Display Remarketing is all about running amazing visual content on the Googles Display Network.
If you don’t have your audiences set up properly, then your remarketing campaign will go nowhere. Essentially it’s all about making sure Google knows exactly who to target with your ads and what them users are most likely interested in out of your services/products.
Now let’s imagine that a user has been onto your website, added something to their cart and right before they checkout, they abandon their basket. In an ideal world, you should serve a custom ad to these users which remind them that they still have items in their basket. It might even be best to incentivise them to come back with a small discount/offer.
Your remarketing is only as strong as your tracking. Essentially, if you aren’t tracking the users to your platform correctly, then how can Google know exactly who to target, with what service or product and at what time? It simply can’t.
So before you do anything, be sure to set up all of your tracking and segment down what events you want to keep track of and how them events fit in to your audience targeting groups.