To use remarketing, you must select a supported campaign type.
Display Network Campaigns
If you want to use Display Network Remarketing, when creating your campaign, select "Display Network" as your campaign type and "Drive Actions > Website Purchases" as your goal. You can create a campaign without choosing a marketing objective. However, if you select marketing goals, you will see features designed specifically to achieve them. Complete your campaign setup and click Continue.
Once you've configured the rest of your campaign settings, create an ad group. Under Users: Who do you want to reach, expand the Audiences section and select target lists in the "Remarketing" window.
Search Network Campaigns
To use Search Network Remarketing Lists, select the Search Network campaign type.
After creating your campaign, follow these steps:
How to add a Google Ads tag to your website or app
Event tag
Getting started with remarketing lists
Remarketing lists automatically generated by Google Ads
Rules for creating remarketing lists
Special parameters
The dynamic remarketing event tag allows you to send custom parameters that can be used to create remarketing lists.
Specifically, you can send values for an item's price and page type (such as a purchase page) using an event tag to create a list of users who purchased an item with a price greater than a certain value. In this case, the special parameters included in the remarketing event tag will be a numerical value (the price of the product) and a page type (this will determine how close the visitor is to purchasing).
Users do not make a purchase the first time they visit a site. There are many reasons - from the banal “I’m just looking”, to problems with the Internet connection, a complex ordering process, distractions phone call. The likelihood that a person will visit the site again is extremely low.
In order not to miss potential customers and, accordingly, profits, you need to set up remarketing in Google AdWords. Thanks to this function, you will “catch up” with site visitors with advertisements. The more often potential or existing customers see your banners, the higher the likelihood of making a purchase.
Many website owners believe that remarketing and retargeting are two names for the same technology. This statement is partly true: remarketing is a function of Google Ads, and retargeting - developed by Yandex.Direct. The difference between the two concepts lies in the customization options and ad formats.
Types of remarketing
Google AdWords offers website owners five types of remarketing that are suitable for any business:
- standard remarketing in Display Network;
- search remarketing;
- dynamic remarketing;
- targeting similar audiences;
- customer match.
There are other ways to bring back customers, such as those who watched video content or downloaded an app. In this material we will not dwell on them - we will consider the main types.
Standard remarketing
This technology allows you to display advertising materials to site visitors that, for whatever reason, were not converted into an application or purchase. Internet marketers advise using banners as much as possible. Users perceive graphic content better, and the CPA - compared to text ads - is lower. To prevent your audience from quickly developing banner blindness, you will have to make several pictures for your ads and change them periodically. Setting restrictions on impressions will prevent a possible surge of negativity towards the brand due to the frequent flashing of promotional materials.
It is more advisable to place banners on those display sites that provide maximum conversion at a minimum cost per click. They will be identified within a month from the date of remarketing launch.
Search remarketing
This technology will “catch up” with your potential buyers when they contact search engine. Search remarketing is divided into two types - Bid Only and Target&Bid. In the first case, the advertiser adjusts bids for audiences, and in the second, he shows promotional materials in search only to those people who are on the remarketing list.
Dynamic remarketing
Ideal for e-commerce resources. If the site contains large number products or services, they can be advertised to users who have ever visited the site but have not purchased anything. At correct setting a potential buyer will see your product ad everywhere, which will likely encourage them to make a purchase.
This type of remarketing is based on the principle of showing advertising materials to people with similar behavior. Internet marketers believe that this method of returning customers should be used in conjunction with other technologies, for example, search remarketing.
To get the maximum benefit from displaying advertising, you will also have to select a list of sites with high conversion rates, and more precisely set up targeting by keywords.
Customer match
This technology allows you to “warm up” customers who left you a contact email. It will be a great help for email marketing. Setting up the show advertisements by addresses email, you can “catch up” potential buyer, If:
- your sales letter did not convert the lead into a sale;
- the email chain did not work properly;
- a person has unsubscribed from your mailing list;
- you don’t want to bore the client with letters, giving him time to think (relevant in the real estate industry).
