The Christmas shopping frenzy is at its peak and you watch customers slip through your fingers. They browse products, add goods to the basket, but don't complete the purchase. Do you know how to effectively reach these hesitant customers and bring them back before they buy from a competitor? We do. Read our article.
Summary for Those Who Don't Have Time to Read the Whole Article
- Dynamic remarketing can have up to a 70% higher conversion rate than static remarketing and can bring back up to 26% of abandoned baskets.
- In Google Ads use Performance Max with an audience from GA4 (abandoned baskets, viewed products). Between 10 and 20 December consider increasing the budget by 30–50%.
- On Facebook set up DPA campaigns with a product catalogue and target primarily the audience "added to basket in the last 7 days".
- Segment audiences by behaviour: Abandoned baskets (highest priority), recently visited products, category visitors. Show each of them a personalised offer.
- Use urgent copy such as "Delivery guaranteed by Christmas" and check campaigns daily so you don't waste budget.
We are ready to help you. Leave the setup to the professionals and focus on your business.
Static vs. Dynamic Remarketing: What's the Difference?
Before we start setting things up, let's clarify the fundamental difference between the two approaches.
Static remarketing means you show all website visitors the same general ad, for example a banner saying "20% Christmas discount". It's better than nothing, but has low effectiveness.
Dynamic remarketing goes a step further. You show each user exactly the products they viewed or left in the basket. This personalised ad can have up to a 70% higher conversion rate.
A Practical Example
A customer browsed a specific model of smartwatch on your e-shop. After they leave the site, you show them an ad on Facebook and Seznam with a photo of exactly this watch and the text: "Still hesitating over this watch? We guarantee delivery by Christmas if you order by 20 December!" This way you not only remind them of the product, but also add a sense of urgency.
Google Ads: Dynamic Remarketing and Performance Max
In 2025 two approaches are the most effective in Google Ads: classic dynamic remarketing and Performance Max (PMax) campaigns targeted with audience signals.
What you must have ready:
- A Google Ads account linked to Google Analytics 4,
- a product feed uploaded to Google Merchant Center,
- Google signals activated in GA4 to collect data for remarketing,
- audiences defined in GA4 (e.g. abandoned baskets in the last 7 days).
Step-by-Step Setup
1. Create an audience in GA4
Go to Admin → Audiences and create new audiences. The most important are:
- Abandoned baskets: Users who triggered the add_to_cart event, but not purchase
- Viewed products: Users who triggered the view_item event, but not purchase
2. Set up a Performance Max campaign
When creating the campaign, add your newly created remarketing audiences from GA4 as "Audience signals". Google will then know which users to focus on primarily.
3. Create a separate dynamic campaign in the Display Network
If you want full control over remarketing, create a classic campaign in the Display Network. Choose your remarketing audiences as the targeting and in the campaign settings switch on the use of the product feed for dynamic ads.
Practical tip: In the period between 10 and 20 December consider increasing the budget for remarketing campaigns by 30–50%. It is precisely in these days that people frantically finish their purchases and a well-aimed reminder can make the difference.
Facebook and Instagram Ads: Win Back Abandoned Baskets
Dynamic remarketing on Meta's platforms is absolutely essential for e-shops.
Basic Building Blocks
- Facebook Pixel (Meta Pixel) correctly implemented on the website.
- Standard events such as ViewContent, AddToCart and Purchase must be active.
- A product catalogue uploaded in Facebook Business Manager.
DPA (Dynamic Product Ads) Setup Guide
- Create a new campaign with the Sales objective.
- At the ad set level choose your Catalogue as the conversion source.
- Create a product set (e.g. "Bestsellers" or "Christmas tips").
- In the Audience section select the option "Remind people who showed interest on your website with ads".
You can target:
- Users who viewed products or added them to the basket but didn't buy (in the last 14 days).
- Users who added products to the basket but didn't buy (in the last 7 days) – your most important audience!
Sklik: Reach the Czech Market
Although Sklik doesn't have such advanced options as Google or Facebook, remarketing is still relevant for reaching Czech customers.
- Make sure you have the Sklik retargeting code deployed on your website.
- Create audiences based on visited URLs (e.g. people who visited /cart).
- Launch a campaign in the Sklik content network targeting these audiences.
Correct Audience Segmentation: The Foundation of Success
The biggest mistake is showing everyone the same ad. Split your audience and tailor the offer to them.
| Audience segment | What to show them | Ad copy | Budget priority |
| Abandoned basket (last 3 days) | Exactly the products from the basket | "Your gifts are waiting! Complete your order and we guarantee delivery by Christmas." | Highest |
| Viewed products (last 7 days) | Most recently visited products + similar bestsellers | "Did you like this product? Take a look at other Christmas hits too." | High |
| Category visitors | Bestselling products from the given category | "Looking for gift inspiration? These are the bestsellers in category X." | Medium |
| All visitors (last 30 days) | General brand ad | "Christmas at [Shop name]. Discounts, free delivery and hundreds of gift tips." | Low |
You might be interested in: Market Segmentation: What RFM Analysis Is and How to Segment Customers
Does setting up advanced remarketing seem complicated to you? You don't have to do it alone. We will be happy to help you set up campaigns that bring real results.
Conclusion
Last-minute remarketing isn't about finding new customers, but about working effectively with those who have already looked for you. The key is speed, correct segmentation and a personalised offer with a sense of urgency.
Frequently Asked Questions
How much should I invest in remarketing?
As a rule, remarketing should make up 15–20% of your PPC budget. In the last weeks before Christmas, however, consider increasing it to 30–40%, because the conversion rate can be significantly higher.
What if I don't have a product feed?
You can still use static remarketing (targeting visitors of specific categories), but its effectiveness may be significantly lower. For e-shops a product feed is in many cases a necessity.
How often should I check campaigns?
In this period daily. Watch ACOS (advertising cost of sales), conversion rate and cost per conversion. React immediately to campaigns that drain the budget without results.
Sources
Google (n.d.) About dynamic remarketing: show ads tailored to your site visitors. Google Ads Help. [online] Available at: https://support.google.com/google-ads/answer/3124536
Google (n.d.) About Performance Max campaigns. Google Ads Help. [online] Available at: https://support.google.com/google-ads/answer/10724817
Miller, Z. (n.d.) Why retargeting is a waste of time in 2025. LinkedIn post. [online] Available at: https://www.linkedin.com/posts/zack-miller_retargeting-is-a-waste-of-time-in-2025-activity-7323788899707723777-SAqZ