How to set up a successful Google Ads Remarketing Campaign?

google ads remarketing

Are your current marketing efforts failing to attract customers and engage them?

According to sources, only 2% to 4% of site visits end up as transactions. If your business is going through such a phase, it is high time you started rethinking your marketing strategies.

Have you thought of running a remarketing campaign on Google? Running a remarketing campaign will help you to persuade your users to take the desired action, such as make a purchase, subscribe, sign up, or others.

How does a remarketing campaign work?

Remarketing campaigns are intended at re-engaging visitors on a website and persuading them to convert. This is one of the ideal ways to stay connected with your target audiences who visit and leave your site. All you have to do is display ads on other websites they visit to show that you care and would like to stay connected.

Sources suggest that after visiting a site, the visitor is more likely to stay connected with that particular brand. Moreover, visitors who keep returning and browsing through the pages of your website might convert.

What could be a more effective strategy than a remarketing campaign when you are trying to increase the return on ad spend. Remarketing campaigns are strategized targeting users that are most likely to take an action. They are in a phase where they have already seen and clicked on the relevant ads displayed within the search results, which led them to your site, and then they have expressed an interest in your product or service.

Unfortunately for you, they left your site without taking the desired action. This is where remarketing campaigns come in handy to bring these target users to your site and then convert them.

Seattle New Media is a digital marketing agency located in Seattle. We have a team of experts who can help you with remarketing campaigns for converting your users and persuading them to take the desired action.

What are the different remarketing campaigns?

You can use the display ads to stay connected with your target users through various platforms:

  • Apps
  • Display Network
  • Gmail
  • Remarketing Search Listings Ads
  • YouTube

Steps to setting up a Google Ads Remarketing Campaign:

1.   Creating a remarketing list in Google Ads

Are you setting up a remarketing campaign for the first time? Then you can start by adding a remarketing tag to your website. With this small snippet of code, your visitors will be tagged with a cookie so that your remarketing ads are displayed to them after they leave your site.

After setting up the tag and once it is active, you can start creating remarketing lists.

Next, log in to your Google Ads account -> “Tools & Settings” in the navigation bar -> “Audience manager.” After selecting “Audience manager”, go to “Audience lists” and look for the remarketing section.

Click the “+” button and select “Website visitors” from the drop-down list. Here, you can assign a name to your target users. Next, go to “List members” -> “Visitors of a page.”

Now, select “Match any rule group” from “Visited page.” Below, the first option should be “Page URL” and then select “contains.” Regardless of whether you are targeting your entire website or a landing page, enter the URL you wish to retarget.

Here, you can pre-fill the list with users who have visited your website or page in the past 30 days. You can also start with an empty list.

The option “Membership duration” can be used to decide the time period for which a user should be on the list or the number of days you would want to remarket to them after they left your website last time.

Now, click the “Create Audience” button at the bottom of the page. Your list of target audiences has been generated successfully. After the list is generated and the remarketing tag is activated on the site, the size of the audience list will be populated.

2.   Creating a remarketing campaign

Now that your audience list is ready, the next step is to create a remarketing campaign in Google Ads. When you navigate to the “Campaigns” tab on your Google Ads account, you will find the “+” button, click it and select “New campaign.”

Select “Create a campaign without a goal’s guidance” -> “Select a campaign type” -> “Display.” Here, you will find three options for a “Display campaign.” Select “Standard display campaign” -> “Continue.”

Here, you will be guided through the process of completing your campaign setup. After understanding about the campaign settings -> “Create your ad group”. Here, you can assign a name to your ad group.

Next, go to “Audiences” -> “Browse” -> “How they have interacted with your business.”

Now, under “Website visitors” -> “Audience list.”

3.   Creating remarketing ads

Google has set certain guidelines for the formatting and sizing of banner ads. Take a tour of Google’s ad requirements for further guidance on the formatting and sizing of the image ads before you add these to your campaign.

There are three ways to create ads:

  • Copy existing ads
  • Responsive display ads
  • Upload display ads

If you are setting up your remarketing ad campaign by yourself, responsive display ads are highly recommended. As Google retrofits any ads in most sizes, using “responsive display ads” is a great choice for anyone.

You can also choose to upload existing banners and run them as ads. If you are looking to control how your ads look, then go with this option.

After creating your ads, click “Add To Ad Group” -> “Create campaign.”

Google has a review process where the images are scanned. Once the ads go through the review process, they will start appearing after 24 hours.

Summary

Setting up a remarketing campaign for your Google Ads account is one of the best ways to bring back your visitors and engage them with your brand. You can do this in three simple steps as listed below:

  1. Creating a “remarketing list,” which contains the target audience
  2. Creating a “remarketing campaign” for your Google Ads account
  3. Creating or uploading display ads for your “remarketing campaign”

The PPC team at Seattle New Media has worked on several ad campaigns, ranging from small businesses to big ones. If you would want our team at Seattle New Media to help you with Google ads management or set up a remarketing campaign, contact us today.