It is necessary to exclude addresses of active clients from the remarketing audience so as not to waste your budget and not cause negative feelings in people.
Remarketing can be set up in Google AdWords and Google Analytics. The first option involves working with code, the second - using the capabilities of the Google Analytics service. Let's consider both options in more detail.
To set up remarketing in Google AdWords, you need to log in to the service and find the “Shared Library” item in the left menu. After clicking on this item, “Audiences” will open, in which you need to click on the “Set up remarketing” link.
After clicking on the blue “Set up remarketing” button, you will see setup instructions. To start collecting an audience for displaying advertisements, you need to place the system-generated code on the website pages.
If you don't want to mess with the code, set up remarketing in Google Analytics. This option is much simpler and faster.
Before setting up, you must link accounts in Google Analytics and Google AdWords . Once the accounts are linked, you can proceed to setup.
Step 1:
Setting up an audience
In the administrative panel, find the “Resource” block, select “Audience Settings” and click on “Audiences”.
For those who have not previously set up remarketing, the service will automatically offer to create their first audience.
After you specify your audience source, you need to enable remarketing. When collecting the first audience, the settings are set to default - the data of all site visitors for the month will be taken into account. Later you can adjust the initial settings.
Now you need to determine the accounts in which the audience will publish. Please note that you cannot change accounts after remarketing is set up.
All that remains is to click on the “Enable” button and create a targeted advertising campaign.
To use remarketing, you must select a supported campaign type.
Display Network Campaigns
If you want to use Display Network Remarketing, when creating your campaign, select "Display Network" as your campaign type and "Drive Actions > Website Purchases" as your goal. You can create a campaign without choosing a marketing objective. However, if you select marketing goals, you will see features designed specifically to achieve them. Complete your campaign setup and click Continue.
Once you've configured the rest of your campaign settings, create an ad group. In the Users: Who You Want to Reach section, expand the Audiences section and select target lists in the Remarketing window.
Search Network Campaigns
To use Search Network Remarketing Lists, select the Search Network campaign type.
After creating your campaign, follow these steps:
How to add a Google Ads tag to your website or app
Event tag
Getting started with remarketing lists
Remarketing lists automatically generated by Google Ads
Rules for creating remarketing lists
Special parameters
The dynamic remarketing event tag allows you to send custom parameters that can be used to create remarketing lists.
Specifically, you can send values for an item's price and page type (such as a purchase page) using an event tag to create a list of users who purchased an item with a price greater than a certain value. In this case, the special parameters included in the remarketing event tag will be a numerical value (the price of the product) and a page type (this will determine how close the visitor is to purchasing).
In this article we will look at three stages in detail:
- Setting up website visitor tracking.
- Creating audiences to which we will direct our advertising
- How to set up an advertising campaign correctly.
Add remarketing code to your site
To collect lists of users who were on your site, you can install the Google AdWords remarketing tag and use modified Google Analytics code.It is best to use two options at once. This will allow you to further create user audiences in both systems.
1.1 How to add a remarketing tag in Google AdWords?
First, you need to go to Google Adwords and click on the “Shared Library” - “Audiences” tab.
In the menu that opens, click on the “Set up remarketing” button. If you are only going to create a regular remarketing campaign, then uncheck the “Use dynamic ads” box.
In the window that appears, you are prompted to add the code and instructions by email. Usually it is worth indicating the email of your programmer or the person who is working on the site.
To copy the remarketing code, click on the link “View AdWords tag for websites”
Now you need to insert this code on all pages of the site between the tags
.1.2. How to set up remarketing in Google Analytics?
If you are setting up remarketing with using Google Analytics this gives you some advantages:
- You can work with audiences more flexibly. In the settings you will have access to the behavior of people on the site and their achieved goals
- You can create remarketing audiences using ready-made templates from the “Solutions Gallery”
Now we need to go to the remarketing settings and enable the slider. Then we save the changes.
If you installed Google Analytics using Google Tag Manager, then you can activate this collection in your account settings.
We need to go to the “Tracking code” item and copy the script.
