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Remarketing with Google AdWords – Part 1

The first part of our remarketing tutorial describes the functionality of remarketing and the first steps you should take to get started. In the second part you will learn to create remarketing campaigns.

Everyone experienced this: You visit a website “x” and search for swimming trunks. Then you continue your research on other websites. On some of these websites, ads of website “x” appear with exactly the swimming trunks you had been looking at. This happens right after visiting website “x” and even after several weeks. This ist remarketing (also known as retargeting).
Remarketing aims at the users‘ interests and addresses them while browsing other websites. Interests are detected based on the visited websites.

How does remarketing work?

Remarketing Process
  1. The user visits website “x” and browses through it.
  2. A cookie is assigned to the user, tracking his activities on website “x”. In our example his search for swimming trunks will be tracked.
  3. The user leaves website “x”.
  4. The user continues his research on other different websites.
  5. On one of the other websites, he sees the ad of website “x”, with the swimming trunks he was interested in. This reminds him of the special swimming trunk he forgot to buy.
  6. The user clicks on the ad, gets back to website “x” and ideally buys the swimming trunks.

How to start with remarketing in Google AdWords?

Step 1: Creating the remarketing tag

First you need to create the remarketing tag. For this purpose you click in the shared library on “Audiences”.

Remarketing Audiences

If you click on “Set up remarketing”, a layer appears giving instructions about how to implement the tag on your website.

Remarketing Tagging

As soon as the tag is implemented on the website, data will be collected and you can create remarketing lists.

Step 2: Creating remarketing lists

Go again to the shared library and to “Audiences”. Click on the button “+Remarketing list”.

Remarketing List

To get started it is recommended to create a list with all website visitors. This allows  you to gain experience, since you might not have enough data yet for precise segmenting.

  1. Give your list a name. Since the first list will contain “all website visitors”, this would be a fitting name.
  2. Choose “Visitors of a page” in Who to add to your list
  3. Increase the membership duration to 60 days to gather more data in the beginning.
  4. Add a description to the list. This will help you to remember the settings afterwards.

In the second part we will show you how to set up remarketing campaigns.
If you have any questions or suggestions about Google AdWords, feel free to contact me anytime.


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