There’s evidence to suggest that only 2-4% of site visits result in transactions.

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Stats like that can be scary.

Or they can be the motivation you need lớn fuel your kinh doanh efforts.

There are a number of ways to lớn not only get customers to lớn your site but khổng lồ also persuade them to lớn take action.

One such way is running a resale chiến dịch on the Google Ad network.

But, first – what is remarketing?

Rekinh doanh campaigns are designed khổng lồ display ads to lớn potential customers who visited your site or used your mobile phầm mềm.

It’s an effective sầu technique that allows you khổng lồ stay connected lớn your target audience while also building br& awareness.

Lucky for you, there are a number of tools & strategies to lớn help you with your rekinh doanh efforts, from generating a Smart List to lớn creating a custom audience using a Facebook px.

In this post, we’re going to lớn focus on how to lớn bring potential customers baông chồng to lớn your site.

We’ll go through how you can phối up a Google resale chiến dịch & also how you can take advantage of the several networks they offer, so that you can achieve maximum reach khổng lồ your target audience.

By the end of this post, you should have sầu the skills needed khổng lồ mix up a rekinh doanh campaign that will generate great results.

Let’s get started.

The different remarketing campaigns

Because we’re talking about rekinh doanh using AdWords, there are a variety of ways you can reach your target audience through a display ad.

You can use the following platforms/networks –

YouTubeGmailAppsDisplay NetworkRekinh doanh Search Listings Ads

We’ll briefly go through how you can mix up a campaign for each platkhung. Keep in mind that it is obviously easier to remarket on some networks than it is on others.

A display network ad is simpler to lớn create than a YouTube Video Ad, for example.

Also note that ‘Resale tìm kiếm listings ads,’ technically don’t count as ‘retargeting,’ in the eyes of Google.

But, they’re still relevant to lớn what we need to cover.

Understanding your remarketing goals

In general, there are three kinds of remarketing campaigns that you might want khổng lồ run.

Campaigns aimed at people who did not take a certain action on a page – e.g. Generating leads from those who did not opt in on your landing pages.Campaigns aimed at people who reached a certain page within your checkout process, but did not complete their purchase– e.g. Converting people who abandon carts.Campaigns for people who have not seen a page that you’d lượt thích them khổng lồ see – e.g Promoting content or other pages on your site.

It is important that you know exactly what action you want your potential customer lớn take when exposed to lớn your resale campaign.

When you know that, you can then go about the following –

Deciding which pages should contain your rekinh doanh tags.Choosing a network và deciding how to lớn reach your target audience on that network.Understanding how to create ads tailored khổng lồ your target audience.Creating custom pages dedicated to the audiences that you’re rekinh doanh to lớn.

Having knowledge of how you’re going lớn tackle each of these details is essential if you want lớn achieve optimal results with your resale campaigns.

Creating a rekinh doanh list

There are two parts to lớn setting up a rekinh doanh campaign.

Creating a remarketing listRunning a campaign targeted at that ‘remarketing list.’

First, let’s cover how to lớn create a remarketing các mục.

Log inkhổng lồ AdWords & click on ‘Shared library,’ which can be found within the left h& sidebar.


Then, select ‘Audiences.’


You may then be notified that AdWords does not detect a resale tag.


If you cliông chồng through to lớn ‘Tag details’ you’ll be able to access a tag that you can install on your trang web.


You can email this tag to lớn your technical support team, if you do not feel comfortable installing it. Make sure this tag is installed on every webpage on your site. Doing so will give sầu you more freedom to lớn run a variety of resale campaigns khổng lồ reach your ad group.

In any case, once you’ve sầu installed the tag, you need khổng lồ create a ‘Resale menu.’

To bởi that, click on +Remarketing List,’ which can be found in the Shared library section.


You then have lớn decide how AdWords chooses who it will remarket to lớn, by telling it what data you want it to use.


What you pichồng here will depover on the data that you currently have/can supply.

There are four options –

Website visitors – remarket khổng lồ people who have visited your websiteMobile app users – remarket khổng lồ people who have sầu used your sản phẩm điện thoại appCustomer emails – remarket to lớn people who have sầu provided you with their email addressYouTube users – remarket khổng lồ people who have viewed or interacted with your YouTube videos/channels

In this post, we’re going khổng lồ focus on trang web visitors, YouTube users & customer emails.

Let’s take a look at how you can phối up a remarketing campaign that’s based on the ‘Website visitors’ option.

