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How to Set Up a Google Remarketing Campaign?

Google Remarketing or Retargeting refers to showing targeted ads to prospects who have visited your website. Let’s say a customer views a product on your website and then moves on to some other webpage. You can show him targeted ads for the products he checked on your website while he is browsing the web or watching YouTube videos nudging him to complete the purchase.

Google Remarketing Campaign have a  higher conversion rate as compared to normal display Ads as the prospects have already shown an interest in your products and services and are caught somewhere in the decision making cycle. Reaching out to them at this stage helps in keeping your brand on top of their minds propelling them to take action.

How Does Google Remarketing Work?

To get started with retargeting, you need to have a Google Ads account. If you don’t have one. Here’s how to create one.

  • Go to  www.ads.google.com
  • Sign in to your Google Account.
  • Select already experienced with Google advertising.
  • Select- Create an account without a Campaign.
  • Enter details and submit to set up your account.
Signing up on Google ads- Google Remarketing Campaign

If you are advertising on Google you may have an Ads account, then all you need to do is add a piece of Google remarketing code to your website. Once this code is added to your website, every prospect visiting your website gets added to your remarketing audiences through browser cookies.

Let’s say, you own an online store that sells rugs and carpets.  You might create a  remarketing audience based on people who checked out the pages listing handcrafted rugs. You can show these visitors highly targeted display ads for your hand-crafted rugs.

Google Ads Retargeting Options

  • Standard remarketing allows you to show ads to your past visitors as they browse websites and apps on the Google Display Network.
  • Dynamic remarketing allows you to show ads to past visitors that have viewed a specific product or service on your site.
  • Remarketing for mobile apps – If someone used your mobile app or mobile website, Google ads will let you show ads to them when they use other mobile apps or are browsing websites on their mobiles.
  • Remarketing lists for search ads allow you to target past visitors while they search on Google and Google’s Search partner sites.
  • Video Remarketing enables you to show ads to people who have interacted with your YouTube channel or other videos. You can show these ads on YouTube or through Display Network videos and websites.
  • Email list remarketing is also known as customer match. Google Ads allows you to upload an email list of your customers in order to show ads to them if they are signed in to Google Search, Gmail, or YouTube.
Before you set up your retargeting campaign, you need to install the retargeting code on your website and set up a retargeting audience. This can be done through
  1. Google Analytics
  2. within Google Ads.
Let us start by setting up the remarketing code through Google Analytics 

1. Set-Up Remarketing Codes within Google Analytics

If you have been using Google Analytics to monitor the traffic on your site, then you can use the same code for retargeting with slight modifications. If you are just starting out, here’s how to do it:

If you have a Google Analytics account, head over to Admin -> Property ->Property Info ->Tracking->Tracking Code.

Google Analytics- Set-Up Remarketing Codes within Google Analytics

a. Connecting Your Google Analytics Account to Your Google Ads Account.

  • Property Settings ->Product Linking ->Google ads linking
  • Select the relevant Google Ad account and Click Continue.
  • Complete Set-up and click on Link Accounts
Connecting Your Google Analytics Account to Your Google Ads Account.

b. Setting-up Retargeting Audiences In Google Analytics

Here’s how to set up remarketing audiences in Google Analytics:

  • Click on Admin -> Audience Definitions -> Audiences
  • When you enable remarketing by clicking on  “Next step”, Google Analytics automatically creates the first remarketing audience comprising of “All Users”.
  • Your first list of the remarketing audience is already created, now all you need to select the ad accounts with which you want to share this remarketing audience. Select the relevant Google Ads and Analytics account and click “Ok”.
Setting-up Retargeting Audiences In Google Analytics

Setting- up additional Remarketing Audiences:

You can also create additional remarketing lists within Google Analytics including people who visited specific pages on your website or prospects who signed up for a newsletter or a special offer that you may be running.
  • Go back to Admin -> Audience Definitions -> Audiences 
  • Click on the Red “+New Audience” button
  • Select the relevant option and give your audience a name and hit Next.
  • Again as the last step share this audience with your linked Ad account.
Setting- up additional Remarketing Audiences: 1
Setting- up additional Remarketing Audiences:

You can also click on “Create New” to access the audience builder.  You can use this option to create custom audiences based on demographics, devices, behavior, traffic source, and more.

