In this lesson, I'm going to show you how to set up retargeting ads to show across Google's ad network. While I mentioned three advanced retargeting strategies in the previous lesson, right now we're going to just set up a single retargeting campaign that targets everyone who has visited your site no matter what specific page they viewed. For this part, you'll need to sync your products between shop-find-Google.
Use the Google Shopping app to do this automatically or do it manually following the instructions in the notes below. Let's get into the Google Ads Manager to start setting up your retargeting ads. So now we're going to create another campaign, and we're going to use the same goal as we had before. But now when we're selecting campaign type, we're going to pick Display.
So I'm going to enter my website here. And what's going to be different about the way we're setting up this display ad is when we-- instead of picking keywords, we're going to select the audience. So what you can do here, assuming you've already set up your pixel, which you can do through that Google Shopping app, you are going to search for visitors in your target audience.
So over here, I mean, I've just set up my pixel for this new shop, I've only had eight people so far, so still early, but you can set this as your retargeting audience. So what this is essentially saying is that anyone that has visited your website, you're going to be showing them that ad again. So when you're starting to think about a budget for a display ad, you don't want to spend as much as your search ads.
Obviously, you got far fewer people in this audience than you do in your search ads. Google gives you a discount on retargeting these customers because you know who they are. So you'll find your budgets in this is far lower than your other types of campaigns. But it's important to put it in there and monitor it over time. So next, what we're going to do is we need to create the ad.
When you're creating retargeting ads, Google actually helps you building a responsive display ads. They really work across all devices-- on mobile or on desktop. So I'm going to go ahead and do that. The great thing-- it's pretty similar interface you would have seen on the search ads. But the great thing about what they do for these is they give you so many tools to just put together the ad.
So I can just go and grab my logo. They can even scan your website or your Facebook page to add images to it. So all I'm doing is just picking which product images I want to my ad, what my logo is. And you can see, they can put together a pretty great ad here.
So an important thing that we talked about when we're going through the other module was the importance of creating some urgency around these ads to get it delivered. So over here, this copy might be different from what I used in my search ads so that I can really get people's attention and get them to pull the trigger.
With all these assets I've given them here, they create tons and tons of ad formats for me with no extra work for me, and they'll do all the optimization and all the tweaks there. And there we are. We're good to go. So in this example, I was taking everyone that had visited my site just because this pixel that I have set up in my store hadn't got enough visitors yet.
But in the future, as you start to get more traffic, you can filter that audience to only be people that have visited the site in the last three days. I like to keep it to three days because it's recent, and it means that I'm only spending my money on the people who have my product top of mind and are more ready to buy. If it's been more than three days, I can conclude they're probably not that interested and I should stop spending my money on them.
This is going to depend a lot on the type of product you're selling. For me, Biltong is a low-cost product and probably doesn't require more than three days of purchase consideration, meaning people probably aren't thinking too hard about whether to buy my product. There's no reason to stay in front of them for so long. Take for example a bigger purchase like a car or an expensive article of clothing.
People take a long time to consider bigger purchases. So you're better off running long-term retargeting ads. Some advanced strategies I'm excited to try out will be different retargeting campaigns. So they don't click after three days-- I add them to a new audience for people who have been to my site in the past 30 days where I might try a different message for that group. Retargeting really is that easy, and it goes a long way to strengthening your sales funnel.
Your search ads will be attracting new customers. Your retargeting ads will be making sure anyone that doesn't buy still sees your advertising. Retargeting really is a powerful tool that helps maximize your investment in search and shopping ads. In the next module, I want to share what I think is the most exciting Google ad-- the shopping ad.
I'm even going to show you how you can start running these ads directly from Shopify.