1. Additions to previously purchased products
Suppose you are looking for a new pair of running shoes. After much consideration, you have finally ordered a pair that really suits you, but then you are still being chased by advertisements for this same pair of running shoes. This is of course a shame, because the chance that you will buy exactly the same shoes again is very small. In addition, you will be able to continue with this pair for a while and you do not need new running shoes for the time being. Instead, you would rather see advertisements for a heart rate monitor, because this is a good addition to the running shoes that you bought earlier.
2. Location-based
Let's look at the example of the running shoes from the seller's perspective. Suppose that Google Analytics statistics show that the majority of your target group is located in Amsterdam and the surrounding area. In that case, you could stimulate these people again with an advertisement that tells why your latest product should not be missing from the collection of 'the Amsterdam runner', who is training for the marathon.
3. Frequent purchases
Does a certain customer buy a new pair of running socks hospital mailing lists from you every month? Then you could show this person ads at the beginning of the month for a nice pair of socks that he has not yet bought.
4. Special offers
You can also find out which visitors have often bought something from you and reward them with special offers, specifically aimed at these loyal customers. Visitors who have not bought anything for a long time can be tempted to buy something again. To use the example of runners: encourage these customers to start exercising again and buy running products.
When retargeting previous customers, make sure that you do not 'bother' these customers. If a customer has bought a certain product, he does not want to see constant advertisements for this same product. To prevent this, you can use a Burn Pixel in the case of display advertising via Google AdWords . This is a code that you place on product pages. With this, you can exclude visitors who have already bought a certain product from advertisements for this product.