Remarketing allows you to advertise to people who have previously visited your website, used your mobile app, or who are in your CRM databases, by showing them relevant ads when they visit other sites or search on Google. The user lists used in remarketing can also be used for other types of audience targeting, such as Customer Match. Show
This guide covers:
Limitations
Audience types in a UserListYou can remarket and target specific audiences with a
Visitors to your websiteThe simplest type of audience list comprises visitors to your website. More advanced targeting strategies described below can, for example, tailor ads to target only people who recently visited a specific page or combination of pages on your website. All Google Ads accounts have exactly one account-level remarketing tag, created automatically when the account is opened. The tag is available even if you haven't yet initiated remarketing. The first step is to retrieve your account's account-level remarketing tag using CustomerService:
The next step is to install your account-level remarketing tag on all of your site's pages. Learn more about adding the remarketing tag to your site or mobile app in this Google Ads Help Center article. You can also use the Google Tag Assistant in Chrome to validate your tag installation. Next, you need to create a user list that contains the people who've triggered the remarketing tag. You create and manage user lists with AdwordsUserListService. There are different kinds of user lists with different characteristics. To create a list that captures everyone who visited any page on your website, you can use an
Two important attributes of a user list are The
final step is to target ads to members of your user list. The process is similar to other types of targeting criteria in the API. The following code demonstrates how you can use a
As with other types of criteria, you can assign other properties to the If you are switching from ad group level user list criteria to campaign level, you must first remove the existing user list criteria from each enabled or paused adgroup under that campaign:
Existing campaign level user list criteria must also be removed when switching to ad group level user lists, and the process mirrors the example shown above. Please note that the Targeting ads in a campaign to a user list is done similarly:
Visitors to specific pagesYou can target people who have visited specific pages or sections of your website using an Visitors of a page who did visit another pageYou can target people who visited more than one page using a
First, create the two rules:
Then, combine the rules with the
Visitors of a page who did not visit another pageYou can target people who visited one page but not
another page by using Visitors who took specific actionsYou can populate your audience list with people who have taken specific actions on your website. If you're using conversion tracking, you can target ads to people who previously triggered a conversion (such as a purchase) on your website. You can also target ads to people who have taken a particular action on your website that you do not consider a conversion, such as when a person adds but then deletes an item from their
shopping cart without making a purchase. Both of these use cases are covered through Triggered a conversionIf you haven't yet created a conversion tracker, you can do so using ConversionTrackerService. You can then install the conversion tracker tag on your website. A The following example creates a
Non-conversion actionsYou can create a There are two ways to create such a
Note that a You can retrieve the Google
global site tag for the automatically generated
Multiple user listsYou can construct custom combinations of existing user lists as a In addition, rules let you specify other The following
code shows how to create a
Similar audiencesOne way of reaching new audiences is using a A The following code shows how to find all available
Customer Match with email address, address, or user IDFor advertisers with rich CRM databases, you can define and target audience lists based on your CRM data. You can upload CRM data in bulk, append/remove data, or use these user lists to create a These audience lists are eligible to serve on Google Search, YouTube, Gmail, and the Google Display Network. Per policy, you will only be allowed to upload data that you have acquired yourself (first party). You are not allowed to buy email lists from third parties and upload them into the account. For privacy concerns, email addresses, first names, and last names must be hashed using the SHA-256 algorithm before being uploaded. In order to standardize the hash results, prior to hashing one of these values you must:
See the Code examples section below for a full demonstration of how to add members, correctly normalized and hashed. Options for Customer Match in different campaign typesSearch network-only campaignsACrmBasedUserList is available. Ads will show on the search network.Display network-only campaignsA CrmBasedUserList and its SimilarUserList are available. Ads will show on Gmail only if there are GSP creatives.Display Expansion on Search campaignsA CrmBasedUserList is available. Ads will show on the search network and on Gmail (only if there are GSP creatives).Video campaignsA CrmBasedUserList and its SimilarUserList are
available. Ads will show on YouTube only if there are in-stream TrueView ads.Customer Match with phone numberSimilar to Customer Match with emails, you can also perform customer matching with phone numbers. For privacy concerns, the phone number needs to be hashed using the SHA-256 algorithm before being uploaded. In order to standardize results, convert each phone number to
