Advertising plays a critical role in bringing customers to your your Lightspeed eCom (E-Series) online store. However, the vast majority of shoppers aren’t ready to buy when they first browse your catalog. They may hesitate, become distracted, or decide to browse similar products online. Retargeting helps you convert window shoppers into paying customers.

How retargeting works

In ecommerce, retargeting helps business owners reach customers who visited their online store but didn’t buy anything. Reaching these customers relies on browser cookies. Retargeting tools use cookies to place ads on other sites that a user visits. When used effectively, these ads encourage your customers to continue browsing your store.

A cookie is a special piece of data that is set in a person’s browser and enables tracking of the pages they visit. Every site that uses cookies must inform the user about it. Remember to add a cookie notification to your site.

Despite the seeming simplicity, you need to carefully use this tool. Pay special attention to the timing, frequency, and context of your advertising. Good retargeting is often a result of a good strategy.

Setting up retargeting ads for your eCom products

There are several ways to enable retargeting for your eCom products:

• Use remarketing with Google Analytics and Google Ads. This way, you can show ads to your store visitors on other sites. Ads will be targeted to the interests these users expressed during their previous visits to your online store.
  Learn more about enabling remarketing with Google Analytics.
• Build retargeting campaigns on Facebook directly in the Facebook Ads Manager. A perfect option for store owners who want to fine-tune their campaigns.
  Learn more about creating ads with Facebook Ads Manager.
• Build automated retargeting campaigns on Facebook with Kliken. It is a great solution for users inexperienced with ad setup. You can start off right in your eCom admin panel: go to Marketing > Overview > Reach past visitors with remarketing. All you need to do is choose your target audience and the products you want to promote, and Kliken will help you retarget customers who viewed your products or purchased from you and showcase items from your catalog in the ads.