In-Depth Guide to Google Remarketing

User visits your website and leaves without buying.

Sounds familiar?



Would you like to follow him to remind about your business? This is exactly what Google remarketing is all about.

Based on our experience with 1000 projects, remarketing is effective for 90% of advertisers.

You can create excellent yields from Google remarketing campaigns, such as:

  1. More sales with the same (or even lower) cost per conversion
  2. Effective branding

There are four different types of remarketing:


We always start with Display Network and RLSA and then expand on other types if it’s needed.

How do I Get Started?

1. Add Google Analytics snippet to the website

Depending on your website there are different ways to add Google Analytics snippet. If you have Google Tag Manager, you can just add an additional tag. If you have a WordPress website you can add Google Analytics plugin. The easiest way is to send this code to your developer. If you have specific questions related to your website feel free to contact us.

You can use either Google Analytics or Google Ads remarketing codes to save information about your visitors into remarketing lists.


There is a clear advantage to use Google Analytics – you can segment people based on a bigger variety of factors. Also, it’s very easy to implement – if you already have a Google Analytics code on your website, you can start to create remarketing audiences straight away.

2. Create an audience list of people you want to retarget

Lists of users which previously visited your website are called ‘remarketing audiences.’ Information about their previous visits is stored in cookies. You can create audiences in Google Analytics, some of them may include: 

  • All website visitors;
  • Visitors who came on your website for the first time;
  • Users who visited specific pages;
  • Time on site;
  • By specific actions which they have performed on your website, for example only people who have signed up for your newsletter;

By default Google Analytics creates a list for “all users” – you can start with it and then test other audiences.

To give you some taste here are specific instructions on how you can create different audiences:

  • Log in to your Google Analytics account and navigate to the admin tab:
  • On a property, level click on Audience Definitions
  • Create a new audience based on conditions which you would specify:

Also, you can import our two favorite packs from Google Analytics Solutions Gallery:

[Ecommerce Pack] Intermediate Remarketing Lists

[Engagement Pack] Core Remarketing Lists

3. Link Google Analytics and Google Ads, create a remarketing campaign

First of all, enable remarketing and advertising features at Property Level in your Google Analytics. Admin Tab>Property>Data Collection


  • Then connect your Google Analytics and Google Ads accounts. Google Analytics>Admin>Property>Google Ads Linking
  • Once you have created Remarketing lists In Google Analytics you can see your audiences in Google Ads under Shared Library > Audiences:

How to launch a remarketing campaign?

Now you are ready to create campaigns inside Google Ads account. We always start with Display and search remarketing adding dynamic and YouTube remarketing only for specific projects.

Display remarketing campaign

In order to start running remarketing ads on Display Network, you need to have at least 180 users in your display remarketing list

Click to create a new campaign and choose Display campaign type.

Follow the steps creating first ad group and ad. Here are some tips from our side:

  1. Create a separate Ad group for each audience. You can set bids and analyze performance on an audience level; however, many more metrics are available for the Ad group.
  2. Set up frequency capping in campaign settings. It will limit the number of times a specific user can see your ad. ue to ‘banner blindness’ you can keep frequency capping at an optimal level of between 5 and 10.

Search remarketing campaign (RLSA)

Remarketing lists for search ads (RLSA) allows you to target your previous website visitors, using keyword targeting. It uses the same search campaigns, but you are targeting your previous website visitors directly, instead of new customers.

To start an RLSA campaign you must have at least 1000 active people on your list.

In most cases, this results in a higher conversion rate:


You can target the same keywords that you have been using before in the same search campaign, or you can create a new campaign and use more general terms for this one. For example, if a person came to your online wine shop, using the keywords [pinot noir wine new zealand], you can target them in the RLSA campaign using the keyword [wine]. That’s a good example; however, Google will not allow you to promote alcohol using remarketing.

To add a remarketing list to your existing search campaign, navigate to the Audience Tab in your search campaign and add the required audience:

YouTube remarketing

We use 2 main strategies in YouTube remarketing:

  1. Save people who interacted with your videos and channel into YouTube remarketing lists.
  2. Target both YouTube and Website remarketing lists.

You can tailor your remarketing message in such formats:

  1. Bumper ads – 6 sec not skippable videos.
  2. Outstream ads – videos outside of YouTube.
  3. Trueview in-stream which are 30-sec skippable ads. You pay only if a viewer has watched at least 30 sec of your video.
  4. Trueview discovery ads. You pay only if a user clicked on your ad and decided to watch it.

Dynamic Remarketing

With this type of remarketing, you can show relevant content and products based on your customers’ previous behavior on your website. For example, if a customer has been adding specific shoes from your website to their cart, but never completed the purchase, you will be able to specifically display those shoe models to him once more as a reminder that he was interested in these shoes. Information such as product price and an image will be dynamically added to your ads.

Step 1: Create a feed. You need to pull data about your product or services from a specific feed, which can be stored in the Shared library level, or in Google Merchant (if it’s an eCommerce store). If you already have a shopping campaign, you may use the same feed for that purpose.

Step 2: Create custom dimensions in your Google Analytics account and amend your google analytics code, to send the required information about products or services to Google Analytics. You need to add special parameters called ‘vertical attributes’ to your Google Analytics code. Follow this Google guide for more detailed information.

When your visitor views the page with the modified analytics tag, then information will go to Google Analytics as a custom dimension.

Last, but not least – add banners to your campaigns. The easiest way to start with this is to create responsive ads, which will automatically adjust their size to fit any placement across the entire Google Display Network.

If you need more flexibility you can also take advantage from Doubleclick dynamic remarketing, here is a quick comparison of its capabilities:

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