Hello, everyone! Today we will talk about three very important things. Sometimes even the most experienced advertisers cannot answer these questions:

1. What is a remarketing list?
2. Why does it help to make so much money?
3. How to set up a Google Ads remarketing list?
   
   

There are TWO answers to the last question. The answers vary depending on whether you want to quickly launch your first remarketing campaign and test how it works or to set up all the functions at once.

What is a remarketing list?

Remarketing list – a luxury you cannot afford in offline marketing.

So. Imagine that you own a bar with an entrance fee. You will probably want to let your visitors leave the bar and re-enter it without paying again. At the same time, you do not want any fare-dodgers. So you get a pack of Tyvek wristbands to put on the wrist of each client who paid for the entrance. You also hire two huge security guards who make sure each client has a wristband with the date on it. If someone has a wristband with today’s date, it means this person has already paid for the entrance today, so they are allowed into the bar.

In other words, you have tagged all your visitors with a special mark. It indicates that the person was in your bar and shows the date of visit. Plus, the visitor’s data was entered into a special database. You may be wondering, what does this example have to do with the remarketing list?

 

 

 

 

 

 

 

Remarketing allows you to aim preciously at your target audience all around the Internet.

So, a remarketing list is a catalog of the Internet users who have already visited your website. They have a virtual wristband. Of course, it is not on their arms, but in a browser or e-mail. The key difference is that they automatically get it for free as soon as they enter your website. It does not help them to enter the site, like login and password cookies. On the contrary, it helps you to return the users.

That means, as soon as a person enters your website, all his data is recorded, and the user is tagged. If we meet this guy anywhere else on the Internet, we immediately know that he visited your website, and we also know the date when it happened.

Why does the remarketing list allow you to earn a lot?

Let’s answer one exciting question first:

Is it easier to lure into your bar a person who has never visited your place or a person who has already been there before?

The simplest example of remarketing:

If you have picked the second option, you are right. In real life, you cannot send security guards to find all your bar’s ex-visitors. But all you need to do on the Internet is get the wristbands set up retargeting. The rest has already been done for you.

Moreover, you can put different tags on different categories of people. For example, it is easy to split visitors into groups depending on the page or time of the first visit or depending on the list of services that the visitor had ordered or had not ordered earlier.

If you have an online store, you can chase your website visitors all around the Internet by showing them the products they viewed before or left in their shopping cart. When this ad proposes a special price to a certain product of the customer’s interest, the conversion goes sky-high.

Has the visitor left a product in a shopping cart and went away? No problem! We will show this particular product in advertising!

It is simple to understand why such ads provide the highest possible conversion. Let’s think it over. Why did not the person buy right away? There are tons of reasons, such as:

 

•   The purchase at that time was not urgent.
•   The visitor lost your website.
•   The potential buyer did not have enough money at that moment.
•   Someone distracted the user from the buying process.

and so on…

In any case, one thing is important: the users on the remarketing list belong to the super-hot target audience. We are 100% sure what and when they were interested in. This audience is people who are most likely to purchase your product if you encourage them.

So how exactly do you set up a remarketing list?

A quick way to get the remarketing list in Google Ads

There are only two ways to do this: fast lane goes through Google Ads; long lane goes through Google Analytics. If Google Analytics is installed on your website, read our article “How to set up a tracking code in Google Analytics”, starting from the second step.

If you do not use Analytics or do not want to change its settings, then the following method is for you.

So let's get started. To collect a remarketing list, we need a tracking system that will tag your website visitors. Specifically, we need to add snippets of code to your site. Here is what you need to do:

1. Sign in to your Google Ads account.
2. At the top right corner, click the “Tools & Settings” icon and then the “Audience manager” link.
3. On left hand side, click “Your data sources”.
   
4. Click “Set up tag”
   
5. Adjust all the necessary settings.
   
6. In additional settings, select the "User ID" parameter, if it is available in your account.
7. Choose the method of integration for the remarketing tag code into your site.
   
8. When choosing a self-installation method, additional instructions for integrating the remarketing tag code will appear. You will be able to
   copy the code itself as well.
   
9. Click “CONTINUE”
   
10. Click “DONE”

After integrating the remarketing tag code into the site, a summary of this tag will appear in the “Your data sources” section.

“All visitors” list will be automatically generated in the “Audience lists” table.

Here you go!

Then you will need to wait until the list collects enough users to launch the first ad. Usually, you will need to have several thousand people on the list.

 

 

Let’s summarize

Today we analyzed remarketing list – one of the most powerful tools of Internet advertising. Now you have got answers to three very important questions:

• What is a remarketing list, and why is it necessary?
• Why is remarketing making a lot of money?
• How to set up a remarketing list for your site in Google Ads?

In the next article, we will learn how to create a Smart Display campaign

I hope you enjoyed this article. Have you actually learned how to set up a remarketing list and why you need it, or is it still confusing? It is very important for me, so I hope to hear your feedback in the comments. If the article makes sense, do not hesitate to share it with your friends and colleagues.