Start Collecting Your Cookies! Setting Up AdWords Remarketing Tags 101
What should you do about consumers who have reached your checkout page but abandoned their shopping cart? What about those who read your "About the Product" page but didn't make a purchase? AdWords Remarketing enables marketers to target and deliver ads to those users who already interacted with your website. Follow these steps below to set up remarketing audiences and target consumers throughout all phases of your sales funnel.
Gathering data to remarket
Google requires a minimum of 100 cookies or users (it was previously 500) to start remarketing. To meet this requirement and get results quickly, target high-volume pages on your website. Look at Top Content in Google Analytics and choose the pages with the most unique page views over the last six months to one year.
Setting up remarketing tags in AdWords
1. Create a new audience. On the AdWords "Campaigns" tab, below "All Online Campaigns" (left navigation bar), click on the "Shared Library." Within the Shared Library, click "Audiences." In the "New Audience" drop-down menu, select "Remarketing list."
2. Specify remarketing lists:
- remarketing list name: put the name of the page you're targeting;
- description box (optional): include the URL for reference;
- membership duration (30 days to 540 days): specify the tracking cookie length after someone visits your page. Keep product sales cycles in mind when setting up the cookie duration — e.g., longer durations for more researched products vs. shorter duration for more impulse purchases; and
- tags: select "Create new remarketing tag" and press save. Repeat for all pages!
3. Get the code snippet and specify security level. Your remarketing codes should be listed under audiences now. Click the hyperlinked text under the column "Tags/Rules" for each audience to get the appropriate code. Specify whether the URL is a http:// or https:// page. All e-commerce checkouts and pages that require any personal information (e.g., a credit card number) should always have https:// code.