The Definitive Guide to Remarketing in Ecommerce PPC and How it Can Help You Grow Your Business

What is Remarketing

Remarketing is a powerful tool in the world of ecommerce PPC. It’s no secret that attracting new customers can be challenging, but what about those who have already shown an interest in your product or service?

By utilising remarketing techniques, you can target those individuals and increase the likelihood of them converting into paying customers.

What is Remarketing?

Remarketing, also known as retargeting, is a digital marketing strategy that allows advertisers to reach out to individuals who have previously interacted with their website, app, or other digital properties. It is a technique used to reconnect with users who have shown interest in a brand or its products/services but haven’t completed a desired action, such as purchasing or filling out a form.

Remarketing can be a powerful strategy for businesses as it focuses on re-engaging potential customers who have already shown interest. It keeps the brand top of mind and encourages users to return, complete a desired action, or make a purchase.

How Remarketing Works

Remarketing works through a combination of tracking, audience segmentation, and targeted advertising. Here’s a step-by-step explanation of how remarketing typically operates:

  1. Tag Implementation: A tracking code, often a pixel or JavaScript snippet, is placed on the advertiser’s website or app. This code collects data about user behaviour, such as page visits, product views, or actions taken (e.g., adding items to a cart).
  2. Data Collection: As users interact with the website or app, the tracking code captures relevant information and sends it to a remarketing platform. This data is used to create custom audience lists based on specific criteria. For example, users who abandoned their shopping carts or viewed certain product pages can be grouped into separate remarketing lists.
  3. Audience Segmentation: The collected data is used to segment users into different audience lists based on their behaviour or characteristics. This segmentation allows advertisers to create more targeted and relevant remarketing campaigns. For instance, an eCommerce store may create a list of users who added items to their cart but didn’t complete the purchase. At the same time, a content website may target users who visited specific article categories.

Four Types Of Remarketing Campaigns

There are several types of remarketing campaigns that you can implement to target and engage with specific audiences. Here are four common types of remarketing campaigns:

  1. Standard Remarketing: Standard remarketing involves targeting users who have previously visited your website or app. With this type of campaign, you can show ads to these users as they browse other websites or use other apps within the Google Display Network. Standard remarketing is a versatile option that allows you to reconnect with users who are already familiar with your brand and may be more likely to convert.
  2. Dynamic Remarketing: Dynamic remarketing takes standard remarketing a step further by displaying personalised ads to users based on the specific products or services they viewed on your website or app. By dynamically generating ads that feature the exact items a user showed interest in, you can deliver highly targeted and relevant ads, increasing the chances of driving conversions. Dynamic remarketing is particularly effective for eCommerce businesses with a large inventory of products.
  3. Remarketing Lists for Search Ads (RLSA): RLSA allows you to target previous website visitors when they subsequently perform searches on Google. By adjusting your search ads or bids based on these remarketing lists, you can deliver more customised and targeted search ads to users who have already interacted with your website. RLSA campaigns enable you to tailor your search ads and bidding strategies specifically for users who have shown prior interest, potentially improving ad relevance and conversion rates.

How To Run A Remarketing Campaign In Google Ads

Running a remarketing campaign in Google Ads involves several steps. Here’s a guide on how to set up a remarketing campaign:

  1. Set Up Remarketing Tag: The first step is to add the Google Ads remarketing tag to your website. This tag is a small snippet of code provided by Google Ads. Place it on all pages of your website to track user interactions and build remarketing lists. If you’re using Google Tag Manager, you can integrate the remarketing tag through that platform.
  2. Create Remarketing Lists: Once the tag is implemented, you can create remarketing lists based on specific criteria. In Google Ads, go to the “Audience Manager” section and select “Audience Sources.” Choose “Website visitors” and create new remarketing lists. For example, you can create a list of users who added items to their cart but didn’t complete the purchase. Google Ads will start collecting data from this point forward.
  3. Define Campaign Objectives: Determine the objectives of your remarketing campaign. It could be to encourage users to complete a purchase, revisit your website, or engage with specific content. Defining your objectives helps tailor your ad messaging and call to action accordingly.

