Set up a Remarketing Audience in Google Ads Manager

Last Updated / Reviewed: Jan 10th, 2023

Execution Time: ~3 - 5 Mins

Goal: Successfully set up a remarketing audience for your retargeting campaigns.

Ideal Outcome: An up and running Google search remarketing ad campaign to drive sales, lead or traffic to your website.

Prerequisites or requirements: You need a Google Ads account. If you don’t have one please follow SOP 014: Create a Google Ads account.

Why this is important: Users who already know your business are more likely to convert. Hence, targeting these potential customers are great low hanging fruit opportunities.

Where this is done: Google Ads manager.

When this is done: When you wish to target customers who have interacted with your website, app, or Youtube channel and convert them into leads or customers.

Who does this: The person responsible for media buying.

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Set up a new Audience segment

1. Head to https://ads.google.com/ and log in to your account.
2. Select an account that you want to create the remarketing campaign.
3. At the top navigation, click “Tools & Settings” and look for “Audience Manager” under “Shared Library”.
4. In Audience Manager, click the “+” icon.
5. Here there are 4 options to create an audience for your campaign.
   1. Website visitors — Target users who have visited your site.
   2. App users — Target users who have downloaded your app.
   3. Youtube users — Target users who have interacted with your Youtube channel.
   4. Customer list — Target your customers.
      For this SOP, we’ll set up an audience to target people who have visited your Website.
6. Fill in the details for the audience segment.
   1. Segment name — A name to help you identify this target audience.
   2. Segment members — Select the type of the users who have interacted with your website.
   3. Visited page — Select the page which the user has interacted with you want to target. In this example, we choose to target users who have visited our product page (www.example.com/product). You can select any (or multiple) pages as long as it is a valid page on your website.
   4. Pre-fill options — Allow Google to populate this segment with users who have interacted with your website in the last 30 days (Default). Otherwise, you can start with an empty segment.
   5. Membership duration — Set the duration (days) a user will stay in this segment. The member duration is 30 days by default, but it should be as long as you plan to run your campaigns.
   6. Create Segment — Click to complete this audience segment.
7. You have now created a new segment of users who have visited your website. If the segment is set up correctly, you should be able to see how many people are currently in this segment.