Are you ready to setup remarketing, but don't
know how? This is a complete step by step tutorial on how to setup remarketing in Google Ads and
three common mistakes to make sure you avoid. Remarketing can boost conversions. This is because
people who've already engaged with your business and are already aware of your offer will see
your ads. And the audience lists you create for remarketing can be used with your search, display,
and even Performance Max campaigns. To do this I'm going to show you how to create audience lists
in both Google Analytics and Google Ads. First, let's head to Google Ads. You can create audience
lists in Google Ads using the Google Tag from your Google Ads account or by importing an audience
from Google Analytics. If you're already using Google Analytics, this is the easiest way to start
a remarketing campaign. Using Google Analytics also provides additional flexibility in how you
can include (or exclude) people from your audience list. We're going to look at both options, and
we're going to start with Google Analytics. Before we begin, we need to make sure Google Analytics
is linked to your Google Ads account. I also need to flag that we're looking at the new version of
Google Ads. If you don't see 'Campaigns', 'Goals', 'Tools', 'Billing', and 'Admin' on the left, then
you're using the previous version of Google Ads, and I will show you how to check things in your
account in just a moment. Okays, so to check that Google Analytics is linked in the new version,
we select 'Admin'. And then 'Linked Accounts'. You can then see if Google Analytics is linked.
Here we can see Google Analytics 4, GA4, has been linked to Google Ads. Now let's take a look at how
to check Google Ads is linked to Google Analytics if we're not using the new version of Google
Ads. Let's head to another Google Ads account. In this version of Google Ads, you can check that
Google Analytics is linked by selecting 'Tools and Settings'. And then 'Linked Accounts'. We can
see that Google Analytics is linked at the top. If Google Analytics isn't linked to your Google
Ads account, I've included a link to my dedicated tutorial in the description below this video.
It's important to link your accounts correctly. Otherwise, you won't see your audience lists
in Google Ads. Which version of Google Ads are you using? The new version or the previous
version? And if you're using the new version, do you like it or do you prefer the previous
version? Let me know in the comments! Since the accounts are linked, we can now
head to Google Analytics. We're in my GA4 demo property. And to create an audience list to
use in Google Ads, we need to navigate to 'Admin'. And then select 'Audience' in the property column.
This lets us view any existing audience lists and create new ones. Google Analytics automatically
creates a list for 'All Users'. And if you're tracking transactions, you will also see a list
that includes people who've made a purchase. These lists are automatically created for us by default.
And we can see there is one custom audience list I created previously for users who found the website
in organic search results and viewed the blog. Now let's create a new list. Let's select 'New
Audience'. We can now create our audience list from scratch or use one of the suggestions.
These are designed to provide starting points and suggestions for audiences. Plus, you can also
find the predictive audiences you can create. These are based on Google's AI, or machine
learning, to predict what users are likely to do on your website. We can see these
are all listed as 'Not Eligible To Use' for my demo property because I don't have
enough users for Google to make predictions. We will build our audience from scratch, so let's
select 'Create A Custom Audience' at the top. Let's create an audience list that includes
people who viewed product pages on my website but didn't purchase. This will let us target
ads to people who've visited my website and viewed a product in Google Ads. You can
create an audience list for any pages or actions you've tracked into Google Analytics.
Let's name the audience 'Viewed Product Pages'. Now let's add a condition.
Let's search for 'Page Path'. And let's select the 'Page Path and Screen
Class' option. We will use this to match the product pages on our website. The 'Page Path and
Screen Class' dimension includes everything after the domain name on our website but doesn't include
any query parameters added to the end of our URLs. Now let's select 'Add Filter'. Let's change
the matching from 'Contains' to 'Begins With'. And now, let's enter 'forward slash',
'product', 'forward slash'. And let's click 'Apply'. This will mean that anybody
viewing a page on our website where the page starts with 'forward slash', 'product', 'forward
slash' will be included in our audience list. Feel free to adjust the page path or even the
condition for your audience list. You can use any of the available dimensions and metrics
to include people in your list. And here's a common mistake to avoid. Don't make your
audience list too precise. If your list only includes a handful of people, you're ads might
not be displayed, and you won't see a return on the time it takes to create and manage the
campaign. Now let's select 'Add Group To Exclude'. By default, this will temporarily exclude
users based on our criteria. For example, if someone makes a purchase, they won't see any
remarketing ads. However, if they later return to the website and don't make a purchase, then they
might start seeing the remarketing ads again. So for my example, I'm going to select this.
