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Google writes in their AdWords help section the following strategies for remarketing campaigns:

 

Add all site visitors

  1. The most basic way to remarket is to add all the visitors to your website. If you're new to remarketing, this is where you should probably start.
  2. To create this list, you need to generate the remarketing code, and put it on every page within your website. You can do this easily if you have a standard footer template for your site.
  3. Alternatively, you can put the remarketing code on your homepage. As most people enter your site through the homepage, you'll be adding almost all visitors. This is easier since you have to put the code on one page only, but it's not quite as comprehensive as putting the code on all pages.

Add users to a category

  1. If you're a retailer with several different product categories, then you may want to remarket with a creative that is specific to that product category. For example, you can show a more targeted message to users who browsed the "Women's Apparel" page vs. users who browsed the "Men's Apparel" page.
  2. In this case, you can create a remarketing list for each product category. If the two categories are "Women's Apparel" and "Men's Apparel," then you need two tags, one for each remarketing list.

Add only users who don't convert


Let's say you want to reach only site visitors who don't convert, not the visitors who actually completed a conversion. In order to exclude converted visitors from seeing additional messages, you can create a second list that adds people who completed a conversion (you'd put this code on your "Thank you" page). Then, you could show your creative to people who visited your site minus those who actually converted, by creating custom combinations.

Add visitors who abandoned shopping carts

  1. Sometimes, people put items in their shopping cart, but don't complete the purchase. Since these people are highly qualified and close to purchasing, it may be very valuable to re-engage these people with a strong call-to-action so that they complete the purchase.
  2. To do this, you'd create a list of people who have put at least one item in the cart -- this usually means placing a tag on the View Shopping Cart page.
  3. But, you don't want to include all the people who actually completed the purchase. So, you'd create a second list of people who completed the purchase -- this usually means placing a tag on the Order Confirmation page.
  4. Then, you can remarket to the people on the "Shopping Cart" list and not the people on the "Order Confirmation" list. Learn how to create custom combinations.

Target people who convert with up-sell/cross-sell messages

  1. If you've created a "converted users" list, you can take advantage of that list to deliver cross-sell and up-sell messages.
    Typically, there will be few users on those lists, so the scale of your campaign will be smaller, but potentially very effective.
  2. You can take advantage of text ads and Display Ad Builder to easily tailor messages.
  3. Create product-level lists in order to cross-sell. You can reach customers who have converted for one product with an offer for another product.

Target users a month after they completed a purchase

  1. Let's say a group of users buy a gaming console, and you know that these types of users typically look to buy more games a month later, but stop buying 90 days later.
  2. So you want to reach the user within a window of 30 days after the purchase, but within 90 days.
  3. Create one remarketing list to reach everyone who completed a purchase, and set a 30 day membership duration. Then create a second list using the same tag with a 90 day duration. Learn how to create a duplicate remarketing list with a different membership duration.
  4. Create a custom combination that represents all the people in the 90 day list AND NOT in the 30 day list.