How Does Google Remarketing Work?<\/h2>\n
Google remarketing works in a similar manner as other retargeting campaigns<\/strong><\/a>. As shown in the diagram below, for retargeting to work, you need to add the Google remarketing tag on your website.<\/p>\n This allows Google to track which people visit your website and what specific actions they perform.<\/p>\n You can then use this information to create custom audiences in Google Ads to target these people with customized ads while browsing Google search, Google partner websites (Gmail, YouTube, Google Discover), and websites that are part of the Google Adsense network.<\/p>\n Google Remarketing Campaign Types<\/strong><\/p>\n There are many remarketing campaign types you can run with Google Ads. The most popular are:<\/p>\n Standard remarketing: <\/strong>Show ads to your past visitors as they browse sites and apps on the Google Display Network.<\/p>\n Dynamic remarketing:<\/strong> Boost your results with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website or app.<\/p>\n Remarketing lists for search ads: <\/strong>Show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website.<\/p>\n Video remarketing: <\/strong>Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites, and apps.<\/p>\n Customer list remarketing: <\/strong>With Customer Match, you can upload lists of contact information that your customers have given you. When those people are signed into Google, you can show them ads across different Google products.<\/p>\n Before creating a Google ads remarketing campaign, the first step is to set up the Google remarketing tag.<\/p>\n A remarketing tag is a piece of code that allows Google Ads to track user actions on your website.<\/p>\n There are two ways to set up a remarketing tag. The first way is through Google Ads and the second way is through Google Analytics. For more accurate results, it is highly recommended to use both options.<\/p>\n Setup remarketing tag with Google Ads <\/strong>\u2013 Add the Google Ads conversion tracking code<\/strong><\/a> to your website and then proceed to the next step.<\/p>\n Setup remarketing tag with Google Analytics<\/strong> \u2013 to use data from Google Analytics in your Google Ads campaigns you need to Enable Google Signals to allow Analytics to collect data about your website.<\/p>\n Make sure that the Data Collection for Google Signals option to set to ON, as shown below.<\/p>\n Once you enable Google Signals, you can create an Audience List in Google Analytics and share it with your Google Ads Account.<\/p>\n The next step is to create two remarketing lists to use for your campaign.<\/p>\n The first list should include ALL users that visited your website in the past 90 days.<\/p>\n The second list should include ONLY users that visited your website in the past 90 days and converted.<\/p>\n You need these lists so that we can re-target users that visited your website and exclude users who already converted.<\/p>\n Website Visits Audience List<\/strong><\/p>\n To create a list of people who visited your website in the last 90 days, follow the steps below:<\/p>\n Login to your Google Ads account.<\/p>\n Go to AUDIENCE MANAGER by clicking the TOOLS option from the top menu.<\/p>\n Click the + button and select WEBSITE VISITORS from the dropdown list.<\/p>\n Configure the settings are shown below and click the CREATE AUDIENCE button.<\/p>\n Once you click the CREATE AUDIENCE button, Google Ads will start populating your list with users that match the set criteria.<\/p>\n You can check the status and size of your list on the Audience Manager screen.<\/p>\n Website Converters Audience List<\/strong><\/p>\n The next step is to create a list to include users who already converted so that we can exclude them from our Google retargeting campaign.<\/p>\n There are many ways to distinguish between converters and non-converters. One of the most common is to exclude users who visited a \u201cThank You Page\u201d. A \u201cthank you\u201d page is usually shown to users after they complete a transaction.<\/p>\n In this example, we\u2019ll include in our list users who visited the \u2018checkout\/order-received\/\u2019 page, which is the \u2018Thank You Page\u2019 of Woocommerce.<\/p>\n If you find this concept confusing, you can find more details in the Conversion Tracking Post<\/strong><\/a>.<\/p>\n Let\u2019s see how to create this list in Google Ads.<\/p>\n Go to Audience Manager (click Tools from the top menu).<\/p>\n Click the + button and select WEBSITE VISITORS from the dropdown list.<\/p>\n Configure the settings are shown below and click the CREATE AUDIENCE button.<\/p>\n Once you click the CREATE AUDIENCE button, Google Ads will start populating your list with users. You can check the status and size of your list on the Audience Manager screen.<\/p>\n Once you have your lists ready, the next step is to set up a Google ads display remarketing campaign.<\/p>\n You\u2019ll be prompted with a wizard to help you go through the process.<\/p>\n Select SALES and continue to the next step.<\/p>\n Review your conversion goals and click CONTINUE.<\/p>\n From the campaign types list, select “Display” and click CONTINUE.<\/p>\n From the campaign subtype, \u201cSelect Standard Display Campaign\u201d.<\/p>\n Specify the landing page for your remarketing campaign and provide a meaningful campaign name.<\/p>\n Click CONTINUE to go to the next step.<\/p>\n From the LOCATIONS options select ALL COUNTRIES AND TERRITORIES.<\/p>\n Select the LANGUAGES your customers speak and click NEXT.<\/p>\n BUDGET: Specify your daily budget. That\u2019s the maximum amount you want to spend per day on this remarketing campaign.<\/p>\n BIDDING:\u00a0 Select CONVERSIONS with AUTOMATICALLY MAXIMIZE CONVERSIONS.<\/p>\n Click NEXT.<\/p>\n Click the ADD TARGETING option and select AUDIENCE SEGMENTS.