How to successfully create a perfect remarketing Google ad campaign

Remarketing campaigns are an effective way to reach out to the audience who are more likely to convert. Find out how to successfully create a perfect remarketing Google ad campaign.

Why is it important:

Remarketing campaigns are an effective way to reach potential customers through Google Ads. In a remarketing campaign, you can target users who have already interacted with your website or mobile app. This type of targeting is powerful because it allows you to capitalize on users who may have already expressed interest and bolster their presence in the digital space.

Setting up a remarketing display Google Ads campaign is important for you in several ways. First, it can result in more conversions since they target people who have previously visited your website or app. Because these individuals are already familiar with the business and its offerings, they’re more likely to convert if presented with relevant ads.

Second, remarketing campaigns enable you to boost your brand awareness by displaying ads across various websites and platforms within the Google Display Network (GDN). By continually reaching out to your target audience and advertising on multiple channels, you can establish greater visibility online and better brand recall and connection, which helps you gain new customers over time.

Overall, setting up a display Google Ads remarketing campaign offers numerous benefits and should be part of any business’s broader digital marketing strategy.

Things required before you start:

  • You should have an existing personal Google account with the necessary login information (email address, password).
  • You need to have an already set Google Ads account, and if you haven’t done it yet then follow our guide to do so.
  • You should have set up conversion tracking for your Google ads account, and if you haven’t yet, then follow our guide to do so.
  • You should have already set up remarketing audiences on your Google Ads account. If you haven’t yet, then refer to our guide and do so before starting this process.

Steps to successfully create a perfect remarketing Google ad campaign


Step 1: Go to the Google Ads website.

And click on the Sign In button at the top right corner of the screen.

You need to be logged in to your Google account associated with the ads account you are trying to access to be able to successfully log in in the next step.

accessing google ads website

Note: If you have multiple Google ads accounts already set on your Google account, then you will see the following screen after you click on “Sign In”, and from which you need to click on the Google ads account that you want to log into.

Selecting the google ads account

If you have only one Google ads account associated with your Google profile, you will be automatically logged into the account after you click on “Sign In” in Step -1.

Step 2: Once you have logged into your Google Ads account, click on the link “Campaigns” on the left menu panel of the screen.

Campaign segment

Step 3: Once you are on the Campaign screen, click on the “+” button, and then from the dropdown menu, click on the option “New Campaign”.

Creating a new campaign New campaign

Step 4: On the next screen, you will need to select the objective of your campaign, this will define the way the campaign’s goals and settings are designed.

Set the objective to “Sales” since you are setting it up for a remarketing audience, i.e. audience who have already interacted with the brand/website.

Selecting your campaign objective

Step 5: Your already set conversions on the ad account will be displayed, and they will be automatically associated with the new campaign.

You need to click on the “Continue” button at the bottom right corner of the screen to proceed.

Conversion goal review

Step 6: From the Campaign Type options select “Display” by clicking on it.

Selecting the campaign type

Step 7: As the next windows open up, provide the necessary details like the website URL and a meaningful name of the campaign, and then click on “Continue” to proceed.

Campaign name and url

Step 8: For Google display ads, you need to start the Campaign settings by defining the audience location.

  1. By default the ads campaign location is set to “All countries and territories” but you want to specifically target the countries from where you expect your main target audience. For that, click on the “Enter another location” radio button.
  2. Start typing the desired country names in the search box and click on the correct ones from the search list that is displayed in the dropdown. The ones selected will be displayed above the search box.
  3. Important: Always ensure to click on the “Location options” link to expand the lower half of the menu. Here you must select the option “People in or regularly in your target locations”.

Failure to set that will deplete your budget on unwanted audiences who are actually not from your target location.

Location setup

The remarketing audience will be filtered according to the locations entered here, so use that knowledge to enter the countries from where you have seen the most visits to your website.

Step 9: In the next segment, you can target your audience based on the desired language of communication.

Language setup for the ad

Step 10: Scroll down and click on the “More settings” option.

Here, you can use the options according to your requirements, especially if you want to set an end date for the campaign (not preferred as you can pause any campaign at any time) or alter any ad schedule, etc.