Setting- up additional Remarketing Audiences- 3

Now, that you have set up your remarketing Audience list, you can set up your remarketing campaign in Google Ads. But, before that, we will show you how you can set up your remarketing code and audiences via Google Ads

2. Setting up Remarketing Tag in Google Ads

  • Click on the tool icon in the upper right-hand side of the AdWords interface -> then click on “Audience Manager”
  • Click on “Audience sources” on the left-hand side and select the AdWords tag
Setting up Remarketing Tag in Google Ads
Setting up Remarketing Tag in Google Ads- Google ads

When you are setting up your Google Ads tag, you can customize the data collected depending on your industry.

Google Remarketing Campaign- Remarketing Tags
  • Select the relevant options. Hit save and continue.
  • Copy the Google Ads tag and paste it between <head></head> tags of every page of your website.

Once you have installed the remarketing pixel on your website, it starts tagging all visitors to your website. You can now start creating your remarketing audiences. However, it may take a few days for the audience to populate if you have just installed the code on your website.

a. Creating Remarketing Audience in Google Ads

Google Ads enable you to create remarketing audience from the following sources:

  • Website Visitors
  • App Users
  • Email lists
  • Youtube Users
  • Custom Combinations

 Let us begin by creating a remarketing audience from past website visitors

  • Click on the tool icon in the upper right-hand side of the Google Ads interface -> then click on “Audience Manager”
  • Click on the large “+” sign and select “Website visitors”
Setting up remarketing Audience-Google Remarketing Campaign

Note: You don’t need to create an audience for “All visitors”. Google Ads will create this audience automatically.

  • Give your audience a name
  • Then specify the visitors you want to add to your remarketing audience by clicking on the drop-down menu adjacent to list members and selecting the relevant option.
Naming your Audience-Google Remarketing Campaign

Below is an example of an audience that would include all users that visited URLs containing /menu/ and /order_confirmation/.

Selecting an Audience-Google Remarketing Campaign

You can also create a remarketing audience of prospects who visited one page but did not visit another page. Say customers who checked out your menu but did not place an order.

Audience Types-Google Remarketing Campaign

The other parameter that you can control here is how long a customer remains on your list.

Audience Filters-Google Remarketing Campaign
a. Creating a  remarketing Audience from App Users
Creating a  remarketing Audience from App Users-Google Remarketing Campaign
b. Creating a  remarketing Audience from YouTube Users

To create a remarketing list of people who have interacted with your youtube channel, you have to connect your youtube account to Google Ads. If you haven’t done this before, GoogleAds will lead you through the setup when you click on this option.

Again you have a number of retargeting options to choose from. Select the one that meets your requirements and proceed.

Creating a  remarketing Audience from YouTube Users-Google Remarketing Campaign
5. Creating a  remarketing Audience from Customer match

You can create a remarketing list by uploading your own customer list. However, to use Customer Match, your account must meet certain criteria laid down by Google.

  • A good history of policy compliance.    
  • A good payment history.
  • At least 90 days of history in Google Ads.
  • More than USD 50,000 total lifetime spend. For advertisers whose accounts are managed in currencies other than USD, your spend amount will be converted to USD using the average monthly conversion rate for that currency.

Source: Google Ads

If you want to start using Customer Match and you meet the requirements above, you’ll need to contact your account manager to request access to Customer Match.

The process is pretty simple after that. Give your list a  name and upload the list of email addresses. Your list must have at least 1000 subscribers for this to work.

You can also create a remarketing audience by using custom combinations. We will cover that in another article.

The big question is whether you should be creating your audience in Google Ads or Google Analytics. Analytics offers a definite advantage as it enables you to create more targeted remarketing audiences such as audiences based on visit Duration, Browser, Country/Territory, City, and Goal Conversion. With Google Ads, on the other hand, you can only create audiences based on page visits.

Setting Up Your Google Remarketing Campaign

  • On the Google Ads interface, click on “Campaigns” and then click on the large blue “+” sign.
  • Select New Campaign
  • Then select the campaign goal 
Setting Up Your Google Re-Marketing Campaign

– Here we will show you how to set up a Display Ad keeping Website Traffic as our Goal.

