AdWords Tips

Google Remarketing Cheatsheet: 12 Steps to Set Up a Remarketing List (+ Free Download)

By Elisa Gabbert December 19, 2012 Posted In: AdWords Tips Comments: 33

We created a Google remarketing cheatsheet as a take-home for a recent webinar. It’s a handy reference for anyone who is interested in setting up a remarketing campaign in AdWords. Below is the 12-step process to setting up a new remarketing list, and you can click here to download the cheatsheet as a PDF. Thanks to our SEM Manager Rich Griffin for creating this resource!

Remarketing

  1. Define your remarketing strategy.
    • Will you target all visitors to your site?
    • Are you only interested in targeting visitors to a specific page?
  2. Create the remarketing code.
    • AdWords > Shared Library > Audiences > + New Audience > Remarketing List

AdWords Remarketing Tips

  1. Fill in all of the required parameters including membership duration, list name, and a brief description of the tag. Then click “save.”
  2. Navigate to the new remarketing code and click the “tag” link.
  3. Copy this new remarketing code to the appropriate pages.
  4. Next, navigate back to “all online campaigns.”
  5. Create a new campaign and include “Remarketing” in the campaign name.
  6. Create a new ad group within the “Remarketing” campaign and define the ad group default Max CPC.
  7. Add both text and image ads to this new ad group. Here are the image ad size requirements:

Remarketing Images

  1. Next, stay within the newly created ad group and click on the “Display Network” tab then the “Interests & Remarketing” button.

Google Display Network Remarketing

  1. Click “+ Change display targeting” > “Remarketing Lists” > and select the remarketing list you created in step 2 > then click save.

Change Display Targeting

  1. You are now all set. Your remarketing ads will not begin to show until this new remarketing code tags at least 100 unique visitors within 30 days.
    • You can see the size of your lists in the audiences section of Google AdWords.

 

AdWords Performance Grader




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Comments

Thursday March 14, 2013

Hamza (not verified) Said:

Hey Elisa, on step 11 I can see display keywords, placements and topics, underneath interests and remakerting there is gender and age.

If for instance I want to remarket to Women aged 18 - 45 on certain placements how do I go about doing that?

I'm worried that if I set it to a certain placement it will not remarket to people on that website but instead it will start targeting everyone on that website?

Thanks,

Hamza.

Thursday October 09, 2014

Anonymous (not verified) Said:

I cannot find the display network tab. The last tab that I see is Dimensons. What am I doing wrong?

Wednesday March 26, 2014

sunny (not verified) Said:

Question:
Once this is set as per steps above...I believe these steps are the way in which a remarketing ad will be displayed to
those in remarketing list.

1)How is the list generated initially ?
Is the list composed of those who organically visit website  and once this list is generated google starts shows the remarketing ads ?
Or is the list remarketing created as a result of google displaying ads ???

thanks

Sunny

Tuesday December 09, 2014

Anil Verma (not verified) Said:

Nice Article,meaningful contents....thanks for sharing  such post.

 

Tuesday October 15, 2013

Martin Rogers (not verified) Said:

I recently set-up my first remarketing campaign on Google AdWords and thought it was incredibly easy. I'm also using AdRoll to retarget on Facebook as well as the rest of the web.

 

Remarketing is ingenius.

Friday July 12, 2013

Darren (not verified) Said:

Thats great information on retargeting.

Is there any way to see where the Ads are being displayed inside Adwords ?

Tuesday July 02, 2013

Dinkar Sinha (not verified) Said:

thank you for good information 

Friday March 29, 2013

Best4kids (not verified) Said:

This sounds a very nice way to regain visitors and turn them into customers.

at this moment we are setting up a new webshop, and we will integrate this featurs.

 

Thanks for the nice trick !

Wednesday December 19, 2012

Ben Oren (not verified) Said:

Thanks for posting this very useful  guide! AdWords can seem very complicated and confusing, so it is important to have a company who you can trust to provide guidance. 

Thursday December 20, 2012

Jason (not verified) Said:

Good tips here Elisa.  I see WordStream drinks its own Kool-Aid and does retargeting ads :)  Does retargeting make sense for a small business spending less than $400/month on AdWords or do you need an AdWords spend of 1K+ a month to make the creation of retargeting ads worthwhile?

Thursday December 20, 2012

Elisa Gabbert Said:

I think remarketing makes sense at any budget, if you can get the creative in a cost-effective way, either internally or maybe crowdsourced. Here are some tips on creating banner/image ads you can use in remarketing campaigns:

http://www.wordstream.com/blog/ws/2012/01/12/creating-adwords-image-ads

http://www.wordstream.com/blog/ws/2011/06/13/display-network-crowdsourced-banner-design

Thursday December 20, 2012

martin lindstrom (not verified) Said:

Thanks for this guide! I'm planning to reorganize my adwords campaign. I hope to boost my business's sales and traffic through this.

 

Thursday December 20, 2012

Elisa Gabbert Said:

Best of luck!

Thursday December 20, 2012

kevin Gallagher (not verified) Said:

Hi Guys,

Great post. Does remarketing allow you to not remarket to people who visit a particular page? Because this would be good for not marketing to peopel who visited your thank you page or order confirmation. As I think this can be a problem with re-marketing.

