Let’s imagine you’re strolling through a local farmer’s market. A vendor catches your eye with a sign: “Fresh, Organic Honey – From Bees That Read Poetry.” You chuckle, sample it, love it… but you walk away. Maybe you didn’t bring cash, or you wanted to check out the rest of the market first. Whatever the reason, you didn’t buy.
Now imagine that same vendor spots you later near the exit and offers you a little jar “on the house — just so you don’t forget us.” That moment? That’s retargeting.
Facebook Ads lets you do the same thing — except digitally, and at scale.
But here’s the kicker: most people think they know how to retarget. They slap together a generic ad that screams “Hey, you forgot this!” and call it a day. If that’s you, you’re missing out on the real power of Facebook retargeting ads.
So today, let’s go deeper. Let’s talk about creating Facebook retargeting ads that actually convert — using smart storytelling, subtle NLP (neurolinguistic programming) techniques, and a few lesser-known tricks marketers rarely talk about.
What Is Facebook Retargeting Anyway?
At its core, Facebook retargeting is about showing ads to people who have already interacted with your brand in some way. Maybe they visited your site, clicked a link, watched a video, or added something to their cart but didn’t buy.
These people are warm. They’ve seen you before. They just need a nudge — the right message at the right moment.
But here’s the untold truth: not all retargeting is created equal.
The Story of Lisa’s Candle Shop
Let’s say Lisa runs a small handmade candle business online. Her traffic is solid, and her products are beautiful. She’s running cold traffic ads, getting people to visit the site, maybe even add a few things to their cart… but the sales? Meh. Not as great as they should be.
She sets up a basic retargeting campaign:
“Still thinking about our candles? Come back now and get 10% off.”
It works okay. A few more conversions trickle in. But Lisa wants more. So she starts to study her customer behavior. She realizes that people who look at the Lavender & Sage candle tend to also browse self-care blog posts.
Boom. Opportunity.
She creates a retargeting ad that says:
“Need a moment of peace? Our Lavender & Sage candle is your new ritual. Reclaim your calm — even if it’s just for five minutes.”
She uses a soft purple background. Calming music in the video. And she retargets people who visited the product page and read a blog post on “5-Minute Mindfulness Rituals.”
Result? 4x the conversions.
Trick #1: Retarget Based on Intent, Not Just Visits
Here’s the thing: visiting a product page doesn’t always mean they want to buy — not right now, anyway. But combine multiple signals — like viewing a product and spending 3+ minutes on a related blog post — and now you’ve got intent.
How to do it:
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Use Facebook Pixel to create custom audiences based on pageviews + time on site.
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Combine that with URL-based segmentation — e.g., people who visited “/candles/lavender-sage” and “/blog/mindfulness.”
This gives you hotter leads with a more tailored message.
Trick #2: Embed Subconscious Triggers (NLP in Action)
NLP isn’t some wizardry — it’s simply about understanding how language shapes behavior. And in Facebook ads, tiny tweaks can make a huge difference.
Let’s look at two ad lines:
❌ “Did you forget something in your cart?”
✅ “When you imagine lighting that candle tonight, where would you be — the bath or the couch?”
That second one? It creates a visual. It speaks in terms of experience, not objects. It taps into sensory language and future pacing — classic NLP.
Other powerful NLP-based phrases to experiment with:
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“Just picture yourself…”
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“What happens when you finally…”
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“It’s only a matter of time before…”
Use these sparingly and in a natural tone — it shouldn’t feel like a pitch. It should feel like a conversation in the mind.
Trick #3: Don’t Just Offer Discounts — Offer Moments
Remember Lisa? Her second ad didn’t mention a discount at all — just a moment of peace. In a world full of price wars, the emotional angle wins every time.
Instead of:
“Come back and save 15%!”
Try:
“That feeling when you light your favorite candle after a long day — it’s still waiting for you.”
Sell the experience, not the price tag.
Trick #4: Sequence Your Retargeting (Don’t Say the Same Thing Twice)
Most brands hit their warm audience with one retargeting ad on loop. Don’t be that brand.
Create a retargeting sequence like a mini funnel:
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Day 1-2 – A gentle reminder: “We saw you looking…”
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Day 3-5 – Introduce a story/testimonial: “Sam found her new favorite way to unwind…”
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Day 6-7 – Add urgency or exclusivity: “Only 3 left in stock!” or “Ends tonight.”
It feels natural, like a conversation evolving over time — not like an ad on repeat.
Trick #5: Use Dynamic Product Ads with Custom Copy
Dynamic Product Ads (DPAs) are Facebook’s way of showing the exact product someone viewed — but most brands leave the copy on autopilot.
Instead, customize the product feed to inject emotional messaging.
Example:
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Instead of: “Lavender & Sage Candle – $18”
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Use: “Lavender & Sage – for evenings when silence feels golden.”
Tools like DataFeedWatch or manual CSV customization can help you change these fields.
Bonus NLP Tip: Use Embedded Commands in Your Copy
An embedded command is a phrase that blends into a sentence but subtly directs action. Like:
“Many people who light this candle say they instantly feel relaxed and ready to unwind.”
The bolded part is the embedded command. It’s not overt — but it sticks.
Use verbs like:
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“Feel”
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“Imagine”
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“Experience”
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“Discover”
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“Enjoy”
And embed them in natural, comforting language.
Final Thoughts: Be Less Salesy, More Human
The best retargeting ads don’t feel like ads. They feel like whispers. Like a helpful nudge from someone who “gets you.”
Use storytelling. Use language that evokes senses. Don’t push — guide. Don’t shout — speak softly.
Remember: the people you’re retargeting are already almost there. Your job is to help them take that last step — not with gimmicks, but with genuine resonance.