Let’s talk about retargeting with Google Display Ads.
Because here’s the thing: when done right, it works.
But the number of ecommerce brands I see doing it wrong? Oof. Either they’re blasting everyone who’s ever sneezed near their homepage, or worse, they’ve let Google sneakily expand the audience into complete cold traffic.
So today, I want to show you how to do Google Display Retargeting properly, especially if you're already running Google Search Ads and selling something in higher priced.
Let’s break it all down.
Retargeting Works (Even If You Never Click Ads)
I get it. You’re skeptical.
You might be thinking, “But I never click those banner ads from websites I’ve visited. So why would anyone else?”
Totally fair.
But also totally wrong.
Because you are not your customer.
Your own behaviour doesn’t reflect the behaviour of everyone who visits your site. Plenty of people do click those ads, especially when they’re in the market for a high-ticket product and just need a little nudge to come back and complete the purchase.
This is where retargeting shines. It doesn’t get the first click. It gets the final one.
Why Display Retargeting Is Perfect for High-Ticket Ecommerce
A $2,500 product isn’t something people buy on a whim. It’s not toothpaste.
It’s a considered decision. That means a longer buyer journey with multiple touchpoints. And if you’re only running Google Search Ads, you’re relying entirely on that first point of contact to seal the deal.
Retargeting is your way back into the conversation.
Maybe someone found you on Google Search, clicked through, and then... life happened. They got distracted. They forgot. They closed the tab.
A few days later, they’re reading a blog or watching YouTube and bam!
Your ad pops up again. Now you’re not a stranger. You’re a brand they remember.
That familiarity? That’s what gets the sale.
How to Run Google Display Retargeting the Right Way
Step 1: Start with Maximise Conversions Bidding
Please don’t set this to "Clicks" or "Impressions". You’re not trying to be popular, you’re trying to be profitable.
Set the campaign to Maximise Conversions right from the start.
And here’s how to handle budgets:
Start low. Set a small daily budget to begin with.
Let it run until it’s spent 3–5x your target CPA.
Then, check your data.
If your CPA is looking good and conversions are rolling in? Great. Increase your budget slowly.
If your CPA is terrible or you’ve got zero conversions? Pull the budget down and give it a few more days before tweaking anything else.
And whatever you do, don’t panic-tweak on day two. Let it breathe.
Step 2: Turn Off “Optimised Targeting”
This one’s sneaky.
“Optimised Targeting” sounds like a good thing, right? Wrong.
What it actually does is expand your audience beyond the people you’re trying to retarget. That means your retargeting campaign becomes a prospecting campaign... and your costs shoot up with no real performance gains.
Make sure this setting is turned off.
If you miss this step, you’re not retargeting anymore, you’re just throwing money at strangers.
Step 3: Segment Your Retargeting Audiences
Here’s where the magic happens.
Don’t just throw everyone into a single “All Website Visitors” bucket and hope for the best. Segment your audiences based on where they were in the funnel.
Here’s a solid structure to start with:
1. Homepage Viewers
These are the curious browsers. Show them social proof, your brand story, or credibility content. Think: testimonials, press logos, awards.
2. Category Page Viewers
They browsed specific collections. Highlight popular products, comparisons, or USPs.
3. Product Page Viewers
Now we’re getting warm. These folks showed real intent. Serve them ads with product benefits, customer success stories, or time-sensitive offers.
4. Cart Abandoners
Hot leads. So close. Use urgency-based ads like discounts, low stock, guarantees, or trust signals like free returns.
5. Previous Buyers (optional)
If you’ve got upsells or recurring products, create a segment just for them. Promote related items or offer referral incentives.
Tailor your creative and messaging to each group. Don’t talk to cart abandoners like they’re total strangers.
Avoiding Common Retargeting Mistakes
Quick checklist to make sure you’re not accidentally setting your money on fire:
Set bidding to Maximise Conversions.
Start small with budgets and only adjust after 3-5x CPA.
Turn off Optimised Targeting.
Break audiences into segments like homepage, product page, cart.
Tailor messaging for each segment.
Be patient and adjust based on data, not gut feelings.
Remember: you are not your customer.
Final Thoughts
If you’re already running successful Google Search Ads and your product is over $2,500, skipping display retargeting is a massive missed opportunity.
It’s not about getting clicked the first time. It’s about staying visible while people decide. Being present when they’re ready. Popping back up right when they’re about to type your brand name again but get distracted by cat videos.
So yes. Run Google Display Ads for retargeting.
Just do it properly.
And if you want help making sure it’s done right? You know where to find me.
Conclusion
Google Display Retargeting is one of the most overlooked but powerful tools for ecommerce brands — especially those selling high-ticket items. When executed correctly, it keeps your brand visible during the customer’s decision-making process and brings warm leads back to convert.
To recap, here’s what you need to do:
Use Maximise Conversions bidding, not clicks or impressions
Start with low budgets and scale based on performance
Turn off Optimised Targeting to avoid wasting budget on cold traffic
Segment audiences by behaviour and tailor messaging accordingly
Done right, this isn’t just a helpful nudge, it’s a revenue machine. Retargeting works. Just don’t let Google run away with your spend.