Note: The parameters that you can control may vary with your chosen goal. So, the steps involved in creating a “website traffic” Ad may differ slightly from a campaign created with “Brand awareness and Reach” as a Goal.

  • Choose the Campaign type “Display Campaign”.
Setting Up Your Google Re-Marketing Campaign- Campaign types
  • Select a Campaign Subtype- We have selected “Standard Display Campaigns”
  • Click “Continue”.
Setting Up Your Google Re-Marketing Campaign- Campaign Subtypes
  • Name your Remarketing Campaign and select the locations and languages you want to target
Setting Up Your Google Re-Marketing Campaign- Language and location filters
  • Select Bid
  • Select “High-Quality Traffic” as your focus.
  • Choose to “Manually set bids”
Setting Up Your Google Re-Marketing Campaign- Bidding
  • Choose a daily budget for your remarketing campaign. It is best to start with a low budget and then increase it over time.
Setting Up Your Google Re-Marketing Campaign- Budget
  • Name your ad group
Setting Up Your Google Re-Marketing Campaign- Naming Your ad Group
  • Select Audience
  • In the audiences section, click on browse and select “How they have interacted with your business (Remarketing and similar audiences)”
  • Click on website visitors and select from the list of your remarketing audiences. In this case, we chose “All Users”. Once you have selected your audiences, click “Done”.
Setting Up Your Google Re-Marketing Campaign- Selecting an audience
  • Skip the targeting expansion section as this refers to by targeting people outside of your remarketing audience.
  • In  Ad group bid Choose a cost per click bid for your remarketing campaign. Usually, a bid between $0.50 – $1.00 is a great starting point.
  • Click on “New Ad” to create ads for your ad group. 
Setting Up Your Google Re-Marketing Campaign- audience
  • Add The Url of the page where you want to lead your customers.
  • Add an image and logo.
  • Keep your headline short and impressive.
  • Ensure that your description is crisp and concise.
  • Remember to check Preview before hitting publish.
Setting Up Your Google Re-Marketing Campaign- Creating Your ad

Click “Create Campaign” when you are done.

Website visitors who are retargeted with display ads are 70% more likely to convert. So, if you have not already you must include retargeting ads in your marketing arsenal.

How to Create Retargeting Ads on Facebook?

What are Retargeting Ads on Facebook?

Retargeting Ads on Facebook refers to running ads on Facebook and Instagram targeted toward past visitors to your website, app, or social media pages (Facebook and Instagram). Let’s say you run a restaurant. You’re getting traffic to your website, but they are not visiting your online ordering page, so you’re losing these customers.

Through Facebook’s tracking pixel, you can identify these visitors and run a targeted ad based on their behavior. For example, you could offer an exclusive coupon to push them towards purchase.

In fact, Facebook allows you to retarget in quite a few ways:

  • You can target prospects visiting your Website.
  • You can target previous Customers through any customer lists that you have on MailChimp or any other source.
  • You can target customers visiting your App.

You can target customers from the following Facebook Sources

  • Video – prospects who have engaged with your videos
  • Lead Form- Prospects who have filled up your lead form
  • Instant experiences
  • Instagram Business profiles – prospects who have engaged on your Instagram posts
  • Events- Prospects who have engaged with your videos
  • Facebook page- Prospects who have engaged on your Facebook posts

Getting Started

Creating Retargeting  Ads on Facebook

1. Setting up Facebook Business Manager

Let’s start from scratch- as a first step, we will show you how you can set up Facebook Business Manager for your Business Pages on Facebook.

Log in to Facebook Business Manager if you already have an account. However, if you do not have one, you can create an account in a few simple steps. (Although Facebook does not mix-up posts from your business and personal profiles, it is still advisable to keep your business account separate from your personal account.)

If you already have a Facebook Business Manager account and have added your pages and Ad accounts to it, you may jump to the next section – Setting up your Facebook Pixel.

Creating Retargeting  Ads on Facebook; Setting up Business manager
  • Enter a name for your business,  and enter your name and work email.
  • Enter the information in the rest of the required fields.
Creating Retargeting  Ads on Facebook; Setting up Facebook Business manager
Creating Retargeting  Ads on Facebook; Setting up Facebook Business manager

Once you have created your account, you need to add your Facebook business page. If you already have a Facebook Business Page, you can add its URL and continue. 