One segment here that you need to change is the last tab called “Content Exclusions”. This setting lets you set the content types where you don’t want your ad to be displayed.

For e.g., You don’t want to display your ad on sensitive topics like disaster news or war news, etc. It will be seen by your audience as insensitive on your part, and your brand name will take a hit.

Click on the tab “Content Exclusions” from the list to expand it.

content exclusions for the remarketing ad

Select the ones that apply and then click on the Next button at the bottom of the screen.

content exclusions for the remarketing ad 2

Once done, then click on the Next button.

Step 11: On the next screen, type in the average daily bid that you want to set for the display ad campaign. You can adjust the bid according to the estimated results that are displayed on the right side of the screen.

You need to select the bidding focus as Conversions.

And keep the next option as “Automatically maximize conversions”.

Budget and bidding

Once done, click on the “Next” button at the bottom right corner to proceed.

Next segment

Step 12: On the next screen, click on “Add targeting”.

Target setting

Step 13: Expand the following section (Audience Segments) to customize your target audience and to setup the ad for your remarketing audience.

Audience segments

On the next screen click on the “Browse” tab and once the options under it opens, click on “How they have interacted with your business”.

Exploring the audience segments

On the next screen, expand the option “Website Visitors”, and from the list under it, select the necessary ones that define your remarketing audience i.e., earlier website visitors.

Selecting the audience behavior on your website

For the remarketing display ads, it is helpful that the Optimized targeting is set off as this will ensure only relevant people will be shown your ad and your budget will be spent on the effective audience.

To do so, expand the next segment called “Optimized Targeting” and uncheck the box under it to switch the option off.

Switching off the optimized targeting

Step 14: Next, you need to expand the “Demographics” segment to set the demographics for your target audience.

Based on your ideal audience demographics, check/uncheck the values accordingly.

Demographics setup

Step 15: For setting up additional targeting options, you need to click on the segment “Add Targeting”.

Additional targeting

Additional 3 options open up:

Exploring the options for additional targeting

You can now define the targeting further in 3 more ways:

  1. You can select the keywords that will ensure your ad is shown on websites having those terms. Suppose you select the keyword “content marketing”, then all websites containing any mention of the word will act as a target location for your display ad.

Keywords targeting

2. Similarly, you can select the “Topics” to define the website/app/video categories on which you want to place your display ad.

topic based targeting

3. Another method is to use specific websites and videos to target. This can be used only if you have an in-depth understanding of your audience and have a list of websites/YouTube channels, etc., that they visit.

Placements targeting for the display ads

You click on each item and set it up accordingly.

In the case of remarketing campaigns, it is best if you keep the rest of the targeting options as they are, since you have already defined our remarketing audience in the main target segments.

Click on the “Next” button to proceed.

Moving on to the next segment

Step 16: Now, you need to set up the ad.

For that, fill in the URL and Business name details first.

  • Ensure the URL entered is correct and not misspelled.
  • The business name is displayed to your remarketing users in display ads, so ensure that you provide the correct one so that they can connect with it easily.

Final url and business name setup

Step 17: Before we proceed, let’s explore the main components of a Google display ad.

Display ad example

  1. Image: The image component of the ad is what catches the eye of potential customers. Images should be vibrant and high-quality and should reflect the product or service being advertised, or they can be any related professional images to attract users.
  2. Logo: Including your company’s logo on the ad will help to reinforce brand recognition. It also gives customers an easy way to find out more information about your business.
  3. Headline The headline is another important part of a Google remarketing ad copy because you have to keep it such it connects with your brand instantly and recalls their earlier interaction. Also, it will be the first thing they see and read, apart from the image that attracts them. It should concisely capture the audience’s attention and interest them in your product or service. To write an effective headline, focus on specific keywords, include action words (such as “Buy” or “Download”), and keep the length to no more than 30 characters.
  4. Description The description is where you can convey additional information about your product or service that may not have fit in the headline. You want to give readers enough detail so they know what they’re getting but avoid overcrowding with too many words. Use persuasive language to explain why they should choose your offering over others. Keep the description to no more than 90 characters.
  5. CTA buttons: The call-to-action (CTA) button is where people click in order to learn more about what you have to offer or take action on your offer (such as signing up for a free trial). The CTA button should stand out from other ad components and clearly communicate what action people must take next.

