AdWords Remarketing Campaign Done Right

Last modified: November 25, 2017

Why Use Google AdWords Remarketing?

Remember the time when you visited a certain website and how afterwards ads started following you around the Internet? My guess is that you probably felt anxious every single time you saw these ads.
It’s a terrible feeling, no doubt about it, and it is also an example of retargeting done very sloppily.

Retargeting is a great way to remind, up-sell or cross-sell people who visited your website, or a specific page on your website. It is known as the most powerful way of bringing people back to your shopping cart.

As I mentioned already, it can be done in an extremely sloppy and spammy way, which ultimately results in a very high bounce rate. If you don’t mind me saying: I hate it when people don’t do retargeting justice, which is why if you opt for this service, I promise I will do it right.

Retargeting can only work if you analyze a particular service first, the customer flow, and the messages that visitors received.

It needs to be set up depending on the channel, previous messages, and micro/macro goals. Last, but not least, retargeting messages should depend on the step of the flow customer was on when they left. This can be tracked using Events in GA.

It is very important for people to receive the right message at the right time. With this in mind, visitors who left your shopping cart should not be targeted with acquisition messages, but with retargeting ones.
For example, if someone wanted to buy shoes and they left your website, they should be targeted with a message showing shoes and a strong value proposition.

Businesses cannot do remarketing by using the same message they used while targeting people for the first time (this is so 2015 and you just don’t want to do it, believe me).

What Does This Service Include?

  • Help with setting up Events.
  • Help with setting up the Analytics pixel (if there isn’t one already).
  • Setting up different kinds of audiences, if needed, depending on:
    1. Events and your visitor’s previous engagement on your website.
    2. The source/channel the visitor came through for the first time.
    3. The device/language/country.
    4. The landing page the customer visited.
    5. Anything else I might find crucial for your business.
  • Setting up campaigns in AdWords for different types of audiences I created.
  • Message propositions for all types of audiences.

What Will You Get?

You will get an audience for every segment of your website and business, including the campaigns that will accompany these audiences.

Additionally, you will receive messages to use for every campaign/audience.
Results will speak for themselves.

How To Start?

In order to start things off smoothly, you’ll need to provide me with:

  • Info about your product/service/shop.
  • Info about your customer personas, flow, and previous endeavours with retargeting (if you had any).
  • Info about your goals and who you would like to retarget.
  • Access to your Google Adwords account.
  • Access to your Google Analytics account.
  • Brand guidelines.
  • Logo files.


Do you have a template of sorts which you use for every client or can I expect “segmented audience” that is relevant to my business?
There is no such thing as a “template” when it comes to retargeting. Marketers usually use the “All Visitors Audience” only, which is something similar to a “template”, but this is not a very good practice. What you will get with this service is retargeting that will completely suit your needs.

Can I review this before it goes live? How can I know this is the best option for me?
Definitely! I will provide you with a strategy and once you determine it’s a good fit for you, I will start implementing it. I am here to explain everything to you and to make you feel confident about the entire process. If you decide that you don’t like my strategy, for any reason, I will change it, without any problem. My goal here is to bring you results, so that you can recommend me further. 🙂

I heard that retargeting equals spamming. If this is true, why should I do this?
Well, unfortunately, this can be true. As I mentioned above, if you do your retargeting sloppily, you will spam your potential customers and cause friction between them and your service/brand. This is why people shouldn’t do this without the help of an expert. By segmenting and targeting potential customers with the right message, you can get loyal customers who will be grateful to you for finding them and helping them make their decision with more ease.


Not sure if this service can help your business grow?

No worries, WeGrowth marketers are always open to answering your questions and discussing your business. Ask them anything, for free!

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  • Bio
    Hello! I am Issy, paid media specialist with a background in email marketing and content writing. I started working as a media-buyer few years ago and it was love at first sight (well, it was love at first bid, but ok). If we start working together I can guarantee high-quality...