How to Set Up a Google Remarketing Campaign

Google Remarketing is a form of online advertising that enables advertisers to show their ads to users who have already visited their website or used their app while browsing the internet.  Google AdWords remarketing is conducted through the Google Display Network. There are various ways to reach out to your target audience through AdWords remarketing campaign over networks and platforms like Gmail, YouTube, Apps, Display network and Remarketing Search Listing Ads.

Let us see how to set up remarketing campaigns on these platforms, while keeping in mind that it would be easy to do so on some of the platforms than others. For example, an ad on display network is easier to make than on YouTube.

Understanding Remarketing Goals

Broadly, there are 3 types of remarketing campaigns you may opt to run.

  1. Targeting people who may not have taken action on a page
  2. Targeting those who reached a page destination but did not make a purchase
  3. Targeting those who may not have seen a page you wanted them to see

It is important for you to know precisely what action you need people to perform, in your remarketing campaign. Once you are aware of that, proceed further.

  • Finalize the pages to have the remarketing tags
  • Select a platform and decide how to reach people on it
  • Recognize how to craft ads custom-made to those people
  • Create custom pages committed to the audience you are remarketing to

Knowing how you would handle all these details is vital if you desire for optimal results in your remarketing operations.

There are two broad parts for creating a remarketing campaign:

1. Making a remarketing list

2. Running a remarketing campaign

How to Set Up a Google Remarketing Campaign – An Infographics


Infographic Source: QUICKSPROUT

Making a Remarketing List

A remarketing list will target the visitors to your website in a particular time span. It implies that any visitor who lands on one of the pages of your site will see your ads while browsing other sites. More advanced lists may be created to target visitors by using custom rules as defined by you- for example, you can target a user who visited your site and did not convert.

To create a list, you first login to your AdWords account. Click on ‘shared library’ and then on the ‘audiences’ section. You will get a prompt to make a remarketing tag to your site. The tag is a small code that is placed on your site’s pages which will in turn ‘cookie’ visitors and add them to your audience. This tag needs to be active on your site for you to build the remarketing list.

AdWords will automatically create a list of all visitors who visited your tagged pages. You can then set a membership period for the list for a time you want the visitor’s cookie to be available. The default is 30 days. When this is done, your audience starts to populate when your site is browsed by eligible visitors.

Running a Remarketing Campaign:

To start a remarketing campaign in AdWords, click on ‘+Campaign’ and then select ‘Display Network Only’. Follow the prompts to enter the campaign name, preferences for targeting, bidding strategy, budget etc.

Next, you need to name your ad group, and selecting the ‘Interests and Remarketing’ option. Choose ‘remarketing Lists’ as targeting category. Then click the arrow on the right of ‘All Visitors’ and further follow the steps as guided, to create the ad.

Important Notes:

  1. To start showing the ads, your marketing list needs to have a minimum of 100 visitors added.
  2. You can create a combination of text ads, rich media or banners.

Remarketing campaign is mainly influenced by your business goals and the customers you want to target. Largely, it could be an exceptional powerful tool to recover brand awareness, build trust among target audience, and at the same time increase conversion rates.


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