What is Remarketing in Google Ads?


What is Remarketing in Google Ads?

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We’ve all been there before, surfing the web and 20 minutes later while browsing on YouTube the previous company’s site you clicked on shows you an ad. How are they following me online?

Well, when someone visits a page on your website that includes a remarketing tag, the tag fires and lets Google know to add a cookie to your browser. As you keep browsing the Internet, Google will know if you are in a “remarketing” audience based on the cookie ID and/or the remarketing ads. A tag (code) must be added to the header or footer of your website and generates a global tag that keeps track of all visited pages on your site. This is how remarketing works and can show you ads all over the web.

How to set up the remarketing tag in Google Ads

  1. Create the remarketing tag from your Google Ads account from the shared library.
    a. Tools > Shared Library > Audience Manager > Click on Blue PLUS Sign
  2. Set Up Google Ads or Analytics Tag
    1. Click on Setup Tag
    2. Select Type of Data Collected
    3. Save and Continue
    4. Install Tag Yourself
    5. Email the Tag to Developer
    6. Use Google Tag Manager
  • Add the remarketing tag to your site to track all pages visited by someone.
  • Generate different types of audiences to remarket to in a dynamic, customized way.
    1. Cart Abandoners
    2. Blog Visitors
    3. Products Viewed
    4. Video Played

Build a remarketing campaign on Google Ads.

a. Design ads with images
b. Add audiences based on campaign goals
c. Test and track the results
d. Continuous optimization

  • Set up the Membership window for the Remarketing Tag

a. This refers to how long in days a “cookie” will last based on the first visit to your site that was tracked. (ex: 30, 60, 90, 180, 365, or even 540 days)
b. The longer the sales cycle, the longer the cookie should remain active.

Why should you set up the remarketing tag in Google Ads (Quick Instructions)

Log in to Google Ads and click on Shared Library

  • Click View and then set up the remarketing tag.
  • Tag Instructions are prepped for you.
    • View the tag and copy the snippet of code and install the code on your website or email a web developer.
  • Download the Google Tag assistant from the Google Chrome Extension store.
  • Google Tag Manager is highly recommended for managing multiple tags on your site.

If you are not tracking your events, conversions, or other important site actions, how are you going to improve the profitability of your marketing efforts?

Remarketing will help businesses remind consumers about their products and services, resulting in more conversions for less cost.

Any questions, please connect with me on LinkedIn and I would be happy to help. For more marketing tips on how to lower cost-per-click, learn more about Quality Score here.

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