Retargeting with Product Listing Ads (PLAs) is one of the most effective ways to bring back potential buyers who visited your website but didn’t complete a purchase. With Google Shopping campaigns and remarketing, you can target these users with personalized product ads, increasing your chances of conversions. Here’s how you can use PLAs to retarget customers effectively.
1. Set Up a Remarketing Audience in Google Ads
To start, you need to create a remarketing audience in Google Ads. Follow these steps:
- Go to Google Ads and navigate to Audience Manager under “Tools & Settings.”
- Click “New Audience” and choose “Website Visitors.”
- Define your criteria, such as users who visited a product page but didn’t checkout.
- Set a duration (7, 14, or 30 days) based on how long you want to track these visitors.
- Save the audience and ensure it’s linked to your Google Merchant Center account.
2. Use Dynamic Remarketing for PLAs
Google allows Dynamic Remarketing for Shopping Ads, which shows personalized product ads based on user activity.
- Enable Dynamic Remarketing in Google Merchant Center.
- Add the Google Ads Remarketing Tag to your website to track user behavior.
- Upload a product feed with detailed product information to ensure accurate targeting.
3. Create a PLA Retargeting Campaign
Once your remarketing audience is ready, follow these steps to launch a retargeting PLA campaign:
- Go to Google Ads and create a new Shopping campaign.
- Select “Standard Shopping” or “Performance Max” based on your goal.
- Under Audience Targeting, choose the remarketing list you created earlier.
- Adjust your bidding strategy—increase bids for high-intent users who abandoned their cart.
- Launch your campaign and monitor performance regularly.
4. Segment Your Retargeting Audience
To get better results, divide your audience into multiple segments, such as:
- Cart Abandoners – Users who added products to the cart but didn’t complete checkout.
- Product Viewers – Users who viewed a product page but didn’t take action.
- Past Purchasers – Customers who previously bought from you but might return.
5. Offer Time-Sensitive Discounts
Encourage conversions by using limited-time offers, such as:
- Special discounts for users who abandoned their cart.
- Free shipping for returning customers.
- Exclusive deals based on customer behavior.
6. Exclude Unnecessary Audiences
To optimize ad spend, exclude users who have already completed a purchase or those who showed no engagement with your ads.
Improve Your Retargeting with Google Shopping & Local SEO
Want to boost your Google Shopping Ads? Check out our Local SEO services to improve your online visibility.