Google AdWords™ For Dummies®, 3rd Edition

Setting Up Remarketing

Remarketing should be done in its own dedicated campaign. That way, you maintain maximum control, keep it simple, and avoid mixing traffic that should be kept separate.

We'll cover three flavors of remarketing: basic, product-based, and behavioral. We highly recommend starting with basic, even if you are a hyper-intelligent Time Lord from the planet Gallifrey (yes, another Doctor Who reference). The initial steps for all three types are the same, and you need a traffic threshold before remarketing kicks in at all. And for many businesses, basic remarketing is all you'll ever need. Even if you've read this far and haven't yet bid on a single keyword or sent a single AdWords visitor to your site, you can have remarketing set up and working within an hour without ever touching the rest of AdWords.