Your Hottest Leads Already Know You — Here’s How to Convert Them - Issue 288

Hey there,

Most businesses are obsessed with new traffic.

“Get more leads. More clicks. More impressions.”

Here’s the truth:

👉 90% of people who visit your site today won’t buy.

👉 But 70% of those same people could be converted if you follow up correctly.

The fastest path to ROI isn’t more strangers.

It’s turning past visitors into paying customers with dynamic remarketing.

This week, we’re breaking down how to use dynamic remarketing to make every click work harder and every ad dollar stretch further.

🚨 The Problem: You’re Bleeding Money on Cold Traffic

Most ad budgets look like this:

• 80% spent on cold traffic

• 20% left for retargeting (if any)

That’s like proposing to a stranger before you’ve said hello.

It’s why ad costs keep rising while conversions flatline.

Here’s the kicker:

You already paid to get people to your site.

If you’re not remarketing, you’re paying for their attention… and letting them walk away.

✅ The Fix: Dynamic Remarketing

Dynamic remarketing isn’t just “showing ads again.”

It’s using behaviour-based targeting to show the exact product, service, or offer your visitor engaged with.

This is different from basic retargeting.

❌ Retargeting = “Hey, come back!” (generic ad)

✅ Dynamic Remarketing = “Hey, here’s the [specific product/service] you looked at + a reason to act now.”

Why it works:

• Personalised ads get 2–3x higher CTR

• Visitors already trust your brand

• Conversion costs drop dramatically (warm traffic = cheaper sales)

An eCommerce brand selling home fitness equipment spent $40K/month on cold Facebook ads.

Traffic was solid. Sales? Meh.

We set up dynamic remarketing:

✔️ Visitors who viewed a product but didn’t buy saw an ad for that exact product within 24 hours.

✔️ Cart abandoners received a limited-time discount.

✔️ Past buyers got ads for complementary products (cross-sell).

Results in 45 days:

• ROAS jumped from 2.1x → 5.4x

• Cost per acquisition dropped 38%

• 24% of revenue came only from remarketing campaigns

📊 The 5 Keys to Dynamic Remarketing Success

Here’s how to build a remarketing machine that prints ROI:

1️⃣ Segment by Intent (Not Just Visits)

Why it matters: Not all visitors are equal.

💡 How to do it:

• Browsers: People who viewed a product/category

• Cart Abandoners: People who started checkout but bailed

• Past Buyers: Ready for upsell/cross-sell

• Engagers: Watched a video, downloaded a lead magnet

🎯 Action Step: Build custom audiences for each segment inside Google Ads, Meta, or LinkedIn.

2️⃣ Match Ad Creative to Behaviour

Why it matters: Generic ads feel like spam. Personalised ads feel like solutions.

💡 How to do it:

• Show exact product/service viewed

• Highlight urgency: “Only 3 left in stock!”

• Use dynamic images + pricing pulled directly from your product feed

Example:

• Cart abandoner? → “Still thinking about [Product Name]? Free shipping if you order in the next 48 hours.”

• Past buyer? → “Complete your setup with [Accessory Product].”

3️⃣ Use Frequency Caps & Time Windows

Why it matters: Too many ads = annoyance. Too few = missed sales.

💡 How to do it:

• Set frequency cap to 3–5 impressions per person per week

• Create urgency windows (24-hour, 7-day, 14-day)

• Adjust creative as time passes (soft reminder → discount → “last chance”)

Pro Tip: Cart abandoners convert best within the first 48 hours.

4️⃣ Layer in Offers & Incentives

Why it matters: Remarketing without an offer is just nagging.

💡 How to do it:

• First visit reminder → no discount (warm touch)

• 2nd touch → free shipping or bonus

• Final touch → limited-time discount or bundle deal

⚡ Quick Win: Test free shipping vs. 10% off. Free shipping often beats a discount in A/B tests.

5️⃣ Track the Right Metrics (Not Just Clicks)

Why it matters: CTR is a vanity metric if revenue isn’t increasing.

💡 How to do it:

• ROAS (Return on Ad Spend)

• View-through conversions (people who see but don’t click, then purchase later)

• CPA (Cost per Acquisition)

• LTV (Lifetime Value of remarketed customers vs. new customers)

Pro Tip: Remarketed customers often have a higher LTV—meaning they’re more profitable over time.

🛠️ Pro Tip: Tools to Use

• Google Ads Dynamic Remarketing for product-specific ads

• Facebook/Instagram Catalog Sales for real-time product feeds

• LinkedIn Matched Audiences for B2B retargeting

• AdRoll or Criteo for multi-platform remarketing at scale

🎯 This Week’s To-Do List

📌 Audit your traffic sources - where are visitors dropping off?

📌 Set up a remarketing pixel (Google, Meta, or both).

📌 Build 3 segments: Browsers, Cart Abandoners, Past Buyers.

📌 Create dynamic ad templates with real-time product info.

📌 Launch campaigns and monitor ROAS daily.

Bottom line:

You don’t need more strangers.

You need to close the loop on the attention you’ve already paid for.

Dynamic remarketing turns missed opportunities into measurable profit.

Let’s stop leaving money on the table.

Talk soon,