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Most businesses in Nepal lose 95% of website visitors without ever following up. We build retargeting systems across Facebook, Google, and YouTube that re-engage the right people at the right time — using audience segmentation, sequential ad logic, and exclusion lists that protect your budget.
You're running Facebook or Google ads and driving traffic to product pages. Visitors browse, sometimes add to cart, then disappear. You have no structured way to follow up with people based on what they viewed, how long they stayed, or whether they came back. Every unrecovered visitor is margin you spent to acquire and then lost.
People visit your website after a referral, a Google search, or a social post — read a page or two — and leave. You have no visibility into who they were or how to reach them again. Without retargeting, you rely entirely on the small percentage who convert on the first visit. That percentage is rarely above five.
Admissions cycles are long. A parent or student visits your website during the research phase, then compares three other institutions. If you are not showing up again in their feed during that comparison window, a competitor who is will win the enrollment. Retargeting keeps you present across the entire decision period.
The most common retargeting setup in Nepal is a single ad shown to everyone who has ever visited the website. Someone who bounced after three seconds sees the same ad as someone who spent eight minutes reading a pricing page. There is no difference in message, offer, or urgency. Generic ads produce generic results.
A visitor from yesterday is not the same as a visitor from sixty days ago. Someone who viewed a specific product is not the same as someone who landed on your homepage. Without segmentation by recency window (7-day, 14-day, 30-day, 90-day) and by engagement depth, your budget is distributed evenly across audiences that have very different conversion probabilities.
Without proper exclusion lists, businesses continue spending money showing ads to people who already purchased, already enrolled, or already submitted an inquiry. This wastes budget, irritates existing customers, and skews your retargeting frequency data so you cannot see what is actually working.
Retargeting is not one touchpoint — it is a conversation. If every ad says the same thing, the conversation goes nowhere. Without sequential creative logic — awareness to consideration to offer — you are not moving people through a decision. You are just repeating yourself until they block the ad or you exhaust your budget.
We segment your retargeting audiences by recency (7, 14, 30, 90 days), by depth of engagement (homepage visitors vs. product page viewers vs. cart abandoners vs. video viewers), and by source. Each segment gets its own budget allocation and messaging logic. High-intent, recent visitors receive the most aggressive follow-up. Older, shallow visitors receive a softer re-engagement.
We build campaigns across Facebook and Google Display — the two highest-reach retargeting channels in Nepal — with proper campaign hierarchy, ad set structure, and audience layering. YouTube retargeting is added where video assets or viewing behaviour data supports it. Each platform is configured to work together without cannibalising impressions.
We map a creative sequence for each audience segment: what message they see first, what they see if they return without converting, and what offer or urgency trigger they see in the final window. The sequence is designed to match where each person is in their decision — not to repeat the same prompt at them indefinitely.
We build and activate exclusion audiences for recent purchasers, recent form submitters, existing customers, and any audience that should not receive retargeting spend. Exclusions are reviewed at campaign setup and updated as part of ongoing management to ensure converted users are removed promptly.
Facebook, Google Display, and YouTube retargeting are coordinated under a single frequency and sequencing plan. Someone who has already seen three Facebook retargeting ads does not need to see three more on Google. Cross-channel coordination prevents oversaturation and maintains message coherence across platforms.
Retargeting requires a minimum audience size — typically at least 500 to 1,000 website visitors per month — before segmentation produces statistically meaningful results. In terms of budget, NRs 15,000 to 30,000 per month in retargeting spend is a workable starting point for a business with moderate traffic volume. Below that threshold, a single consolidated retargeting campaign may outperform a segmented one simply because segment sizes become too small to deliver efficiently.
Facebook retargeting reaches a significantly larger active audience in Nepal than Google Display at equivalent budgets, because Facebook's daily active user base in Nepal is substantially higher than the local display inventory on Google. That said, the two channels serve different moments: Facebook reaches people in a browsing state, while Google Display reaches people actively using other sites. Running both in coordination — with shared exclusion lists and coordinated frequency — outperforms running either alone.
YouTube retargeting requires video assets, but it is not a prerequisite for building an effective system. We start with Facebook and Google Display, which do not require video, and add YouTube retargeting when the business has video content or when we build it as part of a separate creative engagement. Attempting YouTube retargeting with low-quality or irrelevant video produces worse outcomes than skipping it.
Poorly configured retargeting — the same ad shown to every visitor at high frequency with no end point — does generate negative sentiment. Properly configured retargeting, with frequency caps, a defined sequence, and exclusion of converted users, does not produce the same effect. The people most likely to be irritated are those who already purchased and continue to receive ads, which is exactly what exclusion lists prevent.
The initial data set becomes readable within 14 days of launch, assuming sufficient audience volume. Optimisation decisions — which sequence stage to extend, which audience segment to increase budget for — are made at the 14-day and 30-day reviews. Meaningful ROAS improvement over a previous unstructured setup is typically visible within 30 days.
Every day without a structured retargeting system is another day those visitors are seeing your competitors' ads instead of yours. We audit your current setup, identify the gaps, and build a retargeting system that follows up with the right people in the right sequence — without wasting spend on audiences that have already converted.
5-day audit. Reach us at hello@ignitednepal.com