The Ultimate AdWords Remarketing Setup

Most will agree, Remarketing is the bomb.

But few know just how powerful remarketing can be and what you can do with Google Analytics.

You're in for a treat.

Let me show you how to get set up, and then I'll show you some of the cool stuff you can do.

Step 1: Check Privileges

To avoid frustration, make your email has Administrative (or account manager) access to both AdWords and Google Analytics.

In the gearwheels in AdWords, under account access:

Under admin in GA, account level:


Step 2: Link GA to AdWords

Under "AdWords Linking" at the property level of the admin tab, create a link group, select the AdWords account to link, give it a name and be sure to select a view (for most this will be the "All Web Site Data" view.)


Step 3: Link AdWords to GA

Under gearwheels > Linked Accounts > Google Analytics link the view you just created a link group for in GA. Looks like this:


If you get stuck and can't link the view, double check that you have admin access for both AdWords and Google Analytics, and that you created the link group.

Update: this might now look like this:

Step 4: Enable Remarketing in GA

Under admin > property > Remarketing > Audiences, select the adwords account and hit enable.


Step 5: Modify GA Code

Now we just need to make a small change to the Universal Analytics tracking code.

Apparently it is now possible to enable Display Features without retagging your site, but in my opinion that simple line of code addition is easy enough!

To enable Advertiser Features for Universal Analytics, insert ga('require', 'displayfeatures'); into your existing tracking code between the 'create' and 'send' commands, as seen in this example:

(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
ga('create', 'UA-XXXXXX-XX', '');  
ga('require', 'displayfeatures');  
ga('send', 'pageview');  

More info on this here: Enable Advertiser Features in Google Analytics

Step 6: Build Lists (woohoo!)

Finally, the fun part.

Under Admin > Property > Remarketing > Audiences you can now create a new audience.

From here your options are limitless.

Let me give you some examples of my favorite audiences to target.

People who have visited your blog:

People who have spent more than 2 minutes on your site:

People who have bought twice or more:

People who have spent more than $50 with you:

Step 7: Check AdWords Audiences

Now that you have created your audiences, you can do a quick check inside AdWords to see if they show up. They're under Shared Library > Audiences. You should see audiences that are "Tag-based" from Google Analytics.


Step 8: Custom Combinations

Take it one step further by making custom combinations of the lists you just created. A classic is: "any one who has viewed /shopping-cart-url" and none of "any one who has transactions > 0" to create an audience of shopping cart abandoners. Or "all users" and none of "anyone who has seen landing page" to remarket to organic visitors or facebook traffic that hasn't been shown your landing page.


Bonus 1: The Gallery

If instead of clicking "+ NEW AUDIENCE" you click "Import from Gallery" you'll be presented with packs of ready made remarketing lists that you can easily import. This can give you new ideas if you're brainstorming different remarketing lists to create.



Here's an example: [Ecommerce Pack] Intermediate Remarketing Lists

Lots of great dashboards, reports and custom segments in there too!

Bonus 2: Advanced Youtube Remarketing

If you have a Youtube channel there's a lot of amazing things you can do.

The first step is to link Youtube and AdWords together. For that, inside of youtube, navigate to the advanced settings (if you get lost, you can always navigate here: Click "Link an AdWords account" and type in the 10 digit AdWords account ID.

Now go back into AdWords, under All video campaigns > Linked YouTube accounts, link the channel.


Now check this out, you can create "Video remarketing lists" (found right under "Linked YouTube accounts"):



Now you can create lists from YouTube viewers (which can be a really cheap way to create a large targeted audience to remarket to!) and retarget them on the display network. It's one of my secret weapons.

Remarketing is severly underutilized and so incredibly powerful.

Take some of these strategies and go crush your competition.

Happy remarketing!