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ppc remarketing

How To Setup PPC Remarketing


Setting up a PPC Remarketing Campaign in Google Ads can feel like a big challenge. That’s because of the various steps that you need to take before launching.


However, remarketing can be one of the fastest campaign types to setup. In fact, you can set it up within 30 minutes if you have your image ads ready.


Other campaign types like ‘Search’ require keyword research first. And this can take up a lot of time. Whereas Remarketing can be setup with one audience to get you started and you can do this in minutes.


Here are the steps to follow to setup PPC Remarketing:


Link AdWords & Analytics


The first step to getting standard remarketing working is to link your AdWords and analytics account. You will do this in both accounts. Ideally these should share the same email account and that simplifies the linking but you can still do so if they have separate emails.


To link it in analytics, click the Admin tab. You’ll then see three sections with different options under each.


The one you want to look under is ‘Property’, which is the middle section and you can find the AdWords linking option there. When you click on that, it will show you the available AdWords Customer ID that you can link with.


Adwords & Analytics Linking


You’ll need to have ‘Edit’ permissions to be able to link accounts.


Next, you should login to your AdWords account and click on the Linked Accounts section to get to Analytics linking.


You’ll see that it’s linked now, but you’ll need to import metrics to have full access linking. This will import such important metrics as bounce rate.


Create Audience in Analytics


Audiences are the groups of people that you want to target. They are your target market and they are segmented according to how they’ve interacted with your website in the past.


You segment your website visitors into different audiences such as:


⁃ pages they’ve visited on your website
⁃ How long they’ve been on the website e.g. spent 5+ minutes
⁃ Specific demographics- age, gender etc
⁃ Where they are based
⁃ What devices they’ve used
⁃ What action they’ve performed on the website
⁃ Which call to action they’ve completed
⁃ And many others


In fact, there are thousands of audiences you can create in analytics.


However, there are rules around audiences. The most important is that an audience should have at least 100 members for it to be eligible to run.


When you create your audiences, they’ll be automatically available for use in AdWords. You can see these audiences in Shared Library > Audiences in your AdWords Account.


To create your audiences in Google Analytics, go to Admin and go to the Property section as I mentioned above regarding linking accounts. You then click audiences and setup your first list.


Remarketing Audiences


You will state how long you want people to remain in your audience list. The default is 30 days but you can increase or decrease that according to your requirements.


For example, an emergency service, should have a short cookie length. Maybe a maximum of a few days. People are unlikely to be still looking for that many days later. So it has a short life span.


If you’re an online retailer of clothing, you can afford to have a longer cookie length. Maybe start with 180 days, to keep people remarketed to for a longer time – as they shop around.


Create New Image Ads


Next, create the image ads that your target audiences will see. Remember these should be relevant to the specific audiences you have. For example, if you want to target people that have purchased in the past, the messages should be different for people that visited but did not purchase.


These image ads will appear on third party websites that are part of the Google Network. So as your past visitors visit other websites, they’ll see your ads and that will encourage them to return.


Remember, an audience should have at least 100 members before its eligible to run.


Google has rules about image ad formats and they are:


Max File Size


Make sure that your ads that are no bigger than 150 KB in file size


  • 250 x 250 – Square
  • 200 x 200 – Small Square
  • 468 x 60 – Banner
  • 728 x 90 – Leaderboard
  • 300 x 250 – Inline Rectangle
  • 336 x 280 – Large Rectangle
  • 120 x 600 – Skyscraper
  • 160 x 600 – Wide Skyscraper
  • 300 x 600 – Half-Page Ad
  • 970 x 90 – Large Leaderboard


Create PPC Remarketing Campaign


Finally you can setup the campaign in AdWords. The type of campaign you’ll setup in this case to advertise with image display ads is a Display Network Only campaign.


This will be different from a Remarketing List for Search Ads (RLSA) which retargets people that are searching on Google.


Your PPC remarketing campaign will have various ad groups. And each will be based on one or more of your audiences.


In campaign settings make sure you put a cap on how many times people will see your images. You don’t want them to feel like they are being followed and hounded as they browse the web. You could put an impression cap of 5 per day.


Remarketing Frequency Capping




Remarketing is key to keeping visitors engaged and coming back to your site for more. It’s the solution to turning visitors to customers and it’s a must that you set it up for your business.

I'm a Certified Google Ads Expert and Marketing Author and in this blog I share my latest tips and secrets on how to promote your business successfully on the web and increase customer loyalty, retention and advocacy on Google Ads.

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