Setting up your first AdWords remarketing campaign

Once you have installed your remarketing code and created various lists, now you need to create your remarketing campaign.

If you don’t know how to install your remarketing code and create lists, read this article and it should get you on track.

Setting Up A Remarketing Campaign in Adwords

It is best to create a separate and dedicated campaign, just for remarketing. If you are wanting to use multiple lists, best to put them either in a new campaign, or new ad group – definitely don’t group them together. Why? Because they will perform differently. So, by separating them, you will be able to compare their performance.

Step by step instructions on creating the remarketing campaign.

1. In the Adwords page, go to “All Campaigns”.

2. Select “+ Campaign” and choose “Display Network Only”.


3. Create a name for your campaign.

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4. Select no marketing objective, then select All Features.

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5. Setup your target location and budget for your campaign.


You will now need to setup ad groups based on the remarketing lists that you have created. The idea is to create an ad group per remarketing list that you have created (1 day, 7 days, 14 days, and so on). This will allow you, as mentioned above, to identify what specific duration people are interacting with your ads.

6. Give your Ad Group a name, and a bid for the ad group you’re setting up.

7. Make sure to select “Interests & remarketing” under “Choose how to target your ads”

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8. Click on “Select Category” and choose Remarketing lists.

9. Click “Save and Continue”.

10. You will then create the ads you want for the remarketing campaign. For image ads, be sure to upload images in different sizes to capture different ad placement format on websites.

Don’t forget….

  1. Add in the negative placement of – you can read what happens if you don’t in this case study: finding wasted ad spend
  2. Add in various category exclusions
  3. To include text ads as well, not just banners. But best put them in a different ad group.
  4. Add in banners of different sizes. Here are all the available banner sizes:
    • 320 × 50 Mobile leaderboard
    • 320 x 100 Large mobile banner
    • 468 × 60 Banner
    • 728 × 90 Leaderboard
    • 250 × 250 Square
    • 200 × 200 Small square
    • 336 × 280 Large rectangle
    • 300 × 250 Inline rectangle
    • 120 × 600 Skyscraper
    • 160 × 600 Wide skyscraper
    • 300 × 600 Half-page ad
    • 970 × 90 Large leaderboard
    • 240 × 400 Vertical rectangle
    • 970 x 250 Billboard
    • 300 x 1050 Portrait

We hope you find this article helpful – let us know how you go!

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