Remarketing in Google AdWords: Creating campaigns and lists to generate more conversions

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Remarketing is an online advertising technique that displays ads to users who have had contact with the brand, such as access to the site. To create remarketing lists with the desired audience, you must include a code on the site, available for platforms such as Google AdWords and Facebook Ads.

You’ve probably been “persecuted” by some product of ad banners or service that was researching before: a ticket promotion for a particular destination, tennis, a discount on the clothes that you were looking for.

No, this is not a coincidence, but the remarketing into action.

Many people are affected by the remarketing, but do not know that they can also use it in favor of their businesses – both B2B as B2C.

In this post better we explain the issue and bring a few tips when creating your campaign.

What is Remarketing?

First of all, it is good to clarify that “Remarketing” and “retargeting” are pretty much the same thing. The difference is that remarketing is how Google calls its own retargeting tool. Other platforms such as AdRoll, Re targeter and Fetchback, use the term even retargeting.

Retargeting comes from the English “target”, which means “target”. That is, the idea of ​​retargeting is to impact more than once the same person, with the ads the user sees after the first search for the topic, a particular page visited or other interaction.

What is remarketing?

The goal of remarketing is clear: increase conversion, ie the sale.

This is because not everyone who sees an ad for the first time ever chooses to make a purchase. In fact, a very small number of users does. According to data from Google Adwords , in cases of ecommerce, 97% of visitors to a site do not convert on the first visit.

In complex sales, conversion to similar budget requests or actions is even lower.

Thus, the remarketing comes as an opportunity to continue appearing for the customer who has not converted, so that while he thinks the matter continue with the brand in mind.

Enter the user’s first contact with the company to effect the purchase, there are different stages of the process. Here we can divide it into four different stages:

  • Awareness: when one begins to look about it, without necessarily having the intention to buy;
  • Consideration when the person already has some knowledge and is considering the effectuation of purchase (here you can get a price comparison, search for recommendations etc.);
  • Shopping: no need to talk too much – when the person makes the purchase itself;
  • Fidelity: post-purchase moment, when the intention is to focus on a new conversion.

So, with a well structured plan remarketing, you can reach users in different stages of this funnel and take them to the next step.

How does remarketing work?

The operating system is simple, and I will give the example of Google Adwords.

You are looking on Google for ” digital marketing Software ” and click on a paid ad on the results page.

When you enter the ad’s website, a cookie (which works like a stamp) is stored on your computer and allow Google to identify and then display you for you ads from this same site in other partner sites that open the space for ads (Display Network) or on results pages (search).

This way, you will be impacted by new ads for some time to convince him to do the conversion. Usually the remarketing of the period is 30 days, but may vary according to the platform and used settings.

Remarketing forms on Google AdWords: Display Network and Search Network

In Google AdWords there are basically two main ways to do remarketing on Display Network and Search Network.

You know the difference?

Remarketing on the Display Network

The Display Network works as a group of partner sites that offer a space within its pages the site for the dissemination of paid advertisements.

These spaces are used for publicity banners for users who are in a remarketing list – and that’s where you see those deals that pursue you on various websites.

Example ad on the Display Network:

remarketing google adwords (1)

Each remarketing platform has deals to put together your own Display Network, then, according to you choose, your ads will appear on network sites that platform.

Often partnerships are made, so that a single site can display ads for different networks.

Remarketing on the Search Network

In addition to the display, there is the option of using remarketing Search Network. In it, the ads are displayed on the results page itself.

Are part of the Search Network Google search itself, Google Maps, Google Shopping, Google Images , Google Groups , and search partner sites.

The format of the ads on search is different than Display. While the display is possible to make banners with images of different sizes, on the Search Network format is the standard AdWords ad with limited text.

But the biggest difference between the Display Network and Search Network is that at first the retargeting banners will appear to the user on partner sites that he visits, even if it is not is behind that content. In the search network ads are shown when the user is looking again about it in the Google search page – ie it is in a moment of interest and conversion chances are great.

Example format on the Search Network: the format is the same as traditional paid advertising.

remarketing google adwords (1)

More ways to remarketing: Facebook and Instagram

Another option to be explored is the remarketing of Facebook, which works similarly to the Display Network, where remarketing ads appear within the social network, is in the news feed or on the sidebar.

Just like on Facebook, you can make retargeting on Instagram. And that’s why probably you’ve been impacted by an announcement of any brand you interacted or product that you almost completed the purchase, but left in the cart.

Remarketing on Facebook / Instagram is done through partner companies such as Perfect Audience and AdRoll.

They may ask, but what form of remarketing is better?

The answer will depend on the strategies you prepare for your business. The ideal is to research the possibilities and think about how you can adapt the formats to their reality. The trick is to try different formats to always improve their campaigns.

In this post we will follow focusing on remarketing to AdWords. If you are interested in the topic and want to know how it works on Facebook, please read post:

  • 7 great tips to create remarketing campaigns on Facebook Ads

Creating a remarketing campaign on Google

The main objective of making a retargeting campaign on the Search Network is still displayed to the user when he research on the subject, so that the offer may appear to him at different stages of their buying journey , such as when researching the product, comparing prices or even for a client who has purchased a product on your site and can now buy a related supplement.

