Step-by-Step Guide to Creating Remarketing Lists in Google Ads

Step 1: Access the Audience Manager

1. Sign in to your Google Ads account.
2. Click on the Tools & Settings icon (wrench icon) in the top-right corner of the page.
3. Under the Shared Library section, select Audience Manager.

The Audience Manager is where you can create and manage your remarketing lists, allowing you to target users who have previously interacted with your website.

Step 2: Create a New Remarketing List

1. In the Audience Manager, click on the plus button (+) to create a new list.
2. From the dropdown menu, select Website Visitors.
3. If you haven't set up a remarketing tag yet, follow the prompts to create one. The tag is a snippet of code that you'll need to add to your website to collect visitor data. Learn more about setting up remarketing tags.

Step 3: Define Your Audience Criteria

1. Specify the pages on your website that you want to use for remarketing. For example, you might target users who viewed specific product pages or abandoned their shopping cart.
2. Set the membership duration, which determines how long a user remains on your remarketing list. The default is 30 days, but you can choose a duration between 1 and 540 days.

Example: If you set a membership duration of 60 days for a "Product Page Visitors" list, any user who views a product page will remain on that list for 60 days, unless they make a purchase or you remove them manually.

Step 4: Name and Create Your Audience

1. Give your remarketing list a descriptive name that reflects the audience criteria. For instance, "Cart Abandoners - 30 Days" for a list of users who added items to their cart but didn't complete the purchase within 30 days.
2. Click Create Audience to save your new remarketing list.

Step 5: Create Additional Lists (Optional)

Repeat steps 2-4 to create additional remarketing lists based on different user behaviors or product interactions. Having multiple, segmented lists allows for more targeted ad campaigns.

Example Application: E-commerce Store

Let's say you run an online clothing store. You could create the following remarketing lists:

• General Site Visitors - 60 Days: Targets all users who visited any page on your site within the past 60 days.
• Product Page Viewers - 30 Days: Targets users who viewed specific product pages within the past 30 days.
• Cart Abandoners - 15 Days: Targets users who added items to their cart but didn't complete the purchase within 15 days.

Setting Up and Managing Remarketing Campaigns

1. Starting a New Campaign

Why? Remarketing campaigns allow you to target users who have previously interacted with your website or app, increasing the chances of conversion.

How?

1. Log in to your Google Ads account and navigate to the "Campaigns" section.
2. Click on the plus button (+) and select "New campaign" from the dropdown menu.

This will initiate the process of creating a new remarketing campaign tailored to your specific goals.

2. Choosing Campaign Type

Why? Selecting the appropriate campaign type ensures that your ads are displayed to the right audience and aligned with your objectives.

How?

1. In the "Campaign Type" section, choose from options such as Sales, Leads, or Website Traffic, depending on your primary goal.
2. For remarketing purposes, "Website Traffic" is often the most suitable choice, as it focuses on driving users back to your site.

Consider your specific objectives and select the campaign type that best aligns with your remarketing strategy.

3. Configuring Campaign Settings

Why? Proper campaign settings ensure that your ads reach the intended audience, within your budget, and at the desired frequency.

How?

1. Define your campaign name, which should be descriptive and easily identifiable.
2. Choose the networks where you want your ads to appear, such as the Google Display Network.
3. Set your target locations and languages to reach users in specific geographic areas or who speak particular languages.
4. Determine your daily budget and bidding strategy (e.g., maximize clicks, target CPA) based on your goals and resources.
5. Adjust ad rotation settings to optimize for clicks or conversions, and set frequency capping to control how often users see your ads.

Carefully configure each setting to create a targeted and effective remarketing campaign.

4. Advanced Remarketing List Management

Why? Creating well-defined remarketing lists allows you to deliver personalized ads to users based on their previous interactions with your website or app.

How?

1. Access the "Audience manager" section in your Google Ads account.
2. Define user behavior parameters, such as pages visited, time spent on site, or specific actions taken (e.g., adding items to a cart).
3. Segment your audiences based on their stage in the buyer's journey (e.g., awareness, consideration, purchase) or by product categories they have shown interest in.
4. Create specific remarketing lists for each segment, enabling you to tailor your ad messaging and offers accordingly.

Advanced remarketing list management allows for more precise targeting and personalization, increasing the relevance and impact of your ads.

5. Review and Launch

Why? A thorough review before launching ensures that all campaign elements are properly set up and aligned with your goals.

How?

1. Review your audience lists to confirm they are properly defined and segmented.
2. Check that your ad groups are organized and contain relevant ads and keywords.
3. Verify that your landing pages are optimized for conversions and provide a seamless user experience.
4. Ensure that conversion tracking is set up correctly to measure the performance of your remarketing campaign.
5. Once you have reviewed and confirmed all elements, launch your campaign and begin monitoring its performance.

A comprehensive review before launch helps identify any issues or opportunities for improvement, setting your remarketing campaign up for success.

6. Optimization and Monitoring

Why? Regular optimization and monitoring are essential for maximizing the performance and ROI of your remarketing campaign.

How?

1. Track key metrics such as impressions, click-through rate (CTR), and conversions to gauge the effectiveness of your campaign.
2. Analyze the data to identify trends, successes, and areas for improvement.
3. Make data-driven adjustments to your targeting, ad creatives, and bidding strategy to optimize performance.
4. Test different ad variations and landing pages to continually refine and improve your remarketing efforts.
5. Monitor your campaign regularly and adapt to changes in user behavior or market conditions.

By consistently monitoring and optimizing your remarketing campaign, you can ensure that it remains effective and continues to drive valuable results for your business.