To use remarketing, you must select a supported campaign type.

Display Network Campaigns

If you want to use Display Network Remarketing, select "Display Network" as the campaign type and "Move Actions > Shop Online" as the target when creating your campaign. You can create a campaign without selecting a marketing objective. However, if you select marketing goals, you will see features designed specifically to achieve them. Complete campaign setup and click Proceed.

Once you've set up the rest of your campaign settings, create an ad set. In the "Users: who do you want to reach" section, expand the "Audiences" section and select your target lists in the "Remarketing" window.

Search Campaigns

To use Search Network remarketing lists, select the Search Network campaign type.

After creating a campaign, follow these steps:

How to add the Google Ads tag to your site or app

Event Tag

Getting started with remarketing lists

Remarketing lists automatically generated in Google Ads

Rules for creating remarketing lists

Special Options

The dynamic remarketing event tag allows you to send custom parameters that can be used to create remarketing lists.

In particular, you can send product price and page type values ​​(for example, a buy page) using an event tag to create a list of users who have bought a product with a price greater than a certain value. In this case, the specific parameters included in the remarketing event tag would be a numeric value (product price) and a page type (which will determine how close a visitor is to a purchase).

To use remarketing, you must select a supported campaign type.

Display Network Campaigns

If you want to use Display Network Remarketing, select "Display Network" as the campaign type and "Move Actions > Shop Online" as the target when creating your campaign. You can create a campaign without selecting a marketing objective. However, if you select marketing goals, you will see features designed specifically to achieve them. Complete campaign setup and click Proceed.

Once you've set up the rest of your campaign settings, create an ad set. In the "Users: who do you want to reach" section, expand the "Audiences" section and select your target lists in the "Remarketing" window.

Search Campaigns

To use Search Network remarketing lists, select the Search Network campaign type.

After creating a campaign, follow these steps:

How to add the Google Ads tag to your site or app

Event Tag

Getting started with remarketing lists

Remarketing lists automatically generated in Google Ads

Rules for creating remarketing lists

Special Options

The dynamic remarketing event tag allows you to send custom parameters that can be used to create remarketing lists.

In particular, you can send product price and page type values ​​(for example, a buy page) using an event tag to create a list of users who have bought a product with a price greater than a certain value. In this case, the specific parameters included in the remarketing event tag would be a numeric value (product price) and a page type (which will determine how close a visitor is to a purchase).

Users do not make a purchase when they first encounter the site. There are many reasons - from the banal "I'm just looking", to problems with the Internet connection, a complicated ordering process, a distracted phone call. The likelihood that a person will visit the site again is extremely small.

In order not to miss potential customers and, accordingly, profit, you need to set up remarketing in Google AdWords. Thanks to this feature, you will "catch up" with your site visitors with advertisements. The more often potential or existing customers see your banners, the more likely they are to make a purchase.

Many website owners believe that remarketing and retargeting are two names for the same technology. This statement is partly true: remarketing is a function of Google Ads, and retargeting - developed by Yandex.Direct. The difference between the two lies in the customization options and ad formats.

Types of remarketing

Google AdWords offers website owners five types of remarketing that are suitable for any business:

• standard remarketing in the Display Network;
• search remarketing;
• dynamic remarketing;
• targeting similar audiences;
• customer match.

There are other ways to bring back customers, such as those who have watched video content or downloaded an app. In this material, we will not dwell on them - we will consider the main types.

Standard remarketing

This technology allows you to display advertising materials to site visitors who, for some reason, were not converted into an order or purchase. Internet marketers advise making the most of banners. Users perceive graphic content better, and CPA - in comparison with text ads - is lower. To prevent the audience from quickly developing banner blindness, you will have to make several pictures for ads and change them periodically. Setting limits on impressions will prevent a possible surge of negativity towards the brand due to the frequent flickering of promotional materials.

It is more expedient to place banners on those Display Network sites that give the maximum conversion at the minimum cost per click. It will be possible to determine them within a month from the moment the remarketing was launched.

Search remarketing

This technology will catch up with your potential buyers when they turn to the search engine. Search remarketing is divided into two types - Bid Only and Target&Bid. In the first case, the advertiser adjusts bids for audiences, and in the second case, the advertiser shows promotional materials in the search only to those people who are on the remarketing list.

Dynamic Remarketing

Ideal for e-commerce resources. If the site hosts a large number of goods or services, then they can be advertised to users who have ever visited the site but did not buy anything. With the right setup, a potential buyer will see your ad with the product everywhere, which is likely to encourage him to make a purchase.

This type of remarketing is based on the principle of displaying advertising materials to people with similar behavior. Internet marketers believe that this method of returning customers should be used in combination with other technologies, for example, with search remarketing.

To get the most out of showing ads, you will also have to select a list of high-converting sites, or rather set up keyword targeting.

customer match

This technology allows you to "warm up" the customers who left you a contact email. It will be a great help for email marketing. By setting up ads to be shown to email addresses, you will be able to “catch up” with a potential buyer if:

• your sales letter did not convert the lead into a sale;
• the chain of letters did not work properly;
• the person has unsubscribed from your mailing list;
• you do not want to annoy the client with letters, giving him time to think (relevant in real estate).

