In this article you'll find general info, setup, and bidding strategies for Google Remarketing campaigns

NOTE: Smart Shopping Campaigns automatically setup and target your Google Remarketing campaigns for you. This article is for those who do advanced campaign setup. 

General information

Whenever a potential customer clicks on your ad it might be that he is potentially interested in your product or service but he simply doesn't have the time at that moment to actually make a purchase.

Subsequently, the customer forgets about your product or service. By setting up a Google Remarketing campaign you can remind your potential customer of your website by placing your ad on other websites, which the customer uses.


Google Remarketing allows you to maintain a connection with customers who had previously abandoned your website without making a purchase.

First steps

Under no circumstances should your remarketing ad contain personal or sensitive information. Remarketing campaigns are based on consumers' previous behaviours. However, it is tightly regulated to what extent personal user data can be collected and used. After having created a Google AdWords account you can set up remarketing campaigns for your products. emarketing creates these campaigns for you and fully optimizes them.

Remarketing tag

Prior to using Google Remarketing on your website, a short code snippet - the so-called remarketing tag -needs to be integrated into your website. Specifically, the tag needs to be present in respective product categories and individual product details. The remarketing tag can be integrated with just one click via the emarketing plugin for your shop system. Detailed information on how to use Google Remarketing and Google Remarketing tools by emarketing will be presented soon.

Bidding Strategies

It is crucial to follow a specific remarketing strategy. One of the simplest remarketing strategies would be to take all site visitors into account.

Additionally, you could categorize different website user groups.

  1. Users who only viewed your landing page.
  2. Users who abandoned their shopping cart. 
  3. Previous customers who made a purchase.

Remarketing lists can be created, tailored for these specific user groups. It can be precisely selected, how long users should remain in their respective lists. Subsequently, we adapt your remarketing strategy according to the different user groups.

  1. Top products are displayed to users who had previously simply viewed your landing page without taking further action.
  2. Products of their previous shopping cart are displayed to users again who had originally abandoned their shopping cart.
  3. Ads in connection with items that had previously been bought are displayed to previous customers.

That way emarketing optimizes your remarketing strategy. An intriguing introduction is Google's dynamic remarketing, which has become the standard way of how remarketing ads work. Product specific dynamic remarketing ads are displayed using product data from the product feed of Google Merchant Center.

If dynamic remarketing ads are placed correctly, your conversion rate might rise, leading to increased product sales. The potential customer is presented with ads containing specific information of products he had previously viewed.

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