Installing AdWords tag

  • 1. Log in to AdWords .
  • 2. Click the wrench icon in the upper right corner, and audiences Manager, the Shared library section.
  • 3. Left click on target audience sources. You will see a set of sources with which you can create remarketing lists.
  • 4. Card “AdWords Tag”, click Configure tag. If you already set up a tag, select Edit Source icon three points in the upper right corner of the card “AdWords Tag”. If you just want the code, skip to step 6.

remarketing google adwords (1)

  • 5. Select the type of data to collect tag: standard data or attributes / parameters specific. You can also choose to include the parameter “User ID” with the tag. Thus, the IDs of the users who access your website will be collected, which will display more targeted ads. If you select attributes or specific parameters, you can choose the type of company that best represents your products and services.
  • 6. Click Create and Continue. In the case of an existing tag, this button will display the words Save and Continue.
  • 7. When the setup screen appears, the global tag of the site and the event snippet will be ready for use. You can copy the code, use the Tag Manager, download the tag or send it via email to a webmaster. To integrate remarketing on your website, copy the code and paste it between the <head> </ head> of the site. The global tag of the site needs to be added to all pages of the site. Event snippet needs to be added to specific pages that allow you to track the dynamic events of desired remarketing.
  • 8. Click Done.
  • 9. On the confirmation screen “What now?”, Click Done again.

Optional: If you’ve added the tag of the global site of another Google product, such as Google Analytics , add the ‘config’ command AdWords tag (highlighted below) to each existing instance of the tag. “AW-123456789” is just one example of ID. You need to replace that part of the ‘config’ command at your customer ID in the global tag site box.

    <Script async src = ""> </ script>


    window.dataLayer window.dataLayer = || [];

    GTAG function () {dataLayer.push (arguments);}

    GTAG ( 'js' new Date ());


    GTAG ( "config", "AW-123 456 789 ');

    </ Script>

Creating a remarketing list in AdWords

With the installed tag, it’s time to think about strategies. Remarketing is based on lists, such as who accessed URLs related to a particular product, who entered the pricing page, who made a purchase on the site, among others. It is necessary to analyze what public are interesting to address through new ads.

To use remarketing lists follow these steps:

  • 1. Log in to AdWords.
  • 2. To open the Shared Library, click the wrench menu.
  • 3. Click audiences Manager.
  • 4. Click audiences lists.
  • 5. To add a list of site visitors click the plus button and select “Site visitors” (there are still options for “application users”, “YouTube users” and “customer list”).

remarketing google adwords (1)

  • 6. In the displayed page, type a name that describes the remarketing list. You must have a tag or snippet an event set for this process to work.
  • 7. Choose a template from the drop down menu “list members”.
  • 8. Select a set of rules in the dropdown menus “Page views.” In each menu, add the conditions to the pages of your site where you want to collect cookie visitors. Values ​​can be words, a number or a date, depending on the model rule and the conditions you selected for the type of list created.
  • 9. Enter a value for the initial size of the list, ie, the number of visitors you had during a certain period. Increase the initial size of your list including visitors from the last 30 days.
  • 10. Insert a membership duration, ie the time that a visitor will stay on your list. You can change this information at any time.
  • 11. Enter an optional description for your target audience.
  • 12. Click Create audience.

Create as many remarketing lists you want. Next, create new campaigns and ad groups to add their lists.

You can define lists for different sections of your site using rules. For example, if you want to define a list for a page of your site where you sell electronics, you can use this rule: “URL contains: electronics.”

Remarketing Strategies for Search Network

There are several ways to work with lists for search, then we will bring some examples that can help you think about strategies for your own business.

Optimization words bids

Say you have a company and its product is a digital marketing software, and already has a campaign in Adwords with words like “digital marketing software.”

What you want now is someone who has come into your site for an ad in this campaign, but have not made the purchase, check again your AD when you do a second search by subject.

Thus, one can use retargeting to increase the bid of your keywords and thus have more chances of your ad appearing again for someone who is in their retargeting list.

So what needs to be done is just take your campaign and set it to the retargeting, which may increase in percentage values ​​in the “Audiences”.

Decreased bids

It is the opposite of the previous strategy. Say you have a product that you know your audience buy only once and does not usually carry out a new short-term conversion.

So when a buyer looking back on terms related to the product, you do not want your ads to appear for him, for the conversion chances are minimal.

What can you do in this case is to lower the bid of the words so that the chances of your ad appears to diminish and you do not spend your clicks with him – but can show your ads to potential buyers.

Customizing the ad text

One possibility of retargeting on the Search Network is to make small changes to ads to appear again for a user with a difference, such as “Free Shipping” or “10% off”.

This option is possible if you duplicate a campaign ready and this second version modify the ads according to their strategies, including in him a retargeting list.

So, who has come into your site and did not convert you may see your ad again, but with a difference that can help make the purchase.


Say you have, for example, a site that also offers cameras tripods and lenses that attract consumers to conduct new conversions.

In this case, it is interesting to create a specific campaign for these accessories, working with a list of retargeting to focus on people who have already bought cameras on your site.

So when you need these accessories and are searching for them, the chances of your listings show increase.

To use this alternative, the time to create your remarketing list choose the “customer list” option.

To close: quick tips when mounting a remarketing campaign

  • Create relevant audiences: Focus on audiences that are interesting to be impacted by the remarketing;
  • Create specific ads for each audience: the closer to the goal of better user. For example, if he entered the particular product price page of your site, you can show ads for it on the product, with perhaps an attractive discount;
  • Remember to have good Landing Pages : There ‘s no point doing a beautiful ad and take the visitor to the home site. Remember to help you find your goal – and of course convert.
  • Do constant analysis : Always keep an eye on metrics to analyze the results of their efforts. It is important to remember that not only the CPC (Cost per Click) deserves attention, but also the CPA (Cost per Acquisition), ie, its actual spending for each conversion generated by the campaign.
  • Do not overdo it: Beware of over-views for a given user, as this can wear him down. It is recommended not to have more than 10 views per person.

And now? Ready to use remarketing to generate more conversions and sales for your business?

To help you further, we made Checklist: How to advertise on Google and YouTube , a material to assist in setting up their campaigns without you forget the most important settings. The download is free!