You can only add those pages for which you have admin’s access. If you manage a page for a client, you need to request access to it. Facebook will only allow you to request access to a client’s page only if you have added at least one Business page to your Facebook Business manager ( so you must have one Facebook Page for which you have admin’s access, if you don’t have one, you can create within the business manager by selecting the create page option.)

Note: If you own a  marketing agency handling several business pages, the right way to set up your account is to first create or add a page (If you already have one)  for your marketing agency. This will act as the primary page and then you can go ahead request access to all pages you manage for the clients.

  • Click on accounts in the left-hand Navigation bar on the business setting pages
  • Select pages in the drop-down menu
  • Click on add Page
Creating Retargeting  Ads on Facebook; Setting up Ads account on Facebook Business manager
  • Add the Url of your Facebook Business Page
Creating Retargeting  Ads on Facebook; Adding a Facebook Page to Business manager

Note: If you don’t yet have a Page for your business, create one. by selecting the option and filling the required fields.

Creating Retargeting  Ads on Facebook; Adding a Facebook Page to Business manager
Creating Retargeting  Ads on Facebook; Creating a page for your local business

Once you have added a Business Page, the next is adding an Ad account. Select Ad accounts Under the accounts in the left-hand navigation bar and click on add accounts.

  • You can add an ad account- if you already have one.
  • You can request access to an ad account of your clients.
  • Or you can create a new Ad account
Creating Retargeting  Ads on Facebook; Assigning Assets on Facebook Business Manager

Note: Once you have added a primary facebook business page, you can add or request access to your client’s pages and their respective add accounts.

To Summarize-

Creating Retargeting  Ads on Facebook; Setting Up Facebook Business Manager

2. Setting Up The Facebook Pixel

There are several ways in which you can retarget on Facebook. Using Facebook Pixel is just one of them. Facebook Pixel is basically a tracking code that helps you to track customer behavior on your website or mobile app. All you have to do is copy and paste the code between the header Tags on each page(that you would like to track) of your website or mobile app. 

Note: If you not looking to retarget website visitors or maybe for starters you just want to retarget visitors to your facebook page or by using customer emails that you have at your disposal, you may skip this step.

So, let’s set up our pixel:

To set up your pixel, go to Menu > Events Manager> Pixels

Creating Retargeting  Ads on Facebook; Setting Up Facebook Pixel

If you have never created a pixel before, navigate to data sources and select create a pixel. Enter a name for your pixel. You can add the url of the website, however, this is an optional step.

Creating Retargeting  Ads on Facebook; Creating a Facebook Pixel On Business manager
Creating Retargeting  Ads on Facebook; Creating a Facebook Pixel On Business manager

If you have already created a Pixel- here’s how you access it.

Creating Retargeting  Ads on Facebook; Installing the Facebook Pixel
Creating Retargeting  Ads on Facebook; Installing the Facebook Pixel

Once you have created or accessed your existing pixel- click on install pixel.

Creating Retargeting  Ads on Facebook; Installing the Facebook Pixel

There are several ways in which you can install the Facebook Pixel on your website.

Facebook currently integrates with BigCommerce, Google Tag Manager, Magento, Segment, Shopify, Wix, and WooCommerce. If you’re using any of these, simply select the relevant platform and follow the instructions to integrate.

If you are not using these platforms, you have the option of copy and pasting the code between the tags on your site. Here’s how:

Creating Retargeting  Ads on Facebook; Installing the Facebook Pixel
Creating Retargeting  Ads on Facebook; Installing the Facebook Pixel

If you want you can use the Facebook pixel to track specific actions that customers take on your site, like Add to Cart, Purchase Complete, etc. For this, you’ll need to add a few extra lines of code (shown in blue in the pic below) on the relevant pages. 

Creating Retargeting  Ads on Facebook; Installing the Facebook Pixel

You can also set up pixel tracking for events. The business manager provides you with a number of options depending on the nature of your business. You can select the relevant option and follow the step-by-step instructions to set up event tracking.

Creating Retargeting  Ads on Facebook; Installing the Facebook Event Pixel

If you are still unsure about how to set up events for your business. You can visit the pixel implementation guide which walks you step-by-step through the set-up process.

Creating Retargeting  Ads on Facebook; Installing the Facebook Event Pixel

If you have a web developer working on your website or you can also simply e-mail the instructions to them for installing the pixel.

