Remarketing AdWords ad campaigns in 3 easy steps

AdWords is already a complicated system. So let’s take the most complicated, but useful tool – Remarketing, and see how we can apply it easily.

Remarketing AdWords ad campaigns in 3 easy steps

AdWords Remarketing made easy? Not a problem!

Follow these 3 easy steps to aim your AdWords ads at your website past visitors!

Oh Shay, you and your 3 easy steps…

Hey, that’s what we’re here for – making our lives just a little bit easier with technology.

So let’s get started:

Step 1: Installing the AdWords Remarketing tag

In order to have access to AdWords Remarketing and start collecting website visitors in your lists, you need to install their remarketing tag on your website, so here’s a video by Google to do that.

Remember that you can use the Google Tag Manager. In this case you only need the remarketing ID, not the whole code.

Do that as soon as possible, even if you’re not interested in remarketing yet, since this will start collecting people’s data (remember to adjust your website’s privacy policy accordingly).

Step 2: Create the Remarketing list

AdWords - opening the audience windowOn the left-hand side of your AdWords interface you will find a menu with a search bar at the top. The fifth item in the menu should be Shared Library. Click on it and choose Audiences from the menu that just popped out from under it.

This will open the Audiences window, asking you to install the AdWords Remarketing tag if you haven’t yet.

After you did that, you will see a big red button that says “+Remarketing list“, and an empty list under it. Click on the red button to start creating your AdWords Remarketing list.

AdWords - creating a new list

Choose how you want to populate your list. In this tutorial I will use Website Visitors as an example.

AdWords - filling the remarketing list form

Fill out your form according to who should end up in that list. In the screenshot you can see me begging people to get back onto an eCommerce website after they abandoned their shopping cart and went back to waste time on Facebook or something.

To do that I specified that a visitor had to have been on the cart page so that he’d end up in the list.

I have also added that the visitor had not been in the payment-done page, which is the conclusion of the transaction page. Meaning that the user has in fact abandoned the cart, and not finalized the acquisition.

Netiquette requires an advertiser to not be spammy, otherwise he’ll end up being ignored, blocked or else. So I will not show these users my “come back to finish your business” ad for more than 14 days.

Author: Shay Stibelman

Digital marketing consultant in Milan, Italy. Born in Israel, raised in Germany by Russian parents. I help small and medium businesses get their digital marketing game on point. Perfect their website, landing pages, funnel marketing and social media strategies, in order to increase ROI and optimize that ever elusive marketing budget.