The primary step in using remarketing, and also the most important parameter to a successful remarketing campaign, is placing the remarketing tags on your website.
Setting the tags is all about identifying different segments of your users. This enables you to target your ads with messages personalized to these segments.
Your overall approach in setting these tags is that every tag you create should correspond to a segment of users with certain characteristics.
If setting a tag does not give any exclusive and valuable information about the users visiting that page then the tag will have no effect in you remarketing.
Below I have listed some examples of where to place your remarketing tags for creating valuable audiences to use in your remarketing campaigns.
Please note that all remarketing mechanisms are individual to each business, its products, customers and website. So I give no guarantee that all of the provided remarketing tips will work out for your site - but they are definitely worth testing.
Inside Your Conversion Funnel
A classic place to collect remarketing lists is at the different steps in your conversion funnel. If a visitor has already begun his journey down your conversions funnel but exits, chances of getting him back into the funnel and converting are usually bigger than for visitors who have never entered this funnel.
Strong messages to these users would be offering them discounts or free delivery, but less can also do the trick.
A usual limitation you encounter when placing tags deep in your funnel is that the lists might get to small to have any significant traffic. So remember to monitor and increase your list sizes.
If you have a remarketing tag behind a login the users in this list will be your existing members, customers etc. If within your members area you also have areas only available to certain types of members, placing tags there will identify these users. A bit of custom coding would also enable you to automatically set the right tags according to type of membership.
Such a list would prove valuable in targeting existing members with messages concerning the benefits of upgrading to next membership level or retention initiatives towards your best customers.
On All Pages
Putting a remarketing tag on your front page or even better at all your pages (since not everybody comes via the home page) gives you the ability to target all previous visitors.
However another approach I have found valuable is using this list as a negative list in combination with for example a contextual display targeting. By doing this you are able to target new users who have not visited your site before.
By putting a remarketing tag inside your newsletter you create a segment containing your current newsletter subscribers which can be targeted or used as a negative list for newsletter signup campaigns.
On Related Sites
Also remember to extend your remarketing list to all your accessible web properties and not limiting yourself to the site that you use AdWords to promote. Putting remarketing tags on your partners sites, your Facebook page, on external blog posts etc. can also prove very valuable segment to use in your remarketing campaigns. Note that you are also able to share remarketing lists between separate AdWords accounts but you need AdWords support people to do this for you.
More On Remarketing:
I have over 10 years of experience within online marketing from both the "buyer" and "seller" side of the online marketing table. My buying experience is from managing various online marketing projects in Nykredit, one of the largest financial companies in Denmark. My selling experience is from my current position as founder and COO in Marketing Lion an online marketing agency specializing in search marketing with offices in London and Copenhagen.