This video provides a look into how remarketing works and how to get started with what is becoming an essential piece of marketing.
- [Instructor] Remarketing is a fantastic tool that I recommend you leverage right away. It's an easy entry point into display marketing and it's very helpful for reminding visitors to reengage with your site. With remarketing you'll be showing advertisements to people who have visited your site before, and you do this by adding a special tracking code right into your website. From there, you can leverage the list of users that it creates as a targeting option in Google AdWords. Remarketing can really help to deliver customized and high-performance ads.
You're speaking to a special audience, and you've already worked hard to get them to come to your website once, so it's a shame to let that effort go to waste. Remarketing will help you recover some of that lost traffic. The easiest way to get started is through the use of standard remarketing, and you'll do that within Google AdWords. This lets you show ads to your past visitors through the Display Network on Google on any site that's part of their network. To start using remarketing you need to add the remarketing tag to your website.
To get there, you'll start here in Google AdWords, and I'm in the Campaigns tab. It's from here that you'll select Shared library on the left-hand side. And from within the menu that appears, select Audiences. You'll notice that since we haven't set up a remarketing list before, Google's going to give us a couple options. We can create a remarketing list based on website visitors, based on YouTube users, mobile-app users, or even email addresses that we've received from our customers. In this case, let's choose visitors to your website, and I'll select Set up remarketing just below that headline.
It's here that you have the option to enable dynamic ads. This requires you to set up a custom feed which changes the ad based on products that the visitor saw. This is really neat, but it's a little bit complicated, so I won't be exploring it in this video. From here, simply choose Set up remarketing. At this point Google says it's time to tag your website. And you can either send the tag instructions to yourself or someone else by email, or select the View-AdWords-tag-for-websites link and simply copy this code and paste it on every page in your website right before the ending body tag.
Additionally, you can also add this into Google Tag Manager. Or, you can use your Google Analytics tag within the AdWords tag if you have Google Analytics edit permissions; and for that, you can select Learn more to read all about what that means. I'll go ahead and close out of that view because I'll need to go ahead and set that up on the website for anything to change. What I'm going to do is now switch over to an account that already has remarketing set up, and show you how the lists work. Once you've set up your remarketing tag, the next time you visit the Audiences page, you might see a view similar to this.
On the right-hand side we can see that the remarketing tag is active and we can see any audiences that we're targeting in the list below. If you want to add a new remarketing list, you'll select the red REMARKETING LIST button, and choose Website visitors from the dropdown that appears. Next, you'll give the list a name. And you can set up rules. So, who do you want to add? Say, visitors of a page, visitors of a page who also visited another page, specific dates, specific tags, and so on. You can customize exactly how you want to build this list and how long you want this membership duration.
What's great is that once you've added the remarketing tag, Google's going to track everything and everyone. So you can set up new rules later and include past users who match these new rules. So this is why it's important to set up the remarketing tag now, even if you don't plan on using it for, say, another 30 to 60 days. Once you've set up your list, you'll simply go into your ads, and within the targeting options you can choose within interests this remarketing option, and that lets you target those ads specific to your remarketing lists.
Remarketing is a worthwhile investment. So I suggest that you get it installed even if you're not ready to start running the ads.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- What is online marketing?
- What makes a website effective?
- Working with a designer or developer
- Creating engaging web copy
- Understanding online analytics
- Using goal and event tracking
- Exploring the conversion funnel
- Defining key performance indicators (KPIs)
- Understanding SEO techniques
- Conducting keyword research
- Creating a content strategy
- Leveraging local SEO
- Understanding who's on social media
- Marketing with Facebook, Twitter, LinkedIn, and Pinterest
- Creating compelling video marketing campaigns
- Building an email marketing plan
- Measuring the success of your marketing efforts
- Setting up a blog
- Running A/B marketing tests
Skill Level Beginner
Q: This course was updated on 03/08/2016. What changed?
A: We updated six movies to keep current with the latest interfaces in Google Tag Manager, Google Keyword Planner, Facebook, Twitter, and LinkedIn. Brad also added one new tutorial on setting up a blog.
Q. This course was updated 03/21/2017. What changed?
A. The following topics were updated: installing Google Tag Manager, using goal tracking, looking at a conversion funnel, looking at attribution models, leveraging local SEO, introduction to search and display, launching display search ads, and deciding to use remarketing.