97% of people leave a store without buying – and that's normal: they compare, think it over, get distracted. Remarketing is the mechanism that brings them back to finish what they started. We explain how it works in Google and why these are the cheapest orders in your ad account.
Mechanics
Code on the website remembers who visited, which products they viewed and what they put in the cart. Audiences for bringing people back are built from this.
Across the Google network and on YouTube, a person sees exactly the products they viewed in your store – with the current price from the feed. Instead of "the store in general", they see the specific sweater they almost bought.
The reminder catches up with the person at the moment they have "made up their mind". That's why remarketing converts many times better than cold traffic – you advertise to people who have already half chosen you.
Audiences
Got as far as the cart and disappeared – the hottest audience. We bring them back within the first 1-3 days while the decision is still alive; a gentle incentive (free delivery) can be added.
We show viewed + similar products for 7-14 days. Classic dynamic remarketing that runs on autopilot from the feed.
Looked at categories without anything specific – a gentle reminder about the store, promotions and bestsellers. Bids are lower: the audience is cooler.
The most valuable segment: for consumables – reminders timed to the consumption cycle, for everything else – related products and new arrivals. Exclude from your ads what the person has already bought.
An important point about frequency: chasing someone with a banner for half a year after a purchase annoys them and burns the budget. Frequency capping and audience lifetime limits are mandatory remarketing hygiene.
We'll set up dynamic remarketing: tag, audiences, feed, frequency capping. Abandoned carts will start turning into orders as early as the first week.
📝 Set up remarketingFree consultation. We'll estimate the return potential of your traffic
