Google AdWords Remarketing: Your Guide to Getting Started

2018/01/02 08:00

remarketing adwords

Interested in creating an AdWords remarketing campaign? This is what you need to know.

According to Google, only about 4% of your website visitors will actually convert, which means steps need to be taken to bring them back if you want to reach your revenue goals.

Countless brands, big and small, are discovering the benefits of remarketing. Big brands such as Zendesk have seen a 30% increase in conversions through remarketing alone.

This brief guide aims to give you the remarketing basics so that you can set up a few campaigns of your own.

Remarketing: A Recap

If you’ve heard the terms ‘remarketing’ and ‘retargeting’, know that they’re the exact same thing.

Remarketing is a tactic that helps entice website visitors to return to your site and convert – this can be in the form of a sale or any other type of conversion. If you’ve ever visited an online store and 10 minutes later saw an ad for the exact product you were thinking about buying – that’s remarketing.

A remarketing audience is created based on behavior and is the most likely to convert. To get started, you will, of course, need a Google AdWords account.  

Remarketing: The Different Types

There are 5 main types of remarketing in Google AdWords:

  1. Standard Remarketing: Static image ads are shown to past website visitors via the Google Display Network.
  2. Dynamic Remarketing: Dynamic image ads that include specific products or even services that a website visitor looked at. A Google Merchant Center account is also required to run dynamic remarketing ads.
  3. Remarketing Lists for Search Ads: Retargets people in Google’s search results.
  4. Video Remarketing: Remarkets to people who have recently watched one of your YouTube videos or gives you the ability to remarket to past website visitors on YouTube.
  5. Customer List Remarketing: Upload a list of your customers so that Google can serve them ads when they’re logged into Google.

Steps for Setting Up Your Remarketing Campaign

Step One: Create Some Goals

Start by establishing what you want to achieve by running a remarketing campaign. Do you want to target visitors who placed orders but didn’t complete the sales process? Perhaps you want to target visitors who didn’t take a particular action on your site but you want to bring them back? Basically, make sure that you have a reason for wanting to bring visitors back to your site.

Step Two: Select Your Audience

Now you need to decide who you want to market to by creating a remarketing list. To do this, login to your AdWords account, click on tools and click on Audience Manager.

Using the remarketing tab, click on the + icon under Audience List and select the audience that you will be working with. You will then need to complete a form on the next page and you’re good to go.

Step Three: Create Your Remarketing Tags

To get your remarketing tags, login to Google Analytics and click on Admin > Tracking Info > Data Collection. You will now need to turn on ‘Remarketing’ and ‘Advertising Reporting Features’.

Navigate back to Audience Manager in AdWords again and click on the Audience Source tab. Select Google Analytics and fill in the necessary details to connect your remarketing tag to Analytics.

You will also need to insert your remarketing tag on your landing page.

Step Four: Set Up Your Remarketing Campaign

To create your campaign in AdWords, click on the + button in the left sidebar. You will then be asked to select your account and specify a goal for your campaign.

After selecting your goal, you will need to choose your campaign type – refer back to the types of remarketing campaign if you’re unsure. Since a lot of brands use standard remarketing, we will choose ‘Display’ in this example, which means the ads will be served on any website or app that is a part of the Google Display Network.

Next, select ‘Standard Display Campaign’ and enter the URL of your landing page – this should be the same URL where you have placed your remarketing tag. You will also need to name your campaign, place a bid and set a budget.

Now you will need to create an ad group, which is also where you will link your remarketing list.

Navigate to Audiences and select ‘How they have interacted with your business’ – you will now have the option to select the remarketing list you created.

Finally, click on ‘Create Campaign’.

Step Five: Create Your Ad

You will now need to have a creative ready for the Google Display Network. It’s suggested that you test several ads until you know exactly what’s going to give you the best ROI.

Consider why a visitor first came to your site and what messaging and imagery you can use to bring them back. Always ask: What’s in it for them?

Remember, you’re going to need to stand out from your competitors and compete with content so your ads need to be relevant and eye-catching without being a nuisance.

As you can see, it’s not that hard to set up a remarketing campaign in Google AdWords. The hard part is measuring and optimizing your campaigns to achieve the best results. Be sure to keep a close eye on your campaigns on a daily basis to ensure that you’re spending your budget wisely.