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Remarketing for Search: how, what and why?

header rearketing for search  

There is a range of remarketing types that you can apply:

  • Standard remarketing
  • Dynamic remarketing
  • Remarketing for mobile apps
  • Remarketing lists for search  ads
  • Video remarketing

Today, I will discuss the basis of remarketing and how you can set this up.

But, what is remarketing?

With remarketing, you reach out to people who have visited your website on a previous occasion. These visitors see the adverts that you have created on the basis of search terms that the user enters and which relate back to your products or services on Google, or which already form part of the Google Display Network.

Setting a remarketing tag

In order to use remarketing, you must implement the remarketing tag (a small code that you obtain from Google) on your website or mobile app. You can set this up as follows: Tag instellen  

If you have set up the remarketing tag in the past, you can recover it by following the steps below:Tag instellen 2

Copy the code and place it on all of the pages on your website, before the closing tag </body>.

Voorbeeld remarketingtag

Tip: set the tag using tag manager. This will ensure another tag is not added to your website and prevent delays..  

Remarketing lists for search  ads

After adding the remarketing tag on your website, you can then get to work on remarketing.

This is when the remarketing list for search adverts come into play. These lists ensure that your adverts can be shown to previous visitors who, after leaving your website, have entered further searches into Google for the products or services.

In the example below, we make a list of website visitors. In so doing, you can choose which visitors are put into this list by indicating which page (enter the URL) the visitors must have saved. These visitors are stored on the basis of their cookie ID and you can then target them later.

In this context, it is important that there are sufficient numbers of visitors in the list. You need at least 1,000 in order to set up remarketing.

So set up your membership for 30 days and extend this if you notice that your list does not contain 1,000 visitors after 30 days.

This is very sector-dependent. As a shoe store, you would have a shorter membership period than a car sales site, for example, as the choice and purchase of a new car takes a lot more time than the purchase of new shoes.

Creating new remarketing lists.


   Nieuwe lijst voor remarketing


Types of remarketing lists

When creating remarketing lists, you can choose from 4 different types:

  • Website visitors: as set out above, where your lists will be filled with visitors to the webpage you have indicated.
  • Mobile app users: people who have installed your app, will be collected in a list. When they use other apps in the Display Network, they will see your adverts.
  • Emails from customers: here, you upload the email addresses of your customers in order to create a remarketing list. These customers see then receive your adverts via Gmail.
  • YouTube users: linking your YouTube account with your AdWords account, allows you to create a remarketing list. Every user, who has had a previous interaction with your YouTube video (seen it, reacted, shared it, etc.) can then be targeted for existing or new video campaigns.


How will we use these lists?

You can use these lists to apply remarketing for search by setting the list as a target. I will illustrate this via a services page 'Content Marketing’ for OMCollective.
1. First, we will create our lists so that they can be filled with visitors. The steps that we must follow in this context are set out above.

Stap 1  

2. Ultimately, we will end up on the above page. We will give this list a name so that we can find it again easily. We will then target the visitors to the page 'Content Marketing' once again.
We select this and enter the identical URL, as in this example. You could, for example, also enter just content marketing, but I will use the full URL for the sake of clarity. We then indicate the duration of membership. Based on an analysis of data in Google Analytics, we have selected a membership of 15 days in this situation. (As stated earlier, this depends on your product, service and/or sector).

3. Now that we have created our list, we will fill it with visitors.

4. We will then create a new campaign. You make this in the same way as a standard campaign for the search network (seeing as we are applying search remarketing).

Stap 4

5. The next step is to create the adverts. In this context we shouldn't lose sight of the fact that we are targeting previous visitors and that we therefore have to create specific advertising text. Stap 5A  

Of course, there are other ways to advertise with remarketing, but in this example we will use a text advert.

Stap 5B

Now we have a list which, depending on the popularity of the page, will be filled with visitors, and our campaign with adapted advertising text.

6. Now, it's time to get our targeting right. To do this with our campaign, we go to 'Target groups' and then '+remarketing'.

Stap 6  

We can then use our lists, which can be found under 'Interests and remarketing'.  Under 'Lists for remarketing', we can find all of our adapted remarketing info.Stap 6B

We can then exclude target groups on advertising campaign level.


For example: Imagine that you would like to target visitors who go to the payment page on your website without actually paying and, therefore, do not convert. You can make a list of people who go to the payment page and a list of visitors who end up on the thank-you page (having made a payment). The latter can be excluded so that you only target people who have not (yet) converted with remarketing.

What are the advantages of Remarketing for Search?

  • First and foremost, you reach people who have visited your website or mobile app on a previous occasion. This creates brand awareness. Visitors see your brand name again, allowing them to retain it more effectively. If you sell something on your website, there is a better chance that they will then actually make a purchase.
  • As a result, you gain from the most significant advantage of remarketing, i.e. a higher conversion rate. They have already seen your website, so they are easier to convince in terms of conversion.
  • With the help of remarketing lists, you can very specifically target particular groups and thus make your advertising more purposeful. These lists also create a broad scope when they use Google Search and/or use one of the two million websites and mobile apps that belong to the Google Display network.
  • You can easily create adverts (text, image and video adverts) using the Advertisement gallery. You also have an insight into your advertisements. You can clearly see how they are performing, what they cost and where they are being shown.



If you have any questions about remarketing or would like us to help you, feel free to contact us. We'll be happy to help!

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