Creating and running remarketing campaigns through pay-per-click advertising is a powerful way to drive potential customers back to your website for conversion opportunities.
Remarketing campaigns have the potential to provide a significant piece of revenue for online businesses. They allow businesses to stay connected with their target audience even after they leave their website.
Users who have already visited a particular website tend to be more engaged- browsing more pages and converting more often when coming back to a website after their first time.
That said, remarketing can be an extremely successful marketing tactic when working to increase the ROI of your PPC marketing efforts.
While remarketing can be a powerful method for online marketers, setting up your first campaign can be challenging which is why we have provided a step-by-step look at how to create your first remarketing campaign in Google AdWords.
How to set up a Remarketing campaign:
There are two steps in creating a standard Remarketing campaign for your Google AdWords account.
The first step is creating an audience, or ‘Remarketing list’, which is the pool of people the advertiser will be targeting their ads to. A remarketing list is essentially a collection of users who qualify based on the specifications set by the advertiser.
The second step is to create the Remarketing campaign. Creating this campaign is similar to standard campaign setup in AdWords in which the advertiser selects their budgeting and bidding preferences, and then selects which remarketing list will be used for targeting the ads.
The most basic remarketing list will target all visitors who have been to a website within a certain time period. This means anyone who lands on a page of your website will be eligible to see your ads when visiting other websites.
These lists can include people who have visited a certain page on a site, any page on a site, or a more advanced list can be created by using custom rules that the advertiser defines. For instance, it is possible to target users who may have visited a site but did not convert. In this example, we are going to outline a standard remarketing list that targets all users who have previously visited an advertisers website.
How to Create a Remarketing List:
To get started, log in to your Google AdWords account and click the ‘Shared Library’ link in the left navigation bar below your campaigns. Then click into the ‘Audiences’ section.
If this is your first remarketing list, you will be prompted to add a remarketing tag to your website. This tag is a small snippet of code that, once placed on all pages of the website, will cookie visitors and place them into your audience pool to be eligible for remarketing. Having this tag active and installed on your website is required in order to pool your remarketing list.
AdWords will create an automatic ‘All Visitors’ list to help you get started. This will include everyone that has visited tagged pages on your site.
Next, enter a membership duration for the list, which will determine how long the visitor’s cookie will stay on your list. The default and most common membership duration is the 30-day window.
Once your list is created and the code is implemented properly, an audience list will begin to populate as eligible visitors browse your website.
How to Create a Remarketing Campaign:
To get started in setting up a campaign for remarketing in Google AdWords, click the red ‘+Campaign’ button and select ‘Display Network Only’.
Go through the guided process to enter your campaign name, targeting preferences, bidding strategy and budget.
The next step in the process is naming your first ad group, giving it a default bid, and then choosing ‘Interests and Remarketing’ as the targeting option. When selected, a drop down will appear. Select ‘Remarketing Lists’ as the targeting category.
Click the arrow to the right of the ‘All Visitors’ list to select it, and then follow through the guided steps to create or upload the ads.
In the Google Display Network, remarketing ads can make up a combination of banners, text ads or rich media.
One important thing to keep in mind is that your remarketing list will have to generate at least 100 visitors in order to begin showing ads.
Deciding how to set up the remarketing campaign will depend on the business’ goals and customers they are trying to target. Overall, it can be an extremely powerful tool for improving brand awareness, building trust with a target audience, and increasing conversion rates.