What is a Remarketing Campaign in Google Ads?

Remarketing targets potential customers who have previously interacted with your business. They could have:

• Searched for your business on Google Search

• Clicked on an ad

• Visited a web page

• Abandoned a cart

• Completed a purchase

How Does Google Ads Remarketing Work?

• Add a Remarketing Tag: Insert a snippet of code on your site to track visitors and add them to audience lists based on their actions.

• Create Audience Lists: Use these lists to create remarketing campaigns tailored to user interest levels.

• Place Ads: Display ads on the Google Display Network and Google Search Network, targeting users as they browse or search online.

• User Interaction: Users click on ads, returning to your site to complete desired actions, leading to higher conversion rates and ROI.

How to Set Up a Google Ads Remarketing Campaign

There are four steps to set up a Google Ads remarketing campaign:

• Set Up the Google Ads Remarketing Tag

• Build a Remarketing Audience

• Create a Remarketing Campaign within Your Google Ads Account

• Upload/Create Ads to Be Used in the Campaign

Step 1: Set Up the Google Remarketing Tag

The first step is to set up the Google remarketing tag, which is a piece of code that tracks user actions on your website.

• Via Google Ads:

To set up Google Ads conversion tracking via Google Ads, follow the Google Tag Manager guide.

• Via Google Analytics:

Log into your Google Analytics account.

Click the Admin button.

• Select the Google Analytics Property you want to track.

• Click on the Tracking Info option.

• Under Tracking Info, select Data Collection.

• Activate Google Signals by verifying the button labeled ON.

Step 2: Build a Remarketing Audience

After activating Google Signals, create remarketing lists on Google Ads. You need to create two lists:

• All Site Visitors + Converted Audiences List:

• Log into your Google Ads Account.
• Go to Audience Manager.
• Create a new audience list for all website visitors and those who have converted.
• Define list members, visited pages, and membership duration.

• All Website Visitors List:

• Repeat the steps to create an audience list for all website visitors.

Adding an Audience in Audience Manager

• Log into Google Ads: Access your Google Ads account.

• Navigate to Audience Manager: Go to “Tools & Settings,” then select “Shared Library” and “Audience Manager.”

Create a New Audience:

• Click on the "+" button to create a new audience.
• Select “Website Visitors” from the drop-down menu.
• Define the list members (e.g., visitors of a page).
• Set the conditions for the visited page (e.g., URL contains specific text).
• Choose pre-fill options to include past visitors.
• Set the membership duration (e.g., 90 days).
• Click “Create Audience.”

Step 3: Create a Remarketing Campaign within Your Google Ads Account

• Log into Google Ads.
• Select Campaigns and create a New Campaign.
• Choose Sales as your goal.
• Select the campaign type that fits your needs (Display, Search, etc.).
• Configure landing page details, campaign name, locations, languages, budget, and bidding strategy.
• Add targeting options and select remarketing audience lists.

Different Types of Remarketing Methods

• Standard Remarketing: Uses cookies to track user behavior and show ads as they browse other websites. Add a remarketing tag to your website which places cookies in visitors' browsers. This allows Google to track these users and show them your ads as they browse other sites in the Google Display Network.

• Dynamic Remarketing: Adapts ads based on user behavior, displaying different ads based on interests.

• Mobile App Remarketing: Targets users of your mobile website or app.

• Search Ad Remarketing: Places ads on keywords for users who have visited your site.

• Video Remarketing: Shows ads to users on YouTube or other video platforms.

• Email List Remarketing: Uses Google’s Customer Match to target Gmail users.

Benefits of Remarketing Campaigns

• Keep Your Business Top of Mind: Remind potential customers about your brand.

• Reach Your Intended Audience: Target users interested in your products or services.

• Perfect Timing: Ads reach users who have shown recent interest.

• Recover Abandoned Carts: Encourage users to complete purchases.

Remarketing vs. Retargeting

Remarketing is a broad term for strategies targeting previous brand interactions, while retargeting is a specific online method. All retargeting campaigns are remarketing, but not all remarketing is retargeting. Both terms are often used interchangeably.

Customer Match List for Google Ads

• Customer Match: Allows you to use your online and offline data to reach and re-engage with your customers across Search, Shopping, Gmail, and YouTube. By uploading a list of customer emails, you can target specific users with personalized ads.

Google Ads Remarketing Audiences

• Remarketing Audiences: These are lists of users who have interacted with your website or app. Google Ads allows you to create remarketing audiences based on various user actions and behaviors.



By following these steps and implementing different remarketing methods, you can set up a successful Google Ads remarketing campaign that effectively re-engages your website visitors and increases your conversion rates.