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Google remarketing

Google remarketing (Google retargeting) shows ads to people who have visited your online store when they subsequently use Google Search, YouTube, Gmail or web pages in the Google Display Network. It's one of the most effective ways to win back potential customers.

What is Google remarketing?

Google remarketing is Google's version of retargeting. It allows you to show ads to people who have previously visited your online store while they are 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 targeting people who already know your store - they just need to be reminded to come back.

Types of Google remarketing

Standard remarketing

Show banner ads to past visitors of 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 form for webshops. Ads are automatically generated with the specific products the visitor was looking at - complete with image, price and product name. Requires a product feed in Google Merchant Center.

RLSA (Remarketing Lists for Search Ads)

Customize your Google Search Ads for 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 text.

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 (emails) to Google, which matches them with Google accounts. Use it to target ads to 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, necessary 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): Freshest leads with the highest intent. Bid aggressively.
  • All visitors (30 days): Broader audience for general remarketing.
  • Product page visitors: People who have viewed specific products - perfect for dynamic remarketing.
  • Cart abandoners: High purchase intent. Show the products they abandoned in the cart.
  • Buyers (exclude): Exclude people who have already bought or show them complementary products.
  • Time-based: Segment by days since visit (1-3, 4-7, 8-14, 15-30) and adjust bid customization.

Best practices

  • Set frequency limits: 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.
  • Personalize the message: Cart abandoners should see the products they abandoned. General visitors should see popular products or offers.
  • Optimize landing pages: Make sure the ads link to the right product pages - not the front page.
  • Test ad formats: Responsive display ads typically perform best as Google optimizes formatting automatically.

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.

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