And change it to 'Permanently exclude users'. This means someone will be removed from
the list once they've made a purchase. Now I'm going to add a condition.
Let's enter 'Purchase' as the event. Now let's add a parameter. Let's search for
and select 'Event Count'. And we can leave the condition of 'greater than'. and 'zero'.
This means that when a purchase event occurs, that user will be removed from our audience list.
Let's click 'Apply'. And now let's click 'Save'. The nice thing about audience lists in GA4
is that they are re-evaluated as people return to your website. This means that
if someone is included in a list and later meets the criteria to be excluded, they will
automatically be removed. And vice versa. Okay, now that we've created our audience,
users will begin to be added to the list. This list will automatically become available
in Google Ads, but you will need to wait until the list populates in Google Ads. This can take
up to 72 hours. Let's head back to Google Ads. We're looking at the new version of Google
Ads, but we will also cover these steps for the previous version in a moment. To see our
audience lists in Google Ads, we select 'Tools'. Then 'Shared Library'. And 'Audience Manager'.
We can now see all of our audience lists. This will include lists that have been automatically
created, lists imported from Google Analytics, and any other lists that have been created
in the account. Let's take a look at where you can find your audience lists if you're not
using the new version. Let's switch accounts. Let's select 'Tools and Settings'.
And then 'Audience Manager'. This is where you can find your audience
lists in the previous version of Google Ads. Okay, not let's head back to the new version.
Before we create a remarketing campaign in our account, I want to show you how you can
create a list using the dedicated Google Ads remarketing tag, also called the Google Tag
or 'gtag', 'dot', 'js'. You can use this option if you're not using Google Analytics, you prefer
to keep data separate, or you're already sending data to Google Ads using the Google Tag. We need
to add the remarketing tag to our website to use this option. Since we're still looking at the
'Audience Manager', let's click the plus sign. And select 'Website Visitors'. For this
example, we will create an audience list for people who view content on our website's
blog. So let's name our audience 'Viewed Blog'. For 'Segment Members', let's ensure
'Visitors Of Webpages' is selected. For 'Actions', we can see we will be including
people who've been to our website in the last 30 days, so let's leave this. And click 'Refine
Action' on the right. Let's ensure 'Page URL' is selected. Along with 'Contains'. And let's
enter 'forward slash', 'blog', 'forward slash'. This means anybody who views a page on our
website where the URL contains 'forward slash', 'blog', 'forward slash' will be included in
our list. Let's leave the other options and click 'Create Segment'. We can see
our audience list has been created. For people to be included in this list, we must
add the Google Ads remarketing tag to our website. If you're using Google Tag Manager, you can easily
add this by creating a new tag. And if you're not using Google Tag Manager, you will need to add the
Google Tag to all your website's pages. To get the tag, we select the 'Your Data Sources' tab. Look
for the 'Google Ads Tag'. And select 'Details'. Scroll to the bottom. Select 'Tag Setup'. If you
want to install the Google Tag, you can click 'Install The Tag Yourself'. Or if you are using
Google Tag Manager, you can click 'Use Google Tag Manager'. Let's copy the 'Conversion
ID'. And let's head to Google Tag Manager. If you're just starting with Google
Tag Manager, you might also want to watch my dedicated tutorial. I've included
a link in the description below this video. We're looking at the Google Tag Manager
container that is already installed on my demo site. So let's select 'Add A New Tag'.
Let's name the tag 'Google Ads Remarketing'. Now let's select 'Tag Configuration'. And
select 'Google Ads Remarketing' as the tag type. Since this is the first Google Ads tag I've added
to Google Tag Manager, we can see there is an alert telling us that the 'Conversion Linker'
tag is missing. This tag improves the accuracy of Google Ads tracking by creating a first-party
cookie in the user's browser. If you don't see this message, the tag has already been created.
