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Facebook & Google Retargeting
Posted Feb 28, 2019 by Jesse Ness, Ecwid Team

Facebook & Google Retargeting: How to Turn Your Visitors into Customers

Every visitor on your site is an opportunity to make a sale.

But even if you strive to give them the best experience possible, 96% of people will leave a store without making a purchase. It’s how online shopping works: visitors usually need 2-4 visits before they buy anything.

You can sit and wait when your visitors remember your brand, or… You can bring customers back to your online store with remarketing. And that’s no rocket science — read this article to learn how to get started.

If you haven’t got enough traffic in your online store yet, you might want to start with this article: Intro to Advertising: Where to Begin When You’re a Beginner

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What Are Dynamic Retargeting/Remarketing Ads?

First, the terms. There is no actual difference between the two. They are just different words used by Google and Facebook for the same thing.

If you went to Google sites, you’d read about remarketing. On Facebook sites, you’d read about retargeting.

In reality, both terms are used to describe ads targeting people who have already visited your website but haven’t made the desired action. In the case of e-commerce, the desired action is a purchase.

The only difference is where the ads will show.

Google remarketing ads will show on the Google Display Network of more than two million sites partnered with Google. So, when visitors go to one of those sites, they might see the ads somewhere.

Google Remarketing

Facebook retargeting ads will appear on Facebook sites, and they get about two billion visits every month.

Facebook retargeting

So both of the platforms have great potential to reach visitors. And the best result is usually accomplished when you use them together.

The word “dynamic” in the term means that something in the ads changes — in this case, the items displayed in the ad. To give you a proper understanding of how it works, let’s go through some examples.

Let’s say we have a store named Awesome Super Shoes. For the store, we run retargeting on both Google and Facebook. We have a visitor named Joe. He finds the Awesome Super Shoes store through Google. He browses the site and takes an interest in our Blue Shoes. He looks at them for a while, but before he can make any action, he can hear the boss coming, so he has to close the website and pretend he’s working.

Two days later, he’s bored at work again and browses some websites he likes. On one of them, he sees an Awesome Super Shoes store ad with the Blue Shoes he liked. He decides to click on the ad and buy the Blue Shoes.

We also have a visitor named Janet. Janet also finds the Awesome Super Shoes store on Google. She likes our Red Shoes, but it is four days to her payday and she is short on cash, so she leaves the store website without making a purchase.

Five days later, she is on Facebook, browsing her friends’ posts. Between the posts, she can see an Awesome Super Shoes ad with the Red Shoes she already liked. Since she got her paycheck yesterday, she decides to spoil herself and buy the shoes.

Our third visitor is Jared. Jared is an enthusiastic jogger and because the Awesome Super Shoes store also runs other ads than retargeting ads, he can see our ad targeted at joggers on Facebook. He clicks on the ad and examines our Running Shoes. But Jared isn’t so easy to persuade, and he decides to do some research to find the best shoes for him.

In the evening, he goes through several review sites about running shoes. Since most of the sites are on the Google Display Network, one of them runs an Awesome Super Shoes ad with the Running Shoes Jared has already looked at. He hasn’t found better shoes yet and he’s quite tired, so he decides to buy the Running Shoes.

The Easy Way to Launch a Remarketing Campaign

If you’ve ever approached Facebook Ad Manager or Google Ads account, you’ll be happy to learn that there’s a way to launch ads without even visiting the intimidating dashboards — not to mention setting up those accounts, installing a tracking code on your website, manually generating a CSV product feed for remarketing, making it compliant with Google and Facebook’s requirements, setting up ads, and spending every spare minute afterwards on monitoring their performance.

For those who don’t have experience with setting up digital ads, there’s a tool called ROI Hunter Easy that launches retargeting campaigns whether on Facebook, the Google Display Network, or both, and optimizes them automatically.

Ecwid is one of the few e-commerce platforms where the ROI Hunter integration is available for free. You pay for the ads themselves, so it’s basically the same price as you’d spend on your own.

Instead of taking about 15 steps to set up retargeting campaigns on your own, you’ll just need to (we’ll take FB retargeting ads as an example):

  1. Install ROI Hunter in your Control Panel → Apps. ROI Hunter and 160 more applications are available on the Ecwid premium plans.
  2. Connect your Facebook Business page.
  3. Write short and sweet copy for your ads:
  4. facebook remarketing ads

  5. Preview how the ads look in the different formats (on mobile and desktop):
  6. Set up facebook retargeting

  7. Select targeted countries from the list:
  8. Facebook retargeting setup

  9. Set up the daily budget:
  10. Fb retargeting

Hit launch campaign and that’s it. No coding, no messing with CSV files, no stress. The process is the same for Google remarketing ads.

What’s Next

With artificial intelligence looking out for you, you should expect a higher ROI than that of ads that are set up manually. So retargeting ads with ROI Hunter can become a solid step to growing your further marketing strategy.

If retargeting ads worked great for your store, you can try more powerful ad designs with ROI Hunter Premium. However, the free version has everything you need to run Facebook and Google retargeting ads, so you might just want to increase the budget of your existing campaigns.

We can’t wait to learn how you’re doing retargeting in your Ecwid store. Tell us in the comments below!

About the author
Jesse is the Marketing Manager at Ecwid and has been in e-commerce and internet marketing since 2006. He has experience with PPC, SEO, conversion optimization and loves to work with entrepreneurs to make their dreams a reality.