E164 format before hashing. This format represents a phone number as a number up to fifteen digits in length starting with a If the phone number is not correctly formatted before hashing, the API will still accept the hashed phone number, but the phone number will not be matched with a customer. Customer Match with mobile device IDsSimilar to Customer Match with emails, you can also perform customer matching using IDFA (Identifier for Advertising) or AAID (Google Advertising ID) mobile device IDs. Note that mobile device IDs cannot be combined with any other types of customer data. Customer Match considerationsWhen implementing Customer Match, keep the following points in mind:
Once you've added a user list to an ad group or campaign as a criterion, it's ready to go--however, it may not be targeting exactly how you'd
expect. To verify that the targeting is working as intended, check the You can set up details on how your various criteria types are used for targeting with an array of
When using The default targeting for remarketing lists is Here's an example that uses the Java client library to set the
The process for setting Performance reportsThe Audience Performance report exposes the fields needed to collect performance reports of your user lists. For example, you might look at the Rule-based user lists allow you to define a targeting audience for your ads based on built-in remarketing tag parameters or custom parameters you add to your remarketing tag. Once you have a user list in place and add the remarketing tag to your site or mobile app, you can target users in the list, bid differently for those users, and run reports that organize or filter stats based on members of the list. Since this section focuses on rule-based lists, it contains examples of creating Sensitive information about users can't be used to build remarketing lists. Before setting up a remarketing campaign and placing the remarketing tag on your website or app, please review our Personalized advertising page page. You can use the built-in remarketing parameter
You can add custom remarketing tag parameters to your remarketing tag to create more tailored user lists. ScenarioLet's say you have a site where you've configured several custom remarketing tag parameters to capture the following attributes of users:
You're interested in showing more impressions to users who have placed multiple items in their shopping carts and initiated the checkout process. You also want to find users who have made a purchase during November and December because you plan to have a big sale on your site during those months. You can describe this set of users with either of the following rules:
If a user falls into either category 1 or category 2, you want to increase your bids in specific ad groups or campaigns by 25%. Objects overviewBefore diving into the code, let's take a look at the structure of a rule-based user list. A rule-based list is represented in the AdWords API as a
Create the first RuleItemGroupLet's start by creating the first
The first item uses the
The second item uses the
Next, combine the two
Create the second RuleItemGroupThe
Both of these
items use the
As with the group on the left, combine these two
Create the user listFor Alternatively, you could set up your list to only add a visitor to the list if at least one rule item in each rule item group matches. This is called "conjunctive normal form", or All that's left is to combine the rule item groups above into a new user list. In this case, we'll leave the default
Limit by site visit date rangeThe To create a
That's all there is to it. The new list will contain all users who meet the same rules as the previous list, but only if they visit your site between Include past users in the listYou can also include past users in a rule-based user list by setting the Modify bids for users in the listYou've created a user list and set up the remarketing tag on your site. Now you want to specifically target members of the list in your ad groups or campaigns by increasing your bids by 25%. Let's modify the bids for a set of ad groups:
The process for modifying bids for a campaign is very similar:
Additional user list optionsYou can take your rule-based user lists one step further and combine them with other user lists to create even more sophisticated targeting. For example, if you have a For your rule-based user lists to be populated, you need to add your account-level remarketing tag to your site. If you're using only built-in remarketing tag parameters, you don't need to make any edits to your remarketing tag. If you're using custom parameters, see the following article for how to edit your tag to include them: Advanced strategies for tagging and creating remarketing lists. Code examplesComplete code examples for adding a rule-based user list are available in the Remarketing folder of each client library:
Which solution allows you to show ads in Google results?Google Ads, formerly known as Google AdWords, is an advertising service by Google that allows businesses to display ads on Google search results and its advertising network.
How do you make your ads appear on Google?Instructions. Sign in to your Google Ads account.. Click Keywords in the page menu.. Add the following Attributes columns (learn how to add columns): Est. first page bid. Est. top of page bid. Est. first pos. bid.. Click Apply. Now you'll now see these columns in the statistics table.. What is Display Network Google Ads?A group of more than 2 million websites, videos, and apps where your ads can appear. Display Network sites reach over 90% of Internet users worldwide*.
What is difference between retargeting and dynamic retargeting?Remarketing allows you to show ads to people who have previously visited your website or used your mobile app. Dynamic remarketing takes this a step further, letting you show previous visitors ads that contain products and services they viewed on your site.
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