Remarketing allows you to communicate with people who’ve
previously visited key pages on your website, giving you a powerful new way to match the right people with the right message.
Example of Remarketing
Online shoppers looking for new running shoes visit a popular online store, FastSneakers.com, to browse the different styles. Some shoppers leave without buying anything. FastSneakers.com could add these shoppers to a "Site Visitor" list. This will enable FastSneakers.com to reach out to these potential buyers while they browse other websites, with a compelling call-to-action or offer that will encourage them to return to FastSneakers.com to complete a purchase.
How Remarketing works
To create remarketing lists, you need to
enable the Audiences tab and set up a campaign that includes the
Google Display Network, which is typically opted-in by default.
Next, a small piece of code called a
remarketing tag is embedded on your homepage, for example. This code tells AdWords to save visitors to your "Homepage List." When people visit your homepage, their cookie ID is added to the remarketing list. Once the remarketing tag is in place you can create an AdWords campaign that targets messages only to people on your "Homepage List" while they browse the Web. Your remarketing messages won't be shown to people who aren't on the list.
The remarketing tag can be embedded on any page within your website, not just the homepage, so you can develop more detailed audiences. For each remarketing list that you want to create, embed a different tag. If you want to create a "Homepage Visitor" list and a "Completed Conversion" list, you need two separate tags -- one to go on the homepage, and one to go on the conversion page. Learn more about
remarketing and users' cookies.
There's a balance between creating very detailed and broader remarketing lists. While detailed lists allow you to further target your message, you'll get the most scale and volume with broader lists. Read more on
strategies for your remarketing lists, and learn how to
tailor your creatives to these lists.
This video will give you more insights into remarketing.
Posted by Omar Selman - Google AdWords MENA
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