Google Ads Remarketing Tutorial

Key Takeaways

all right what's up everyone welcome to the Surfside PPC youtube channel today I'm gonna be going over Google ads remarketing so it's gonna be our Google ads remarketing tutorial I'm going to show you how to set up audiences and how to target them in your campaigns so you can use remarketing audiences for your display campaigns for your search campaigns and your video campaign so I'm gonna go through all of that in this video but the first thing you need to do to get started is set up your remarketing audiences so I'm gonna be doing this today for farmhouse goals so we're gonna be setting up remarketing audiences for for mouse goals comm so what you want to do first is when you're in your Google Ads account come to tools at the top here and go to audience manager under shared library so this is our audience manager so we have some different website visitor audiences created already they're automatically going to create some similar audiences here as well so when you're setting up remarketing audiences there's a few different ways to do it so if you click on audience sources over here to the left hand side it's gonna show that word getting audiences from our Google Analytics account so you can either use your Google Analytics account or you can set up the Google ads tag on your website some other options so for a mobile app you can use your app analytics here or you can use Google Play and link those to your account otherwise you can use YouTube which I'm gonna show you in a little bit for Surfside PPC so with YouTube it's gonna say remark it to people who interact with your channel track actions that people take after watching video ads so you could use a lot of different things when you're setting up audiences so for this I like to use Google Analytics because it's when I go to the Google eyes tag and I click on setup tag it's gonna say set up an additional tag you've already set up the Google Analytics tag which can provide the same information as the Google ads tag so you should have Google Analytics installed on your website it's very easy to install on your website you can check our Google Analytics tutorial if you're not familiar with how to do it but basically all you need to do is open up Google Analytics set up a new property so this is ours for farmhouse Kohl's right here and then just install the Google Analytics code on your website if you're using WordPress if you're using Shopify any of the main website providers they make it very easy to set up Google Analytics because they know pretty much everybody uses it so what you want to do we're gonna come back over to audience manager here is make sure you set up Google Analytics on your website and then make sure you link your accounts so we opened up linked accounts here all you need to do is go to tools linked accounts under up here's Google Analytics you're gonna click on details so and that's gonna allow you to link your analytics property to your Google Ads account you can set up goals and import them you can set up audiences here so we have five audience lists if you go to create audience lists once you have your Google Analytics account linked to your Google Ads account you can just set up lists right in Google Ads or you can set up a set them up in Google Analytics so what what you want to do is after you link your accounts you set up Google Analytics you want to make sure you go to tracking info here and data collection so you might see something like this where it says data collection for for Google signals you want to turn that on if you're not seeing this if you're seeing something like enable remarketing then you want to turn that on as well click on save so that's gonna allow you to set up remarketing audiences for your account and publish them into Google Ads so you can target them for your account so the other thing you can do is we're gonna come back to this main admin screen under property so we're in our farmhouse Kohl's property here you want to make sure your Google Ads account is linked so this is where ours is linked right here it should show it right here as well and then if you scroll to the bottom you can see audience definitions here so there's audiences dynamic attributes so I'm not gonna be going through dynamic remarketing in this tutorial I do want to set up a tutorial for that because I get a lot of requests for dynamic remarketing so under audience definitions and audiences this is where you can set up some of your different audiences and then publish them into Google ads so we have an audience all users here so that just records everybody who visits our website we have a converted audience so anybody who fills out one of the conversions on our website completes a conversion whether it's a lead or a sale so if you're trying to sell let's say one product to people you can exclude converted audiences from your campaign so that they don't continue to see your advertisements or you can target your converted audiences if it ends up being something where you can sell multiple products at the same people the other thing you can do is set up for the specific pages on your website so we have farmhouse sinks here so it says page contains farmhouse copper sinks farmhouse sinks so you can make sure that when people are visiting specific sections of your website or something where you can categorize people all in the same audience and then you can target them in your campaigns as well you could do returning visitors so people who have visited your website multiple times and then we have a smart list here as well so just at Google manage audience so when you're in Google Analytics if you click on new audience here so these are some of their recommended audiences you can just click on create new at the top here otherwise