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How to Use Google ReMarketing With Adwords

November 10, 2016

When it comes to Google Remarketing & Google AdWords, targeting your ads is key to generating targeted leads and realizing high conversions. Instead of just relying on standard Display advertising, ‘remarketing’ should be involved in order to target a specific audience.

With Google Remarketing, a special tracking code is used to place cookies in the computers of users who are visiting your website, then delivering ads to the users with that specific cookie on the Display network.

People who have showed interest in your product are more likely to do whatever it is that you want them to do based on your targeted ad. Here are some tips on how to use Google AdWords for your remarketing efforts.

Choosing Your Audience

The first thing you need to do is analyze your data and come up with a strategy. Decide which visitors to your website you want to target ads to, and which visitors you don’t. These are your audiences, and there are different ways to target them, based on:

  • The product page they landed on
  • A certain page they visiting during the checkout process
  • A page that they did not visit

You can also target your audience based on URLs. For instance, if you have a thank you page after visitors submit their email addresses to sign up, you can use the URL of that specific thank you page for a remarketing list.

Setting Up Google Remarketing Codes

When building your Google Remarketing campaign, the first step should be generating and placing the special code you need to place cookies in your site visitors’ computers. Things have changed over recent years when it comes to this step.

Before, you would go to the “shared library” tab in your AdWords account and create an individual code for each page you wanted to include in your audience. Today, this code can be generated in Google Analytics or AdWords, and involves placing one code on each page of your website and using URLs to custom-build combinations and audiences.

Generate Google Remarketing Lists in Google Analytics

Using Google Analytics to remarket, you can set up that code by clicking the “admin” section once you’re in your Google Analytics account.

Click the “remarketing” link.
Click the “audiences” button.

You will then want to name the list, choose an Analytics profile and AdWords account to be utilized with the list, specify the kind of remarketing you want to opt into, and modify the duration of membership. Be sure to name the list based on how you intend to use it.

You will also have to make a small change to your current Analytics code that you already have on your website to begin gathering the appropriate data. Once you have made the changes to the Analytics code, you will also have to do a few more things:

  • Have a minimum of one active Google AdWords account linked to your Analytics account
  • Agree to the Google Analytics Terms of Service and the Google Analytics for Display Advertisers Policy
  • Update your privacy policy
  • Include a description of your use of remarketing in online advertising

Generating Google Remarketing Lists in Adwords

In order to do this, you have to go to the “shared library” in your account.

Click “Audiences”.
Click “remarketing list”.

Name it and generate the code, and place it on the appropriate page. You can now manage all your remarketing codes in your Google AdWords account.

Choosing Your Member Duration

The member duration refers to the length of time that you want to store a cookie in a user’s computer and target this individual, which can last as long as 180 days. If you have an e-commerce website that people only purchase from once every three months, for instance, the duration should be set to 90 days. If you have a service where people need to sign up again after 30 days, go for a 60-day membership.

Optimizing Google Remarketing Campaigns

When it comes to optimization in remarketing, a few different tactics are used:

Ad testing – Experiment with various messages. Keep your audience in mind when remarketing ads, since these users are already familiar with your brand. Fiddle around with different offers, calls to action, images, and so forth.
Custom combination testing – You might find different results when you combine interest categories with prior website visitors. Continue testing to see what works best for your account, and experiment with various combinations of cookie lengths.
Frequency cap testing – You want to be able to maximize how many interested visitors come to your website, but you also don’t want to annoy them. Keep tabs on the size of your audience in combination with how many impressions your remarketing ad groups get.
Bid testing – Consider monitoring impression share in your remarketing campaign. Monitor the bids for cost effectiveness and return on investment.
Landing page testing – Users that are coming back to your site are already somewhat familiar with it. Experiment with landing these users on the same page, as well as somewhere entirely new. Determine whether or not your messaging is catered to a visitor who has been there before, and identify whether or not you are asking questions on the landing page that a prior website visitor would already have the answer to.

Remarketing is an excellent targeting tactic on the Google Display Network. If you use it and customize your ad copy and bids to the focused audience you’re targeting, you can realize incredible results.

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