Chasing Up Leads with AdWords Remarketing, Part 2


We recently introduced the practice of AdWords remarketing as a way to chase up previous visitors, using ads on the Display Network. Today we want to go one step further and show you how to set up your first remarketing campaign to help you get started.

It’s shame many business owners and solo advertisers are put off by remarketing, usually because of the setup process, but you’ll be surprised how easy it can be by the time you’re done with this article.


Adding the remarketing tag to your site

The first thing you need to do is install the remarketing tag on every page of your website. This goes at the bottom of each page, before the closing tag, and the reason you want it on every page is so you can create campaigns for different pages without having to go over this step every time.

Take a look at this short video to see how you can get the remarketing code from AdWords:

Creating your first remarketing list

With the dreaded coding bit out of the way it’s time to create your first remarketing list. This is where you pinpoint which audience you want to target – for example, users who visited a landing page via AdWords or visits to a specific product page through organic search.

Let’s say you want to target users who previously visited your special offers page, but never made the purchase:

  • Go to Shared library in your AdWords account
  • Select View in the Audiences section
  • Click Remarketing List and you’re almost there


Name your list descriptively – something like “Visited special offers” – and select Visitors of a page next to Who to add to your list. In the section below you just need to add a rule for the special offers page URL and choose how long you want to target users for, after they visit (eg: 30 days). Click Save and you have your first remarketing list!


Creating your first campaign

Now your list is all set up and ready to remarket you need a campaign to make the magic happen. Create a new Display Network Only campaign and click either All features or Remarketing from the campaign type options.

AdWords will then guide you through the process of creating the campaign and you can start your first ad group. From inside the ad group, click the Display Network tab and hit the + Targeting button to choose your list from the Remarketing lists tab.

And that’s it – you’re all set up and ready to remarket! You can click Save and continue to start creating your ads or Skip ad creation if you’re craving a coffee break.


More to come on remarketing

There’s still a whole lot more to cover on remarketing – dynamic remarking, remarketing with Analytics, ad creation and bid strategies – so keep an eye out for future posts on this topic and get in touch if you have any questions in the meantime.