B2B Digital Marketing BlogAdwordsRe-marketing best practices for e-commerce advertisers

Re-marketing best practices for e-commerce advertisers

A competitive e-commerce business makes web-based business owners use all available opportunities in their quest to attract customers. Once in a while, such rigid zeal of energy seems odd and out of place. All web-based clients occasionally experience a situation which usually happens whenever they visited an online store, they see the advertising banner of the recently visited website on their browser. That is what we called Remarketing. This is a very viable channel for online advancement, but it is imperative to comprehend how to use it appropriately. In this article, I am going to discuss common mistakes that e-commerce advertisers are prone to when executing a Remarketing strategy.

Remarketing is a tool used for online marketing which allows showing an advertising messages on various websites to clients who have previously visited the website – and can be used to track ones who left without making a particular, recently set targeted action.

The most common provider of Remarketing campaigns is Google Ads. It is a standout among the most prevalent services of PPC– and media-promotion. But keep in mind that regardless of whether you adhere to all guidelines and rules, it isn’t as easy as it might appear. There are some unobtrusive viewpoints that advertisers must be aware of.


  • A wrong configuration of display limit

Sometimes advertisement promoters neglect to set a maximum of ad displays per client and this can influence the campaign in either a positive or negative way. For instance, you logged into a real estate website simply out of intrigue and afterward you notice offers to purchase a prominent real estate on numerous other websites, more than a few times. Such advertising promotion will be irritating. “The more – the better” is not suitable in Remarketing.

  • Forget to remove converted clients from the list of Remarketing

For instance, you purchased a new phone in an online store. Then after purchasing you see the advertisement for the same phone on other websites. You have already bought the phone but you are still seeing the advertisement of the phone over and over again. This occurs when advertisers don’t exclude converted users in their audience lists- and moreover- create a separate audience for users who have converted.

  • When you do not track seasonal audiences

Google Ads enables you to keep your Remarketing lists. For this, you will need to set “Membership duration” appropriately. You ought to choose how long a visitor’s cookie that visited your website will be kept in your list if this client doesn’t visit your online store any longer. The default membership term is 30 days and the max length is 540 days for Display Network and 180 days for Google search. That gives you a great targeting flexibility. You can use the same Remarketing history for various regular shopping periods, for example, Valentine’s Day, Christmas, Black Friday and others. There is a high likelihood that similar clients will start shopping again in a similar time frame, and you can remind them about your online store.

  • Making use of one Remarketing list for all users

In Remarketing, it is essential to divide clients appropriately. As previously mentioned, for clients who made a purchase- it is wiser to indicate related items and implement a strategically pitching strategy. For clients who reviewed several item pages- it would be wiser to display the advertisement of a category that the clients are keen on, not like clients who just visit one item page. In Google Ads adaptable setting of Remarketing lists is possible, so you can carefully create audiences by user profiles in a manner that improve your targeting.


As a matter of first priority you have to check Google Analytics – for segmenting your visitors and checking whether you have enough guests on some pages during a specific time frame. You may begin by using your lists once you’ve gotten up to 100 guests. – and have them imported to Google Ads. Not all online stores have a plausibility to create a list of visitors. A few things you should take into consideration are explained below:

  1. If you have an email address or a phone number of a cart user, you don’t require Remarketing. Simply use the normal direct approach to remind the client about the item in the cart.
  2. There is an assurance that clients who left their cart in your store already made a buy at another store that is the reason they didn’t complete the purchase. However, this client might be keen on something different. After a specific time frame (for instance, in a month) it is advisable to offer this customer some other items in your online store, not those they already attempted to purchase.
  3. Many online stores enable clients to add items to cart without any registration. That is a good approach. Since email address or other contact information of such clients are not accessible, Remarketing can be a powerful tool in this situation. However, if you have enough guests that used to visit your online store, you can create a special advertising message for these guests and attempt to attract them once more.


  • Display insignificant proposition

Such type of errors usually happens in genuine practice. It mostly occurs when advertisers forgot to stop showing ads which offer clients that they don’t require for example to buy a Christmas tree or New year decorations after the New Year festivities offer a sale discount for Black Friday when it isn’t pertinent.

  • Changing conditions in an active advertising campaign

In some cases, you can choose to increase costs in your online stores. It is a normal practice. But, if there is a functioning Remarketing effort it can be influenced unfavorably since the clients saw different prices when they visited the store and potentially intended to make orders. They will be baffled, so it is better not “to change ponies in the midstream”.



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