Hey there, I'm Benjamin from Loves Data. In this video, you will learn how to set up a remarketing
campaign in Google Ads. We will cover how to create an audience list, how to create a campaign,
and then how to target your ads in the campaign. Following these steps to create a remarketing
campaign, let's you target your ads to people that have already engaged with your website, so they're
more likely to convert. Okay, let's head to Google Ads to create our remarketing campaign...
You can create audience lists in Google Ads by creating a dedicated remarketing tag
in your Google Ads account, or by importing an audience from Google Analytics. If you're already
using Google Analytics, then this is the easiest way to start a remarketing campaign. Using Google
Analytics also provides additional flexibility in the way you can include (or exclude) people from
your audience list. We're going to look at both options. Let's start by using Google Analytics.
Before you begin, you will need to make sure Google Analytics is linked to your Google
Ads account. You can check this by selecting 'Settings'... And then 'Linked Accounts'...
You can then check to see if Google Analytics is linked. You can check if any Universal
Analytics properties are linked... And you can check if any GA4 properties are linked...
Basically, GA4 is the new version of Google Analytics, so if you've been using Google
Analytics for a while, I would start by checking Universal Analytics. Just look for 'UA'...
If you need to link Google Analytics to your Google Ads account, or you'd like to learn more
about GA4, then I've included links to extra resources in the description below this video.
For this video, I'm going to assume they're already linked, so if you need to take a few
minutes to get them linked, then hit pause, and come back when you're ready. Let's start
by covering the steps in the new version of Google Analytics (GA4). Then after we've looked at GA4,
we'll cover the steps for existing Universal Analytics properties (if you like, you can jump
ahead using the links in the description). Okay, let's head to Google Analytics...
So we're in my GA4 demo property. And to create an audience list to use in Google Ads,
we're going to select 'Audiences' in the main menu on the left...
This lets us view any existing audience lists and create new ones. Google Analytics
automatically creates a list for 'All Users'... And if you're tracking transactions, you will
also see a list for people who've purchased. This is also created automatically for us.
And we can see there is one custom audience list for users who found the website in organic search
results and viewed the blog. Now let's create a new list. Let's select 'New Audience'...
Let's select 'Create a custom audience'... Today, I'm going to create a list for people
who viewed a product page on my demo site, but didn't purchase. This will let me target ads
to people who've been to my website and viewed a product in Google Ads. However,
you can create an audience list for any pages or actions that you've tracked into Google Analytics.
So let's name the audience 'Viewed Product Page'...
Now let's add a condition... Let's search for and select 'page_view'...
Let's select 'Add Parameter'... And let's select 'page_location'...
Now let's enter 'forward slash', 'product', 'forward slash'... And let's click 'Apply'...
This will mean that anybody viewing a page on our website where the URL contains 'forward slash',
'product', 'forward slash' will be included in our audience list.
Now let's select 'Add group to exclude'... By default, this will temporarily exclude users
based on our criteria. For example, if someone purchases they won't see any remarketing ads.
However, if they later return to the website and don't make a purchase, then they might
start seeing the remarketing ads again. So for my example, I'm going to select this...
And change it to 'Permanently exclude users'... This means that once someone purchases,
they will be removed from the list. Now I'm going to add a condition... Let's select 'Purchase'...
Now let's add a parameter... Let's choose 'event_count'...
And we can leave the condition of 'greater than'... and 'zero'...
This means that when a purchase event is tracked, that user will be removed from our audience list.
And now let's click 'Save'... The nice thing about audience lists in GA4 properties
are that they are reevaluated as people come back to your website.
This means that if someone is included in a list and they later meet the criteria to be excluded,
then they will automatically be removed. And vice versa. Okay, now that we've created our audience,
users will begin to be added to the list. This list will automatically become available in Google
Ads, but you will need to wait until the list starts collecting users. This can take 12 to 24
hours. So you might need to wait a day until the list becomes available in your Google Ads account.
Now that we've covered the steps for a GA4 property, let's look at what we need to do
if we're using a Universal Analytics property. If this doesn't apply to you, then feel free to jump
ahead using the links in the description below this video. Let's open a Universal Analytics
property... Okay, so we're in a demo property. And there are two ways you can create audience lists
in Universal Analytics. You can create a list based on an existing segment, or you can create
a list in the admin area. Today, let's create a list in the admin area. Let's select 'Admin'...
Now let's select 'Audience Definitions'... And then 'Audiences'... Since it's the first time
we're creating an audience list in the property, we can see we're prompted to enable remarketing...
This will also create an audience list that includes all users. Let's follow the steps...
We can now see our first audience list has been created. This will include everybody who visits
our website. Now let's create a list for people who've converted on our website. Let's select 'New
Audience'... There are pre-defined lists we can choose from... Or we can select 'Import Segment'
to use an existing segment we've created in Google Analytics. But I'm going to select 'Create New'
to build a new list from scratch... For this example, I'm going to select 'Conditions'...
