Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

10 March 2020
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Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

Remarketing is an ad strategy that allows you to deliver personalized ads to people who have previously interacted with your website or app. It is a way to remind those users to make a purchase, increase traffic to your website or drive sales activity. If you want your marketing efforts to be successful, use the remarketing strategy consistently to position the right ads in front of your audience.

This article covers how to create a remarketing audience, set up a campaign and pick up the tools necessary to launch an effective ad.

Before you start

On average, only 5 in 100 of your visitors perform the target action, while the rest just leave the website altogether. Some of them may think twice and set up their minds to buy your product, but these potential customers are very likely to be hijacked by your competitors. You can actually convert a small fraction of your website visitors into sales, but you will still waste a lot of money for nothing.

Even if you have a strong offer, most of your visitors will just leave your website never to return again. This is where remarketing comes in.

To set it up correctly, you should first clearly define your marketing objective. Ask yourself the following questions:

  • What is the goal of my remarketing campaign?
  • Who is my target audience?
  • What ads am I going to deliver to my audience? What do I have to offer?

Before getting started, make sure you have a Google Analytics account linked to your Google Ads campaigns.

Selecting your remarketing audience

First of all, you should set up your audience manager on Google Ads and Google Analytics. For this, follow the simple steps listed below.

Google Ads data sources

Let’s start with your Google Ads account. Click “Tools & Settings” → “Shared Library” → “Audience manager”.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

Then, select the tool you are going to use to collect your website visitors’ data.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

Now, you can set up Google Analytics. Once you’re all set, you should see something like this on your screen:

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

Then, add the Google Ads tag to your website.

On the window that opens, select “Only collect general website visit data to show ads to your website visitors” and click “Save and continue”.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

Copy the code and place it between the <head> tags on all your website pages.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

Creating an audience on Google Ads

To set up your target audience, click “Remarketing” and choose one of the following remarketing list options:

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

  • Website visitors. The standard audience list type that allows you to target those users who have already interacted with your website.
  • App users. By choosing “App users”, you will be able to analyze user data of those who have installed your app.
  • YouTube users. Users that interact with your YouTube channel are added to YouTube lists.
  • Customer list. Customer lists allow you to upload your customers’ contact information and set up your ad campaign based on their interests.
  • Custom combination. Create a custom audience by combining two or more existing remarketing lists.

The Website visitors option is the most popular audience list type. So, for the sake of example, we are going to set up a website remarketing list. First, choose “Website visitors”. Then, name your audience in the “Audience name field”.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad
Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

In the “List members” section, you can select users who have visited a particular page on your website or browsed your site during a specific period of time. This allows you to track the audience who looked for a certain product or service on sale days. Remarketing relies on cookies to gather and store user data, and the lifespan of those cookie files is pretty much standard and depends on user type. For more information on how Google uses cookies in advertising, check out this page.

So, let’s move on to pre-fill options. You can opt for the default settings and select “Pre-fill lists with people from the last 30 days”.

The membership duration specifies how long you would like to store your website visit data. This period can last from 30 to 540 days. To find out what membership duration strategy you should opt for, think about how long it takes for your customer to make a buying decision. You can test out a 30-, 60-, or 90-day membership. This will allow you to find the most responsive audience and deliver the best ads to those users.

Then, click on the “Create an audience” button.

Setting up and launching your ad campaign

It’s time we move on to your ad set up. First, click “New campaign”.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

Select “Create a campaign without a goal’s guidance” → choose a Display Network campaign type → select a Standard display campaign subtype → enter your business’s website address in the respective field → click “Continue”.  

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

Name your ad campaign and select locations to target.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad


Then, select the languages your customers speak.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad
The next step would be to choose your bidding strategy. The default setting is “Conversions” → “Manually set bids” → “Pay for Clicks”. You can also change the default bid and set up the desired parameters yourself. However, the system automatically recommends the most effective bid strategy.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

Enter the average you want to spend each day.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

Name your ad group in the “Ad group name” field.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

In the “Audiences” section, select “Remarketing and similar audiences”.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

Then, choose the audience you have created before.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

In the “Demographics” tab, you can set up precise targeting.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

Then, enter your enhanced CPC bid.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

The next step would be to create an ad

Choose “Responsive display ads” to create your ad in the edit panel.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

First, you should upload an image. Click “Images and logos” and choose the image you would like to use in your ad.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

Once the image gets uploaded, click on it and set up all the necessary parameters. Then, click “Save”.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

Fill in all the ad information fields.

Getting Started with Google Ads Remarketing: How to Choose the Right Audience and Create an Ad

Click “More” to select your call to action and set up your ad.

Now, your ad is all set to go live. Click “Create a campaign” and start tracking its performance.


Google services allow you to reach your audience based on a lot of parameters. Just ensure that you thoroughly analyze all the data and adjust your ads promptly. Good luck!

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