It is necessary to exclude the addresses of active customers from the remarketing audience so as not to waste the budget and not cause negative people.

Remarketing can be set up in Google AdWords and Google Analytics. The first option involves working with code, the second - using the capabilities of the Google Analytics service. Let's consider both options in more detail.

To set up remarketing in Google AdWords, you need to log in to the service and find the "Shared Library" item in the left menu. After clicking on this item, "Audiences" will open, in which you need to click on the "Set up remarketing" link.

After clicking on the blue button "Set up remarketing" you will see instructions for setting up. To start collecting an audience for displaying advertisements, you need to place the code generated by the system on the site pages.

If you don't want to mess with the code, set up remarketing in Google Analytics. This option is much easier and faster.

Before setting up, you need Link your Google Analytics and Google AdWords accounts . When the accounts are linked, you can proceed to the settings.

Step 1:

Setting up an audience

In the administrative panel, find the "Resource" block, select "Audience Settings" and click on "Audiences".

For those who have not set up remarketing before, the service will automatically offer to create the first audience.

After you specify the source of the audience, you need to enable remarketing. When collecting the first audience, the settings are set by default - the data of all site visitors for the month will be taken into account. Later, you can adjust the settings that were originally set.

Now you need to define the accounts in which the audience will be published. Note that you can't change accounts after you've set up remarketing.

It remains only to click on the "Enable" button and create a targeted advertising campaign.

Setting up Google remarketing takes a few minutes. This can be done in two ways - we will analyze the simplest of them. Sit back, I will quickly tell you how in 7 minutes you will create your first audience in Google Adwords and set up ads for it.

Remarketing or Retargeting?

Yes, they are synonyms. It’s just that retargeting is used in the terminology of Yandex Metrica, and remarketing is used in Google. Therefore, these concepts are one and the same. But since we refer this article to the Google Adwords section, we will speak His language 🙂

2 Ways to Set Up Google Remarketing

Hereinafter, I will assume that you, dear reader, already have a Google Adwords account. Because otherwise you would not have wondered how to set up remarketing - after all, this is the next step in working with contextual advertising.

So, there are two options for setting up remarketing.

Using the Google Adwords tag

To do this, go to "Shared Library" (menu on the left), the "Audiences" tab and click "Set up remarketing".

Then click on the blue button "Set up remarketing" and you will see instructions for setting up. The system will offer to copy the remarketing code to all pages of the site so that it becomes possible to collect an audience.

To be honest, I have never tried setting up remarketing using the Adwords tag. Why, if it can be done using Google Analytics without installing additional code on the site 🙂

Remarketing with Google Analytics

The easiest option, because it involves setting up remarketing in the process of setting up the Analytics counter. Of course, in this option, everything starts with installing a counter on the site.

Then, in the counter settings at the Resource level, we link the Analytics and Adwords accounts. If the Analytics account is created in the same Google account on which you work with Adwords, then the setup is done in just a couple of clicks. If Analytix is ​​on a different account, then you will have to give access to the counter. I am sure that you have everything in one account, so I will not dwell on this point.

Go to "Resource Settings" - "Connection with AdWords". Further - elementary, the beginner will understand. If you still have problems at this stage - see

How to return a visitor to the site who did not complete the target action? Launch remarketing on the Google Display Network: attractive banners will remind users of the product, and you will be able to direct your advertising budget to a “hot” audience. In this article, I will describe the setup step by step. remarketing in Google Ads.

1. Add a remarketing code to your site

To collect lists of users who visited the site, you can:

• set the Google Ads remarketing tag;
• use the modified Google Analytics code.

1.1. How do I add a Google Ads remarketing tag?

1.1.1. Open Google Ads and navigate to the Shared Library - Audiences tab.

In the "Site visitors" subsection, click on the "Set up remarketing" link.

1.1.2. In the window that opens, click on the "Set up remarketing" button. You will need a checkmark next to the "Use dynamic ads" field only when setting up dynamic remarketing, to create a regular remarketing campaign, leave the field blank.

1.1.3. A pop-up window will appear asking you to install the Google Ads remarketing tag. You can immediately send the code and instructions for it to programmers - just enter the recipient's email.

To copy the remarketing code, click the View Google Ads for Website tag link.

This code must be inserted on all pages of the site between the tags

.

Choosing to set up remarketing with Google Analytics gives you several benefits:

• more flexible audience settings are available - you can take into account the behavior of users on the site and the goals they have achieved;
• you can quickly create remarketing audiences using scripts and ready-made templates from the Solution Gallery.

1.2.1. Go to Google Analytics and click on the gear to open the Admin panel. In the resource settings, go to the sub-item "Tracking code" - "Data collection".

1.2.2. In the remarketing settings, move the slider to the “On” position. and save your changes.

1.2.3. If Google Analytics is installed using Google Tag Manager, it is enough to activate data collection in your account settings. If the analytics code is installed directly on the site, after activating remarketing, the Analytics tag must be replaced.

In the resource settings, go to the "Tracking code" item and copy the script highlighted in the screenshot.

Paste this code on all pages of the site before the closing tag.