Retargeting with a product catalog helps you reach people who viewed your products or added items to their cart but did not buy. By showing them specific products they considered, you make your ads more personal. This personal touch often convinces them to return and complete their purchase. In this guide, we focus on setting up a mid-to-bottom-of-funnel (M/BOF) retargeting campaign using a catalog in Meta Ads. We cover how to structure the campaign, select your audience, and craft messages that remind, incentivize, and address objections.
Before You Begin
You must have a product catalog connected to your Meta Ads account. A separate tutorial explains how to set this up. Once your catalog is ready, you can use it in your M/BOF retargeting. This catalog feed lets Facebook show the exact products people viewed, making the ad experience more relevant.
Create a New Sales Campaign
Start by creating a campaign. In Meta Ads Manager, select the “Sales” objective. If you work on lead generation, you can still use a similar approach, but the main focus here is on e-commerce sales. Go for a manual sales campaign. Name the campaign something simple like “M/BOF Retargeting – Catalog.” Clear naming helps you keep track.
You can enable Campaign Budget Optimization (CBO). With CBO, you set one budget at the campaign level. Facebook then distributes that budget to the best-performing ads and audiences. This can simplify management and help the algorithm find the best use of your money.
Choose Your Ad Set and Targeting
Create one ad set under this campaign. Name it “M/BOF Catalog Retargeting.” Now, select your catalog option. When you pick a product catalog, you unlock dynamic audience targeting based on user actions.
Key Setting: Product Audience
Look for the option that says “People who viewed or added to cart but not purchased.” This setting is crucial. It lets you show ads only to users who showed interest in specific products but never finished checkout. Adjust the timeframe to match your data volume. If you have a lot of traffic and conversions, a shorter window (e.g., 7-14 days) focuses on the hottest leads. If your volume is low, use a longer window (e.g., 30 days) so you have enough people to retarget.
For this guide, we assume a 30-day window. This timeframe gives Facebook a good pool of warm prospects. They saw your products recently enough to remember them, but you have not lost them to time.
Let the Algorithm Do the Work
By selecting “Viewed or Added to Cart but not Purchased” audiences, Facebook’s algorithm personalizes each ad. It knows which product each person viewed. The ad dynamically shows that same product, reminding them what they left behind. This approach often beats showing a generic product line. Each user sees something they cared about before.
Crafting Your Ad Creative and Copy
Your ad creative and copy must match the retargeting stage. People in M/BOF know you. They just need a final push. Here are three main angles to test:
- Reminder Angle:
Remind them they left something in their cart or considered a product. Keep the tone friendly, not pushy. For example, “You left something special behind! Complete your purchase before your cart clears.” This gentle nudge works well for many shoppers. Often, they got distracted and appreciate a quick prompt to return. - Discount or Incentive Angle:
If people still hesitate, offer a small discount or free shipping. For example, “Still thinking about that item? Enjoy 10% off with code SAVE10 today only.” A modest incentive can tip the scale. If shipping costs deter them, say “Free shipping on your next order—no code needed.” Use an angle that makes it easier to say yes. - Objection-Handling Angle:
Sometimes, people hesitate due to uncertainty. Maybe they worry about shipping time, return policies, or product quality. If you know common objections, address them directly. For instance, “Not sure if it’s right for you? We offer hassle-free returns and a 30-day money-back guarantee.” By removing a barrier (cost, complexity, risk), you make it easy for them to act.
Customize Your Creative Format
Dynamic product ads often use carousel formats. Each card can show a product image and basic info like price or name. Facebook pulls these details from your catalog. You can also add overlay text, but keep it simple. The product image should remain the focus. For the primary text and headline, choose short, clear messages. The user’s eye goes first to the product, then to your call-to-action. Make that call-to-action clear: “Shop now,” “Complete your purchase,” or “Grab your discount.”
Frequency and Budget Considerations
Since this is M/BOF retargeting, these users are warm. They already visited your site or added items to their cart. You do not need to reach them as often as you do top-of-funnel strangers, but a moderate frequency helps. If you showed them a trust-building ad before, now they see a direct reminder with the exact product they liked. Because this is a smaller, more valuable audience, allocate a portion of your total ad spend (like 10-20%) to retargeting. This ensures they see your ad a few times, increasing the chance they come back.
Keep Testing Angles and Offers
Your first set of retargeting ads might work well, but always test variations. Try different discounts, or alternate between a free shipping angle and a price reduction angle. If certain objections come up often, address them directly. Check comments on your ads or your support emails to identify sticking points. If people say shipping takes too long, highlight faster delivery. If they fear poor quality, mention your refund policy again.
Analyze Results and Adjust
After a week or two, review your performance metrics. Check your Return on Ad Spend (ROAS), Cost per Purchase (CPP), and overall conversion rate. If one angle (e.g., discount) outperforms another (e.g., simple reminder), focus more spend on that winning angle. If frequency gets too high and results dip, reduce spend slightly to avoid overexposure. The catalog retargeting approach is dynamic and flexible. Optimize as you learn what resonates best.
Keep Your Catalog Updated
Remember, the catalog is your product source. Ensure all product info—images, prices, availability—is accurate. If products go out of stock, update the catalog so you do not show unavailable items. Consistency and accuracy build trust. If people click through and find the product missing or priced differently, they lose confidence.
Conclusion
Catalog-based retargeting transforms generic reminders into personal nudges. By showing the exact products people viewed or added to cart, you bridge the gap between browsing and buying. Use reminder messages to jog their memory, offer discounts to sweeten the deal, and address objections to eliminate doubts. With continuous testing, you refine your approach, improve return on spend, and grow your sales. Over time, catalog retargeting becomes a reliable engine that turns interested visitors into satisfied customers