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
Open Google AdWords
Click Shared Library on the Left Menu
Click Set up remarketing
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.
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.
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.
Connect AdWords to Analytics
Open Google Analytics
Click audience definitions
Click on new audience
Name your list based on your goal and audience
Look at your Google Analytics embed code and replace:
// Old Google Analytics codes ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘google-analytics.com/ga.js’;
// New Google Analytics codes ga.src = (‘https:’ == document.location.protocol ? ‘https://’ : ‘http://’) + ‘stats.g.doubleclick.net/dc.js’;
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.
Click Shared Library
Under Website Visitors, click set up remarketing
Enter a unique list name
Choose a template from the “Who to add to your list” drop-down
Select a condition that a single webpage needs to match
Optional: add multiple conditions by clicking the “+” next to the condition
Enter membership duration, which indicates how long you want a visitor to live on your list. This only applies to Display Network ads.
Step 5: Create your remarketing campaign
Select All Campaigns
Click + Campaign
Select Display Network Only or Search Network Only
Name your campaign
On the “all features” box on the right, select remarketing
Enter your budget
Click save and continue
Name your Ad Group
Enter your Enhanced CPC budget
Add your remarketing lists
Click save and continue
Optional: Create your ads via Google’s Ad Gallery in minutes or skip this step
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.