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Remarketing, also known as retargeting, will let you show ads to people who you've previously engaged with online, whether they visited your website, used your mobile app, or watched your videos on YouTube.
Remarketing can be a strong and strategic component of your advertising strategy.
You have a number of options when it comes to remarketing on the display network.
To begin remarketing, the first thing you'll need to do is to add a remarketing code to your website, this is known as a tag.
After that, the code will paste a cookie on each browser of the visitors that come to your website. Then the visitor's cookie ID is added to your remarketing list. You can segment your remarketing lists to target your whole website, specific pages, or perhaps you want to target customers who have put things in their basket but not converted.
To set up remarketing for the first time in AdWords, click on the settings menu at the top right of your screen, open your shared library, and click Audience Manager, and then click Audience Sources.
This opens a group of sources from which you can create remarketing lists. To set up the AdWords tag, click Set Up Tag, select which type of data the tag will collect, copy the tag that appears and follow the instructions for implementation. You may implement this for Tag Manager, or you may email the tag to yourself and pass it on to your developer.
Once the tag is in place, you will be able to start building lists. The first list that will be created is an all-visitors list, which will be viewable in your shared library once your tag is up and running.
With your remarketing tag in place you can create your first custom remarketing list.
Open the shared library from the settings menu at the top-right of the screen, click Audience Manager, Audience Lists, and choose Add Website Visitors.
Enter a descriptive name for your remarketing list. Choose a template from the Who You Want To Add To Your List drop-down menu. Now begin to add your rules. A dialog box appears where you can add all the conditions that a single web page needs to match. Once you're finished, click Done. Enter a membership duration, which is how long you want a visitor to stay in this list.
And you can change this membership duration at any time. You can later revisit these settings that you create here if anything needs to change.
To add your remarketing list to an ad group, add your remarketing list like you would any audience targeting.
Go to Audiences, click your pencil or plus icon and select Remarketing and Similar Audiences, search for the list that you want to add, click the box next to each one and the added list will appear in the right column, click Save.
You can also remarket through Google Analytics, which can be a lot easier to implement and has a lot of options. It's easier because you don't have to place a new tag on your website and use the Google Analytics tab that you've already got in place. The data within Google Analytics can be far more in-depth and collect a lot more data about your customers.Back to Top
Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.
PPC Account Manager @ OMD Ireland
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ABOUT THIS DIGITAL MARKETING MODULE
This module begins with the fundamentals of Display and Video advertising and demonstrates how to set up and manage a YouTube channel. It covers the ad formats available on the Google Display Network and YouTube and shows how to set up and manage Display and Video campaigns. It also explains how to apply audience and contextual targeting, exclusions, remarketing, and bid adjustments to target Display and Video ads at the right audience. The module concludes by identifying the key metrics and tools to use to analyze and optimize the effectiveness of Display and Video campaigns.
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