Retargeting is the technique that aims to impact those users that already visited your website before. The use of Retargeting strategies will improve your Google Display Campaigns. The goal of this strategy is to search for those users that showed interest in your products or brand but didn’t end up converting, and make them convert.
There are two different types of retargeting: static retargeting and dynamic retargeting. Let’s see the differences between them:
Static retargeting: the same ad is shown to all those users belonging to the same audience.
Dynamic retargeting: the ad contains the same or similar products to those that visited our website.
You should add audiences that converted in the last 30 or 60 days in relation to the repetition percentage of your store in order to be more effective.
Has it ever happened to you that you just make a purchase and in the following weeks you don’t stop watching ads about that same product? This is what we want to avoid. You already bought that product, you are not going to get it twice.
In the Targeting Expansion section you need to set the “Added reach” to 0. This way, you will impact directly users with very similar profiles to this type of audience.
The goal of this type of campaign is to show your ads to people that showed interest in your store or in specific categories of your store. You should use this strategy if you are focused on a specific campaign or offer.
Just like we explained before, first of all you have to create the retargeting audiences. We recommend you to do this via Google Analytics, so the audiences are created automatically on Google Ads. When creating this audience, you should consider what product categories are more profitable to you.
Type of ad
You can create a general message for general audiences like “All users in the last 30 days”. Use the call to action “Finish your purchase now and receive it tomorrow”.
For specific audiences you can show pictures of the family products and adapt the copy to each specific audience. In this case, we recommend you to use adaptable display ads. This way you don’t need to create so many different banners for each product.
Show the same products or similar products users visited on your website before. We recommend you to use this strategy in the case your e-commerce has a large number of products, or if you have a heterogeneous customer base.
Unlike the previous case, here you don’t have to create audiences depending on the categories that users visited. To apply this dynamic retargeting technique, you can create audiences like “All users” and divide them according to the period of time they have been on the audience list.
All users <3 days
All users <7 days
All users <15 days
All users <30 days
All users <60 days
Type of ad
Make sure you create a general version of the ad. However, this version will hardly ever pop up, as the user will only see similar products visited before. Nonetheless, you need to create this generic ad.