How to Set Up a Remarketing List in Google Ads

Do you have an active Google Ads account? Is your goal to encourage users to take a specific action? If so, now is the time to create and run a remarketing campaign.

Remarketing campaigns are designed to help you re-engage your visitors and encourage them to come back to your site and convert. With a well-designed and carefully planned remarketing campaign, your business can remain connected with your target audience after they have left your website. This is done by showing them ads for your products on other websites the potential customer visits.

Users who have visited your site once are more engaged with your product/service options and your brand messaging. Usually, returning visitors will browse more pages and will be more likely to convert. Remarketing can be a powerful tool when trying to increase your ROAS – return on ad spend.

The Basics of Remarketing Campaigns

Remarketing campaigns focus on users in the action phase. These people have seen and clicked your ad in the search engine results, and they have visited your website. They may have shown interest in your service or product, too. However, then, for some reason, they left without taking action. This is when remarketing steps in, helping to encourage the person to return to your site.

Even though remarketing is an effective tool for your business, setting up that first campaign can be difficult. Keep reading for some tips and guidance.

Create a Remarketing List Via Google Ads

To start your first campaign, you must add a remarketing tag to your site. This small snippet of code lets visitors be tagged with a cookie, which means your remarketing ads will be shown to them after they have visited your site. Once the tag is active, you can create remarketing lists.

After you log into your Google Ads account, click the “tools and settings” option. Then select “audience manager.” Once in audience manager, be sure you choose the remarketing section below “audience lists.” Click the “+” button and choose “website visitors.”

Create a name for the audience. It is a good idea to include remarketing, and who you are targeting so you don’t forget. For example, the name could be Remarketing – All Visitors. Under “list members,” choose “visitors of a page.”

Under the “visited page” option, choose “match any rule group.” Below the first option, you should see “page URL,” and the second option is “contains.” Enter the URL you want to retarget, regardless of if it is a specific landing page or the entire website. At this point, you can pre-fill your list with the people who have visited your page or website in the past 30 days, or you can begin with an empty list.

Under the “membership duration” option, choose how long you are keeping someone on your list. A good starting point is 30 days.

Are You Ready to Create a Remarketing Campaign?

The tips here will help you create a remarking list through Google ads. This will help you encourage people to return to your site after they have visited without converting. If necessary, you can seek help from professionals to ensure you create an effective remarketing campaign.