Retargeting (sometimes called remarketing) is paid advertising aimed at people who already visited your store but did not buy. We build campaigns that bring back cart abandoners, product viewers, and past customers across Google, YouTube, and the major social platforms, so the traffic you already paid for gets a second and third chance to convert. It is usually the cheapest paid media you can run, because these people already know you.
How we approach it
- Segment audiences by behavior: viewed a product, added to cart, started checkout, bought once. Each group gets a different message.
- Cap frequency so you stay in front of people without following them around in a way that gets annoying and wastes spend.
- Match the ad to where someone dropped off, so a cart abandoner sees the product they left, not a generic brand banner.
- Exclude recent buyers from prospecting ads, and put them into a separate win-back flow instead.
Retargeting leans heavily on clean tracking and well-built audiences, so we set those up properly first. We also keep it honest about attribution: retargeting often gets credit for sales that would have happened anyway, so we watch incremental lift, not just the last click.
This is a multiplier, not a starting point. It works once you have enough traffic to retarget. If your store gets very little traffic, fix the top of the funnel first, then turn this on.
We set this up through the Meta (Facebook and Instagram) and Google channels on Shopify, with the pixels and feeds wired in.