how to create google remarketing campaigns


Remarketing email drip campaigns and using website remarketing tactics is becoming an increasingly popular method of creating brand awareness for many small businesses. Remarketing allows you to extend your email marketing campaigns and better connect with your website visitors to keep your business in the forefront of their mind. It’s a clever way to position ads, sales, new products, and company updates in front of qualified leads that had previously opened your email or visited your website. By doing so, you create awareness and keep your brand front and center at all times.


Let’s break down what remarketing really is, your remarketing campaign options, and how to create a Google remarketing campaigns to better connect with qualified leads today!



What is the Drip Marketing and Remarketing Combo?


Of course, it’d be wonderful for every potential customer to move all the way through the marketing funnel and become a sale for your small business. But we all know that doesn’t always happen, and everyone loses potential leads along the way. However, you shouldn’t completely give up, but you also don’t want to drive your potential customer further away either. It’s a tightrope walk where balance is key.


So,  what happens to those who never made it through the funnel and how do you keep them interested?


That’s where drip marketing comes into play.


Wouldn’t it be nice if there was a way to get a second chance? Well, you can! Drip marketing campaigns are essentially automated emails that get sent out to valuable leads that are specifically crafted with valuable information the recipient would find useful. But, using drip campaigns alone aren’t enough. Combining drip email campaigns with remarketing strategies is how you’ll get the best results and motivate your leads to take action from your emails and visit your website.


But what does “remarketing” really mean? Well, remarketing uses cookies to track and record a website’s visitors actions (on your site) to better personalize the content that appears. Think of “cookies” as a sort of bread crumb trail that will help you track where someone has been, so you can figure out their path through your site and determine what they’ve looked at and are interested in. This personalized content usually appears in the form of ads.


Ever wonder why your Facebook ads directly relate to your latest Google search? That’s right, cookies.


By combining drip email marketing with remarketing strategies, those initial leads who were interested enough to open your emails will continue to see your content. Email remarketing helps you maintain a constant presence in front of your prospects/customers to increase your sale opportunities and drive more traffic to your website.


Essentially the combined process of drip email marketing and remarketing will look something like this:


User Defined → Email Is Sent → Viewer Opens Email (cookie dropped) → Personalized Ads Begin Displaying


It’s possible that your prospect isn’t in a place to purchase your product or service, maybe they wanted to compare products first before committing, or maybe they were just doing some research. Whatever your potential customers reasons for not buying, you don’t want to lose a possible sale just because the timing was off. Committing to email drip remarketing strategies reminds your prospect that your small business is still there and interested. In a way, you’re inviting them back when they’re ready.



What is Website Remarketing?


Users come and users go on your small business website. Even those visitors that take the time to browse through some of your products/services – and the majority of them probably leave without converting.


Many small businesses have spent a great deal of advertising and marketing dollars trying to figure out the most effective keywords and content to use in an effort to pre-target web searchers. While SEO is of course still relevant and important, small businesses have the ability with remarketing to directly connect with real business prospects.


Website remarketing is essentially the same process as drip campaign remarketing. But instead of using your email campaign to place cookies in your prospect’s browser, you’re using a website visit instead. This is the basic process of what website remarketing is:


User Visits Site → User Leaves Site → Ad Begin Displaying (while performing other online activities on different websites)


You’re most likely already acquainted with this remarketing method already and maybe don’t even realize it. You know those little pop up boxes that appear on a lot of web pages that say something like “this website uses cookies…click OK to continue”? That’s what website remarketing looks like from the prospect’s end.


Modern connection methods have given us the ability to market smarter, not harder! Take advantage of it!



Creating a Remarketing Campaign


The first step in implementing a remarketing strategy is to understand which strategy is right for you. It may be email drip remarketing, website remarketing, or maybe a combination of the two. Sit down and review your current marketing methods. Do you have a thorough email list of your customers and prospects, or is it lacking? Do you want to target a larger group of web visitors or do you want to target a more specific group of prospects? Lay out your goals and think critically about your resources, and then move to create the best remarketing plan for your small business.


When you’re creating your remarketing strategy, make sure to lay out the specific pages you want to add a retargeting tag to. Additionally, make sure to clearly state the goals of that remarketing tag.


Once you’ve successfully created your remarketing campaign outline, now you actually need to get into the remarketing aspect itself. Google AdWords is perhaps one of the most popular methods to create a remarketing campaign, so that’s the method I’ll be discussing below.



How to Create Website or Email Remarketing Lists in Google AdWords


Step 1: Log into your Google AdWords account and select “Shared Library”, then select “Audiences”. A notification will pop up. When it does, click the “Tag Details” button. You’ll be taken to a form where you can access your remarketing tag and then email it to yourself or your web development team.


Step 2: Install your remarketing tag on those pages you want to target on your website. You can target all your web pages or a specific group. It really depends on what your particular goals for your remarketing campaign are.


Step 3: Navigate back to the “Shared Library” section and click “+ Remarketing List” to begin creating a list that will tell Google who to remarket your ad to. You have four options from the drop down menu you can choose from: website visitors, mobile app users, customer emails, and YouTube users. Once you select your option, make sure to fill in all the necessary info in the form that will appear.


Note: Selecting the “website visitor” option is how you will create a website remarketing campaign. Selecting “customer emails” is how you will create an email remarketing campaign. Additionally, you will need 1,000 customer emails for email remarketing through AdWords to work. Every other step in the process is the same.



How to Create a Google AdWords Remarketing Campaign


Now that you have your remarketing list(s) created in Google AdWords, now you have to create the actual remarketing campaign itself. For this example, we’ll walk through the process of how to create a “Display Network” remarketing campaign (remarketing through ad displays) in Google AdWords.


Step 1: Follow the normal process to set up a campaign in Google AdWords. When you get to the section to “Create an Ad Group and Ad”, select the drop down menu under “Narrow Your Targeting (Optional)”.


Step 2: Choose “Remarketing Lists” (if you want to create a website remarketing campaign) or choose “Customer Email Lists” (if you want to create a email remarketing campaign) from the drop down menu. Continue to set up your AdWords campaign as normal.


A more specific, Google remarketing strategy will allow you to push your content out to active leads for your business. The more targeted you are with your remarketing strategy, the better chance you have with increasing the overall website traffic and revenue for your small business.



In Conclusion


Drip email or website remarketing is a great way to harness the full capacity of your prospect connection capabilities as a modern small business marketer. If you’ve lost a prospect in the marketing funnel, don’t worry! You can still keep them interested in your business through a variety of remarketing strategies until they’re ready to buy. Take a look at the steps outlined above on how to create both an email and website Google AdWords remarketing campaign, so you never miss out on a valuable lead again!