How to Get More Conversions From AdWords Using Remarketing

The PPC world is on fire right now about remarketing: the ability to target your advertising to people that have already visited your site. Why the buzz? Because remarketing allows you to put your ads in front of people that are extremely likely to buy your products or services…not your typical ice cold PPC traffic. In this video I’ll show you how to set up a remarketing campaign from scratch that turns your bounces into conversions.

Video Transcript

Hey, what’s up everybody? It’s Brian Dean from Quick Sprout and in this video I’m going to show you how you can get better conversions from your AdWords campaigns using re-marketing.

So what is re-marketing? Well, let me show you an example. Let’s say I was looking for an SEO provider and I came across Skyrocket SEO. But for whatever reason, I went to another site and didn’t actually order anything. And then I was browsing around the web just reading an article and, “Hey, here’s an ad for the site I was just on.”

So re-marketing is great because you’re targeting people that have already visited your website which means that they’re more likely to convert than ice cold traffic. So basically, re-marketing displays ads to wherever they are. Just kind of following them around, enticing them to come back to your site. And I’m going to show you how to set that up.

So your first step is to log into your Google AdWords account. Click on “Campaigns.” And then on the side bar, click on “Share Library” and click on “Audiences,” which is under the ads category. And this is where you get a special code that you can put on your website so that when people visit it, it adds a cookie on their browser. Then when they visit other websites, you can target them using the Google AdWords display network.

So to get that code, click on “View Tag Details” over to the right-hand side of the screen. And then click on “Setup.” And click on view re-marketing tag and instructions. And basically, you want to add this code to all the pages on your site right before the close body tag. So if you have a web developer, you can email this tag to them along with the instructions. But if you use WordPress, of course there’s a plugin that you use to set up this re-marketing code. And I’m going to show you how to set it up.

Your first step is to log into your WordPress dashboard, hover over “Plugins,” and click on “Add New.” And then type in re-marketing. Click on “Search Plugins.” Then you want to install the Google AdWords re-marketing plugin. Once that’s installed and activated, hover over settings, and click on “Google AdWords Re-marketing.” And it’s very simple. You just paste your re-marketing code right in that box. So you head back to your AdWords account, copy the code, paste it here, and click on “Save Changes.” And you’re good to go. The re-marketing tag has been added to every page on your website.

So once you have that set up, your next step is to let your users know that you’re using re-marketing in your privacy policy. And actually Google lays out specific guidelines that they’d like you to use if you’re going to take advantage of re-marketing. You want to head to the re-marketing area of AdWords and you can just Google privacy policy re-marketing. This is the first result.

What you want to do is copy this information that’s in bulleted form. Head over to your privacy page on your site, paste it in, and then fill in the details. So it asks for a description of how you’re using re-marketing, how third-party vendors, including Google, share your ads across the internet. So then you would just fill in the details, depending on how you plan on using re-marketing as part of your AdWords campaign.

Once you have your privacy policy set up for your marketing, the next step is to head back to your Google AdWords account and create your first audience, which is who you’ll be targeting with re-marketing. So to do that, click on the “Plus Audience” button and choose “Re-marketing List.” First you want to give your re-marketing list a name that describes the audience that you’re targeting. If you’re targeting everyone that visits your site, you want to put something like “Site Visitors.” But if you’re targeting a specific subset of people that visited a specific page on your site, you’d want to put something like “About Us Visitors.” So then everyone who has visited your “About Us” page will be included in that audience.

So there are a few different ways to set this up. If the URL of your “About Us” page contains the word about and that’s the only page on your website that includes that word, you can just enter a value here, in this case about, and click URL contain. So that way whenever someone visits a URL on your site that contains the word about, they’ll be included in this list. That’s important if you run an eCommerce store that has URLs that are set up in a particular way.

So let’s say that you sold shoes on your site and you wanted to re-target people that viewed your Nike category and viewed product pages. What you could do is put the word Nike and anytime they visit a URL on your site that contains the word Nike, which would be category and product pages for Nike products, they’ll be included in the list.

But there’s another way to do this that is a bit more specific. So what you do is click show advances options. And what you want to put is the URL. Instead of contains which is the default, you’d want to choose equals. So this will give you the ability to target specific URLs on your site. For example, your “About Us” page. So if you want to target your “About Us” page and you want to share that people who visited other pages on your site that included the word about weren’t added to this list, you can make sure that you put the specific URL. Or if you have one page on your site that showed that people were really interested in what you are selling, you can include that URL here.

What we’re going to do is include anything that has the word about for now. And then you want to choose a membership duration, which is basically how long the cookie will stay on their browser. So if you have a product or service that is sort of an impulse buy, you’d want to set this to something like four or five days. And then you’d want to re-target them for that long. If it’s more of a bigger decision, like for example, a car or buying some sort of expensive service, you might want to keep this something like 50 or even 60 days. That’s up to you. And you can test which one works best.

When everything’s all set up, click on “Save.” And then you want to set up your re-marketing campaign. So to do that, click on “All Online Campaigns.” And then add another campaign and choose “Display Network Only.” Then you want to give your campaign a name, something like “re-marketing.” And then choose re-marketing from this list. Give your campaign a budget. Let’s say 25 dollars a day. And if you have a Google Merchant Center account, you can use Dynamic Re-marketing. But if not, you just want to click “Save and Continue.”

Next you want to create an ad group. So if you’re targeting people that visited your “About Us” page, you’d want to call your ad group something like about us. You want to set a default bid and then choose a re-marketing list that you created earlier by clicking on the arrow button and it’ll be added to your selected audience’s area. And then click “Save and Continue.”

And then create an ad that you’re going to use to target your audience. So just like with any other display network campaign, you can use an image ad, a text ad, or create an ad using the display ad builder that’s built into AdWord. So once you have that set up, click on save ad. And you’re good to go. You officially have a re-marketing campaign.

So as you can see, the most important thing is to choose your audience based on the pages that they visit on your site and then showing them ads that entice them to come back. So thanks for watching this video, and I’ll see you in the next one.