Create Web Retargeting Ads

Ready to create some web retargeting ads to bring people back to your website? Use our Ad Builder to create a series of ads based on top products from your store. Ads automatically display all over the web for people who navigated away from your site.

In this article, you’ll learn how to create your own web retargeting ads through MailChimp.


Prep Your Store for Retargeting

We've updated the MailChimp for Shopify connection to make this easier than ever. 

To prep your store for retargeting, follow these steps.

  1. Click your profile name, and choose Account.
    Screenshot of a mouse clicking Account in the profile dropdown menu
  2. Click Connected Sites.
    A mouse hovering over the connected sites tab
  3. Click View Details next to the Shopify site you want to work with.
    A screenshot of a mouse clicking the View Details button for a connected Shopify site
  4. At the top of the page, click Update Now.
  5. Follow the prompts to update your Shopify store’s permissions.

 Now you’re ready to start your retargeting ad!

Define Audience and Budget

To get started with your web retargeting ads, you’ll choose which store you want to promote, and review your ad budget. 

To define your audience and budget, follow these steps.

  1. Navigate to the Campaigns page, and click Create Campaign.
    A mouse pointer clicking the Create Campaign button
  2. Click Create an Ad.
    A mouse pointer clicking the Create an Ad button
  3. Click  Web retargeting.
  4. Name your campaign, choose the store you want to promote.
  5. Click Begin to enter the Ad Builder. 
  6. In the Audience step of the Ad Builder, click Save.
    A screenshot of the Audience drop down menu in the ad builder
  7. Click Save.
  8. In the pop-up modal, click to accept the Ad Terms of Service.

Next, you’ll navigate to the Ad Group step to start setting up your ads.

Create Your Ad Group

In the Ad Group step of the Ad Builder, you can configure your ad to feature your store’s 5 top selling products, or up to 5 products of your choice.  After someone visits your store, we’ll retarget them on other sites by featuring the items you choose. 

 To create the content of your retargeting ads, follow these steps. In this tutorial, we’ll focus on top sellers, since those usually perform best. 

  1. In the Ad Group step, click Use Top Sellers. We’ll automatically fill in your store’s top 5 products.
    a screenshot of the Ad Group step of the ad builder
  2. Click Edit Ad to edit the images and text associated with each of your retargeting ads.
    A screenshot of the ad editing process, showing 5 top sellers from a connected Shopify store.
  3. In the fields provided, update Ad 1’s short headline, long headline, and message. Be sure to avoid commonly rejected text like all caps, too many exclamation points, and curse words.
    A screenshot of customizable fields in Ad Number 1
  4. Click the next ad in the group, and repeat steps 3-5 until all ads are customized.
  5. A mouse pointer clicks the next ad in the series.
  6. Click Save & Preview.
    A pointer clicks the Save and Preview button.


Preview Your Ads

After you choose text and images for your ad, check out your ad preview. Preview mode shows an approximation of what your ads will look like in a few common ad placements. After they're published, your ads will show in a lot more places and layouts. 

 To preview your ads, follow these steps.

  1. Click View more sizes to enter preview mode.

    A screenshot of the sample preview pane, with the mouse clicking the View More Sizes link
  2. Use the arrows to click through each of your products. These previews show what your ads might look like on the web when they’re published.
    A screenshot of Preview Mode in the Ad builder, which shows a few different configurations of each product ad.
  3. Click the X to return to your ad, and use the Ad Builder to make additional changes.

 When you’re done, be sure to return to the preview mode for a final review. 

Submit Your Ads

After your ads are set up and previewed, it’s time to submit! 

To submit your web retargeting ads, follow these steps. 

  1. Click Submit Ad.
    A screenshot of the submit ad button
  2. In the pop-up modal, click Confirm.

 You’re done! We’ll send your ad to Google for review. After they confirm it meets the ad network’s Terms of Use, we’ll start building your retargeting audience. Building your audience may take some time since Google requires a minimum audience of 100 people. Your ads will run on Google’s Ad Display network for up to 90 days, depending on site traffic.

View Report

Retargeting ads work best over a long period of time, so it may take up to a month to see significant results. After some time passes, check your report to see how your ads performed.

To view your report, follow these steps.

  1. Navigate to the Reports page.
  2. Click the name of the web retargeting campaign you want to view. 

About Your Report

Here’s what you’ll find in your ad report, and what the terms mean.

A screenshot of a retargeting ad campaign report.

People reached
The total number of people who saw your ads

The total number of times your ads were displayed

The number of clicks your ads received

First time buyers
The number of people who clicked your ad and bought something for the first time

Total revenue
Revenue attributed your ads

Cost per click
The approximate amount you’re spending on each ad per click

Average position
A Google reporting statistic that shows how your ads rank compared to others in their ad network

Avg. daily budget
The average amount you’ve spent per day on the ads

Total cost
The total cost of your retargeting ads so far

Total products sold
The total number of products sold through your ads

Total orders
Total number of orders generated by your ads

Average order amount
Average order amount generated by your ads 

Return on investment
A percentage that represents how much return you get for your money 

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