Ever wonder why visitors check out your services but don’t book right away? They’re not gone for good. Retargeting helps you reconnect with people who’ve already visited your site and bring them back when they’re ready to take action.
By showing tailored ads to past visitors who didn’t book, retargeting reminds them why they were interested in the first place. It’s one of the most cost-effective ways for service-based businesses to increase conversions—here’s how to get started.
1. Segment Your Audience 🎯
Not all visitors are the same, so you don’t want to show the same ad to everyone. Segmenting your audience helps you tailor your retargeting efforts.
Action items for you: 👇
Create separate audience lists for different visitor actions: one for people who viewed specific services, another for those who added something to their cart but didn’t book, etc.
Prioritize your high-intent visitors, like those who visited your pricing page or contact form.
2. Craft Compelling Ad Copy and Creative 🎨
Your ads need to remind visitors of the value they initially saw in your services while addressing any hesitation that kept them from booking.
Here’s what to do: 👇
Use urgency-based messaging like, “Limited slots available this week!” or “Get 10% off your first booking—act now!”
Feature high-quality visuals that highlight your services or satisfied customers.
3. Offer Incentives to Nudge Prospects 💡
Sometimes, all it takes is a small push to turn a potential client into a paying one. Offering an incentive can help overcome objections.
Steps to take: 👇
Create special offers or discounts, like “First-time clients get 20% off” or “Book now for a free consultation.”
Mention these offers directly in your retargeting ads to create a sense of urgency and exclusivity.
4. Test and Tweak Your Ads Constantly 🔄
Not all retargeting ads will hit the mark on the first try. You’ll want to experiment with different messaging, visuals, and calls-to-action to see what works best.
Here’s how to do it: 👇
A/B test different ad formats (image vs. video) and see which converts better.
Rotate new creatives every couple of weeks to keep your ads fresh and engaging.
5. Use Frequency Capping to Avoid Overexposure 🚫
No one likes to be bombarded with the same ad over and over. That’s why frequency capping is essential in your retargeting strategy.
Steps to take: 👇
Set limits on how many times a visitor sees your retargeting ad. Typically, 3-5 impressions per week is a good rule of thumb.
Adjust the frequency based on where the visitor is in your sales funnel. Prospects closer to converting might require more touchpoints, while earlier-stage visitors need fewer.
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Here are a few resources to help you dive a little deeper into the world of retargeting your customers:
👉 Mailchimp’s guide to retargeting best practices
👉 5 retargeting hacks to strengthen your brand
👉 Databox’s guide to running successful retargeting campaigns on Facebook
👉 Get your free 14-day trial of Book Like A Boss
That’s a Wrap 👊
Retargeting can feel like a secret weapon for service-based businesses. It’s all about staying on your prospect’s radar and giving them a reason to come back and book with you. With the right strategy, you’ll start turning those “almost-clients” into paying ones in no time!
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