In this guide we are going to tell you everything you need to know to do remarketing with Google Ads effectively, and grow your business online!
Are you ready? Let us begin!
Where do Google Ads remarketing ads show up?
Google Ads has two broadcast networks: the Search Network (Google’s search engine and its search partners) and the Google Display Network , which is made up of millions of websites such as YouTube, Google Maps, Gmail, news sites and social networks among others.
Remarketing ads can be displayed on both networks, although their most frequent use is on the Display Network since it allows you to position your brand when the user browses different internet sites.
However, we strongly recommend that when you create a campaign, you choose only one network as campaigns targeting both networks tend to have poor results.
On the other hand, the Google Display Network allows you to show ads in different formats, for example, text ads, image ads, animated Flash ads, video ads and rich media. Isn’t that cool?
How to create your first remarketing campaign in Google Ads
Google’s remarketing technology allows you to include a single code (small HTML snippet) on all pages of your site, and then define user lists.
For example, you will be able to create a list with users who visit your shopping cart and another for those who visit a certain category of products.
In this way, you do not have to create and install multiple codes on your site or virtual store every time you want to create a new list. All right!
To create your first remarketing campaign in Google Ads, follow each step below:
1. Sign in to your Google Ads account .
2. Click on ‘Campaigns’.
3. Go to ‘ + Campaign’ and select ‘Only on the Display Network’.
4. For instructions on how to create a remarketing campaign for the Search Network, see About remarketing lists for AdWords search ads .
5. Leave the ‘Marketing objectives’ option selected and check the box next to ‘Buy on your website’.
6. I chose the name of the campaign, a bidding strategy and a budget.
7. Click on ‘Save and continue’.
8. Enter the ad group name and bid.
9. Under ‘Ad targeting selection’, choose ‘Interests and remarketing’.
10. In the ‘Select a category’ dropdown menu, click ‘Remarketing Lists’.
11. Next, go to ‘Set up remarketing’ to start the two-step process that will allow you to create a tag and remarketing lists.
Step 1: AdWords will create the remarketing tag for you. It will send the remarketing tag ID of the website or mobile app tag to your email account, along with instructions on how to add it to the website or app.
Attention! If you’re using Google Analytics, you’ll see a checkbox to use the tracking code already on your website instead.🙂
Step 2: AdWords will create a list called ‘All Visitors’ to help you get started. This means that you will not have to create the list.
The ‘All Visitors’ list includes all users who have visited tagged pages on your website. Then, you will be able to create new lists for the different groups of visitors to your store.
12. Enter the ad group name and bid.
13. In the ‘Remarketing Lists’ tab you will find the ‘All Visitors’ list added to your ad group.
14. Finally, click on ‘Save and continue’ if you want to create your ad, or select ‘Skip ad creation’ if you prefer to do it at another time.
Tip: To increase the number of placements where your ads can appear, add text and image ads of as many sizes as possible to your campaign.
How to create remarketing lists in Google Ads?
Google Ads allows you to create remarketing lists with more advanced targeting than just all your site visitors.
For example, you will be able to create a list for those who visited the shopping cart, another for those who completed a purchase, and another for those who visited a certain category of your products. You can create all the lists you want and you don’t need to install any additional code .
For that, once you have entered your Ads account, I followed the following steps:
1. Enter ‘Tools Menu’ > ‘Shared Library’.
2. Then, click on ‘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 snippet or tag for the list to work).
5. Choose a template from the ‘List Members’ dropdown menu.
6. Select a set of rules from the ‘Pages Visited’ dropdown menus. In each menu, add the conditions for the web pages of your store where you want to collect cookie information from visitors. The values can be words, a number, or a date, depending on the rule template and the conditions you selected for the list you want to create.
7. Enter an initial list size, which is the number of visitors over a given period of time. To increase the initial list size, I included users from the last 30 days.
8. Clarify the membership duration, which determines how long you want a visitor to stay on your list. You can change the length of your membership at any time.
9. If you want, enter a description of your audience.
10. Click on ‘Create public’.
Once you’ve created your remarketing list, you’re ready to create campaigns and target people who have already visited your store.🙂
Create a relevant message for this audience
Since remarketing campaign ads are aimed at a very particular audience, you need to include a creative and compelling message.
If a user visited a particular product, don’t show them generic ads for your brand. Instead, I included offers and promotions relevant to the product you visited.
We invite you to try this (great) remarketing strategy. Share your experience with us in the comments!