Make sure that you give your Resale danh mục a specific name, so that you can quickly identify what the purpose of the danh mục is, when you go back lớn kiểm tra on your campaigns.


Once again, your chiến dịch goals will determine who you should add to your remarketing lists.


Note: If you want to take full advantage of these options, you need to lớn make sure you have sầu installed the rekinh doanh tag on all of your webpages.

Visitors of a page – you can use this for a trang đích, in order khổng lồ drive sầu sign ups for people who didn’t take a desired action.

Visitors of a page who did not visit another page – can be used for people who viewed product pages, but no ‘purchase pages.’ This is only for the ‘Display Network.’

Visitors of a page who also visited another page – for people who are browsing around your site, maybe comparing different sản phẩm variations. This is only for the Display Network.

Visitors of a page who also visited during specific dates – target people who visit when you are running a special promotion. For example, you may experience traffic spikes during certain ‘events,’ lượt thích Valentine’s Day or Christmas. You can build a menu of these people using this feature và subsequently target them in the future. You’ll need to lớn have sầu a long list duration, in this instance.

Visitors of a page with a specific tag – For people who ran rekinh doanh campaigns a while ago and have different ‘remarketing tags’ for different pages.

There is also the option for a ‘custom combination,’ though, if you’re new to lớn rekinh doanh, you’ll want to lớn leave sầu that for now.

Once you’ve sầu decided on an option, you need to provide the relevant URL that matches what you’re trying lớn achieve.


If your URLs are well organized, you can also create a rule.


So, I could create the rule that anyone who visits and views a page with ‘webinar’ in the URL is added khổng lồ the các mục.


If I wanted lớn promote a webinar course, I could promote it khổng lồ people in this rekinh doanh danh mục, as I know they’re interested in the topic of ‘webinars.’

You can also decide khổng lồ add people from the past 30 days khổng lồ this danh sách, but your ability khổng lồ bởi this will depkết thúc on how long you’ve had a rekinh doanh tag installed on your site.

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Next, let’s take a look at building a rekinh doanh danh sách using the YouTube option.

You’ll need to lớn select how this các mục is populated, by choosing a ‘List type.’


What you piông xã is going to lớn be decided by what your campaign goals are & what certain actions say about people.

For example, if someone has ‘viewed certain videos,’ you know what specific topic they have an interest in & you can promote a relevant piece of content to them, or even a relevant product.

It’s also a good idea khổng lồ select ‘users from the past 30 days,’ as this can get your remarketing campaigns running quickly.

Finally, let’s look at creating a Customer email resale danh sách.


The process here is pretty simple. Give sầu your danh sách a specific name và then upload the danh sách of gmail addresses.

It is important that you collected these emails ethically, and that you did not buy them. If people opted khổng lồ join your danh sách, it means that you are compliant with Google’s policies.

Note: You’ll need lớn have a minimum of 1000 emails for this to work.

As a result of having uploaded gmail addresses, you’ll be able khổng lồ reach these people on YouTube, the SERPs and within Gmail.

So, how you can mix up a rekinh doanh campaign?

Setting up a resale campaign

If you want lớn set up a Display Network rekinh doanh campaign, go through the normal mix up process for such a campaign.


Then, when you get to the section where you get khổng lồ ‘Create an ad group & ad,’ select the option of ‘Interests & resale.’

You then need to choose the relevant resale danh mục.


Below is what you might see, when picking ‘Resale danh mục.’ Next to lớn the list you can identify how many people belong lớn the list.


It’s the same, if you pichồng the ‘Video Viewers’ option.


If you want to show remarketing ads khổng lồ your target audience within Gmail, pichồng the ‘Customer gmail lists’ option.


You can then select the tin nhắn list that you want to target and go about setting up your campaign.

If you want lớn display rekinh doanh campaigns on YouTube, the process is slightly different.

This time, you need to lớn select the ‘Video’ option, when clicking on ‘+Campaign.’


Go through the general phối up process for an ad.

Note: If you want your ads to lớn appear exclusively on YouTube, make sure that you deselect ‘Video partners on the Display Network.’


When you’re on the ‘Create an ad group and ad’ section, it is important that you decide what kind of ad format you want to lớn run, first.


Once you’ve sầu picked an ad format, scroll down to lớn the bottom and clichồng on the ‘Narrow your targeting (optional)’ button.

Click the ‘Remarketing’ option.