Now all that remains is to insert the code on all pages of the site before the tag
Creating remarketing audiences in Google Adwords
A remarketing list is a list of criteria for selecting potential users to whom advertising will be shown. Let's say you can chase people who visited your site but didn't make a purchase.On the “Audiences” page, click on “+ Remarketing List” and select “Site Visitors”.
In the window that opens, you need to specify the condition under which our advertising will be displayed. We may customize listings based on pages visited. And separate audiences
In the “+Rule” section we can collect audiences based on several audiences. For example, to collect people who watched the promotion and then followed the link to another section of the site.
To configure multiple sets of conditions, click on the “Show” link additional settings”
You can create a period during which the user will be on this list. It is recommended to set it to 30 days, however, if desired, you can set it to more than 540 days.
Creating a remarketing list in Google Analytics
To gather users into an audience, you can use the following functions:- Demographics
- Behavior on the site
- First session dates
- Traffic source
- Conversions
- Device information
Creating remarketing audiences using the “Solution Gallery”
Creating an audience in Google Analytics can be done in automatic mode. To do this, you need to use the “Solution Gallery” and scraps.To import ready-made templates you need:
Now we need to select presentation templates in which we will create remarketing lists. 
It is not necessary to create all the audience lists that offer. You can simply mark the lists you need.
Now our task is to import Google analytics lists into AdWords
The first thing you need to do is establish a connection between the analytics system and advertising accounts in AdWords.
To do this, go to the “Administrator” tab and in the resource settings select “Connection with AdWords”
In the communication settings, select the account we need by checking the boxes and select “Continue”
Enter a name to link the accounts and click “Select all” and link the accounts.
Now, after 24 hours, your accounts will be linked.
Setting up a remarketing campaign in Google AdWords
We only need to create the Display Network. To do this, click on “+Campaign” and select the appropriate item.
Settings at the campaign level are no different from setting up display campaigns. You need to specify your budget, bidding strategy, and geotargeting.
Now we need to create an ad group and add targeting to the remarketing list
To do this, select “Display Network – and Remarketing” and then click on the “+Targeting” button
Check the boxes next to “Interests and remarketing”, and then – “Remarketing lists”.
Now you need to click on the button with two arrows next to the desired list.
In the window that opens, select “Remarketing Lists” and add desired list. Then we save the settings
This completes the setup of remarketing in Google AdWords.
Setting up remarketing on Google takes a few minutes. This can be done in two ways - we will analyze the simplest of them. Sit back, I’ll quickly tell you how in just 7 minutes you will create your first audience in Google Adwords and set up displaying ads to it.
Remarketing or retargeting?
Yes, these are synonyms. It’s just that retargeting is used in the terminology of Yandex Metrics, and remarketing is used in Google. Therefore, these concepts are one and the same. But since we refer this article to the Google Adwords section, we will speak His language :)
2 ways to set up remarketing on Google
Hereinafter, I will assume that you, dear reader, already have an account in Google Adwords. Because otherwise you wouldn’t be wondering how to set up remarketing - after all, this is the next step in working with contextual advertising.
So, there are two options for setting up remarketing.
Using Google Adwords tag
To do this, go to the “Shared Library” (menu on the left), the “Audiences” tab and click “Set up remarketing”.
Then click on the blue “Set up remarketing” button and you will see setup instructions. The system will offer to copy the remarketing code to all pages of the site so that it becomes possible to collect an audience.
I’ll be honest, I’ve never tried setting up remarketing using the Adwords tag. Why, if this can be done using Google Analytics without installing additional code on the site :)
Remarketing with Google Analytics
The simplest option, because it involves setting up remarketing during the process of setting up the Analytics counter. Of course, in this option it all starts with installing a counter on the site.
Then, in the counter settings at the Resource level, we link the Analytics and Adwords accounts. If the Analytics account is created in the same Google account on which you work with Adwords, then the setup is done in just a couple of clicks. If Analytics is on a different account, you will have to give access to the counter. I'm sure you have everything in one account, so I won't dwell on this point.
Go to “Resource Settings” - “Connection with AdWords”. Next - it’s elementary, a beginner will figure it out. If you still have problems at this stage, see
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