Google AdWords Remarketing Tutorial and Setup: What You Need To Know In 2020
Google AdWords Remarketing is a type of online marketing that enables advertisers to display ads to users who have been to their site. It is conducted through the Google Display Network. Remarketing can be a great way for you to boost you ROI.
How to Exploit Google AdWords Remarketing
This article is going to focus on how you can get potential customers back to the site. If you are going to use remarketing, you should understand that there are different channels where you can do it. They are:
• Gmail
• YouTube
• Display Network Apps
• Remarketing search Listings Ads
Keep in mind that some channels are easier to use than others. For instance, creating a YouTube video ad takes up more effort than creating a display network ad.
Three Major Types of Remarketing Campaigns
• Campaigns aimed at people who abandoned their carts at some point during the checkout process.
• Campaigns aimed at people who did not respond to a request for your page. For instance, those that failed to opt in.
• Campaigns aimed at people who did not see some content on your site.
Have the people you want to reach in mind when you begin thinking of setting up your remarketing campaign. With that in mind, you can take the following action:
• Chose a network through which to reach them
• Understand the types of ads that will attract your customers
• Decide which pages should have a remarketing tag on your site
• Create a custom page for your target customers.
It will help you to run a successful remarketing effort.
Get Started
After you have decided that remarketing is something beneficial to you, you should set it up. The old method entailed adding code from AdWords to the pages where you would like to tag visitors. However, this method is less flexible compared to the new one.
The new method entails the use of Google analytics. You simply create lists in Google Analytics. This way, you can use other data available such as location, technology, time on page and more to target your audience. It is more refined than the previous one that relied only on all the people that viewed the page.
Every remarketing list you create usually has 0 users. You have enough data before you use it to run a campaign. Here are a few things that you need to get a remarketing campaign running. They are in summary form.
The four basic things you will need to do before setting up the campaign are:
1. Update The Privacy Policy
According to Google, it is essential for allowing users to know all the cookies about them that you will use. It will also allow them to know about how they can opt out of being targeted by you.
2. Link Your AdWords Account to Google Analytics
The purpose of this is to ensure that you can pass data across them with ease. Besides that, ensure that you have admin level access in Google Analytics.
3. Update the Google Analytics Tracking Code
To do this, you should visit the Admin area in Google Analytics, then Tracking Info. Turn on the Display Advertise Support Button. It will cause the code in the box to change, which you can copy to your site.
4. Read and Agree to the Terms of Service and Polices by Google
The company updates its terms of service and policies annually or more. Even if you had read and agreed to previous terms, you need to do it again.
Identify Campaigns and Set Up lists
Identifying your lists early on and forming a budget is important if you want to succeed. Each list should target a specific audience. To set up the lists do this:
Open the Google Analytics account
Click Admin and select Remarketing lists
Click New Remarketing lists and choose the Google Analytics profile where you will apply the list.
Choose the type of remarketing approach that you will use. After that, give it a name, which cannot be changed.
When doing so, set appropriate membership duration for when people can be taken off the list. Every time you modify the remarketing type, ensure that you click on “Get estimate.”
Choose the AdWords account where the list should be accessible and Save it. Now wait for it to gather users and run it immediately it reaches a hundred people or more.
Creating a Remarketing Ad
The display network allows you to run rich media, video ads, text, and images. It is recommended that you use more than just text ads for your campaign. In fact, the click-through rate for images is higher compared to that for text.
Ensure that you are familiar with the Google Display Network policies before creating ads. For instance, you should create image ads in varying sizes. The reason is that sites on the network display ads in different sizes. Additionally, ensure that your animated ads are in standard JPEG or PNG. Otherwise, they might not be displayed.
Some basic pointers for ads are:
Include USPs
Ensure it has a call to action
Make it clear what users can expect