What is Remarketing/Retargeting?
Retargeting works by tagging every visitor to your site and then displaying your ads to those customers on other sites in the Advertising network. These types of ads usually perform better than standard display ads. This is because the potential customer has already been to your site and will recognize your brand.
There are many retargeting companies out there such as Fetchback, AdRoll, Collective etc… This guide is specifically for Google AdWords because the setup is very simple and can be done without opening up new advertising accounts or committing to large ad budgets. This can be done in your existing AdWords account.
How do I set it up?
Step #1 — Set up Audience Profile
Go to the Shared Library section in the left hand menu of your AdWords account.
This will take you to a page where you will want to click “New Audience” and select “Remarketing list”. Fill out the form with a name and enter the number of days you’d like to track people for. If you enter 30, your ads will be displayed to anyone who visited the site in the last 30 days.
After you save the form above, you will need to click on the “Tag” link in the list of audiences. This will show you the code that needs to be installed on your site. There is an option for HTTPS, be sure to select that if your site serves pages through a secure connection (as most eCommerce sites do).
Step #2 — Install Tracking Pixel(s)
After you finished clicking around in Step #1 and you have the final code, you need to get it installed on your site. However, before you install the code you will need to figure out what pages should collect retargeting info. Keep in mind that you can set up multiple audiences in AdWords and show different ads based on the audience profile.
For example, let’s make believe we have an apparel site that we’d like to run a Remarketing campaign on. It would probably be best if we made separate audiences for Men, Women and Children’s apparel. This will allow us to tailor the ads based on the visitors buying preferences. Someone who was shopping for kids t-shirts will see a relevant ad and someone who was looking at a men’s sweatshirt will see what they were looking for. The more granular you get, the better performance your ad will have. Keep in mind that you don’t want to get very granular if you do not have a lot of traffic on your site.
Once you decide how to set up your audience profiles, circle back to step one create them all and copy the code into your website.
Step #3 — Set up Campaign
Set up a new campaign with separate Ad Groups for each audience. You will need to enter the same information as a regular campaign. Make sure that you have the Display Network turned on.
Go to the Audience tab in your Remarketing campaign. If you do not see it, you need to enable it by clicking on the “more” arrow.
Once you get to the Audience tab, click on the “add audiences” button and select your Campaign/Ad Group. A new screen should pop out with the audience profiles that you created in Step #1. Click “add” to add these to this Ad Group. If you have several Remarketing list, you will want to put them in separate ad groups so that you can target the ad creative accordingly.
Step #4 — Design/Upload Banner Ads
This is the part where you want to upload existing banner ads or use the Google AdWords Display Ad Builder.
To upload standard image ads, go to the “Ads” section of your campaign, click “New Ad” and select “Image Ad”. You will then need to upload image ads one at a time.
Display Ad Builder
If you do not have any display ads or if you would like to build ads featuring several different products, you can use the Display Ad Builder. In the “Ads” section click “New Ad” and select “Display Ad Builder”. This will take you to a page with many different options. I like to use the “Product Showcase” which Google describes as follows:
Templates that show a selection of product images with different destination URLs. Promoted products are shown like a catalog in these templates.
You will be given a form where you can enter information for multiple products and it will automatically build a dynamic ad in a variety of sizes.
Once you upload you ads, just make sure all the standard campaign settings are filled out properly (keywords, bids, budgets etc…) — At this point you should be done.
Keep in mind that a Remarketing campaign takes a while to pick up because it needs to collect visitor information so that your “Audience” can be targeted properly. Every time someone visits your site where the code is installed they will be tagged with the audience profile and they will start seeing your ads within the Google Advertising Network.
Good luck. Happy Retargeting!