This document discusses how to use Google Adwords remarketing to retarget website visitors. It explains that remarketing allows showing ads to past visitors across the web to encourage them to return to your site. To set up remarketing, you add a snippet of code to your website pages so Google can identify visitors and add them to remarketing lists. You can then create Adwords campaigns targeted to lists based on which pages visitors viewed. Remarketing comes in different forms, including standard, dynamic using product data, and video on YouTube. It is a strategic tool to improve sales, registrations, and brand awareness.

1. Google Adwords -Google Adwords -
Using It EffectivelyUsing It Effectively
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2. Google AdwordsGoogle Adwords
Remarketing :
Remarketing is the feature that lets you reach people who have
previously visited your site, and show them relevant ads across
the web or when then search on Google. When people leave
your site without buying anything, remarketing helps you
connect with these potential customers again. You can even
show them tailored message or offer that will encourage them
to return to your site and complete a purchase.
Use Remarketing to match the right message to the right
people at the right time.
How : you add a piece of code to all to all the pages of your
site. Then, when shoppers come to your site, they’ll be added to
your remarketing list. You can later reach out to these potential
buyers while they search on Google or browse other website.

3. Google AdwordsGoogle Adwords
Multiple Ways Of Remarketing :
1)Remarketing for Display Network : Show ads to your site visitors
while they browse the web.
2)Remarketing lists for search ads : show ads to your site visitors
when they search for what they need on google. Expand your reach
with additional keywords, set bid adjustments for people who have
visited your site, and tailor your ads to them.
3)Dynamic remarketing (only for advertisers with a Google Merchant
Center) : Show dynamically created ads to your site visitors, powered
by your Google Merchant Center Account. These ads are created
based on the pages your customers visited or how they interacted
with your site, and are shown to your site visitors while they view
other sites on the web. Dynamic ads include relevant details such as
product image, title, price etc…

4. Google AdwordsGoogle Adwords
Example :
Let’s say you sell shoes. Using remarketing, you can show ads about
men’s / women’s / kid’s “shoes” on Display Network websites to
those people who visited the shoes selection of your site. Yu could
also show ads about shoes to those visitors when they search shoes
on google.
Using dynamic remarketing, you could show dynamically created ads
that display relevant products to people who visited the shoes section
of your site while they visit other sites on the web. To use any of
these remarketing options, you’d place a tag across your entire site
and then create a remarketing list in adwords for the “shoes” pages
of your site

5. Google AdwordsGoogle Adwords
Who should use remarketing :
Whether you’re looking to drive sales activity on your site,
increase registrations, or promote awareness of your brand,
remarketing can be a strategic component of every compaign.
It can drive return on investment (ROI) for all types of
advertisers.
To use remarketing on the display network, you may want to
choose “Display Network Only – Remarketing” as your
compaign type when you create compaign. To use remarketing
lists for search ad, you may want to select “Search Network
Only – All Features” as your compaign type.
If You have a “Search Network Only – Standard” or “ Search &
Display Networks – Standard” compaign, you won’t be able to
add remarketing lists to your compaign

6. Google AdwordsGoogle Adwords
How Remarketing Work :
Remarketing can help you reach people who have previously
visited your website as they visit other site on the Google
Display Network or search on Google. Using Remarketing, you
can show these customers messages tailored to them based on
which sections of your site they visited.
To start using remarketing, you need to add the remarketing
tag, a small snippet of code that you get from Adwords, across
all your site pages. Many sites have an identical footer for all
pages, and this remarketing tag could be placed there.

7. Google AdwordsGoogle Adwords
How Remarketing Work :
Once you’ve added the remarketing tag to your site, you can create
remarketing lists for any of your webpages. For example you could
create a remarketing list for visitors to your most popular product
category. The remarketing tag tells adwords to save visitors to your
“Popular Category List”. When people visit that page, their cookies
id is added to the remarketing list.
Then, you create an Adwords compaign with a specific message to
show only to people on your “Popular Category List” while they
search on Google or browser other Display Network sites. Your
remarketing messages won’t be shown to people who are not on the
list.
Because the remarketing tag is on all the pages of your website, you
can develop more details audience. For example you could create
lists not only for your most popular product category, but also for
each of your product category or your shopping cart.

8. Google AdwordsGoogle Adwords
Types of Remarketing
1) Standard Remarketing
2) Dynamic Remarketing (google shopping / ecommerce
website)
3) Video (Youtube) Remarketing

9. Google AdwordsGoogle Adwords
Types of Remarketing Lists
1) Tag Based (for individual and/or multiple pages)
remarketing code for all pages
2) URL / Rule Based (for multiple pages) remarketing code for
all pages but remarket only those page which i mention (url)

10. Google AdwordsGoogle Adwords
In URL based remarketing/audience list we use different
conditions like
- equal to
- does not equal to
- start with
- end with
- include
Example URL Structure
paridhan.co.in
paridhan.co.in/men
paridhan.co.in/women
paridhan.co.in/men/sherwani
paridhan.co.in/men/nehru-shirt
paridhan.co.in/women/wedding-saree
paridhan.co.in/women/punjabi-suit

11. Google AdwordsGoogle Adwords
Custom Combination
If user views two or more than 2 products then remarketing
starts.
for e.g. if user views Computer and Printer page
if visitor visit www.vijaysales.com and visit computer page and
printer page then start remarketing.
We can use "and" & "or" function while setting conditions.
We can use "and" & "or" function while setting conditions.
remarketing duration min 1 day and max 540 days.
remarketing start only after first 100 clicks on our banner/ads