DIGITAL SOP 038: Launching a abandoned-cart campaign utilizing Google Display Network

Last Updated / Reviewed: March 25th, 2024

Execution Time: 30-45 minutes

Goal: To create a simple Google Display Network campaign that targets those who are closest to purchase.

Ideal Outcome:  You start generating more sales by marketing to your most qualified leads by investing under 30 minutes of your time in setting up a paid campaign.

Prerequisites or requirements:

• You need to have a Google Ads account. If you don’t have one yet you can follow the procedure covered in SOP 014.
• You need to have the remarketing pixel or the global site tag on your site. If you haven’t done so yet, you can follow the procedure covered in SOP 013.

Why this is important: Remarketing campaigns are perhaps the first type of paid campaign you should start running if you already have consistent website traffic. Cart abandonment is an easy-to-capture revenue opportunity.

Where this is done: In your Google Ads account.

When this is done:  Every time you want to start a new abandoned-cart campaign.

Who does this: The person responsible for paid advertising.