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Google remarketing allows advertisers to reach users who have previously visited a website or application with advertisements. These ads may appear in the Google Display Network, as in-app advertisements, or in Search when users are looking for terms similar to the products on the pages they viewed. Remarketing represents an opportunity to re-engage & convert users, driving ROI. There are three steps to setting up a remarketing campaign:

1) Add the remarketing tag to your site

2) Create remarketing lists

3) Build remarketing campaigns that use the lists you’ve created.

Before launching a mobile app remarketing campaign

Define your remarketing KPI’s

Before setting up a remarketing campaign, consider the end-goals you have going into the campaign. Do you want to drive awareness of a specific product or aspect of your business? Do you want to qualify & track your leads or customers? Do you want to drive conversions? Once you have established your Key Performance Indicators, choose the appropriate type of remarketing campaign. For this example, let’s set up a remarketing campaign inside of a mobile app.

Step 1: Add the remarketing tag to your mobile application

Retrieve your Google remarketing tag

The first step in setting up a Google remarketing campaign for a mobile app is to add the remarketing tag to your mobile application. The remarketing tag is a piece of code that is generated when you create your remarketing campaign. To get the remarketing code, email it to yourself or your app developer when you create a remarketing campaign. If you weren’t able to get the tag code via email when you set your remarketing campaign, just go to your “Shared Library,” open the “Audience” section, and open the “Remarketing tag” box at the top. From there, you can “View remarketing tag details” and enter “Setup” to retrieve the remarketing code. 1.Get-Goolge-Remarketing-Tag-Code

2.Shared-Library

Shared Library

3.Retrieving-the-remarketing-tag

Retrieving the code

How to add the remarketing tag to your mobile application

Next, you’ll want to add the remarketing code to your mobile application. Below is step-by-step process on how to add the remarketing tag to your mobile app.

Best Practice: Add the remarketing tag to each screen of your app

One best practice for adding the remarketing code to your mobile app is to add the remarketing tag to every screen in your mobile app. When you create your remarketing lists, it will be possible to create different lists based upon in-app interactions with just a single remarketing code.

Best practice: Validate your remarketing tag

A second best practice is to validate your remarketing tag to make sure that it has been implemented correctly, and that it is working. During implementation, validate your tag using Google Tag Assistant, which will help prevent syntax errors. Google Tag Assistant is available for Download via the Chrome web store. After completion, open your AdWords account and visit the “Remarketing Tag” box to test and confirm proper implementation. There is a 1-2 day delay in the information that shows in the tag validation section. Below are the steps to see when your tag was last checked: 5.When-was-the-remarketing-tag-last-checked When you are checking your tag, here is the info of what you can find in the “Remarketing Tag” box. The “Details” section will be where you can find out if your tag is active. 6.Check-the-status-of-the-tag-copy The “Details” section will also show you the total number of visits since the tag was implemented. If the tag is not active, there will not be any statistics showing. Also, in the “Recommended Actions” section, a message, “We haven’t detected a tag on your website” will also indicate the tag is inactive. If you have added custom parameters to the application and all is well, the message “Custom parameters are active” will appear. Otherwise, a number of different error messages will help you towards issue resolution.

Step 2: Create a remarketing list

What is a remarketing list?

A remarketing list is the pool of cookies derived from your application’s visitors. The remarketing list allows advertisers the capability to target ads to users within buckets that are created. Remarketing lists will only capture data once the remarketing tag is placed onto your app. This tutorial will cover how to create a basic remarketing list, but there are advanced options as well.

Step-by-step instructions on creating a remarketing list

Once you have opened the Shared Library section of your AdWords­­: 7.Step-by-step-directions-on-creating-a-remarketing-list

Best Practice: Membership duration

Membership duration indicates how long a user will exist in a remarketing list. Consider the your app traffic, campaign KPI’s & budget to come up with optimal impressions volume and frequency. For Search campaigns, the maximum Membership duration is 180 days. For display, the max Membership duration is 540 days. To change the Membership duration, simply edit the “Membership duration” box inside of the “Audiences” link in your “Shared Library” folder. 8.Changing-membership-duration Here are some additional considerations for editing Membership duration: 9.-Membership-Duration

Step 3: Traffic Ads across Google advertising properties

You can use your remarketing list to traffic ads via: -Google Display Network -AdMob -Google Adwords Are you an expert in trafficking on the Google Display Network? Add3’s average annual ad spend for our clients is $40MM. We would enjoy the opportunity to run a campaign for you – it’s what we do! Resources: https://support.google.com/adwords/answer/2476688?hl=en https://support.google.com/adwords/answer/3103509 https://support.google.com/adwords/answer/3103509









Philip Bruno

About Philip Bruno

My name is Philip & I work at Add3, a digital marketing agency in Seattle, WA & Portland, OR. I am a part of the America Advertising Federation, NWIAG & enjoy attending conferences related to the tech industry. In my spare time you can find me skiing, hiking & going to bars, clubs & music venues. I look forward to seeing you around!

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