you can choose any of these different options so maybe I want to do new users this time so we're gonna do new visitors it's gonna show users over the last seven days you can set a membership duration so for right now it's saying thirty days and then it's saying eligibility so you could use it for google a display google eyes were marketing a lists for search ads google analytics and then external partners as well so audience name I'll just do new visitors 30 days next step now it's gonna say audience destinations so this is where you want to publish it into Google Ads right here and then make sure you have it in Google Analytics as well and then we're just gonna click on publish so now I have that remarketing audience created and I can target them in my campaigns if I want to target new visitors specifically otherwise I can target some of any of those other audiences I can target a combination of audiences so we're gonna come back to Google Ads here we opened up our audience manager so our audience source right here says Google Analytics for farmhouse Kohl's we're gonna come up to audience lists now when you click on remarketing you can create remarketing audiences for website visitors app users YouTube users and then if your account is eligible then you can upload a customer list I believe you need to spend $50,000 or more in your account before you can do this so it's really for more advanced advertisers people who are spending a lot of money in Google Ads can upload their email lists or a buyer's list or any lists of emails and something like that where you've collected data from your customers and then you can target them in your campaigns as well otherwise you can do a custom combination so you can do something like people who are on my YouTube channel and people who visited my website so that's very relevant for Surfside PPC so there's a lot of different options there so what I can do is click on website visitors here it's gonna say audience name I could do people who visited a specific page I can do so match every rule group match any rural group there's a lot of different options here visitors who did not visit another page visitors have a page during specific dates visitors of a page with specific tags so you have a lot of different options that you definitely want to play around with when you're trying to set up remarketing so that's pretty much setting up audiences so I'm gonna open up surf side PPC real quick and just show you one more example so we're in Surfside PPC now and you can see we have an alt YouTube views list we can use it on the search YouTube display and Gmail we can target people using any of those advertisements and what I can do is actually set up an audience and do a custom combination and it's gonna say any of these audience so I can do people who are all users on my website and I can do all my YouTube viewers we'll just call it the website and YouTube audience so anybody who's pretty much interacted with our business we can set that up you can add an audience description if you want we're just gonna click on create audience so now we have a brand new audience here website and YouTube audience it's still populating so it might take a little bit of time for audiences to populate so I would give it at least 24 hours but you can start targeting in your in your campaign anyway and then as it populates you can start the people will start seeing your advertisements so it's really that simple to create your audiences and then any of the ones that you're targeting or excluding you can see right here are in use any of the ones you're not using are not in use so pretty simple so we're back over here in far mounts goals now there's a couple different options that you can use so for display and video campaigns it's pretty similar when you're targeting remarketing audiences for search campaigns what you can do is go into your search campaign and we kind of went over this on a previous tutorial but let's just say for example I'm gonna use my farmhouse sinks as an example under audiences here what I can do it's gonna say you don't have any audiences yet I can click here to add audiences to the ad group farmhouse sinks and if I click on browse and remarketing I can come under website visitors and then target people who have been on my farmhouse sinks page so pretty simple so I create an audience for people who have visited farmhouse sinks pages on my website click on save and now I'm targeting these people while in my search campaign it's too small to target for google properties so one thing to keep in mind and we're gonna open this real quick is there is remarketing list size requirements so for the Display Network must have a minimum of 100 active visitors or users within the last 30 days search Network is 1,000 so that's why I'm not able to target that one yet so that's within the last 30 days YouTube is a minimum of 1,000 active visitors or users and then Gmail is 100 so just keep that in mind when you're trying to target remarketing audiences but this search Network you do need larger VIP audience sizes so it's just something to keep in mind so once this reaches a thousand people then it's gonna start targeting this audience as well on search so one of the things to keep in mind with search campaigns when you're targeting audiences is there's a targeting setting here so targeting is gonna narrow your ads to just your audience observation is gonna allow you to target everybody and then you can bid higher or lower on your audiences so if I set this audience here and I set it as observation it's not going to narrow my campaign at all but I can set a bit adjustment and say I want to increase bids by 25% when people in my audiences also search my keywords and then if it's not someone in my audience I still want to target them