How to Launch a Remarketing Campaign

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Santa Barbara, this is how you can target your audience online:

Have you ever been to a site that offered something you were interested in only to see an ad advertising that same thing appear on your screen only a click or two later?

You, my Santa Barbara friend, have been the target of what is known as remarketing/retargeting.

It’s the hot jazz right now because it is technology’s latest great foray into personalizing the marketing experience. Cry all you’d like, but just as more precise weapons lead to a decrease in war deaths, remarketing leads to an increase in relevant ads, thereby decreasing annoyance, or at least one hopes so. At the very least, it’s an incredibly effective marketing strategy for your Santa Barbara website.

Here’s how you go about creating a remarketing campaign:

If, after reading this post you’d prefer to have us set it up for you, we’d be happy to do so. Just give us a call: 805-883-8181.

 First, make sure your Google Analytics (GA) tracking code is successfully installed on your site.

If you haven’t already done this, you can retrieve the GA tracking code by going to Google Analytics -> Admin -> Tracking Code Info

Copy that information and then head to the “Appearance -> Editor section of the backend of your WordPress site and enter the GA tracking code into your header.php file just before the closing head tag, which looks like this: </head>

Got to your Google Adwords account and sign in.

Then, navigate to Campaigns -> Shared Library

Once there, you’ll need to click on “Audiences” and then create a Remarketing List by following the onscreen prompts. Google will show you whether or not it has detected the remarketing tag on your site. This can take some while to propagate, so don’t fret if you don’t see it right away.

Campaign_Management_–_Google_AdWords
Campaign_Management_–_Google_AdWords

Next you’ll have to upload your ads or let Google make an ad for you. The ones that Google makes are kindof ugly by default, but they get the job done. It’s better (prettier) if you do it yourself or have your ad designer do it. Google takes a variety of formats, but beware the 150KB file limit per ad – it’ll getcha if you’re not careful.

That’s it! You should now be set up with Google’s Remarketing. As a reminder, this will serve ads to those who have visited your site before to Google’s network of websites that allow their advertising space.

If you have any questions, feel free to reach out via email or in the comments below!

Thanks, and happy marketing!

If you need additional help, here is what the official Google Support page has to say about it:

Create a website remarketing list

Use remarketing lists to show ads to people who have visited your website before. This article explains the steps you’ll need to follow to create a website remarketing list.

Before you begin

If you aren’t familiar with remarketing, you should read How remarketing works first.

Remarketing to people based on their sensitive information is not allowed. Your remarketing lists shouldn’t be associated with any personally identifiable or sensitive information. If you’re setting up a remarketing campaign and placing the remarketing tag on your website, you need to follow the Policy for advertising based on interests and location.

Instructions

  1. Sign in to AdWords.
  2. Click Shared library.
  3. Click Audiences.
  4. If you’re creating a remarketing list for the first time, you’ll see several remarketing options. Under “Website visitors,” click “Set up remarketing” and complete the setup process. If this isn’t the first remarketing list you’ve created, click +Remarketing list and select “Website visitors” from the drop-down menu.
  5. Enter a descriptive remarketing list name.
  6. Choose a template from the “Who to add to your list” drop-down menu.
  7. Click +Rule to add rules.
  8. A dialog appears where you can add all the conditions that a single webpage needs to match. Select an option from the second drop-down menu, such as “contains,” “equals,” or “starts with.” Type in the value. Values can be words, a number, or a date, depending on the type of list you’re creating. Click Done.
  9. Enter a membership duration, which is how long you want a visitor to stay on your list. You can change the membership duration at any time. If you already have a remarketing tag on your website and want to include recent visitors who match your list’s rules, leave the “Include past visitors that match these rules” box checked. This works only works for the Display Network and doesn’t apply to remarketing lists for search ads.
  10. Click Save.

Create as many remarketing lists as you’d like. Once you’ve created lists, create new campaigns and ad groups where you can add your lists.

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