In this guide, we’ll tell you everything you need to know to effectively remarket with Google Ads and grow your online business!
Are you ready? Let us begin!
Where does Google Ads remarketing ads appear?
Google Ads has two transmission networks: the search network (Google search engine and its search partners) and the Google Display Networkwhich consists of millions of websites such as YouTube, Google Maps, Gmail, news sites and social networks, among others.
Remarketing ads can be shown on both networks, although they are most commonly used on the Display Network as it allows you to position your brand as the user browses different websites.
Anyway, We strongly recommend selecting only one network when creating a campaign as campaigns targeting both networks tend to have poor results.
In addition, the Google Display Network allows you to place ads in various formats, e.g. Text ads, image ads, Flash animation ads, video ads, and rich media ads. Is not that great?
How to create your first remarketing campaign in Google Ads
Google’s remarketing technology allows you to paste a single code (small HTML snippet) on all pages of your website and then define user lists.
For example, you can create one list of users who visit your shopping cart and another for those who visit a specific product category.
This way you don’t have to create and install multiple codes on your website or virtual store every time you want to create a new list. Fine!
Follow the steps below to create your first Google Ads remarketing campaign:
1. Log in to your Google Ads account.
2. Click on “Campaigns”.
3. Type ‘+Campaign’ and select ‘Display Network only’.
4. For instructions on creating a search network remarketing campaign, see via remarketing lists for AdWords search ads.
5. Leave the Marketing Goals option checked and check the box next to Buy on their website.
6. Choose a campaign name, bid strategy, and budget.
7. Click Save and Continue.
8. Enter the name of the ad group and the offer.
9. Under “Targeting,” select “Interests and remarketing.”
10. From the Select Category drop-down menu, click Remarketing Lists.
11. Next, go to “Set up remarketing” to begin the two-step process for creating a remarketing tag and lists.
Step 1: AdWords creates the remarketing tag for you. The ID of the website remarketing tag or mobile app tag will be sent to your email account along with instructions on how to add it to your website or app.
Attention! If you use Google Analytics, you will see a checkbox to do so Use the tracking code already on your website instead of this. 🙂
Step 2: AdWords creates a list called “All Visitors” to help you get started. That means you don’t have to create the list.
The All Visitors list contains all users who have visited tagged pages on your site. You can then create new lists for the various visitor groups in your shop.
12. Enter the name of the ad group and offer.
13. On the Remarketing Lists tab, you will find the All Visitors list added to your ad group.
14. Finally, click “Save and continue” if you wish to create your ad, or select “Skip ad creation” if you prefer to do so later.
Top: To increase the number of placements your ads can appear on, add text and image ads of all sizes to your campaign.
How do I create remarketing lists in Google Ads?
With Google Ads, you can create remarketing lists with advanced targeting that doesn’t just affect all of your website visitors.
For example, you can create one list for those who visited the shopping cart, another for those who completed a purchase, and another for those who visited a specific category of your products. You can create as many lists as you like and don’t need to install any additional code. 🙂
To do this, after entering your ads account, do the following:
1. Go to “Tools Menu” > “Shared Library”.
2. Then click Audience Manager > Audience Lists.
3. To add a list of website visitors, select the + button > Website Visitors.
4. On the page that opens, enter a descriptive name for the remarketing list (note that you need to set up an event tag or snippet for the list to work).
5. Choose a template from the List Members drop-down menu.
6. Select a rule set from the Visited Pages drop-down menus. In each menu, add the terms for the web pages in your store that you want to collect information from Cookies from visitors. Values can be words, a number, or a date, depending on the rule template and the conditions you chose for the list to create.
7. Enter an initial size of the list, ie the number of visitors during a certain period of time. To increase the initial size of the list, I included users from the last 30 days.
8. Clarify the membership length, which determines how long a visitor should stay on your list. You can change the length of membership at any time.
9. If you wish, enter a description of your target group.
10. Click Make Public.
Once you’ve created your remarketing list, you can create campaigns and target ads to people who have already visited your store. 🙂
Create a relevant message for this target audience
Since ads for remarketing campaigns target a very specific audience, you need to include a creative and compelling message.
If a user has visited a specific product, don’t show them generic ads for your brand. Instead I have included offers and promotions relevant to the product you are visiting.
We invite you to try this (great) remarketing strategy and share your experience with us in the comments!