The Power of Retargeting in Your eCommerce PPC Strategy

Before we get into why it’s so powerful, let’s make sure we’re on the same page about what PPC retargeting is.

In simple terms, retargeting is a method of advertising where you serve ads specifically to people who have previously interacted with your store but didn’t complete a desired action (like making a purchase).

Think of it as a friendly reminder. You know those ads that seem to follow you around the internet after you’ve browsed a product? That’s PPC retargeting in action.

The idea is that by showing ads to people who already know your brand, you increase the likelihood they’ll come back and complete a purchase. It’s smart, it’s effective, and it’s essential to a winning eCommerce PPC strategy.

Let’s get real. Getting people to click on your ads is only half the battle. Once they’re on your site, there’s no guarantee they’ll buy anything right away.

People are distracted. They might be comparing prices, they might get interrupted, or they may just be browsing.

Whatever the reason, not all visitors convert on their first visit—and that’s okay. What’s not okay is letting those visitors slip through your fingers.

This is where PPC retargeting comes in. You’re not wasting your ad dollars on cold leads. Instead, you’re focusing on warm leads—people who’ve already shown interest.

In fact, retargeting ads can lead to a 10x higher click-through rate than regular display ads. That’s massive! Plus, retargeting is far cheaper than acquiring a completely new customer.

Now, think about this: Studies have shown that it takes, on average, 7 touches to turn a prospect into a customer.

Retargeting helps you make those touches without coming off as too aggressive. It’s like a gentle nudge that says, “Hey, remember this awesome product you were looking at?”

When it comes to PPC optimization, platforms like Google Ads and Google Shopping Ads make setting up retargeting campaigns simple and effective.

Google Ads, for instance, allows you to create custom audiences based on specific behaviors. For example, this can be users who visited your store but didn’t buy.

With Google Shopping Ads, retargeting can be even more powerful. These ads showcase specific products that your visitors viewed. So, when a possible customer searches for something similar, your product shows up at the top of the list.

This is along with a picture of the exact item they were looking for. This keeps your brand front and center, which makes it much more likely for users to return and buy.

With Google’s massive reach, your eCommerce PPC strategy gains the upper hand. It gives you multiple chances to reconnect with potential customers across the internet.

Retargeting with these tools helps you create a seamless shopping experience. Because the last thing you want is for a customer to forget about that product they almost bought from you.