In the world of online advertising, remarketing is a powerful tool that allows marketers to reconnect with users who have previously interacted with their website or mobile app. It helps to keep their brand top of mind and potentially convert those users into customers. Remarketing lists are an integral part of this strategy, and they are built using a specific asset.
So, what exactly is a remarketing list? Simply put, it is a collection of users who have performed a specific action on your website or app that you want to target with your ads. These actions can range from visiting a certain page, adding items to a shopping cart, or completing a purchase. By creating remarketing lists, you can segment your audience based on their behavior, allowing for more targeted and personalized advertising.
To build a remarketing list, you need to utilize a key asset called a tag. This tag is a small snippet of code that you add to your website or app, which allows you to track and collect user data. It works by placing a cookie in the user’s browser when they perform a specific action that you want to track.
The tag can be placed on various pages of your website or app, depending on the actions you want to track. For example, if you want to target users who have abandoned their shopping carts, you would place the tag on the cart page. If you want to target users who have made a purchase, you would place the tag on the confirmation page.
Once the tag is in place, it starts collecting data about user behavior. This data includes information such as the pages they visit, products they view, and actions they take. This data is then used to create remarketing lists based on specific criteria or audience definitions.
Google Ads, for instance, provides various preconfigured audience definitions that you can choose from when creating a remarketing list. These definitions include options such as “All visitors,” “Product viewers,” or “Past purchasers.” You can also create your own custom audience definitions based on specific actions or combinations of actions.
In addition to preconfigured or custom audience definitions, you can also import segments from other sources, such as Google Analytics, to create remarketing lists. This allows you to leverage data from multiple platforms and sources to build highly targeted and effective audiences.
Once your remarketing list is created, you can then use it in your advertising campaigns. You can make bid adjustments on your ad groups for users who are searching on Google using the keywords you are bidding on. This means that when a user who is on your remarketing list searches for a relevant keyword, your ads have a higher chance of being shown to them.
Furthermore, you can set up search ad groups to only be triggered and show ads if a user is on your remarketing list and is searching with the keywords you are bidding on. This ensures that your ads are displayed to users who have previously shown interest in your offerings, increasing the likelihood of conversions.
Building a remarketing list is an essential step in implementing an effective remarketing strategy. By using a tag, which acts as the key asset, you can track user behavior and create targeted audiences based on specific actions. This allows for more personalized and relevant advertising, ultimately increasing the chances of converting users into customers.
What Are Remarketing Lists Made Up Of?
Remarketing lists are made up of specific audiences that have taken certain actions on your website. These lists are created by adding a code snippet, known as a tag, to your website. This tag tracks and captures information about the actions visitors take on your site.
Once the tag is implemented, it starts collecting data based on the actions visitors perform, such as visiting a particular page, making a purchase, or adding items to a shopping cart. This data is then used to create different remarketing lists.
Remarketing lists can be based on various criteria, depending on the actions you want to target. For example, you can create a list of visitors who have viewed a specific product page but didn’t make a purchase. Alternatively, you can create a list of visitors who have made a purchase in the last 30 days.
These lists are valuable because they allow you to target specific audiences with tailored marketing messages. By adding these lists to your marketing campaigns, you can bid on these segments and show ads to people who have already shown interest in your website or products.
Remarketing lists are made up of audiences that have taken specific actions on your website. These lists are created by adding a code snippet to your site, which collects data based on visitor actions. By using these lists, you can target your marketing efforts to people who have already engaged with your website.
How Do You Create A Remarketing List?
To create a remarketing list in Google Ads, follow these step-by-step instructions:
1. Start by logging into your Google Ads account.
2. Once logged in, look for the “Tools & Settings” option located in the top right corner of the screen and click on it.
3. From the drop-down menu, select “Audience Manager” under the “Shared Library” section.
4. You will now be in the Audience Manager interface. Here, you can view and manage all your existing remarketing lists.
5. To create a new audience, click on the blue button located in the top left corner of the screen. This button is typically labeled “New Audience.”
6. A pop-up window will appear, prompting you to enter the details for your new audience.
7. Start by giving your audience a name that is descriptive and easily recognizable. This will help you identify it later when you’re setting up your remarketing campaigns.
8. Next, choose the type of audience you want to create. Google Ads offers several options, including website visitors, app users, customer lists, and more. Select the appropriate option based on your requirements.
9. Depending on the type of audience you choose, you may need to provide additional details or set up specific parameters. For example, if you’re creating a website visitor audience, you’ll need to specify the URL or URLs of the pages you want to target.
10. Once you’ve filled in all the necessary information, click on the “Create” or “Save” button to create your remarketing audience.
11. Your new audience will now be visible in the Audience Manager interface, where you can view its size, edit its settings, or use it in your remarketing campaigns.
