Let’s start with a truth bomb:
Most people don’t buy on the first click.
They browse.
They look.
They almost add to cart.
Then their dog barks, or they get a Slack ping, or TikTok pulls them back into a rabbit hole.
But here’s the beauty of it: Facebook Ad Retargeting gives you a second (and third) chance to win their attention.
Done right, it’s not just a reminder—it’s a relationship builder.
Let me show you how.
The Imaginary Tale of Leo’s Lost Sale
Leo runs a boutique sneaker brand. His Facebook Ads were bringing in traffic, but the sales? Meh.
He tried boosting posts, offering 10% off, even switching his product shots. Still, no major improvement.
Then he learned about advanced retargeting. He realized he didn’t need more people. He just needed to talk differently to the people who already came.
Six weeks later, retargeting alone tripled his sales. Here’s exactly what he did—and how you can, too.
Retargeting 101: The Quick Refresher
Retargeting means showing ads to people who have already interacted with your business. That could be:
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Website visitors
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Instagram profile viewers
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Video watchers
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People who abandoned carts
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People who engaged with your Facebook posts
It’s like saying, “Hey, remember me?”—but with strategy, not desperation.
Strategy #1: Segment Your Retargeting Like You’re Telling a Story
Most brands run one retargeting ad for everyone. Big mistake.
Here’s what Leo did instead:
Step 1: Visitors but No Action (Cold Curious Crowd)
Ad copy:
“Saw something you liked but didn’t get a chance to check out? Here’s a little something to nudge you [10% off]”
Emotional trigger: Curiosity + Permission
NLP cue: “Didn’t get a chance…” gives them an excuse to come back without guilt.
Step 2: Cart Abandoners (Warm but Distracted)
Ad copy:
“You picked the kicks. We saved them for you. Ready when you are ”
Emotional trigger: Completion + Ownership
NLP cue: “We saved them for you” builds a sense of possession. It’s their pair now.
️ Step 3: Product Viewers (Window Shoppers)
Ad copy:
“You looked at the Blanc Series. Did you know it’s back in limited stock?”
Emotional trigger: Scarcity
NLP cue: “You looked…” uses direct personal reference, making the ad feel tailored.
Strategy #2: Use Retargeting Like a Funnel
Imagine your retargeting as stages of a conversation. Don’t scream “BUY NOW!” to someone who barely remembers you.
Instead, layer your ads:
➤ Day 1–3: Soft Touch
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Re-engagement video
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Behind-the-scenes footage
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Founder story
Example Ad:
“Ever wondered how our sneakers are made? 94 hands touch each pair before it reaches your door.”
Why it works: Builds trust. Adds depth. Humans love origin stories.
➤ Day 4–7: Social Proof
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Reviews, user-generated content (UGC)
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Influencer testimonials
Example Ad:
“Don’t take our word for it. Here’s what real customers say about the Blanc Series ”
NLP Trick: Mirror language from actual reviews in your ad copy. Use phrases like:
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“I was nervous about ordering, but…”
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“They’re even better in person”
This models the customer’s own inner doubts and overcomes them with authenticity.
➤ Day 8–14: Offer + Urgency
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Free shipping
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Limited stock
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Expiring discount
Example Ad:
“Final hours to grab 10% off the pair you’ve been eyeing. Still thinking about them? Don’t let them go.”
NLP Trick: Use time-based anchors like “still thinking” and emotional contrast like “don’t let them go.”
You’re reigniting desire while framing potential loss.
Strategy #3: Dynamic Retargeting, but Humanized
Facebook Dynamic Product Ads (DPAs) are powerful. They automatically show users the exact products they viewed.
But the default version feels robotic. Here’s how to make them feel human:
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Add overlays with text like:
“Still loving these?” or “Pick up where you left off ” -
Customize your headline with emotion:
“You’ve got good taste ”
Bonus NLP Touch: Use mirror language:
“Looks like you were eyeing these—are they still on your mind?”
This matches their likely internal dialogue.
Strategy #4: Retarget Video Viewers Based on Watch Time
Most marketers ignore this. But video view retargeting is pure gold.
Leo ran a 30-second brand teaser. He created audiences for:
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3-second viewers (low interest)
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15-second viewers (moderate)
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75% viewers (high intent)
Then, he spoke to each group differently.
To 75% viewers:
“Looks like you vibed with our story. Wanna take the next step?”
Why it works: You’re rewarding attention with exclusivity and acknowledging their commitment. That’s NLP principle #12: validation.
Strategy #5: Emotional Sequencing (The Hidden Gem)
Here’s the untold truth:
Most retargeting ads fail because they show the same type of emotion over and over.
It’s like trying to close a date with “Hey, hey, hey!” instead of actually talking.
Here’s how Leo fixed it:
| Ad Type | Emotion |
|---|---|
| First touch | Curiosity |
| Middle touch | Trust |
| Final push | Urgency |
Example flow:
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“What makes our shoes different?” (Curiosity)
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“Over 2,000 5-star reviews. Here’s why.” (Trust)
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“Your pair’s almost gone ” (Urgency)
This flow mirrors the emotional journey people actually go through before they buy.
Strategy #6: Exclude Converters (and Upsell Them Instead)
If someone already purchased, stop wasting budget retargeting them with the same offer.
Instead:
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Exclude them from the original funnel
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Add them to an upsell audience
Example Ad for Buyers:
“You’ve got the kicks. Now grab the socks everyone’s pairing them with ”
Upsells convert better when they:
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Feel like a natural next step
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Are framed as “complete your vibe” rather than “buy more stuff”
Final Thought: Retargeting Is Empathy in Action
At its core, retargeting isn’t about being pushy.
It’s about recognizing people’s journey—where they dropped off, why they hesitated, and what they need to feel safe and seen enough to say yes.
When you combine technical segmentation with NLP-driven emotional storytelling, your Facebook Ads stop being noise—and start becoming experiences.
✅ TL;DR – Advanced Facebook Ad Retargeting Cheat Sheet:
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Segment by behavior (views, carts, clicks)
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Use NLP language that mirrors the user’s thought process
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Sequence emotional arcs: Curiosity → Trust → Urgency
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Humanize dynamic product ads
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Retarget video viewers based on watch time
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Don’t retarget buyers—upsell instead