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Remarketing With Google Adwords Part 1

Remarketing is an effective advertising technique for encouraging visitors back to your website to complete an action, be it a purchase or get in touch for more information.

Remarketing used in conjunction with Adwords can retarget visitors to your website with adverts in the Google Display Network.

How Remarketing Works

The process of remarketing relies on a bit of code on your website that registers a cookie on the visitors browser that is used to display a retargeting ad to them as they browse the internet.


Steps To Remarketing With Adwords

To enable remarketing there are a few things that must be done to prepare your website for running gathering the necessary data.


1. Enable Auto-Tagging

Enabling auto-tagging allows you to measure more detail about your Adwords campaigns.  

To enable auto-tagging in Adwords, click on Screen -shot -2016-04-11-at -23237-pm then Account Settings.

Then check 'Yes' Screen -shot -2016-04-11-at -23430-pm


2. Update Google Analytics To Support Display Advertising

Turning on remarketing support in Google Analytics ensures you are recording data relevant to your Adwords campaigns.

To do so in Google Analytics, visit Admin > Tracking Info > Data Collection

Then set Remarketing and Advertising Reporting to 'On'


3. Insert Remarketing Code

The remarketing code is what helps you to record when people visit your website in order to track them and display ads to them throughout the Google Display Network.

4. Create A Remarketing List

A remarketing list is compiled of visitors to your site triggering the code to register a cookie that tracks their path around the web.  You have two choices for creating a list, either in Adwords or Analytics.

a) Create a remarketing list in Adwords:

Shared Library > Audiences > View > Screen -shot -2016-04-11-at -31312-pm

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Here you can create the criteria for which visitors to a webpage are included in the list.  

Examples of rules you may look to create are:

  • People who have visited a webpage within a certain time frame.
  • People who visited one page but not another, ie did not complete registration.
  • People who visited one page after another.

Set Membership Duration

This is the length of time a visitor will remain on your list with the potential to be remarketed to.  You can keep a visitor on the list for  maximum of 540 days with the default set at 30 days.  Keep in mind the duration that you advert will be of relevance to the viewer, this could be aligned to the purchase value of the item, ie for a higher ticket item such as a overseas trip a longer duration may be suitable.


b) Create a remarketing list in Google Analytics

Admin > Property > Audience Definitions > Audiences

Screen -shot -2016-04-11-at -34615-pm

Screen -shot -2016-04-11-at -43829-pm

From here you can create an audience by either:

  • Importing a existing segment created in Google Analytics.
  • Create a custom audience using filters to define target demographics, technology, traffic sources and more.
  • Use recommended preset segments like 'visitors that visited a certain page, eg. /products/books'

Screen -shot -2016-04-13-at -81143-am

Complete you audience by naming the audience in a way that will remind you it's makeup and determine the membership duration as for the Adwords audience.

Note, you require at least 100 people in a remarketing list within the last 30 days to be able to deliver ads to the Google Display Network.  

Given that, this seems an opportune time to conclude this post while you give your list some time to grow.  Keep an eye out for the next step, setting up standard and dynamic remarketing.