<\/p>\n Click BROWSE.<\/p>\n Select HOW THEY HAVE INTERACTED WITH YOUR BUSINESS (Your data and similar segments).<\/p>\n Click WEBSITE VISITORS.<\/p>\n Scroll through the list of audiences to find the check the first audience created in the previous step (All Website Visits – 90 Days).<\/p>\n Uncheck the USE OPTIMIZED TARGETING option and click NEXT.<\/p>\n The next step is to create one or more remarketing ads.<\/p>\n Responsive ads are the default ad type for remarketing display campaigns. They work in a similar manner as the responsive ads for Google search ads campaigns<\/strong><\/a> but with the addition of visual elements (images, videos).<\/p>\n To create a responsive display ad, upload your assets (images, headlines, logos, videos, descriptions), and Google will automatically test different ad variations to find which versions perform best for different kinds of queries.<\/p>\n When creating a Responsive Display ad, you can provide up to:<\/p>\n \u00a0Tips for Creating Effective Remarketing Ads<\/strong><\/p>\n The last and final step is to exclude the people who already converted.<\/p>\n From the Campaigns List select your Retargeting Campaign.<\/p>\n Click AD GROUPS and select your Retargeting Ad Group (if you haven\u2019t changed the name it will be listed as Ad Group 1).<\/p>\n Select AUDIENCES from the left menu.<\/p>\n Scroll down to find EXCLUSIONS and select EDIT EXCLUSIONS.<\/p>\n Click BROWSE.<\/p>\n Select HOW THEY HAVE INTERACTED WITH YOUR BUSINESS (Your data and similar segments).<\/p>\n Click WEBSITE VISITORS.<\/p>\n Scroll through the list of audiences to find the check the second audience created in the previous step (All Buyers – 90 Days).<\/p>\n Click SAVE.<\/p>\n That\u2019s it. When you start this campaign, your ads will show to users who visited your website in the last 90 days but are not yet customers.<\/p>\n Leave the campaign running for a reasonable period of time (at least 2 weeks) and then follow the Google Ads Remarketing Best Practices to monitor and improve your ads performance.<\/p>\n Follow the best practices below to get a higher return on investment from your Google remarketing campaigns.<\/p>\n Optimize membership duration<\/strong> – When creating a new audience in Google ads you can specify a value for the membership duration<\/strong><\/a>. This determines the period a user will be part of your retargeting audience.<\/p>\n In the example above we have set the duration to 90 days but you can use any value between 0 and 540 days to align the membership duration with the length of your sales cycle.<\/p>\n For example, if you sell theater tickets, you can set the duration to last for a few days only but if you sell items whose life cycle expands into months, like cars, you may want to set the duration to 120 or 180 days.<\/p>\n Optimize your remarketing lists <\/strong>– Retargeting everyone that visited your website is often the easiest way but not necessarily the most effective. For best results, when creating your audiences make use of the member\u2019s rules to exclude:<\/p>\n Depending on your case you can add more rules to retarget your most valuable visitors only and not waste your budget on retargeting all visitors.<\/p>\n Stop your ads from showing on specific topics <\/strong>– By default, Google will show your retargeting ads on any website and app that users visit. Sometimes it makes more sense to restrict the topics your ads are shown.<\/p>\n For example, you may want to stop your ads from showing on game websites and apps. To do this, you can use the TOPIC INCLUSIONS option to specify topics you don\u2019t want your ads to show.<\/p>\n You can do this by selecting CONTENT > EXCLUSIONS > TOPIC EXCLUSIONS from the left menu.<\/p>\n Use dynamic remarketing for personalized ads<\/strong> – With a dynamic campaign, you can show users the specific products they visited on your website. This is a highly effective campaign type for eCommerce websites selling physical products.<\/p>\n A prerequisite to set up a dynamic remarketing campaign is to have a product catalog published in the Google Merchant Center. If you have an eCommerce website selling multiple products, follow the instructions here<\/strong><\/a> to set up a dynamic retargeting campaign.<\/p>\n Use your own data where possible <\/strong>– Creating audiences using data from the Google Ads tag or Google Analytics is the most commonly used method but for best results, you can upload your own customer data to Google Ads. If this is an option, create custom audiences and use them with the Google Ads audiences in the same campaigns.<\/p>\n Use Maximize Conversion Value as the bidding option<\/strong> – when setting your bidding strategy, you can choose between \u201cMaximize Conversions\u201d and \u201cMaximize Conversion Value\u201d as your bidding options.<\/p>\n Both options work well for retargeting campaigns but \u201cMaximize conversion value\u201d can generate better results.<\/p>\n![\"How](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2022\/01\/how-google-retargeting-works.webp\")
How to Do Remarketing On Google<\/h2>\n
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1. Setup the Google Ads Remarketing Tag<\/h3>\n
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![\"Enable](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/05\/enable-google-signals.png\")
2. Create your Remarketing Lists<\/h3>\n
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3. Create a Google Display Remarketing Campaign<\/h3>\n
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4. Create Retargeting Ads<\/h3>\n
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5. Configure Campaign Audiences<\/h3>\n
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Google Ads Retargeting Best Practices<\/h2>\n
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