Implementing win-back advertising strategies

Win-back ads target dormant users to bring them back to your product. These ads use data from past user behavior to create messages that resonate with inactive users.

Key points for effective win-back advertising:

• Use retargeting: Show ads to users who haven't engaged in a while
• Personalize messages: Create ads based on users' past interactions
• Highlight new features: Show what's changed since they last used the product, which is great for long-term re-engagement
• Address pain points: Tackle reasons why users might have left
• Create urgency: Use time-limited offers to encourage quick action
• Choose the right channels: Advertise where your dormant users are likely to see it^[1]

For instance, Deliveroo employs strategic retargeting by placing ads within YouTube, addressing a key pain point (delivery costs) with a "$0 delivery" offer. Their approach combines smart channel selection with a clear value proposition, creating urgency through a special deal to encourage immediate action from dormant users.