Blog Google Remarketing Cheatsheet: 12 Steps to Set Up a Remarketing List (+ Free Download)
AdWords Tips
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!
- Define your remarketing strategy.
- Will you target all visitors to your site?
- Are you only interested in targeting visitors to a specific page?
- Create the remarketing code.
- AdWords > Shared Library > Audiences > + New Audience > Remarketing List
- Fill in all of the required parameters including membership duration, list name, and a brief description of the tag. Then click “save.”
- Navigate to the new remarketing code and click the “tag” link.
- Copy this new remarketing code to the appropriate pages.
- Next, navigate back to “all online campaigns.”
- Create a new campaign and include “Remarketing” in the campaign name.
- Create a new ad group within the “Remarketing” campaign and define the ad group default Max CPC.
- Add both text and image ads to this new ad group. Here are the image ad size requirements:
- Next, stay within the newly created ad group and click on the “Display Network” tab then the “Interests & Remarketing” button.
- Click “+ Change display targeting” > “Remarketing Lists” > and select the remarketing list you created in step 2 > then click save.
- 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.
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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.
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!
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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