But since we are seeing the message, we need to creat it. So let's click 'Create'. Let's name
the tag 'Conversion Linker'. And click 'Save'. Now we're looking at our remarketing tag again.
So let's past the 'Conversion ID' we copied from Google Ads. Let's leave the rest of the
default options, and let's select 'Triggering'. Let's select the 'Initialization All
Pages' trigger. This will add the Google Ads remarketing tag to all of the pages
of our website. Now let's save our tag. And let's click 'Submit' to publish
our tag to our live website. Our remarketing tag has now
been added to our website. We've now covered two ways you can create
audience lists. We've created an audience in Google Analytics that was imported into Google
Ads and created an audience inside Google Ads. You only need to use one of these options,
you don't need to use both. Just use the option that works for you. Which option are
you going to use? Are you going to import lists from Google Analytics or create them
in Google Ads? Let me know in the comments. Once you've created your audience list, they
will begin collecting details for the users you can target with your ads. Depending on the
type of campaign you create, there are minimum list sizes you will need to meet before your ads
begin to show. For search and video campaigns, you will need a thousand people on your list.
For display campaigns, you need at least 100 people on your list. Okay, now let's create a
new remarketing campaign. Let's click 'Create'. And then 'Campaign'. And
let's create a new campaign. Let's select the option to create a campaign
'Without Guidance'. I'm going to create a display campaign, but you can use your audience
list with other types of campaigns too. I'm going to leave all the goals for this
campaign, but you should ensure that the goals selected here match the objectives you've set
for your campaign. Now let's click 'Continue'. Let's name the campaign. And click 'Continue'. I'm setting this campaign up as a draft campaign,
so I'm going to complete each of these steps quickly. If you'd like to learn more about the
steps to create a campaign, I suggest watching my dedicated Google Ads tutorial or checking
out my Google Ads courses. Now we select our geographic targeting. And click 'Next'. We enter
our daily budget. And choose a bidding strategy. Then we click 'Next'. Now we're on the 'Targeting'
step, so let's click 'Add Targeting'. Let's choose 'Audience Segments'. You can now search for the
audience list you want to use with your campaign. Or we can click 'Browse'. Then 'How they have
interacted with your business'. And 'Website Visitors'. We can now select the audience list,
or lists, we want to use with our campaign. By default, Google Ads can automatically show
your ads to people not included in your list. If you would like to disable this option,
select 'Optimized Targeting'. Then deselect 'Use Optimized Targeting'. Now let's click 'Next'.
We're now asked to create an ad. When you create the ads in your campaign, ensure they connect
with the people in your audience list. It's also a good idea to tailor the offer. For example,
you could offer a special discount for people who haven't converted. Not adjusting ads and offers in
remarketing campaigns is another common mistake. Since I'm creating a draft campaign, I'm going
to create my ads later, so let's click 'Cancel'. And click 'Next'. We can see some warnings
at the top, but let's scroll to the bottom. And click 'Publish Campaign'.
And click 'Publish' again. We've now created the draft for our remarketing
campaign. And to check that our audience list has been applied, check that the campaign is selected
at the top. Then choose 'Audiences, Keywords, and Content'. Then 'Audiences'. We can see that
our new campaign has our audience list applied. Once our list has met Google's requirements
for the number of people included in the list, our ads will begin to show. And apart from using
audience lists for targeting, you can also use them for reporting. This lets you see performance
metrics for people included in your lists. To do this, we will add our audience list as an
'observation'. Skipping this is a common mistake, and it means you'll be missing out on additional
insights. Let's select another campaign. Then make sure 'Audiences' is selected.
And choose 'Add Audience Segments'. Now let's choose 'Campaign'. And we can
see 'Observation' is selected at the top. This means we will be using our audience
list for reporting. So we will be able to see campaign performance for people included in the
list. Now we select our list. And click 'Save'. We've now applied our audience list
as an 'observation' for our campaign. Apart from creating remarketing campaigns,
there are even more ways to use audience lists. You can use them to optimize Performance
Max campaigns and streamline reporting in Google Analytics. So please take a moment to subscribe
to this channel to learn everything else you can do with Google Ads and Google Analytics. You'll
learn how to improve your campaigns and website to take your business to the next level. Thanks
for watching, and I'll see you in the next video!
