How to Set Up Remarketing in Google Ads: A Step-by-Step Guide

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If you're looking to boost your online advertising efforts, then Google Ads' Remarketing feature is a must-try. Remarketing allows you to reach users who have previously interacted with your website or ads, giving you a second chance to convert them into customers. In this step-by-step guide, we'll teach you everything you need to know to get started with Remarketing and make the most of this powerful tool.

Understanding Remarketing in Google Ads

Before you start setting up your Remarketing campaign, it's important to understand what Remarketing is and how it works.

Remarketing is a powerful marketing tool that allows businesses to target users who have already interacted with their website or ads. It works by using cookies to track users' online behavior and show them relevant ads across various networks, including the Google Search Network, Display Network, and YouTube.

Remarketing is a cost-effective way to increase brand awareness and recall. By targeting users who have already shown interest in your website or ads, you can create a more personalized experience for them and increase the likelihood of conversion.

What is Remarketing?

Remarketing is a feature in Google Ads that enables you to show targeted ads to users who have already visited your website or engaged with your ads. Ads can be shown on various networks, including the Google Search Network, Display Network, and YouTube.

Remarketing is a powerful marketing tool that allows businesses to target users who have already interacted with their website or ads. It works by using cookies to track users' online behavior and show them relevant ads across various networks, including the Google Search Network, Display Network, and YouTube.

Remarketing is a cost-effective way to increase brand awareness and recall. By targeting users who have already shown interest in your website or ads, you can create a more personalized experience for them and increase the likelihood of conversion.

Benefits of Remarketing for Your Business

Remarketing is a powerful tool that has several benefits for businesses, including:

  • Increases brand awareness and recall
  • Markets to an audience that has already shown interest in your website or ads
  • Targets ads to users who are more likely to convert into customers
  • Increases conversion rates and revenue

Remarketing is a cost-effective way to increase brand awareness and recall. By targeting users who have already shown interest in your website or ads, you can create a more personalized experience for them and increase the likelihood of conversion. This can lead to increased conversion rates and revenue for your business.

Additionally, Remarketing allows you to create customized ads for specific audiences. By tailoring your ads to users who have already interacted with your website or ads, you can create a more targeted and effective marketing campaign.

Types of Remarketing Campaigns

Google Ads offers several types of Remarketing campaigns, including:

  1. Standard Remarketing: Shows targeted ads to users who have previously visited your website or app
  2. Dynamic Remarketing: Shows targeted ads featuring specific products or services that users have viewed on your website
  3. Remarketing Lists for Search Ads (RLSA): Shows targeted ads to users who have previously interacted with your website when they perform relevant searches on Google

Each type of Remarketing campaign has its own benefits and can be used to target specific audiences. Standard Remarketing is a great option for targeting users who have already interacted with your website, while Dynamic Remarketing is ideal for promoting specific products or services. RLSA is a powerful tool for targeting users who are actively searching for relevant keywords on Google.

By using a combination of these Remarketing campaigns, you can create a comprehensive marketing strategy that targets users at every stage of the conversion funnel.

Setting Up Your Google Ads Account

Before you can start setting up your Remarketing campaign, you need to create a Google Ads account and set up your advertising goals.

Creating a Google Ads Account

To create a Google Ads account, simply follow these steps:

  1. Go to the Google Ads homepage
  2. Click on the "Start Now" button
  3. Sign in using your Google account or create a new one if you don't have one already
  4. Provide your basic business information, including the name of your business and website URL
  5. Enter your billing information and payment method

Navigating the Google Ads Dashboard

After you've created your Google Ads account, you'll be taken to the dashboard, which is where you'll manage your advertising campaigns. The dashboard is divided into several tabs, including:

  • Campaigns
  • Ad groups
  • Ads
  • Keywords
  • Audiences
  • Tools and Settings

Setting Your Advertising Goals

Before you start setting up your Remarketing campaign, you need to set your advertising goals. This will help you determine which type of Remarketing campaign is best suited for your business. For example, if your goal is to increase sales, then a Dynamic Remarketing campaign may be the best option.

Preparing Your Website for Remarketing

Before you can set up your Remarketing campaign, you need to prepare your website by installing the Google Ads Remarketing tag and creating custom audiences.

Installing the Google Ads Remarketing Tag

The Google Ads Remarketing tag is a small snippet of code that you need to add to your website to track user behavior and show targeted ads. To install the Remarketing tag, simply follow these steps:

  1. Log in to your Google Ads account
  2. Click on the "Tools and Settings" tab
  3. Select "Audience Manager" from the dropdown menu
  4. Click on the "Audience Sources" tab
  5. Click on the blue "Set up tag" button
  6. Copy the Remarketing tag code and paste it into the header of your website's HTML code

Creating Custom Audiences

Custom audiences allow you to target specific users based on their behavior on your website. For example, you can create an audience of users who have added a product to their cart but haven't made a purchase. To create a custom audience, follow these steps:

  1. Log in to your Google Ads account
  2. Click on the "Tools and Settings" tab
  3. Select "Audience Manager" from the dropdown menu
  4. Click on the "Custom Audiences" tab
  5. Select the type of audience you want to create
  6. Set your audience criteria based on user behavior on your website
  7. Save your audience

Setting Up Conversion Tracking

Conversion tracking allows you to measure the success of your Remarketing campaign by tracking user behavior on your website. To set up conversion tracking, follow these steps:

  1. Log in to your Google Ads account
  2. Click on the "Tools and Settings" tab
  3. Select "Conversions" from the dropdown menu
  4. Select the type of conversion you want to track (e.g. purchase, sign-up, etc.)
  5. Enter your conversion details, including the name and value of the conversion
  6. Select the tracking method (e.g. Google Analytics, conversion tracking code, etc.)
  7. Install the conversion tracking code on your website

Creating a Remarketing Campaign in Google Ads

After you've prepared your website for Remarketing, it's time to create your Remarketing campaign in Google Ads.

Choosing the Right Campaign Type

Choose the campaign type that best meets your goals. For example:

  • If your goal is to reach users who have previously visited your website, create a Standard Remarketing campaign
  • If your goal is to show ads featuring specific products or services that users have viewed on your website, create a Dynamic Remarketing campaign
  • If your goal is to target users who have previously interacted with your website when they perform relevant searches on Google, create a Remarketing Lists for Search Ads (RLSA) campaign

Setting Your Campaign Budget and Bidding Strategy

Set your campaign budget and bidding strategy based on your advertising goals. For example, if your goal is to increase sales, you may want to set your campaign budget higher and use a cost-per-click (CPC) bidding strategy. If your goal is to increase brand awareness, you may want to set your campaign budget lower and use a cost-per-impression (CPM) bidding strategy.

Targeting Your Remarketing Audience

Select the custom audiences that you created earlier to target specific users based on their behavior on your website. You can also use location and device targeting to further refine your audience.

With these steps, you should be well on your way to setting up a successful Remarketing campaign in Google Ads. By targeting users who have previously interacted with your website or ads, you can increase brand awareness, conversion rates, and revenue. Give Remarketing a try and see the results for yourself!

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