Here’s how to copy paste the code on your site- Navigate to the backend of your site

Creating Retargeting  Ads on Facebook; Installing the Facebook Pixel on your website

Copy and paste the Facebook Pixel just below the header tag on each page of your website that you would like to track.

Creating Retargeting  Ads on Facebook; Installing the Facebook Pixel on your website

You should have a separate Facebook pixel for each ad account-if you want to keep your conversion data separate across domains.

Step 3: Create a Custom Audience

Retargeting on Facebook, as we have already mentioned before, implies targeting a set of people who have visited your website or social media pages. Now the question that automatically comes to mind is that from where do you get this list of an audience who have shown a prior interest in your products. There are several possibilities here; you may be having a list of subscribed customers in your brand’s MailChimp account. Or, you may have customer data available to you via your CMS or other tools. Retargeting Ads allow you to use any kind of customer data that you have at your disposal.

Here are all the sources from which you can create a custom audience.

  • Website traffic
  • Customer List
  • App Activity
  • Offline Activity

Use Facebook Sources

  • Video
  • Lead Form
  • Instant experiences
  • Instagram Business profiles
  • Events
  • Facebook page

 Now, let’s head over to Facebook’s  Business Manager and create a custom audience to retarget.

Go to Menu > Assets >Audience.

Then select Create Audience > Custom Audience

Creating Retargeting  Ads on Facebook; Creating a custom audience

a. First, we will be creating a custom audience based on “Website Traffic.”

Creating Retargeting  Ads on Facebook; Creating a custom audience based on website traffic

Depending on your campaign goals you can select the audience you are looking to target. The Facebook business manager gives you an option of targeting

  • All website visitors
  • People who visit specific pages of your website
  • Visitors by time spent

From any events that you may have set up. In this example, we have set up two events

  • Page views
  • Purchases
Creating Retargeting  Ads on Facebook; Creating a custom audience based on website traffic
Business Manager provides you several parameters, which help you to define your custom audience.
 
The first parameter as you can see in the pic above is “ANY or AND”. According to Facebook,
 
“By selecting Any, you’ll include or exclude people who meet any one of your criteria during the time period chosen by you. For example, you can include people who visited your website in the past 20 days or people who added an item to their wishlist in the past 14 days.
By selecting All, you’ll include or exclude people who meet all your criteria during the time period selected by you. For example, you can exclude people who searched for an item on your website in the past 21 days and purchased from your website in the past 21 days. You can track all prospects who visited your website within the last 180 days at the max. “

You can create a  custom audience that includes all prospects who visit your website within a specific time. This is particularly helpful if you want to keep your brand on top of the mind of customers or in the awareness phase. You can choose to show your ads to all customers who may have visited your site in the last 180 days at the max. However, we feel to say more relevant if you restrict yourself to the default 30 or 15-20 days. You can narrow down your target audience by adding another parameter- say for example excluding people who have spent less than 30 seconds on your site or including people who have triggered the page view event.

        Once you have defined your custom audience, you can give it a name and hit save.

The second option – “people who have visited specific pages on your site” allows you to create more targeted ads. Let’s see how this can be done. You can create your audience in two ways:

Now suppose you run a restaurant, you would obviously want to target customers you viewed your menu or online ordering page but did not pace an order. To set this up you can choose to include the keywords #menu #onlineordering and exclude people who visited your order confirmation or Thankyou Page.

Creating Retargeting  Ads on Facebook; Creating a custom audience based on website traffic

Let’s take another example, suppose you own a store that sells home decor and you are planning to offer a discount on rugs and carpets. You would want to show an ad to all customers who have shown an interest in your rugs and carpets but abandoned their shopping carts. You can target anyone who’s looked at both your rugs and carpets AND the checkout page. This tells us that they viewed our products and are interested in them. To control ad costs or avoid showing the ad to customers who may have completed the purchase, you can exclude the people who have visited the Thankyou page.

Creating Retargeting  Ads on Facebook; Creating a custom audience based on website traffic

If you are targeting audiences who visited specific pages on your website, the business manager allows you to further refine the audience by frequency and device.