Advantages Of Implementing This Strategy

Implementing a remarketing strategy in Google Ads offers several advantages for businesses:

  1. Targeted Advertising: Remarketing allows you to target specific audiences who have already shown an interest in your brand or products. By displaying ads to users who have visited your website or engaged with your content, you can deliver highly relevant and personalised messaging, increasing the chances of capturing their attention and driving conversions.
  2. Increased Conversion Rates: Remarketing enables you to reach out to users who may have abandoned their shopping carts or not completed a desired action on your website. By reminding them of their initial interest and presenting tailored offers or incentives, you can encourage them to return and complete the desired action, leading to higher conversion rates.
  3. Improved Brand Recall: Consistently displaying remarketing ads to users across various websites and platforms helps keep your brand top of mind. This reinforcement can increase brand recall and recognition, making users more likely to choose your brand over competitors when they are ready to make a purchase or take a specific action.


Ecommerce PPC

In conclusion, remarketing is an effective strategy for ecommerce businesses looking to improve their PPC campaigns.

Don’t miss out on the potential benefits of remarketing – start implementing this strategy in your ecommerce PPC campaigns today and see the results for yourself! Take action now and reap the rewards of a well-executed remarketing campaign.


How can I create effective remarketing ads?

To create effective remarketing ads in ecommerce PPC, consider the following tips:

  • Personalise the ads: Tailor the messaging and visuals of your ads to match the products or pages the users previously viewed on your website.
  • Offer incentives: Provide special offers, discounts, or promotions in your remarketing ads to entice users to return and complete their purchase.
  • Use compelling visuals: Catch the users’ attention with eye-catching visuals that showcase your products or create a sense of urgency.
  • Set frequency caps: Avoid overwhelming users with too many ads by setting frequency caps to limit the number of times they see your remarketing ads within a specific timeframe.

When should I use remarketing in ecommerce PPC?

Here are some scenarios when you should consider using remarketing:

  • Abandoned Shopping Carts: When users add products to their shopping carts but fail to complete the purchase, remarketing can help remind them of their abandoned carts and encourage them to complete the transaction.
  • Upselling and Cross-selling: Remarketing is effective for upselling or cross-selling to existing customers. By analysing their purchase history, you can identify related products or complementary items to promote through remarketing ads.
  • Product Reminders: If you sell consumable or replenishable products like skincare items, vitamins, or pet supplies, remarketing can remind customers to restock when their supplies are running low. You can set up remarketing campaigns to target users who have previously purchased these items and show them ads highlighting the need to reorder.
  • Seasonal or Promotional Offers: Remarketing can be particularly effective during seasonal sales, holidays, or promotional events. By targeting previous visitors or customers with customised ads featuring exclusive discounts or limited-time offers, you can increase the chances of conversions.
  • Customer Loyalty and Repeat Purchases: Retaining existing customers is often more cost-effective than acquiring new ones. Use remarketing to nurture customer loyalty by showing personalised ads, exclusive offers, or rewards to encourage repeat purchases. You can create customer segments based on past purchase behaviour and tailor your remarketing efforts accordingly.

Where do remarketing ecommerce PPC ads appear?

Here are some common locations where you can display remarketing ads:

  • Google Display Network: Remarketing ads can be shown across the Google Display Network, which includes a wide range of websites, blogs, and mobile apps that have partnered with Google to display ads. These ads can appear as banners, text ads, or rich media ads on relevant websites visited by your target audience.
  • Search Engine Results Pages (SERPs): If you are running Google Ads, you can also use remarketing lists for search ads (RLSA) to display ads on search engine results pages. This allows you to target users who have previously visited your website when they perform relevant searches on Google. RLSA ads are shown alongside organic search results.
  • Social Media Platforms: Remarketing ads can be displayed on popular social media platforms like Facebook, Instagram, Twitter, LinkedIn, and others. These platforms offer robust advertising options and audience targeting capabilities, allowing you to reach your previous website visitors or customers with tailored ads within their social media feeds.

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