The following excerpt is from Perry Marshall, Mike Rhodes and Bryan Todd’s book Ultimate Guide to Google AdWords. Buy it now from Amazon | Barnes & Noble | iTunes | IndieBound Have you ever been reading an article online and suddenly noticed an ad there for the espresso maker you were looking at on Amazon a few days ago?
That’s no coincidence. You were targeted by a remarketing campaign. Remarketing is a way to advertise to people who’ve previously visited your website.
By setting up a remarketing campaign in your Google AdWords account, you can reach out again to every person who visits your website, long after they’ve left. In pay-per-click terms, you’ll never have a group of people to advertise to with more potential for bringing you profit than the folks who’ve already visited your site.
Let’s highlight some key steps for an effective remarketing campaign:
Create your code.
Begin by logging into your Google AdWords account, navigating to the “three dots,” then “Audience Manager” (in the Shared Library section) and clicking the big blue “+” button:
Google will respond by generating a snippet of code that needs to be added to every page on your website. Depending on the size of your site, this may be a bit of work, but it’s a one-time job. Another way to add the remarketing code to your site is to use a tool such as Google Tag Manager (GTM).
You can then do one of two things:
1. Ask Google to email the code to your web developer.
2. Install the code manually yourself.
Once the code is in place throughout your website, every visitor who comes by will have a cookie installed on their computer that automatically tracks which pages they visit during their stay.
Build an “audience” to remarket to.
Your next job is to create and define your remarketing audiences. There are hundreds of different types of audiences you can create based on hundreds of different kinds of actions and behaviors. We suggest you create three basic lists:
- Everyone. Every individual who visits your site, regardless of what pages they looked at or the actions they took.
- Buyers. Everyone who took the desired action, whether it was making a…
