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How to Create a Useful Remarketing List on Google Ads?

How to Create a Remarketing List on Google Ads

What is remarketing?

There might be many questions and doubts when considering remarketing. What happens when we start making a remarketing campaign in Google ads? Are we going to see conversions or customers via remarketing?

To make it clear and simple, learn what remarketing is: 

In digital marketing, remarketing/retargeting is the way of serving ads across the internet to people who have already visited your platform/website. It allows the company to seem like they’re “following” people via the internet by showing ads on the websites and platforms they use often.

What assets are used to make a remarketing campaign?

What assets are used to make a remarketing campaign

It’s the custom segment, and it is used to build remarketing campaigns/lists.

You might be thinking about how remarketing works? 

That might attract you while you start creating a remarketing campaign.

If you are already running Google ads, you need to add a Google remarketing code, which is known as a tag or pixel. It is added to your website so that visitors can get added to your audiences through browser cookies. Now, you can customize the code as per your requirement for different pages to correspond to more categories.

There are many different options when coming to a remarketing list.

  • Standard remarketing
  • Dynamic remarketing
  • Remarketing for mobile apps
  • Video remarketing
  • Email list remarketing
  • Remarketing list for search ads

How to Create a Remarketing List on Google Ads?

When it comes to creating these lists in Google, there are two options:

Create a segment, and then use the segment as an audience list.

Create an audience list inside the admin section of Google Analytics, then use that audience to inform your next Google Ads campaign. Both options, as mentioned above, allow you to target past visitors across Search and Display networks.

Here’s a quick look at how to approach this in Google Ads AND Google Analytics:

How to Create Remarketing Lists

Option 1: Create a Segment in Analytics

Let’s start with option one.

In Google lingo, a segment is a subset of your Analytics data:

“For example, of your entire set of users, one segment might be users from a particular country or city. Another segment might be users who purchase a particular line of products or visit a specific part of your site. Segments let you isolate and analyze those subsets of data so you can examine and respond to the component trends in your business.”

To set up a segment for your list, head to your Google Analytics page and navigate to the Audience Overview section in the left-hand column.

Once there, click Add Segment. The next screen will pull up a list of default segments available for anyone to use and can be useful for those just starting with remarketing lists. You’ll see lists such as:

  • Non-converters
  • Multi-session users
  • New users
  • Non-bounces
  • Organic traffic
  • Paid traffic

Of course, you also have the option to create your segment. To do so, click the +New Segment button.

The next screen will prompt you to create the parameters of your segment. You can target users by demographics, technology, behavior, traffic sources, etc., as well as two advanced options: conditions and sequences.

Google AdWords Remarketing 

A condition lets you include sessions from users based on your requirements and a sequence lets you include particular actions in a particular order.

For example, using a condition, we can create a segment to target users who visited a certain page but didn’t convert. This could then target people that have visited a webinar registration land page but didn’t end up registering, those that visited a product page but didn’t buy, etc.

Once you click Conditions, you’ll be taken to a new screen. Start by entering in a name for your segment at the top.

Under Filters, select users. Then, in the add content drop-down, select “page” and enter the details for the page you’re targeting.

On the right side of the page, you’ll see the option to click AND. Click it to add a parameter. In this case, to target ads to users who haven’t converted, you would enter in “goal sessions per user = 0.”

Now you’re ready to save your segment. Afterward, you’ll be taken to an overview page.

From the drop-down at the top, select Build Audience. You’ll be taken to the Audience section of Google Ads, where you can name and save your segment as an Audience. The more granular you can get here, the better.

The next step is, How do you select your audience?

So the first thing is before creating a remarketing audience list, you need to analyze the previous data and start making a strategy. You have to decide which type of site visitors you will target with this ad.

creating a remarketing audience list

There are many ways in which you can target your audience, which includes:

  • The number of pages visited.
  • Demographic targeting.
  • Geographic targeting.
  • Based on the product page visited.
  • Time on site.
  • Not visiting a certain page, i.e., the “thank you” page.

Suppose you have created a remarketing list or created an audience in Google analytics. In that case, all you need to do is import the audience from Google Analytics to Google ads via a linked account.

With that, you get your audience listed, and you can add it to your campaign audience or create a different campaign for the same.

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