How to set up a remarketing campaign in Google Ads

What is remarketing?

Before we delve deeper into setting up a remarketing campaign, it is important to understand exactly what remarketing entails. With remarketing, you target your ads to people who have previously visited your website. This allows you to reach them again with targeted messages and offers, increasing the chances of conversion.

Step 1: Make sure you have Google Ads and Google Analytics set up

The first step in setting up a remarketing campaign is to make sure you have both Google Ads and Google Analytics set up correctly. If you are not already using these platforms, it is worth creating them and linking your website to them.

• Create a Google Ads account: Go to the Google Ads website and follow the steps to create an account.
• Link Google Analytics: Make sure your Google Analytics account is linked to your Google Ads account. This will help you collect valuable data about your website traffic.

Step 2: Create a remarketing list

After you have the basics set up, it's time to create your remarketing list. This is the list of visitors you want to target with your ads.

• Go to Google Ads: log in to your Google Ads account.
• Select 'Tools and settings' and then 'Shared Library'
• Choose 'Target group management': here you can create new target groups.
• Click on the blue plus button: This is at the top of the page and allows you to create a new list.
• Select 'Website visitors': Choose this option to create a list based on your website visitors.
• Configure your list: Name your list, define the rules for adding visitors and set the length of time they stay in the list. For example, if someone visited your product page, you might want to target them again 30 days later.

Step 3: Add the remarketing tag via Google Tag Manager

For remarketing to work effectively, you need to add a remarketing tag to your website. This is a piece of code that Google uses to track visitors. Google Tag Manager makes adding this tag easy.

• Log in to Google Tag Manager: go to your Google Tag Manager account.
• Create a new tag: Click on 'Tags' in the left menu and then on 'New tag'.
• Select 'Google Ads Remarketing': Choose this option as the tag type.
• Enter your conversion ID: You will find this ID in your Google Ads account under remarketing settings.
• Set trigger: Choose the trigger 'All Pages' so that the tag is active on every page of your website.
• Publish the changes: Don't forget to publish the changes so that the tag goes live on your website.

Step 4: Create your remarketing ads

Now that you've set up your remarketing list and placed the tag on your website, it's time to create your ads.

• Go to your campaign: click on the campaign in which you want to include your remarketing ads.
• Choose 'Create ad': follow the steps to create a new ad.
• Write attractive copy: Make sure your ads are relevant to the visitors you want to reach. Use catchy headlines and call-to-actions that encourage them to return to your website.
• Use visuals: Image ads can be particularly effective. Consider adding images or videos that showcase your products or services.

Step 5: Monitor and optimise your campaign

After setting up your campaign, it is important to monitor its performance and make adjustments where necessary.

• Use Google Analytics: Monitor the performance of your ads through Google Analytics. Look at metrics such as click rate (CTR), conversions and cost per conversion.
• Optimise your ads: If certain ads are not performing well, try adjusting the texts or visuals. Test different variants to see what works best.

Conclusion

Remarketing is a great way to strengthen your relationship with your customers and re-engage them with your brand. A well-designed remarketing campaign in Google Ads can significantly increase your conversions. Need help setting up your remarketing campaign or any other questions about online advertising? Then contact us. We are ready to help you!