# Retargeting Ad — Format

> Ads served to people who already showed interest (visited site, abandoned cart, watched video). Brief, urgency-driven.

## Format basics

- Length: 6s - 15s typical
- Aspect: 9:16, 16:9, 1:1, banner formats
- Brand recognition assumed (audience knows you)
- Closing-the-loop focused
- Strong CTA

## Audience context

Audience has ALREADY:
- Visited your site
- Added to cart but didn't buy
- Watched your other ad
- Engaged with content

So:
- Don't re-explain product
- Don't re-introduce brand
- DO remind, incentivize, complete

## Structure

```
0-2s    REMINDER HOOK
        "You were looking at..."
        Product visible

2-8s    URGENCY / OFFER
        Discount
        Limited time
        Reason to act now

8-12s   PRODUCT VALUE
        Quick benefit reminder
        Visual proof

12-15s  CTA
        Direct action
        URL / button
        Brand
```

## Sample 15s retargeting

```
TITLE: "Karavan Cart Abandonment — 15s Retargeting"

[Vertical 9:16]

INT. KITCHEN MORNING (0-2s)

ON SCREEN TEXT: "Forgot something?"

A KARAVAN COFFEE BAG appears on counter.

V.O.
You were checking out Karavan.

(2-8s)

CLOSE-UP: Beans pouring into grinder.

ON SCREEN TEXT: "Your Atlas blend is waiting."

V.O.
Your Atlas blend is still in your cart.

CUT TO ANIMATED OFFER:

ON SCREEN: "Code COMEBACK — 10% off
Today only."

(8-12s)

V.O.
Use code COMEBACK for 10% off.
Today only.

CUT TO BRAND CARD (12-15s):

Karavan logo + URL + CTA button.

V.O.
Complete your order. karavan.az.
```

## Sub-types

### Cart abandonment
- "You left this in your cart"
- Specific product reminder
- Discount incentive

### Site visit retargeting
- "You were checking us out"
- General product
- Soft incentive

### Video view retargeting
- Continuation of message
- "You've seen this — now act"
- Direct CTA

### Lookalike audience
- New audience similar to existing customers
- Introduction with social proof

## Key principles

### Personalization
- "You" language
- Specific product if known
- Cart contents visible

### Urgency
- "Today only"
- "Last chance"
- Limited time offer
- Fear of missing out

### Incentive
- Discount code
- Free shipping
- Bonus item
- Limited bundle

### Friction reduction
- Direct link to checkout
- Pre-filled cart preserved
- One-click action

### Brevity
- Audience knows you, don't lecture
- Single message + action
- 6-15s max

## Discount strategy

| Audience | Discount |
|----------|----------|
| Cart abandoner (engaged) | 5-10% |
| Site visitor (curious) | 10-15% |
| Video watcher (cold) | 15-20% |
| Lookalike (new) | 20%+ or free trial |

Higher discount for colder audiences.

## CTAs that work

- "Complete your order"
- "Get 10% off — code COMEBACK"
- "Free shipping on your cart"
- "Last chance — sale ends tonight"
- "Your bag is waiting"

## Sub-formats by length

### 6s bumper retargeting
- Logo + product + CTA + code
- Maximum efficiency

### 15s retargeting
- Quick reminder + offer + CTA
- Standard format

### 30s remarketing
- Reminder + product benefit + offer + CTA
- More room for context

## Tracking

Retargeting requires:
- Pixel installed
- Audience segmented
- Conversion tracked
- ROAS measured

## Common mistakes

- Re-introducing brand (waste of time)
- No urgency
- No incentive
- Generic CTA
- Same creative as cold audience
- Stale offer (audience already saw)

## When to use

- Conversion-focused campaigns
- Cart recovery
- Frequent visitors not converting
- Limited-time sales
- Loyalty / repeat customer marketing

## Pairs with

- Cold audience: brand awareness ads
- Warm audience: educational/demo ads
- Hot audience: retargeting + offers
- Customer audience: cross-sell / loyalty
