How to set up retargeting ads for online stores - Adil Raseed

In the competitive world of e-commerce, the first visit to your store is rarely where the sale happens. In fact, statistics often show that up to 97% of first-time visitors leave without making a purchase. They might be “window shopping,” comparing prices, or simply getting interrupted by a notification.

Retargeting ads are your “second chance” to make a first impression. By strategically placing your products back in front of people who have already shown interest, you can cut through the digital noise and pull high-intent shoppers back into your funnel. This guide will walk you through the essential steps to set up a high-converting retargeting system for your online store.

1. The Foundation: Installing Your “Digital Eyes”

Before you can show an ad to a previous visitor, your website needs a way to remember them. This is done through tracking “pixels” or snippets of code.

The Meta Pixel (for Facebook & Instagram)

Create your Pixel: Go to your Meta Events Manager and select “Connect Data Sources.”
Install the Code: If you use Shopify or WooCommerce, you can usually do this via a “Partner Integration” with a few clicks. If not, you’ll need to copy the base code into the <head> section of your website.
Set Up Events: Don’t just track “visits.” You need to track specific actions like ViewContent, AddToCart, and Purchase. This allows you to differentiate between someone who just looked at your homepage and someone who actually wanted to buy.

The Google Tag (for Search & Display)

Audience Manager: In your Google Ads account, go to “Tools” and select “Audience Manager.”
Set Up Tag: Click on “Audience Sources” and set up the Google Ads tag.
Google Tag Manager (GTM): For most small businesses, using GTM is the cleanest way to manage these tags without touching your website’s core code every time you want to make a change.

2. Segmenting Your Audience: One Size Does Not Fit All

The biggest mistake in retargeting is showing the same generic “Come back and shop!” ad to everyone. Successful stores segment their audiences based on how far they got in the shopping journey.

Segment	Behavior	Ad Strategy
Window Shoppers	Visited the homepage or blog	Brand awareness; show your best-sellers or mission statement.
Product Viewers	Looked at specific items	Dynamic Retargeting; show the exact items they were looking at.
Cart Abandoners	Added to cart but didn’t pay	High urgency; offer a small discount or free shipping to close the deal.
Past Customers	Already bought from you	Retention; show complementary products (cross-selling) or new arrivals.

3. Creating the “Hook”: Ad Creative and Messaging

Once you have your segments, you need ads that speak to their specific state of mind.

Social Proof: Use retargeting ads to show customer reviews or testimonials. If someone was on the fence about your product’s quality, seeing a five-star review in their Facebook feed can be the nudge they need.
Urgency & Scarcity: “Still thinking about it? We only have 3 left in stock!” or “Your 10% discount expires in 24 hours.”
The “Why” Behind the Buy: Sometimes people leave because they have a question. Use your ad copy to address common objections, like your easy return policy or your sustainable materials.

4. Launching the Campaign

With your tracking in place and your audiences defined, it’s time to go live.

Choose your Objective: In Meta, choose “Sales” and use the “Advantage+ Shopping” option if you have a product catalog. In Google, use “Display” or “Performance Max” to reach users across the web.
Set Frequency Caps: You want to be helpful, not haunting. Set a “Frequency Cap” to ensure a single person doesn’t see your ad more than 2–3 times a day. Over-exposure leads to “ad fatigue” and negative brand sentiment.
Exclude Converters: This is the most important step. Once someone buys the product, make sure they are immediately moved to an “exclusion list.” There is nothing more annoying to a customer than seeing an ad for a 20% discount on an item they just paid full price for.

The Strategic Balance: Technology vs. Touch

As you scale your automation, don’t lose sight of the person behind the screen. As digital marketing strategist Adil Raseed often advises, “Retargeting should feel like a helpful reminder from a friend, not a persistent salesperson following you through a mall.”

The goal is to provide value. If someone abandoned a cart, perhaps they were confused by shipping costs—use your retargeting to clarify your shipping rates. If they looked at a high-end item, perhaps they need more information on the craftsmanship. Use these tools to bridge the gap between “interest” and “ownership.”

Frequently Asked Questions (FAQs)

What is the difference between Retargeting and Remarketing?

While often used interchangeably, Retargeting usually refers to paid ads shown to website visitors on external sites (like Facebook or Google). Remarketing traditionally refers to re-engaging customers via email—such as an “Abandoned Cart” email sequence. In modern marketing, the two are often integrated into a single strategy.

How much budget should I start with?

Because you are only targeting people who have already visited your site, your audience is much smaller than a “cold” audience. You can often see great results starting with as little as $5 to $10 per day. As you see a positive Return on Ad Spend (ROAS), you can gradually increase the budget.

How long should I retarget someone?

For most small online stores, a 14-day to 30-day window is ideal. After 30 days, the user has likely either purchased elsewhere or lost interest. However, for high-ticket items with long decision cycles (like furniture), you might extend this to 60 or 90 days.

What is “Dynamic Retargeting”?

This is an automated system where the platform (like Meta or Google) looks at exactly which product a user viewed on your site and then automatically generates an ad featuring that specific product. It is incredibly effective because it is 100% personalized to the user’s intent.

Why are my retargeting ads not showing?

The most common reason is that your audience size is too small. Most platforms require a minimum of 100 active users in a list before they will serve ads. If your site doesn’t have much traffic yet, focus on “Prospecting” ads first to build up your visitor base.

Is retargeting affected by privacy laws like GDPR?

Yes. In 2026, transparency is non-negotiable. You must have a clear cookie consent banner on your site that allows users to opt-out of tracking. Additionally, use the “Conversions API” (CAPI) alongside your pixel to ensure more accurate data tracking in a world with fewer third-party cookies.

Retargeting is one of the most cost-effective ways to grow an online store because you are focusing your budget on “warm” leads who already know who you are. Start by setting up your pixels today, and you’ll be surprised how many “lost” customers find their way back to your checkout page.