In this guide we are going to 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 are Google Ads remarketing ads shown?
Google Ads has two broadcast networks: the Search Network (Google search engine and its search partners) and the Google Display Networkwhich is made up 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 their most frequent use is on the Display Network as it allows you to position your brand when the user browses different internet sites.
In any case, We strongly recommend that when you create a campaign, you choose only one network since campaigns directed at both networks tend to have poor results.
In addition, the Google Display Network allows you to show ads in different formats, such as text ads, image ads, animated Flash ads, video ads and rich media ads. Isn’t that great?
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 the pages of your site, and then define lists of users.
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.
This way, you don’t have to create and install multiple codes on your site or virtual store every time you want to create a new list. Good!
To create your first Google Ads remarketing campaign, follow each step below:
1. Sign in to your .
2. Click on ‘Campaigns’.
3. Enter in ‘+Campaign’ and select ‘Display Network only’.
4. For instructions on how to create a Search Network remarketing campaign, see .
5. Leave the ‘Marketing Objectives’ option selected and check the box next to ‘Buy from their website’.
6. Choose a campaign name, a bid strategy, and a budget.
7. Click on ‘Save and continue’.
8. Enter the name of the ad group and the offer.
9. Under ‘Ad target selection’, choose ‘Interests and remarketing’.
10. In the ‘Select a Category’ dropdown menu, press ‘Remarketing Lists’.
11. Next, go to ‘Set up remarketing’ to begin the two-step process that will allow you to create a remarketing tag and lists.
Step 1: AdWords will create 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’ll see a checkbox for 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 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 name of the ad group and the offer.
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 later.
Tip: To increase the number of placements where your ads can appear, add text and image ads of all possible sizes 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 of 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 do not need to install any additional code. 🙂
For that, once you have entered your Ads account, follow these steps:
1. Go to ‘Tools Menu’ > ‘Shared Library’.
2. Then, click on ‘Audience manager’ > ‘Audience lists’.
3. To add a list of website visitors, select the ‘+’ sign 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’ dropdown menu.
6. Select a rule set from the ‘Visited Pages’ dropdown menus. In each menu, add the conditions for the web pages of your store in which you want to collect information from the cookies of visitors. Values ​​can be words, a number, or a date, depending on the rule template and conditions you selected for the list you want to create.
7. Enter an initial size of the list, which is the number of visitors during a given period of time. To increase the initial size of the list, I included users from the last 30 days.
8. Clarify membership duration, which determines how long you want a visitor to stay on your list. You can change the duration of the 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 ads to people who’ve already visited your store. 🙂
Create a relevant message for this audience
Since remarketing campaign ads are targeted to a very particular audience, you need to include a creative and compelling message.
If a user visited a particular product, do not show them generic ads for your brand. Rather, I included offers and promotions relevant to the product you visited.
We invite you to try this (great) remarketing strategy and share your experience with us in the comments!
Good sales!
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