Google AdWords™ For Dummies®, 3rd Edition

Basic Remarketing

In basic remarketing, you set up a single campaign and create a single remarketing audience: everyone who has visited your website. Your ads will follow those prospects around the web for a specified length of time, and you'll measure the effectiveness of those ads.

Set up a remarketing campaign

You can either create a new campaign from scratch, or clone an existing one using AdWords Editor (see Chapter 10). The advantage to cloning is that you don't have to retype your ads or change your geographic settings; the disadvantage is that you have to delete all keywords and any ad groups that aren't relevant to your remarketing efforts. For the sake of simplicity, say that you'll create a new campaign from scratch.

1. Create your new campaign (see Chapter 2) and add the word Remarketing to the campaign name so you can find it easily during ongoing account management.
2. Under the Networks and Devices setting, select Display Network only, and select the Show Ads on Pages That Match the Broadest Targeting Method radio button.
3. Under Bidding and Budget settings, select Manual Bidding for Clicks and set a budget that you're comfortable with.
4. Under the Advanced Settings, find Ad Delivery. Under Ad Rotation, select the radio button for Optimize for Conversions: Show Ads Expected to Provide More Conversions.
5. For Frequency Capping, select the No Cap on Impressions radio button.

   This means you set no limit on the number of times someone can see your ad in a given time period.