Introducing Nudges and Cold, Warm & Hot Audiences

Nudges Shoelace Retargeting Ads
Reza Khadjavi Reza Khadjavi | CEO at Shoelace

Revive your entire retargeting list with Nudge Campaigns by Shoelace

We are super excited to introduce Nudges, a way to revive your entire retargeting list and make the most of your past visitor traffic.

Last month, we introduced Journeys: a sequence of ad experiences designed to re-engage recent website visitors. If Journeys are the retargeting equivalent of an email drip campaign, then Nudges are like sending a newsletter to your entire list!


Nudges are like sending a newsletter to your retargeting list!


Custom audiences from your Facebook Pixel are extremely valuable. They can track visitors for up to 180 days after they leave your site. But we have noticed that most people are not making the best use of this audience pool. Think of this audience like your email subscribers. To keep them engaged, you’ll need to stay in touch with them.

But what you DON’T want to do is have a retargeting ad running that perpetually advertises to your entire list. That’s the easiest way to make your prospects hate your brand and burn a lot of money in the process!

How do Nudge Campaigns work?

Starting today, Shoelace will send you a number of Nudge Campaigns to run each month, targeting various segments of your entire retargeting list. The duration of these campaigns are very short — they’ll retarget a large group of your past visitors but will only run for 2 or 3 days at a time. This is important, because it can get very expensive to advertise to your entire list.

So Nudge Campaigns are just as they sound, intended to act as a small nudge to your past visitors to try and bring them back to your site.

Aviator Nation’s Past Visitors Nudge Campaign

In this example, the Nudge campaign is retargeting 6 months worth of Aviator Nation’s past website visitors. It will strategically run for only two days as the campaign is aiming for maximum impact with minimum ad spend!


There was NO setup required on this Nudge Campaign. As always, Shoelace does all the heavy lifting and sends you a ready-to-go campaign proposals. You just hit “Start Campaign” to get it running 🙂


In a given month, Shoelace will recommend a number of different Nudge Campaigns to run. Here are a few other examples of the type of Nudge campaigns you can expect from us:

  • Past Purchasers Nudge Campaign
    Targeting past buyers to drive up repeat sales.
  • Top 25% Visitors Nudge Campaign
    Targeting the top 25% of all your past visitors based on their behaviour.
  • Valentine’s Day Sale Nudge Campaign
    Special occasions are the best times to nudge your entire list!
  • And many more…!

Cold, Warm and Hot Audiences

You may have noticed a new label on the example above which said “Audience: Cold”. Today, we are also introducing three new audience state labels: Cold, Warm and Hot.

These audience labels help you understand the type of audience that is being retargeted. Understanding the difference between these states will help you determine:

  1. The purpose of the retargeting campaign
    Are we aiming to maximize ROI here or trying to revive older audiences to bring them back to the site?
  2. What kind of ROI to expect
    For example, when campaigns are targeting Hot audiences, you can expect a much higher ROI, compared to campaigns targeting Cold audiences.

Cold audiences are visitors who have not been back to your website in a long time or those who did not spend much time when they were there (e.g. only viewed the home page).

Although Cold audiences may not yield as high an ROI as Warm and Hot audiences, it is important to re-engage Cold audiences from time to time to bring some of them back to your website and turn them into Warm or Hot audiences!

Warm audiences are visitors who have recently visited your website or those who demonstrated meaningful engagement when they were last there (e.g. viewed a product).

It is great to re-engage Warm audiences as they have a good likelihood to turn into a Hot audience or even convert into a sale!

Hot audiences are visitors who have very recently visited your website or those who demonstrated extremely high engagement when they were there (e.g. added to cart).

Retargeting Hot audiences is a no-brainer as they have the highest likelihood to convert into a sale!

A healthy retargeting portfolio means targeting all three audiences

While Hot audiences will yield the highest ROI, it is a mistake to only focus your retargeting efforts to that audience. As you build your business, it is important to keep engaging with those who brand. These are the people who will talk about your products to their friends and remember to buy from you when they are in the market for what you’re selling. So think of the primary benefit of reengaging cold audiences as staying top of mind with your community and the secondary benefit is the ROI you’ll get from these campaigns!


Think of the primary benefit of reengaging cold audiences as staying top of mind with your community and the secondary benefit is the ROI you’ll get from these campaigns!


Looking forward to having you try Nudges! Let us know what you think.

Happy retargeting!

-Reza Khadjavi
CEO at Shoelace

If you want an intelligent retargeting assistant to take care of all your retargeting for $49/month, consider trying Shoelace today!

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