Remember, creating remarketing audiences allows you to target specific groups of users who have already interacted with your website or app, making your advertising efforts more targeted and effective.
How Do You Use A Remarketing List?
A remarketing list is a powerful tool in digital advertising that allows you to target and engage with users who have previously interacted with your website or app. By using a remarketing list, you can tailor your ads and bids to specifically reach these users, increasing the likelihood of conversion and maximizing the value of your advertising budget.
To effectively use a remarketing list, there are two main strategies you can employ:
1. Making bid adjustments on your ad groups for users who are searching on Google using the keywords you are bidding on: By associating your remarketing lists with specific ad groups, you can adjust your bids to increase or decrease the likelihood of your ads being shown to users on your remarketing lists. This allows you to prioritize and allocate your budget towards users who have already shown interest in your products or services.
2. Setting up search ad groups to only be triggered and show ads if a user is on your remarketing list and is searching with the keywords you are bidding on: This strategy ensures that your ads are only shown to users who are both on your remarketing list and actively searching for the keywords you are targeting. By combining the power of remarketing with keyword targeting, you can deliver highly relevant and personalized ads to users who are more likely to convert.
To implement these strategies, you need to have a remarketing tag installed on your website or app to track user interactions. This tag captures user data and adds them to your remarketing lists. Once your lists are set up, you can associate them with specific ad groups in your Google Ads account and adjust your bids accordingly.
By using remarketing lists, you can reach out to users who have already shown interest in your brand, increasing the chances of conversion and driving better ROI for your advertising efforts. It allows you to deliver more targeted and personalized ads, leading to a more effective and efficient advertising campaign.
How Do I Create A Remarketing List In Google Analytics?
To create a remarketing list in Google Analytics, you can follow these steps:
1. Sign in to your Google Analytics account and navigate to the Admin section.
2. In the Property column, click on “Audience Definitions” under the “Audience” heading.
3. Click on “Audiences” and then click on the “+ New Audience” button.
4. You’ll have three options to specify the audience criteria: preconfigured audience definitions, creating a new audience definition, or importing a segment. Let’s go through each option:
A. Preconfigured audience definitions: Google Analytics provides you with predefined audience templates that you can choose from. These templates are based on common types of remarketing, such as users who have visited a specific page or completed a specific action on your website. Select the template that suits your needs and proceed to the next step.
B. Creating a new audience definition: If none of the preconfigured templates match your requirements, you can create a custom audience definition. Here, you can set specific conditions and rules to define your audience. For example, you can target users who have visited a certain page, spent a specific amount of time on your website, or completed a specific goal. Once you set the criteria, click on “Save” to proceed.
C. Importing a segment: If you have already created segments in Google Analytics that you want to use for remarketing, you can import them directly into your remarketing list. This option allows you to leverage any advanced segments you’ve created to target specific groups of users. Simply select the segment you want to import and click on “Save” to continue.
5. Once you have specified the audience criteria, you need to identify the advertising accounts in which you want to use this audience. Click on the “Linked accounts” tab and select the advertising platforms you want to connect with. This could include Google Ads, Display & Video 360, or other advertising platforms.
6. After linking your advertising accounts, you can set the membership duration for your remarketing list. This determines how long a user remains in your list after meeting the criteria. You can choose a duration ranging from 1 to 540 days, depending on your requirements.
7. click on “Save” to create your remarketing list in Google Analytics. You can now use this list to target specific audiences with personalized ads on the advertising platforms you have linked.
Remember to regularly review and update your remarketing lists based on your marketing goals and audience behavior.
Conclusion
Remarketing lists are a powerful tool in Google Ads that allow advertisers to target specific audiences based on their previous interactions with their website. By creating and segmenting remarketing audiences, advertisers can bid on these segments and tailor their marketing campaigns to reach these specific groups of users.
To create a remarketing audience, you can use the Audience Manager in Google Ads. This tool allows you to specify the audience criteria by choosing from preconfigured audience definitions, creating a new audience definition, or importing a segment. Once you have defined your audience criteria, you can then identify the advertising accounts in which you want to use the audience.
RLSAs can be used in two ways. Firstly, you can make bid adjustments on your ad groups for users who are searching on Google using the keywords you are bidding on. This means that if a user is on your remarketing list and is searching with the keywords you are bidding on, you can increase or decrease your bids accordingly to target them more effectively.
Secondly, you can set up search ad groups to only be triggered and show ads if a user is on your remarketing list and is searching with the keywords you are bidding on. This allows you to specifically target users who have interacted with your website before and are actively searching for the products or services you offer.
By using remarketing lists, advertisers can reach their target audience more efficiently and effectively. It allows for personalized and tailored advertising campaigns that can greatly improve conversion rates and ROI. By leveraging the power of remarketing audiences, advertisers can maximize the impact of their marketing efforts and drive more qualified traffic to their website.
