How To Setup Google Remarketing Ads

Want to set up a successful remarketing campaign through Google Ads? Our informative guide will help you create a remarketing list to attract website visitors.

Danny Mahoney

Danny Mahoney — 10 minute read.

Are you struggling to convert the people who visited your website into transactions? If so, you are not the only one.

While the internet offers a platform for businesses to display their campaigns to a larger audience, the chances of success are slim if you don’t get the strategy spot on. Now, you can encourage visitors to a page to take action in different ways.

Google Remarketing Ads Setup

However, the most popular among them is to create remarketing campaigns to grab the attention of remarketing audiences. If you want to know more before starting a new campaign, keep reading to learn about the nitty-gritty of remarketing.

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What Is A Remarketing Campaign?

Before starting with strategies and campaign types, let us tell you about remarketing.

Simply put, it displays ads to consumers who visit a website or use a mobile app. Doing so ensures you never lose contact with the remarketing audience and sell the business idea without hassle.

Not to mention, it promotes brand value which may encourage customers to keep coming back for more. You will also be pleased to note that there are multiple strategies and tools to generate an effective remarketing campaign.

For instance, you can create remarketing lists, also known as Smart lists, for targeting a specific set of people via Facebook Pixel. Other than that, even though remarketing campaigns aim to attract the target audience, there are several advantages and benefits which we will discuss next.


Remarketing Goals

Creating a remarketing campaign is not just about attracting website visitors but bringing people who have lost interest. However, recapturing their attention is easier said than done; it is crucial to have a clear idea regarding your campaign goals.

There are three types of Google Ads remarketing goals that you need to know about before you create remarketing ads:

1. New Campaigns

New campaigns are something that people haven’t seen before. And to encourage customers to know about them, you can display brand promotions on the site.

2. Call To Action

It is possible to design a campaign if you want to convert users visiting your website into conversions by utilising call-to-actions. For instance, you can create leads for people who did not connect to the landing page.

3. Abandoned Carts

Don’t you hate it when people are on the verge of purchasing but decide to abandon their carts for no apparent reason? With remarketing campaigns, you can select an effective strategy to target audiences that leave their cart without completing the order.

Once you choose what you wish to accomplish with the remarketing campaign, you can take the following steps to achieve the desired results.

  • Choose the pages with the Google Ads remarketing tag.
  • Design custom pages for a niche audience to keep them interested
  • Pick a display network and find ways to bring people to that network
  • Remarketing ads should be audience-specific

If you have a clear idea of how to use these pointers for the remarketing campaign, it may increase the chances of success.

Percent Leave Buying

Different Remarketing Campaigns

You can use the following campaigns to achieve the desired results now that you know about remarketing goals.

  • Display network
  • Gmail
  • Remarketing search listing ads
  • YouTube
  • Other apps

Even though you can use any of these networks, working on some is more convenient than others. For example, if you don’t have much time and want to keep things simple, design a display campaign ad rather than a YouTube ad.

Remarketing Lists

There are two primary ways to set up remarketing campaigns for Google Ads. First, you need to create a remarketing list for your Google ads remarketing campaign and follow it up by creating a design that is specific to the list.

1. Remarketing Tags

Let’s deal with the first part — creating the list with the help of Google Adwords. Before that, you will need a Google Ads account to access all the Google Ads and analytics features.

The following steps are pretty simple, and you can choose the “Shared Library” option from the left-hand navigation bar. This should reveal several options, following which you must click “Audiences”.

After that, you need to add the Google Ads remarketing tag by going through the tag details. Once you find a suitable option, access that tag and install it on the site.

What’s more, it is possible to email the tag to the website’s technical support team, who can help you with installation. However, remember to set up the tag on every web page to attract the target audience.

This may allow you to run numerous remarketing campaigns, which may increase the chances of connecting with the Ad group. If all the tags are in place, you can create the list.

2. Creating Lists

Similar to the previous section, you have to click on the “Shared Library” option, but this time select “ Remarketing list”. You will have to choose who Google Adwords will remarket to for the next step by providing the correct data.

You will find four options — customer email addresses, website visitors, YouTube users, and mobile app users. Select the most appropriate option from this list based on the available website information and the data you can supply.

3. Remarketing Name

To ensure that you have a clear idea about the remarketing campaign, it would be best to assign a name to the list, identifying its purpose. This will help you quickly find it when you have to survey the campaign.

Now, naming may seem easy, but you have to determine who the target audience is because, once again, you will come across several options. We will highlight the essential pointers below for each of these categories:

4. Page Visitors

Some websites use this landing page to encourage people to take action and drive sales. Using the display network lets you track whether visitors view only your page or compare it with other pages.

