Remarketing Ads: Common Mistakes You Should Avoid

Remarketing Ads: Common Mistakes You Should Avoid

Imagine this: 80 out of 100 visitors walk into your store, browse your products, and then leave without buying anything!

Sounds crazy, right?  Well, that’s exactly what happens online. Studies show a staggering 80% of website visitors abandon their carts before completing a purchase. But there’s good news! Remarketing offers a powerful solution to recapture these potential customers and turn them into loyal fans.

However, when it comes to remarketing advertising efforts, most businesses make mistakes, leading to failed campaigns due to silly errors or lack of knowledge. But don’t worry, we’re here to help. Today, we’ll break down common mistakes businesses make and show you how to fix them, so you can turn those window shoppers into paying customers.

Let’s dive in!

#1 Targeting Fatigue:

In remarketing, one common issue is targeting fatigue. This occurs when the same ads are shown repeatedly to the same people, leading to ad fatigue. Imagine seeing the same ad for a product you’ve already viewed multiple times – it can become annoying and ineffective.

For example, let’s say a user visits an e-commerce website and views a particular product. After that, they start seeing ads for that same product everywhere they go online. Initially, these ads may catch their attention, but after seeing them repeatedly without any variation, they become less engaging and may even be ignored.

The solution to targeting fatigue lies in diversifying your ad creatives and messaging. Instead of showing the same ad over and over again, mix things up by showcasing different products or highlighting different features of the same product. You can also experiment with different ad formats, such as carousel ads or dynamic product ads, to keep your audience engaged.

#2 Broad Targeting:

While reaching a large audience sounds appealing, it can be a waste of resources. Here’s an example: You’re a shoe company selling various types of shoes. You’ve launched a remarketing campaign targeting everyone who visited your website, including different categories like running shoes, casual shoes, hiking shoes, and bike riding shoes. Now, imagine this scenario: Visitors who are interested in seeing a specific type of shoe might encounter a generic, common ad, or worse, a visitor interested in running shoes might see an ad for bike riding shoes. What do you think will happen here? You guessed it right: Users will start losing interest in your ads.

Solution: Target with Precision!

Leverage User Behavior: Utilize website visitor data to tailor your ads effectively. If a user is browsing running shoes, they should see targeted ads showcasing different running shoe options. On the other hand, if someone is exploring other types of shoes, such as casual or formal footwear, they should encounter ads specifically tailored to their preferences. By segmenting your audience based on their browsing behavior, you can ensure that your remarketing efforts resonate with potential customers, leading to higher engagement and conversion rates.

Lookalike Audiences: Platforms like Facebook allow you to create “lookalike audiences” based on your existing customers. This lets you target users with similar interests, increasing the chance they’ll be receptive to your ads.

Interest & Demographic Targeting: Utilize demographic information and user interests to refine your audience. This ensures your ads reach people genuinely interested in what you offer.

By implementing these practices, you’ll ensure your remarketing efforts are laser-focused, maximizing your return on ad spend and converting more website visitors into paying customers.

#3 Landing Page Mismatch:

Ever click on an ad promising a free consultation, only to land on a generic website homepage? That’s landing page mismatch, and it’s a conversion killer in remarketing.  Imagine someone clicks on your ad for a low-interest home loan offer. They’re expecting clear information and easy application steps. But if they land on a generic bank website with no clear loan information, they’ll likely bounce and look elsewhere. This disconnect between ad promise and landing page experience tanks your campaign performance.

Solution: Align Your Message for Seamless Transitions!

Match Ad Content to Landing Page: Ensure your landing page directly reflects the message and offer in your ad. If your ad highlights a specific home loan offer, your landing page should showcase that offer with clear details, application forms, and easy-to-understand benefits.

Focus on User Intent: Understand what users are looking for based on your ad. Someone interested in a home loan wants a streamlined application process, not a generic “contact us” form. Tailor your landing page to address their specific needs and remove any unnecessary steps.

Clear Calls to Action: Make it crystal clear what you want users to do on your landing page. Include strong calls to action like “Apply Now” or “Get Your Free Quote” to guide users towards conversion.

By creating a seamless transition between your ad and landing page, you’ll provide a user-friendly experience that builds trust and boosts conversions. Remember, a confused user is a lost customer – don’t let landing page mismatch derail your remarketing efforts!

#4 Low CTR:

Imagine scrolling through social media and seeing a clothing ad with a blurry picture and generic text.  Would you click it? Probably not.  Unfortunately, many remarketing campaigns suffer from dull, uninspired ads. But low click-through rates (CTR) mean your ads aren’t reaching the right people, leading to wasted budget and missed opportunities.

Solution: Make Your Ads Shine!

Eye-Catching Visuals: Use high-quality images or videos that showcase your products in an appealing way. Feature trendy styles, happy customers, or captivating product features to grab attention.

Compelling Headlines & Text: Craft clear, concise headlines that pique user interest. Highlight special offers, new arrivals, or unique benefits to make your ad stand out.

Strong Calls to Action: Tell users exactly what you want them to do. Include clear CTAs like “Shop Now,” “Get 20% Off,” or “See More Styles” to encourage clicks and drive conversions.

#5 Frequency:

Let’s consider a scenario where a website is running remarketing ads to re-engage users who have previously visited the site but didn’t make a purchase. Without appropriate frequency caps in place, these users might be bombarded with the same ad repeatedly as they browse the internet, leading to ad fatigue.

Ad fatigue occurs when users are exposed to the same ad multiple times, causing them to become disinterested or even annoyed.

Eventually, this repetition can lead to diminishing returns, as users are less likely to engage with the ad or take the desired action.

Solution: Find the Frequency Sweet Spot!

Set Frequency Caps: Limit how often a user sees your ad within a specific timeframe. This ensures your message is seen but not shoved down users’ throats.

Consider User Behavior: Tailor frequency caps based on user actions. Someone who viewed a specific product might see a higher frequency for that item compared to someone who just browsed generally.

Segmentation is Key: Segment your audience based on interests and behavior. This allows you to show more relevant ads to users who are highly engaged, while reducing frequency for those who might be less interested.


Remarketing can feel overwhelming, but it doesn’t have to be. By focusing on a few key areas –  relevant ad content, strategic targeting, and avoiding user annoyance – you can craft remarketing campaigns that resonate with your audience and turn those virtual window shoppers into real customers.

Remember, remarketing is all about building relationships, not just blasting out ads. Make it a conversation, not a constant interruption.   

Ready to breathe new life into your remarketing? We hear you. At HND Solutions, we’re passionate about helping businesses unlock the power of remarketing. Let’s chat and see how we can craft a strategy that gets you noticed and drives results.