferences and are speaking directly to them, not a broad audience.

How to Personalize:

• Reference their activity (e.g., abandoned cart, recently viewed product).

• Use “you,” “your,” and even their name (if available) to build intimacy.

• Mention the product or category they interacted with.

Examples:

• “Still thinking about those sneakers? They’re almost gone!”

• “Your next cup of coffee is waiting—freshly roasted and 10% off.”

• “Hey [Name], we saved your cart for you.”

Pro Tip: Dynamic ads can insert real-time product names, images, and even prices based on user behavior—making personalization seamless and scalable.

2. Highlight Key Benefits, Not Just Features

Users don’t buy products—they buy outcomes. Effective ad copy clearly states what’s in it for them. Focus on benefits that solve pain points or improve their experience.

Examples:

• Feature: “Insulated water bottle.”

• Benefit-focused copy: “Keeps your drinks cold for 24 hours—wherever your day takes you.”

Retargeting Angle: Since the user is already aware of the product, remind them why it matters.

Copy Ideas:

• “Still unsure? Every order comes with a 100% satisfaction guarantee.”

• “Fast, free shipping—no surprises at checkout.”

• “Built to last. Backed by our 2-year warranty.”

Pro Tip: Benefits like free returns, eco-friendly materials, or customer support access can tip hesitant buyers over the edge.

3. Add Urgency or Scarcity to Drive Action

Even warm leads need a nudge. Adding urgency or scarcity leverages FOMO (fear of missing out), which can be a powerful motivator in retargeting ads.

Phrases That Create Urgency:

• “Today Only”

• “Ends at Midnight”

• “Limited Stock”

• “Only 3 Left in Your Size”

Examples:

• “Your cart expires in 2 hours—grab your [Product Name] now!”

• “Flash Sale: 20% off ends tonight.”

• “We saved your item, but it won’t last long.”

Pro Tip: Countdown timers and limited-time offers work especially well in dynamic creative formats across Facebook and Google.

4. Keep It Short, Snappy, and Easy to Scan

Attention spans are short, especially on mobile. Your ad copy should deliver maximum impact with minimal words.

Tips:

• Use sentence fragments, power verbs, and line breaks.

• Avoid jargon or filler words.

• Make the first 5–10 words count—they decide whether users keep reading.

Strong Hooks:

• “Wait! You forgot something.”

• “Back for more savings?”

• “Still on the fence?”

Pro Tip: Test single-line value props against longer formats—sometimes less really is more, especially in headline-driven placements like search and stories.

Copy Examples for Retargeting Ads

Facebook Ad Example

• Header: “Don’t Miss Out!”

• Primary Text: “Your [Product Name] is still waiting in your cart. Grab it before it’s gone!”

• CTA Button: “Complete My Purchase”

Variation A:
“Left something behind? We’ve saved your cart. But stock is running low—grab it before it’s gone!”

Variation B (Urgency + Benefit):
“Act fast! Enjoy 10% off and free shipping if you order today.”

Google Display Ad Example

• Headline 1: “Get Back to Your Cart!”

• Headline 2: “Exclusive Discount Inside”

• Description: “Enjoy 10% off your order! Complete your purchase today.”

• CTA Button: “Shop Now”

Variation A (Local Relevance):

• “Your Deal Is Still Waiting, Atlanta!”
  Get 10% off and same-day delivery—today only.”

Variation B (Personalized Product Reminder):

• • “Your [Product Name] is going fast!
    Still want it? Save now before it’s gone.”

Maximize Success with Retargeting Campaigns

The key to retargeting success is persistent, personalized, and engaging messaging. Use Facebook and Google to address your users at different stages of their decision-making process. Combine scarcity, personalization, and dynamic product displays to create a powerful one-two punch that converts.

At Propellant Media, we specialize in turning clicks into conversions, helping businesses create campaigns that deliver measurable results. Want your retargeting efforts to pack a bigger punch? Work with Propellant Media today and watch those abandoned carts turn into sales.