You can then piông chồng the danh sách you want khổng lồ remarket to lớn.


Under the ‘Video remarketing lists’ option you can promote khổng lồ people based on their YouTube activity.

Under ‘AdWords resale lists,’ you can promote to people based on their AdWords activities, as well as to people who had their email address uploaded inlớn Google.

You might’ve sầu noticed that there is a ‘Similar’ option, too.

We won’t cover that today, but essentially that relates to showing ads to people who bear similar traits to those who belong lớn your remarketing lists.

Now, let’s look at how khổng lồ remarket lớn people within the search listings – this is known as ‘Resale Lists for Search Ads (RLSA).’  

This is a type of sale strategy that not many people know about, so it might seem complex at first. But, stick with it, it’s worth knowing this stuff – Transunion managed khổng lồ achieve a 65% higher conversion rate using RSLA ads targeted at new customers.

What you’re doing with this kind of campaign is that you are showing search listing ads to lớn people on your rekinh doanh lists who have typed in từ khoá that you have selected.

On a very simplistic cấp độ, it works like this – 

Set up a Google Search CampaignPichồng the từ khóa you want to lớn targetPick the rekinh doanh danh mục that you want khổng lồ targetOnly those in your resale lists who enter the targeted từ khóa are shown ads

Imagine that you sell curtains. Someone has looked at your site, but then later they search the keywords ‘cheap curtains’ on Google.

With RLSA, you can show search listing ads ONLY to lớn people who have visited your site & are typing in that somewhat broad keywords in Google.

This allows for you to lớn target broad từ khóa, while also maintaining high conversion rates.

Rethành viên – this isn’t really remarketing. You’re not targeting people based on their past tìm kiếm behavior, because you don’t have sầu access lớn it. Additionally, you can’t use Resale Search Listing Ads’ for ‘sensitive’ categories.

You can set up a ‘Remarketing Lists for Search Ads,’ by going through the normal tìm kiếm chiến dịch set up process – which starts with clicking on ‘+Campaign’ và selecting ‘Search Network only.’


Note: When you’re setting up your chiến dịch, make sure you deselect ‘Include tìm kiếm partners.’


Once you’ve finished up the general mix up process for your campaign, you then get to adjust your campaign so that it is shown to lớn your remarketing danh sách.

First, clichồng on your campaign và then cliông chồng on the ‘Audiences’ tab.


Cliông xã on ‘+Rekinh doanh.’


Then, select the relevant Ad Group.


Select ‘Interests & remarketing’ from the ‘Ad targeting’ drop-down thực đơn.


Then, choose the rekinh doanh danh mục that you want khổng lồ target.


Note: You can select ‘Customer email lists’ as a targeting option, too.


You can also pichồng what you’re paying for & how much.


The ‘Target & bid’ option ensures that your chiến dịch only targets people within your list. Only people on this danh sách will be able khổng lồ trigger the display of your Search network ad.

If you piông chồng the ‘Bid only,’ option, you’re showing your ads lớn everyone, including those on your remarketing lists. So, everyone (within your targeting parameters) will trigger the display of your Search Network ad.

The difference? You can set bid adjustments, so that you’re bidding higher for ads when they’re being shown lớn people within your remarketing lists.

You bởi vì that by selecting your menu và then going baông chồng to the ‘Audiences’ tab and clicking on the relevant ‘Bid adjustments’ column.


You’ll want khổng lồ experiment with both options to see which one brings the best results.


There’s a good chance that your business will benefit from rekinh doanh.

Having a goal for your campaign is a great way to focus your efforts and ensure that you get the best possible results.

After all, there’s a lot that you can bởi vì. Perfect Audience – a Marin software company, for example – is “a retargeting platkhung that lets marketers effortlessly bring back lost website visitors with Facebook ads on Facebook, banner ads across the website, and ads on Twitter.”

And hopefully, after reading this post, you’ve seen just how many remarketing options are open khổng lồ you.

Keep in mind, too, that we focused mainly on website visitors here but, as mentioned, remarketing campaigns can be designed khổng lồ target people who have used or visited your mobile ứng dụng.

In any case, piông chồng one goal and run a resale chiến dịch in the hopes of achieving it. Then, when you have sầu some experience, branch out & try some more adventurous campaigns.

Best of luck!

Do you have any resale tips that you can share? What worked better for you–a text ad or an image ad, or both? Please let me know in the comments below.