Ever wonder why some people visit your campaign page—but never back to your project?
You’ve done everything right. Your campaign is live. Your video looks great. You’re getting traffic. But still, many visitors leave without pledging—and never come back.
Sound familiar?
This is where retargeting ads can make all the difference.
Retargeting is a digital advertising strategy that helps you reconnect with people who’ve already shown interest in your campaign. They might have visited your page, clicked an ad, or watched your video—but didn’t convert. With retargeting, you can remind them to come back, answer unspoken concerns, and guide them to take action.
In this guide, we’ll walk through how retargeting works, why it’s powerful for crowdfunding campaigns, and how to create and manage effective retargeting ad strategies—without wasting your budget or overwhelming your audience.
What Are Retargeting Ads?
Retargeting (also known as remarketing) is a type of online advertising that targets people who have previously interacted with your website, product page, or campaign—but didn’t take the desired action.
Let’s say someone clicks on your ad, lands on your Kickstarter page, scrolls through it… then closes the tab. Retargeting lets you serve them an ad later—on Facebook, Instagram, YouTube, or Google—reminding them of your campaign.
In other words, it brings back the 90%+ of people who showed interest but didn’t pledge the first time.
Retargeting is especially useful for crowdfunding because:
- Backers often need multiple touchpoints before pledging
- Deadlines create urgency—but only if people remember your campaign
- Trust is crucial, and repeated exposure helps build it
- You only pay to reach people who’ve already shown intent
Why Retargeting Works for Crowdfunding
People rarely back a campaign on their first visit. They get distracted, compare options, or just need time to think. Retargeting keeps your campaign in their minds—subtly and strategically.
Retargeting helps you:
- Recover lost visitors – Bring people back to your campaign page
- Build trust – Repeated exposure makes your brand feel familiar
- Answer objections – Address concerns through ad messaging
- Create urgency – Highlight limited rewards or campaign countdowns
- Maximize your ad budget – Focus on warm leads rather than cold traffic
Because crowdfunding campaigns are time-sensitive, retargeting gives you a second (and third) chance to convert interest into pledges—before the clock runs out.
Step 1: Set Up Tracking Pixels Early
You can’t retarget people if you’re not tracking them.
Before you launch your campaign—or run any ads—install tracking pixels on your landing page, website, or pre-launch content. These pixels collect data about who visits and how they behave.
Common pixel tools:
- Meta Pixel (Facebook/Instagram) – Tracks engagement for Meta ads
- Google Ads Tag – Tracks visitors for YouTube and Google Display
- TikTok Pixel – For campaigns using short-form video advertising
- Pinterest Tag, Twitter Pixel – Niche platforms depending on your strategy
You may not be able to install tracking pixels directly on a Kickstarter or Indiegogo campaign page. That’s why many creators use pre-launch pages or custom landing pages before launching.
Even if you’re late to install pixels, doing so during the campaign can still help for mid- and end-campaign pushes.
Step 2: Segment Your Audience
Not all visitors are the same. Some watched your video, some scrolled halfway, and others bounced after two seconds. Retargeting allows you to create different ad messages for each group.
Common segments include:
- Page visitors who didn’t pledge
- Video viewers who watched more than 50%
- Email subscribers who haven’t converted
- Add-to-cart users (for ecommerce-based platforms)
- Previous backers from earlier campaigns
Segmenting allows you to send personalized reminders, instead of repeating the same ad to everyone.
For example:
- Someone who bounced quickly? Show a short, curiosity-driven teaser.
- Someone who scrolled to the rewards section? Highlight a specific reward tier.
- Someone who almost pledged but left? Remind them the offer is limited.
This leads to higher relevance, lower ad costs, and better conversion rates.
Step 3: Create Retargeting Ad Content That Converts
The power of retargeting lies in message matching. You already know what your visitors care about—now speak directly to those interests or objections.
Elements of effective retargeting ads:
- Clear visual hook – Use images or video clips from your product in action
- Short, benefit-driven copy – Remind them why the product is worth backing
- Social proof – Show testimonials, reviews, or press quotes
- Urgency – “Only 5 days left!” or “Limited early-bird rewards remain!”
