Google remarketing
Google remarketing (retargeting via Google) shows ads to people who have visited your online store when they later use Google Search, YouTube, Gmail, or websites on the Google Display Network. It is one of the most effective ways to win back potential customers.
What is Google remarketing?
Google remarketing is Google’s version of retargeting. It lets you show ads to people who have previously visited your online store while they’re browsing other sites on the internet via the Google Display Network (GDN), watching videos on YouTube, checking Gmail, or searching on Google.
Google remarketing uses cookies and Google Ads tags to identify previous visitors and show them relevant ads. It’s effective because you’re reaching people who already know your store—they just need a reminder to come back.
Types of Google Remarketing
Standard remarketing
Show banner ads to past visitors on websites in the Google Display Network (over 2 million websites and apps). You can create audiences based on which pages they visited.
Dynamic remarketing
The most effective option for online stores. Ads are automatically generated featuring the specific products the visitor viewed—complete with image, price, and product name. Requires a product feed in Google Merchant Center.
RLSA (Remarketing Lists for Search Ads)
Tailor your Google Search ads to people who have visited your online store. For example, you can bid higher when a previous visitor searches for your products, or show them a special ad message.
YouTube Remarketing
Show video ads to previous visitors on YouTube. Effective for brand building and keeping your store top-of-mind.
Customer Match
Upload your customer list (email addresses) to Google, which matches them with Google accounts. Use this to target ads at existing customers or create lookalike audiences.
Google Remarketing in Shoporama
Shoporama supports Google remarketing via:
- Google Ads tracking: Conversion tracking and remarketing tags are integrated into Shoporama.
- Google Tag Manager: Full GTM support (client-side and server-side) for advanced remarketing setup.
- Google Shopping feed: Automatic product feed to Google Merchant Center, which is required for dynamic remarketing.
- GA4 integration: Remarketing audiences can be created directly in GA4 and shared with Google Ads.
Setting Up Remarketing Audiences
The most effective audiences for e-commerce:
- All visitors (7 days): The freshest leads with the highest intent. Bid aggressively.
- All visitors (30 days): A broader audience for general remarketing.
- Product page visitors: People who have viewed specific products—perfect for dynamic remarketing.
- Cart abandoners: High purchase intent. Show them the products they left in their cart.
- Buyers (exclude): Exclude people who have already purchased, or show them complementary products.
- Time-based: Segment by days since visit (1–3, 4–7, 8–14, 15–30) and adjust bid adjustments.
Best Practices
- Set frequency caps: Limit to 5–10 impressions per user per day to avoid annoyance.
- Use burn pixels: Stop showing ads to people who have converted by excluding the buyer audience.
- Customize the message: Cart abandoners should see the products they left behind. General visitors should see popular products or special offers.
- Optimize landing pages: Make sure ads link to the correct product pages—not the homepage.
- Test ad formats: Responsive display ads typically perform best, as Google automatically optimizes the formatting.
How to Use Shoporama
Guides that demonstrate the concept in practice
We know online marketing in Shoporama
We've been working with online marketing ourselves for decades. As the only shop system in the country, we have spoken multiple times at conferences such as Marketingcamp, SEOday, Shopcamp, Digital Marketing, E-commerce Manager, Ecommerce Day, Web Analytics Wednesday and many more.