Creating Retargeting  Ads on Facebook; Creating a custom audience based on website traffic
Creating Retargeting  Ads on Facebook; Creating a custom audience based on website traffic
Creating Retargeting  Ads on Facebook; Creating a custom audience based on website traffic

The third option of targeting visitors by the amount of time spent would make more sense if you own an online publication or have a blog where you write about your products. Obviously, a higher the amount of time a spent on your site may indicate that the prospect may be more likely to subscribe to your publication or purchase your products. Let’s say that your website sells men’s health products. The articles on your website’s blog discuss many men’s health-related issues, you can target the prospects who have spent five minutes or more on a page, indicating a definite interest in the topic.

Creating Retargeting  Ads on Facebook; Creating a custom audience based on website traffic

The other parameter you can control here is time.  If you’re retargeting people who viewed your content or blog posts, the default 30 days might be good. However, 10 -15 days is more suitable for cart abandonment ads. Now that you’ve defined your audience all you need to do is name the group and save.

Once you have saved your audience will be lead back to the list of saved custom audiences.   It may take Facebook some time to gather the relevant data, in the interim period you will see a red light and a warning “audience too small” beside your newly created audience set in the availability column. You would have to wait for this light to turn green (this may take up to 30 minutes or more) before you can use this custom audience in any of your ads.

b. Creating a Custom Audience based on App Activity

With the help of Facebook Pixel you can also track the behavior of prospects on your mobile app. You can get more details on this here.

c. Creating a Custom Audience based on Customer files

You can create a custom audience by importing customer files from MailChimp or uploading them manually.

d. Creating a Custom Audience based on data from Facebook sources.

Business manager allows you to track customer behavior on Facebook and Instagram without the use of Facebook      Pixel. To do this you can set up a custom audience based on Facebook sources.

  • Video
  • Lead Form
  • Instant experiences
  • Instagram Business profiles
  • Events
  • Facebook page

Here are a few examples:

1.People who have interacted with your videos.

Creating Retargeting  Ads on Facebook; Creating a custom audience based on video view

2. Custom audience based on people who have interacted with a lead form that you have integrated on Facebook.

Creating Retargeting  Ads on Facebook; Creating a custom audience based on lead forms

3. Custom audience based on the people who have interacted with your events in the past.

Creating Retargeting  Ads on Facebook; Creating a custom audience based on event interaction

4. People who have interacted with your Facebook page in the past.

Creating Retargeting  Ads on Facebook; Creating a custom audience based on page engagement

5. People who have interacted with your Instagram page in the past.

Creating Retargeting  Ads on Facebook; Creating a custom audience based on page engagement

4. Set-up your Ad

Once you have created your custom audience you can go ahead and set up your ad. If you are familiar with advertising on Facebook or Instagram, you will not have any problem setting this up.

Head over to Ad Manager within the Facebook Business Manager and click on create ads and follow each step within the guided creation. The basic steps involved are:

    a. Determine Your Objective

Depending on your goals, select your campaign objective and name your campaign.  We have selected Traffic in            this example here.

Creating Retargeting  Ads on Facebook; Selecting your objective
Creating Retargeting  Ads on Facebook; Selecting your objective

 b. Select your Audience

You should select the custom audience you set in the preceding step.  You may skip Advanced targeting as it may interfere with the custom audience that you have set up. However, this is totally up to you. Let’s say you have set up a custom audience based on all website visitors who have visited a specific page on your website, but you want to run an Ad offering discount only in a particular location, you may want to filter your custom audience by location.

Creating Retargeting  Ads on Facebook; Selecting your audience

   c. Set Placements

Again, it is totally up to you, but we generally recommend automatic placements.

Creating Retargeting  Ads on Facebook; Ad Placement

  d. Set Your Budget

If you are just starting out with advertising on Facebook, you may want to go with Facebook’s recommendation. Keep in mind that Facebook allows you to set a daily budget and a lifetime budget for your ad. Retargeting ads work well if they run continuously.

Creating Retargeting  Ads on Facebook; Setting up a budget

e. Create Your Ad

Finally, you get to create your ad. Upload your Ad creative and follow the steps to create your Ad!! don’t forget to check the preview before you hit publish!!! Here is a helpful link

Retargeting Ads on Facebook are a powerful and effective way to convert casual visitors into loyal patrons. So, if are not using Retargeting Ads already, start Now!!!

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