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How to set up Remarketing in Google AdWords

2018-09-04 ONE NET WIKI


A simple 6-step guide has been made for you.

Step 1: Set a goal

The very first step is to identify what your goal is, so that you can properly identify what audience you want to target.

  • Get abandoned shopping carts to complete purchase

  • Stay top of mind with leads as they explore other options

  • Up-sell or cross-sell existing customers

  • Introduce previous customers to similar products

  • Educate potential customers about new features or products

  • Increase brand awareness

Step 2: Identify your audience

With your goal in mind, identify the customers that’ll meet that criterion. Here are a few questions to ask yourself when identifying this audience:

  • What page did they visit?

  • What page did they not visit?

  • How much time did they spend on the site?

  • How many pages did they visit?

  • Have they made a purchase in the past?

  • Do they fit your customer demographic (i.e. location, age, etc.)

Step 3: Set up remarketing

First of all, make sure that your website has seen at least 100 active visitors in the past 30 days for Display Remarketing Ads and 1,000 visitors for Google Search Remarketing.

Basic: Set up your remarketing tag on Google AdWords

  1. Open Google AdWords

  2. Click Campaigns

  3. Click Shared Library on the Left Menu

  4. Click Audiences

  5. Click Set up remarketing

  6. If you want to send this to a developer, just type in your developer’s email address in the “send to” box and the instructions will be forwarded to him or her.

  7. If you want to handle it yourself, click View AdWords tag for websites

    Copy the remarketing tag code and paste this code on the bottom of the body of all your website pages.

  8. Install the Google Tag Assistant Chrome Extension to check if it is properly installed

Advanced: Set up your remarketing tag on Google Analytics

In Google AdWords, you can create retargeting lists based on conversion goals and page visits.

If you want to dig deeper and target by behavior, demographics, technology, and more, Google Analytics is the way to go.

Here’s how to set up remarketing on Google Analytics.

  1. Connect AdWords to Analytics

  2. Open Google Analytics

  3. Click Admin

  4. Click audience definitions

  5. Click audiences

  6. Click on new audience

  7. Name your list based on your goal and audience

  8. Look at your Google Analytics embed code and replace:

// Old Google Analytics codes
ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘’;


// New Google Analytics codes
ga.src = (‘https:’ == document.location.protocol ? ‘https://’ : ‘http://’) + ‘’;

Step 4: Build your remarketing list

After you’ve properly embedded your tracking code, it’s time to build remarketing lists based on the criteria you’ve defined in step 2. You can create lists based on multiple conditions like targeting someone who has landed on your product page and your pricing page.

You also have the flexibility to create custom parameters, such as targeting people who viewed products worth over $1,000 via the “value” parameter.

  1. Open AdWords

  2. Click Shared Library

  3. Click Audiences

  4. Under Website Visitors, click set up remarketing

  5. Enter a unique list name

  6. Choose a template from the “Who to add to your list” drop-down

  7. Click +Rule

  8. Select a condition that a single webpage needs to match

    Optional: add multiple conditions by clicking the “+” next to the condition

  9. Enter membership duration, which indicates how long you want a visitor to live on your list. This only applies to Display Network ads.

  10. Click save

Step 5: Create your remarketing campaign

  1. Open AdWords

  2. Select All Campaigns

  3. Click + Campaign

  4. Select Display Network Only or Search Network Only

  5. Name your campaign

  6. On the “all features” box on the right, select remarketing

  7. Enter your budget

  8. Click save and continue

  9. Name your Ad Group

  10. Enter your Enhanced CPC budget

  11. Add your remarketing lists

  12. Click save and continue

  13. Optional: Create your ads via Google’s Ad Gallery in minutes or skip this step

  14. Click save ads

Step 6: Test and Optimize Your Campaign

Here are a few things you can do to improve your remarketing campaigns.

  • Ad Creatives: Make sure that your ads are relevant, have a call-to-action, and are consistent with the design and UX of your website.

  • Set up conversion tracking so you can see how your remarketing campaigns are driving conversions.

  • Use frequency capping to limit the number of times someone sees your ad per day.

  • Experiment with language, location, and membership duration settings.

  • Test remarketing ads with both completely new or similar product categories.


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