4 Essential Retargeting Ad Campaigns

Here’s how to set up 4 high-impact retargeting audiences and campaigns:

Step #1

Head  to the audiences section under shared library:

Step #2

From here click the oh-so-clickable big blue “+” button:

Step #3

From the dropdown list, select “Website visitors”:

Step #4

Click the “List Members” dropdown:

From here we can choose the audiences for the retargeting campaigns we’re about to show you.

Campaign #1:

Google Ad Retargeting campaign based on visitors over a specific period

Let’s say you ran a 4th of July promotion, and want to re-engage with the people who visited the promotion page while the promotion was up and running.

Use the “Visitors of a page during specific dates” selection:

Campaign #2:

Google Ad Retargeting campaign based on visitors within a stage of your sales funnel.

Let’s say that you notice that most customers contact you from a features or pricing page. That’s a good sign that visitors to those pages are toward the bottom of your funnel.

Create a new retargeting list based on those page visits to capture a list of users who are close to converting (but haven’t).

Select “Visitors of a page who also visited another page,” and you can add multiple URLs to target:

This means your website visitor has to land on each of these pages before they’re added to your retargeting audience.

You can repeat this process for any URL on your site.

Campaign #3:

Google Ad Retargeting campaign based on blog visit

These are most likely going to be inbound, organic visitors.

These people should go into your top-of-the-funnel retargeting list – a list you’ll likely use to increase brand awareness and name recognition, rather than anything super salesy.

Campaign #4:

Google Ad Retargeting campaign which excludes people who have visited a certain page.

This is probably the most powerful retargeting campaign there is – targeting people who visited your checkout page (for instance), but not your thank-you page. 

So they were 95% of the way there but bailed at the last second.

These people are hot, and just need a little retargeting push.

Use the “Visitors of a page who did not visit another page,” option:

Note: Under membership duration, change the standard “30 days” period to at least 60 days, and in most cases, 90 days.

Why?

Some visitors, especially if you’re selling bigger ticket products and services, won’t convert in a single month.

If you limit your lists to 30 days, users might not convert, and your lists will expire.

Extend the lifespan of your lists for more conversions.

Now that you have the audience lists set up it’s time to create ads for these lists.