All about: Google Retargeting

Ensure that your search ads appear for audiences showing interest in your brand using Google Retargeting audiences.

In this article, we cover:

1. Why Google Retargeting
2. Install the Google Ads Remarketing Tag
3. Review Google Ads Data Segments
4. Add Google Retargeting audiences to Metadata

Notes:

• The Google Ads Remarketing Tag must be installed to use Google Retargeting audiences.
• Google Search requires a retargeting audience size of > 1000.
• Google Retargeting audiences (All visitors) includes anyone that has visited your website, even if they did not visit via a Google Ad.
• Google Search ads are shown to individuals that search for your target keywords AND belong to your Google Retargeting audience.

Why Google Retargeting?

Reduce wasted spend, drive more high-intent conversions and unlock broad match keywords using Google Retargeting audiences.

Tip: Use Google Retargeting with your other search strategies, such as: Branded search, non-branded search, competitor search and ABM search.

Drive more high-intent conversions at a lower cost

Google Retargeting audiences reduce the risk of wasted spend on search campaigns with high-intent conversions by showing your search ads to an audience that has already shown interest in your brand (visited your website) and is more likely to convert.

Example: Using search ads with Google Retargeting audiences to convert demo requests.

Unlock broad match keywords

Broad match keywords become an effective strategy when combined with Google Retargeting audiences. Together, it’s possible to target broad keywords without negatively impacting lead quality because your search ads will only appear for individuals that have already shown an interest in your brand (visited your website). 

Example: Using “crm” (broad match) with your Google Retargeting audience instead of using “crm for tech saas” (phrase match) with no Google Retargeting audience.

Install the Google Ads Remarketing Tag 

Go to Google Ads.

Click Tools and Settings > Audience manager.

Click Your data sources.

Click Details in the Google Ads tag box.

Click Tag setup, and choose one of the methods to install the Google Ads Remarketing Tag.

Review Google Ads Data Segments

By default, Google Ads automatically creates an All Visitors data segment that you can use to target all website visitors.

Additionally, you can create data segments based on specific page visits and tags triggered. For example, you could create a data segment and target anyone that has previously submitted a lead gen form.

To view your data segments:

Go to Google Ads.

Click Tools and Settings, and click Audience Manager under Shared library.

Click Segments on the left navigation.

Review existing or create new data segments.

Add Google Retargeting audiences to Metadata

Go to the Audiences page, and click Add New Audience.

Click Google Retargeting.

Select your retargeting audience, and click Create Audience.

Congratulations! Now, you can add Google Retargeting audiences to your campaigns.

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