5. Promotions

You can make audience lists of people who visit the site during a promotion campaign. For instance, users may want to avail of exceptional discounts on Christmas or New Year, so you can create a list to target them again.

The list should be extended for the remarketing campaign to succeed.

6. Pages With Specific Tags

Another effective remarketing campaign strategy is to track people who visited pages with specific tags. This especially comes in handy if you have used different tags for multiple pages to attract more people.

Interestingly, seasoned campaigners can custom combine the tags, but it’s better to keep things simple if you start. After choosing the necessary option, adding URLs is crucial, ensuring that the campaign is well organised.

Sometimes, site managers create a rule whereby people who visit the pages automatically become part of a custom list. Thus, it will help you promote a specific campaign as you already know what these visitors are interested in.

You can add people from 30 days ago, provided that the remarketing tags were already present.

A. Video Remarketing

So far, we have discussed the standard remarketing procedure and now let’s look at how to work with YouTube videos. Choosing the list type would help determine the campaign goals and actions based on target users’ behaviour.

In other words, by following the latest trends, you can identify what videos people watch and their interests to design a user-specific remarketing campaign. Remember to include site visitors from a month ago to ensure that the campaign runs smoothly.

Effective Video Marketing

B. Consumer Email Remarketing

If you are looking for a simple process, we recommend opting for consumer email marketing. Regarding e-commerce, you should opt for clarity so that consumers respond to the call to action.

You can name the list and upload people’s email addresses. That said, it’s imperative you obtain personal information through ethical means and don’t buy the list from another source.

As a result, you will comply with Google’s policies while achieving the desired results. We must also mention that you will require 1,000 emails for this technique to work so you can connect with people on Gmail, YouTube, and SERPs.

Consumer Email Marketing Funnel

Getting The Remarketing Campaign Underway

There are several ways to set up the remarketing campaign, but the most straightforward technique involves using a display network. The initial setup process is the same for most methods but once you click on the “Create Ad group and Ad” option, select “interests and remarketing”.

Proceed to choose the correct remarketing list, highlighting the number of people in that particular category.

Follow the same process for videos and customer emails by selecting the appropriate option, ensuring you can grab the target audience’s attention. However, a remarketing campaign on YouTube is slightly different as you must click on the “Video” option from the drop-down menu.

Sometimes, web designers want their ads to air only on YouTube, so they have to deselect the option “Video Partners On Display Network”.

Advertising Format

Remember when we spoke about the “Create Ad Group and Ad” section? This step is also crucial for selecting the advertising format, following which you have to click on the “Narrow Your Targeting” button.

All that remains is opting for the remarketing list based on the audience group you want to connect with.

Remarketing Lists For Search Ads

Since we have covered most of the standard digital marketing strategies, we thought it might be a good idea to discuss RLSA. Simply put, it allows you to show people in your remarketing lists and search listing ads based on specific keywords.

You must set up a Google search campaign and choose the keywords you want to target. Proceed to select the remarketing list, and voila! The ads will be visible only to those on the list.

In other words, if someone visited the website and went back to search for a specific item on Google, you can use that information to display ads to those individuals. As a result, you can target many keywords without compromising conversion rates.

That said, we must mention that this isn’t technically remarketing since you don’t have the data concerning people’s past searches. So, you will have to go through the setup process involving a typical search campaign.

To do so, click on the “Search Network Only” option from the categories under “Campaign”. Moving on, deselect the “Search Partners” option, which should allow you to complete the general setup procedure.

But the job is not yet done since you have to adjust the campaign, ensuring it appears on the remarketing list. Thus, click on the “Audiences” button under the “Campaign” menu, following which you must select the relevant ad group.

Also, don’t forget to select the “Interests and Remarketing” option to ensure that the ad can attract the target audience. Then, pick the suitable remarketing list, depending on user behaviour and market trends.

Target And Bid

This section discusses the importance of the “Target And Bid” button, which determines who can view the ad. By selecting this option, only people on the remarketing list will view the ad by triggering the search network ad display.

On the other hand, the “Bid” option ensures that the ad is visible to everyone, provided that they satisfy your targeting parameters.

Remarketing To Your Website Visitors

Do you have all the information about Google Ads and remarketing lists to ensure that your marketing strategy is spot on?

You must keep adjusting the campaign strategy and evolving according to market trends. With that, we have come to the end of this guide; hopefully, it will help you come up with an innovative and exciting campaign.

See you soon!

Danny Mahoney

Danny Mahoney

Danny is head of web design at sitecentre® and uses user-behaviour metrics to improve UX/UI and accelerate conversions. Using his unique combination of skills, Danny can deliver award-winning websites to SMBs quicker whilst delivering better results.

Find them on their website: sitecentre®, Facebook and LinkedIn.

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