Thursday December 20, 2012

Elisa Gabbert Said:

Yep, you can, you just create an audience of those who hit the thank you page and add them as an exclusion. Here are some tips on excluding those already converted customers.

Thursday December 20, 2012

Nathan (not verified) Said:

Thank you for the cheat sheet. I am in the middle of splitting ad groups and see here that you suggest creating an ad group for remarketing. Is that necessary, or do I just apply the remarketing list to my existing ad groups?

Thursday December 20, 2012

Elisa Gabbert Said:

Hi Nathan,

Rich (our SEM manager) recommends always creating a separate remarketing campaign with audience-specific ad groups -- that way you can bid more for higher-intent audiences. For example, someone who hit the trial page has a higher intent than someone who just hit the home page.

Hope that helps!

Tuesday December 24, 2013

dcolumbus (not verified) Said:

This is exactly what I was looking for ... so what you're saying is that if I have a campaign created with several ad groups, I shouldn't create a "remarketing" ad group within that same campaign ... rather, I should create a dedicated remarketing campaign with the specific ad groups within it?

Thursday December 20, 2012

Matt Graves (not verified) Said:

Adwords can actually help you, If you need fast banners. They have the Display Ad Builder

1) In the ad group level "+New Ad"

2) Choose Display Ad Builder

3) In Display Ad Builder window click "Suggested" it will generate all the banner sizes from your landing page images and ad text

4) Edit the banners to your liking, of note all banners share the same text and images so I found it useful to work on banners of the same size, squares and only export (save) those, then go back and run the Display Ad Builder again to create skyscrapers or horizontal banners. Also in the Builder you load new images

Thursday December 20, 2012

Elisa Gabbert Said:

Thanks, Matt!

Thursday December 20, 2012

Anonymous (not verified) Said:

Is it possible to exclude users from Remarketing for those have visited a certain page? I know you can exclude people that have converted, but this is a bit different; I'd like to be able to exclude our alumni, who visit an alumni page on the website...is this possible?

Thursday December 20, 2012

Elisa Gabbert Said:

Yes, you can exclude people who have visited any page. Just create an audience for that page, as above.

Thursday December 20, 2012

David ODonnell (not verified) Said:

Any chance of the recorded webinar being available to view?

Sunday December 23, 2012

Victor Pan Said:

Hi David,

We'll certainly have more webinar sessions on remarketing. Unfortunately, our most recent webinar recording cannot be shared due to a codec bug from our webinar provider. While frustrating, slides are the best we can offer for now.

Help from any experts on video transcoding GoToWebinar's G2M codec greatly appreciated.

-Victor

Thursday December 20, 2012

Alex Dumpfree (not verified) Said:

Superb guide! I'll try it now. Thanks Elisa.

Sunday December 23, 2012

Felix Lee (not verified) Said:

This is a great guide and will be very helpful for our campaign. Thank you for sharing this!

Monday December 24, 2012

Anonymous (not verified) Said:

Hi, thank you and your post is really helpful.

I followed your steps and also tried to excluse the convereted customers.

If I want to excluse the convereted customers, I should excluse them below the "intests & remarketing" tab right?

Wednesday December 26, 2012

Shawn McCarthy (not verified) Said:

Just wanted to share a tip to expedite adding new remarketing lists. Let's face it, constantly having to change your code snippets is a pain in the butt for both marketing and development!

 

1) Setup your remarketing lists with Google Analytics: this requires making a one-time alteration to your Google Analytics snippet then *TADA* you can now make a remarketing list for ANY metric or filter you can create in GA. Want to make a remarketing list for visitors that visited 3 or more pages? Done! Want to create a list for someone that was on your site longer than 5 minutes? Done! There are endless possibilities with setting up remarketing lists in Google Analytics.

 

2) A close second in usefulness is using Google Tag Manager (http://www.google.com/tagmanager/): Again, just a one-time snippet paste and *TADA* you can manage ANY snippets that need to be added or removed from your site in the Google Tag Manager admin screen. With this method you can also add/remove snippets that aren't Analytics or AdWords.

 

Hope this helps,

Shawn

Monday January 28, 2013

Shreyansh Modi (not verified) Said:

What if a visitor is in two Re-Marketing lists & we have Ad campaigns up for both of them?

Which ads will he see & will both the campaigns compete?

@Shawn

Tag Manager sounds really interesting will try it soon. I had never heard about this before.

Thanks for Sharing :)

 

 

Monday February 18, 2013

Talha Awan (not verified) Said:

Hi Elisa,

This might sound stupid but, Does adword remarketing works same for organic visitors?

What i mean to say is we are interested in adword remarketing for our client but we are not using google adword for promoting the website.

Tuesday February 19, 2013

Elisa Gabbert Said:

No, Google doesn't offer remarketing for organic search -- you have to pay to place display ads, I'm sorry to say.

Thursday February 21, 2013

Talha Awan (not verified) Said:

Does that apply to serach network marketing too?

Can't we create a list using search network only and remarket them using display network remarketing feature?

Thanks for the reply.

Thursday February 21, 2013

Elisa Gabbert Said:

You can remarket on the search network but you still have to do it through AdWords. We're running a webinar on using the Google Display Network and remarketing next Tuesday -- you should sign up! http://marketing.wordstream.com/20130226GoogleRemarketingWebinar.html

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