so I always use observation as a setting on the search network on the Display Network I always use targeting so this is considered remarketing lists for search ads so it we do need at least a thousand members before we can start targeting them but what I'm gonna do here is come back to all campaigns go to campaigns here so if I do want to create a new remarketing campaign what I can do is click to add a new campaign you have search display shopping video app and smart campaigns so smart is a new option over here but what you can do is click on display we're gonna try to drive sales to our website we're into a standard display campaign you can enter your website here so farmhouse kohls.com will click on continue so now it's gonna start setting up a new campaign so you want to name your campaign set your location targeting language targeting your bidding strategy so I always focus on conversions or conversion value such generally a best practice is to make sure using automated bid strategies if you're able to because it's just gonna give you the most out of your budget so I want to keep scrolling down you want to set your budget here so where you set up your remarketing is in audiences so under audiences what you want to do is go to browse at the bottom it's gonna be remarketing and some other audiences here if you have YouTube users then your YouTube users will show up at the bottom here I want to create a separate tutorial for YouTube retargeting cuz it's just a whole different strategy than display in search retargeting because you're trying to target people who have you food feud your videos and you want to retarget them with videos you might want to retarget them with display ads so just something that you can do as well then all you need to do now is click on website visitors from the drop-down and you see we have all of our different audiences here this is one we've just created some new visitors over the last 30 days so it's very simple to set up just a link your Google Analytics account start creating audiences publish them in Google Ads and then you can target people right in your campaigns so I can set this up right now it's gonna say my targeting Reach is pretty small I don't get a ton of traffic on far mounts kohls.com so I don't have huge audiences here but even if I target this all users audience so it's gonna be one point six thousand people so that's not a terrible audience size you can definitely get some activity for your campaign if you're a little bit smaller so farmhouse sinks 270 there's not gonna be a ton it's not gonna be a huge audience that you can target so what I would highly recommend doing is either starting with combined lists if you don't have a huge audience yet try to combine people from different audiences if you can or just use your all users audience you can always create larger audience sizes so if you want to do something like 60 days you can go all the way up to 540 days which is a little bit long but if you do want to use remarketing you can always increase your audience size by increasing the dates of how long people are on that list but as you start getting larger audiences so for example let's just assume these are all in the ten thousands or something like that you can split off your different website visitors audiences into different ad groups so what I would do is maybe do something like target my smart list and one ad group and then target my farmhouse sinks in another ad group and just try to send people to the best possible pages based on what they're viewing this is where dynamic remarketing can come in because as you're getting more traffic on your website you can make sure that people are seeing the actual pages that they visit on your advertisements so if you go through wayfair.com for example I always get dynamic remarketing ads from them so if you visit specific product pages on wayfair.com what's gonna happen is you're gonna start being remarketed to based on the pages that you visit so that's dynamic remarketing and it's really meant for websites with a lot of traffic websites with a lot of different pages where people are going to visit so that's something you can set up over time so now to complete your remarketing ads campaign first off I would highly recommend checking out our Google display ads tutorial if you're just getting started with Google Display ads if you're familiar with setting up campaigns all you need to do is set the audiences you want to target you can narrow by demographics if you want you target multiple audiences here but what you want to do is I you generally just set one audience per ad group we'll close this here so it's gonna say my targeting to reaches 10,000 impressions not terrible you can expand your targeting a little bit so if you want to expand it to more reach it's gonna say 20,000 more impressions on average than manual targeting so we went from 10 to 30 so what they're gonna do is reach users other high-performing audiences similar to your target so just something you can do if your audience size isn't that big yet and then scroll down set up your ads here and then click create campaign set up your bids your budget and it's really that simple to use remarketing ads with Google so I'd highly recommend getting started with it if you're not already if you're using Google display ads and you're trying to drive leads and sales it's the best possible targeting method you can use in my experience so get started with it start to test if you have a YouTube channel make sure you're using your YouTube channel as well I'm going to create a separate tutorial for YouTube remarketing so make sure you check that out as well if you have any questions leave them in the comment section thanks for watching everybody today and make sure you subscribe to our YouTube channel