- A Strong call to action – “Pledge now,” “Reserve your spot,” or “Join our community”
You’re not introducing your product—you’re closing the loop.
Consider using different creatives depending on the campaign stage:
- Early campaign – Explain benefits and highlight traction
- Mid-campaign – Overcome objections or compare features
- Final week or days – Push urgency, limited time, last chance to pledge
Rotate creatives regularly to avoid ad fatigue.
Step 4: Choose the Right Platforms for Retargeting
Each platform has unique strengths. The best one for you depends on your audience and your ad setup.
Most commonly used platforms for crowdfunding retargeting:
Meta (Facebook + Instagram)
Great for broad visual storytelling, community engagement, and urgency-driven campaigns.
Google Display Network
Shows ads on millions of websites. Ideal for product visibility and remarketing banners.
YouTube Ads
Excellent for video-based storytelling and explaining complex products.
TikTok Ads
Good for younger, trend-conscious audiences—if your product fits the format.
You can also combine platforms for a multi-touch experience. For example, someone clicks a Facebook ad, visits your site, and then sees a reminder ad on YouTube the next day.
Step 5: Set Retargeting Budgets and Duration
Retargeting is efficient because it focuses on warm leads. But to avoid wasting ad spend, you’ll want to control two key elements: budget and duration.
Best practices:
Keep retargeting budget at 20–30% of total ad spend
Spend more during the final campaign days, when urgency is highest.
Use shorter audience windows for time-sensitive campaigns
Consider 3–7 day retargeting windows. Longer windows can lose urgency.
Cap ad frequency
Showing the same ad 10 times to the same person can annoy them. Most platforms allow frequency caps.
Test small before scaling
Start with $10–$20/day, analyze performance, then scale gradually.
Monitor return on ad spend (ROAS) closely. If a certain segment converts at a high rate, increase the budget there.
Step 6: Analyze, Adjust, and Optimize
Like all marketing strategies, retargeting works best when continuously improved.
Metrics to watch:
- Click-through rate (CTR) – Are people engaging with your ad?
- Conversion rate – How many pledges are you getting per view?
- Cost per conversion – How much does each backer cost?
- ROAS (Return on Ad Spend) – Are you making more than you’re spending?
Use A/B testing to compare:
- Different headlines
- Image vs. video ads
- Product-focused vs. benefit-focused copy
- Early vs. late urgency messaging
Sometimes, a small tweak—like changing the call to action or headline—can significantly boost results.
Step 7: Retarget After the Campaign Too
Retargeting isn’t only for during the campaign. After it ends, you can use the same audiences to launch:
- Your ecommerce store
- Your next crowdfunding project
- New product lines
- Back-in-stock or preorder offers
Your audience already knows you. Don’t start from scratch. Use retargeting to stay connected and grow your brand beyond a single campaign.
Final Thoughts
Crowdfunding is fast-paced and high-stakes. Every visitor counts. Retargeting ads ensure that those hard-earned clicks don’t go to waste.
By re-engaging people who already expressed interest, you can:
- Maximize conversions
- Build deeper trust
- Spend ad dollars more efficiently
- Create lasting customer relationships
Set up your pixels early, craft meaningful ad content, and target with intention. With a smart retargeting strategy, you’ll convert more backers, raise more funds, and build momentum that lasts long after your campaign ends.
FAQs
Do I need a lot of traffic to use retargeting?
Retargeting works best when you have at least a few hundred visitors. If your campaign is getting regular traffic, it’s a good time to start.
Can I use retargeting if I’m only using Kickstarter or Indiegogo?
It’s harder since you can’t install tracking pixels directly on their pages. Use a pre-launch or bridge page (your own site or landing page) to capture traffic before they go to the campaign.
What’s the difference between cold ads and retargeting ads?
Cold ads target people who haven’t heard of you. Retargeting ads focus on those who’ve already shown interest—making them more cost-effective and likely to convert.
Is video or image better for retargeting ads?
Both can work well. Video builds emotion and trust; images can quickly highlight urgency or rewards. Test both to see what resonates with your audience.
Should I keep retargeting after the campaign ends?
Yes. Use it to drive people to your ecommerce store, waitlist, or new product. Retargeting helps maintain the relationship you’ve already built.
