A Step by Step Guide to Google Adwords Remarketing


Remarketing, the very word indicates that it is the targeting of those users who have visited your website or shown interest in your product or service but did not become customers. Remarketing requires a trailblazing online marketing strategy that allows one to place paid ads on other sites to engage and redirect a user back to your site.

Let’s see how remarketing works. For those of you who are not so tech-savvy, just know that the remarketing strategy combines a small piece of JavaScript code with the website. So, when a user visits the website, it leads to the creation of a browser cookie. Upon the next browsing activity of the user, the cookie awakens the service provider as to when an ad published can entice the user into the specific website. This has proved to be a successful approach in generating sales from lost visitors.

This Flow Chart Shows Re-Marketing Process

Three platforms support remarketing:

  • Google AdWords
  • Facebook Ads
  • Twitter Ads


Google AdWords remarketing

The first step in a remarketing campaign is the audience list needs to be built. The audience list consists of all the users that have previously visited the website, due to which the cookies are stored in the browser. The following type of remarketing can be built:

  • Visitors on website
  • Visitors on mobile application
  • Visitors on YouTube channel video
  • The emails you possess of potential customers


Create a remarketing list

You will be required to log in to the Google AdWords account. If you are a newbie, you need to add a remarketing tag to your website. The small snippet of code allows visitors to get tagged with a cookie that is required to show them the ad once they are off your website. This tag should be active and installed on your website so that you can pool your remarketing list. Google AdWords automatically creates the audience mode as ‘All Visitors’ in order to help you get started. This automatically pools all those who have visited your website.

In the left-hand pane, find the ‘Shared Library’ option. Click on that and search for ‘Audiences’. See image below. This remarketing audience will be used to pool website visitors who you can then remarket to. In specific terms, remarketing audience are those people who qualify based on the requirements set by an advertiser.


Google adwords remarketing

Remarketing tag

Marketing audience can also be created based on other factors. You also need to enter a membership duration for the list. This will determine how long the visitors cookie will stay in your list. The default duration is 30 days.

Types of Re marketing Audience

Google will collect the data related to your users and automatically builds the audience list on your behalf. Once this is done, you can divert your attention towards remarketing campaigning in AdWords.


Create a Google remarketing campaign

Creating up a campaign is similar to the standard campaign set up in AdWords.

Step 1 – Choose Campaigns > select +campaign > Display Network Only > No Marketing Objective > Fill in all campaign detail.

Choosing Campaign

You can walk through the guided process in order to complete campaign setup. If you are unsure on what campaign settings you should be using, you can check this page on optimising campaign settings. Then you should proceed to name your first ad group. Next, initial default bid needs to be set. Select ‘Interests & Remarketing’ and then a drop down will appear. For targeting category, select ‘Remarketing Category’. Check the option of ‘All Visitors’ and now you can be sure that all your visitors has been assigned to the remarketing list.


Step 2 – In this step, you are required to create individual Ad Groups in which you have the liberty to target all users all at once or in separate Ad Groups for a particular or service. In the option ‘targeting’, you need to select the option of Interest > Remarketing list


Creating Ad Group

Step 3 – You need to create display ads to be shown in the Google Display Network. This is one way you can successfully create a remarketing campaign using Google AdWords. Advertisers need to add texts and image ads into the campaign created by you, therefore this is necessary.

Now lets learn how to upload image ads into your ad.

Before you begin to know the process of inserting image ads into your ad, you will want to make sure that all the banner ads you currently have are formatted and sized appropriately according to the rules. Once ready, this is as easy as dragging and dropping.

Drag and Drop

After uploading all your images into the account, you can click ‘Save Ads’ to complete the campaign process. So this was simpler than anything. Having done this, you are ready to serve ads. But Google first reviews your ads and then you are good to go. Sometimes, it takes about 24 hours for this process.

If you have any questions, feel free to ask in Comments !



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