And I'm going to change 'Sessions' to 'Users', so that people are included in the list across
multiple sessions. Now I'm going to select 'Ad Content'... And change this to 'Page'...
And I'm going to enter 'thank', 'dash', 'you'...
This means that people viewing any page on my website that contains 'thank', 'dash', 'you' will
be included in the audience list. Now I'm going to click 'Apply'... And I'm going to name the list
'Viewed Thank You Page'... And I'm going to click 'Next Step'... Now I need to select
the Google Ads account. This is where you'll be able to use the audience list for remarketing.
And finally, we need to click 'Publish'...
We've now created an audience list in a Universal Analytics property.
Okay, now let's head to Google Ads...
To see your audience lists in Google Ads, we select 'Tools'... And then 'Audience Manager'...
We can now see all of the audience lists for the account. This will include lists that have been
automatically created and lists you've created. Remember, that if you've just created a list in
Google Analytics, then you will need to wait up to 24 hours until it becomes available in Google Ads.
Now I want to show you how to create a custom list based on our Universal Analytics property.
Let's click the plus sign... And let's select 'Custom Combination'... Let's name our list
'Didn't View Thank You Page'... And under 'Website Visitors' we can find the lists we previously
created in Google Analytics... Let's select our 'All Users' list... Now let's click 'And'...
And change this to 'None of these audiences'...
And let's select the list that includes people who viewed our thank you page...
Now let's click 'Create Audience'... This list lets us target ads to people who've visited our
website but haven't viewed a thank you page. Since Universal Analytics doesn't reevaluate users,
this list helps to ensure that we won't show ads to people who visit our website
and later convert. Finally, before we create a remarketing campaign,
let's create an audience list using the dedicated Google Ads remarketing tag.
Using this option means we will need to add the remarketing tag to our website. Let's click the
plus sign... And select 'Website Visitors'... For this example, we're going to create an audience
list for people who view content on our website's blog. So let's name our audience 'Viewed Blog'...
For 'List Members' we can see the different ways we can include people in the audience list...
We're going to leave the default option of 'Visitors of a page' selected... For our rule,
we're going to enter 'forward slash', 'blog', 'forward slash'... Anybody viewing a page
on our website where the URL contains 'forward slash', 'blog', 'forward slash' will be included
in our list. I'm going to leave the other default options and click 'Create List'...
Now we need to add the Google Ads remarketing tag to our website. If you're using Google Tag
Manager, then you can easily add the remarketing tag to all of the pages of your website. To learn
more about Google Tag Manager, check out the extra resources in the description below this video.
We've now covered four ways you can create remarketing audiences. We've created audiences
in Google Analytics (including GA4 and Universal Analytics), we've created a custom combination
and we've configured the Google Ads remarketing tag. And just to highlight, you only need to use
one of these options. You only need to create your list once, so you don't need to use all of these.
Once you've created your audience list, they will begin to collect details for
the users that you can target with your ads. Depending on the type of campaign you create,
there are minimum list sizes you will need to meet before your ads begin to show.
For search campaigns, YouTube campaigns, and Gmail campaigns, you need a thousand
people on your list. For display campaigns, you need at least 100 people on your list.
Okay, now let's create a remarketing campaign. Let's head to our campaigns...
And let's create a new campaign...
I'm going to select 'without guidance'... And today, I'm going to create a display campaign,
but you can use your audience list with another type of campaign.
I'm going to select 'Standard' as the campaign type... And I'm going to click 'Continue'...
We can name the campaign...
Select the different targeting options... Choose a bidding strategy...
And enter our budget... I'm going to name the ad group for the campaign...
And now we need to select our audience list. Let's select 'Browse'... And then the 'Remarketing'
option... We can now select the audience list we want to target with our remarketing campaign...
Traveling down the page, I'm going to set 'Targeting Expansion' to 'Off'. This will
mean that our ads are only displayed to people in our audience list. Leaving this 'On' means that
Google can automatically show your ads to other people to increase the reach of your campaign.
Now you can create your ads. When you launch your campaign, your ads will be
shown to people on your list. That's it! We've created a remarketing campaign in Google Ads!
So that's how you can create a remarketing campaign in Google Ads. Remember you will need
to start by creating your audience list. In most cases, I recommend creating your audience list in
Google Analytics for the greatest flexibility and then using this list in your Google Ads account.
Once you've created your list, you can then create a new, dedicated campaign in Google Ads,
and then apply your audience list to the campaign in order to target your ads.
What type of remarketing campaign are you going to create in Google Ads? I'd love to know! Let me
know in the comments below. And if you found this video helpful please subscribe, share it with your
friends, and hit the like button so I know to make more videos like this. See you next time!