As mentioned, images form an important factor in capturing your audience’s attention in Google display ads, as these ads are shown on network websites and need to pop out amongst the website’s content. To add an image to your ad, click on “+ Images”.

Adding the image creatives

On the next screen, you have the option to either:

  • Use images from your website, which Google already shows you as the first option.
  • Use free stock images already displayed by Google based on your website theme.
  • Use images that you upload.

To upload an image, click on the “Upload” button at the top right corner of the screen.

Uploading the images

Select the desired image from your system and then click on the image from the list to set the image dimensions.

Setting the image crops

Note: Ensure that you upload images that don’t have any text, as while cropping, they might not be displayed properly. Or if you decide to upload images with text, then create them in the dimension requirements for the display ads, i.e., 1:1, 1:91:1, and 9:16.

Once done, click on the Save button to continue.

Saving the creatives associated with the ad

Step 18: Next, you need to upload your business logo for the display ads. This is again an important step for the display ads as it is displayed to your viewer too and also adds a professional look to the ad.

Click on the “+Logos” link to open the logo uploader.

Adding logos

On the next screen, click on Upload, and from the options, select “From computer”. Select the logo from your computer and upload it.

Adding logos 2

Once uploaded click on “Save” to proceed.

Adding logos 3

Step 19: Additionally, you can upload videos (up to 30 seconds of duration) as a part of the display ads too.

Adding video creatives

But this is something you can use only if you have a few options of videos already uploaded on your company’s YouTube channel.

Step 20: Scroll down and provide the details of the ad Headlines. As mentioned earlier, this forms one of the main segments that a viewer first sees; it has to be concise yet aligned with the user’s needs or desires and have keywords related to the action expected from the user, too.

  • Keep the headlines such that the viewers connect with your brand instantly and recall their earlier interactions with you.
  • You have to provide at least 3 headlines, but to make the best use of this segment, try to provide as many as possible. (Maximum:5)
  • Ensure each one of them is unique and is aligned with the keyword theme of the ad group.
  • If possible, provide action keywords like “Book”, “Buy”, etc. in 1-2 headlines.

ad copy setup

Additionally, you need to provide a descriptive headline (Long Headline). This is used in the case of a few locations of the ad where there is an option of having more textual details.

Logn headline setup

Step 21: Scroll down to the segment where you need to add the description part of the ad.

  • Provide more information about the service/product here.
  • You can provide 2-4 descriptions, but each has to be unique.

Ad description setup

Step 22: Scroll down and click on the “More Options” button at the bottom of the screen.

Exploring the more options

From the options displayed, select “Call to action text”.

Call to action options

On the next screen, click on the dropdown which mentions “Automated”.

Dropdown selection for CTA options

Select the desired text for the CTA button.

Selecting the desired CTA text

Step 23: Now click on the “Create Ad” button at the bottom of the screen to proceed toward saving the ad.

finalizing and creating the ad

Once the ad is saved, it will appear in the following format. Then click on the “Next” button to proceed.

Ads preview

Step 24: On the next screen, verify the details of your ad and then click on the “Publish Campaign” button.

Publishing the campaign

Your ad will be in the “In-review” phase first. Once the Google review is complete, you will see the ad status changes to “Bid strategy learning”, which is the initial learning phase of the ad, and once it is completed, you will have some recommendations and analysis to look into.

You can change the add at that time to ensure you get the optimum result.

To avoid issues during Google’s ad review, avoid the following:

  • Capitalization (do not use Ad Headlines like “FREE gifts with each purchase”)
  • Abbreviations or acronyms
  • Bad or Wrong URLs
  • Slang terms or colloquial language
  • Excessive punctuation, symbols, and special characters (e.g., avoid using “!” in ad headlines)
  • Brand names or trademarks that have not been authorized by you (e.g., do not use brand names like Nike, Amazon, or WordPress in your texts if they are not owned by you)
  • Misleading language or unsubstantiated claims
  • False information, inaccurate content, or fluffy phrases
  • Offensive language (including profanity)
  • Incentives to purchase goods or services (This is a tricky one, but it mainly suggests avoiding texts that suggest something on the lines of paying your customer to take an action)

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