*** UPDATE ***
You can get our funky new WordPress Plugin – WPremarketing – here.
You’ll need to know a little ‘widget logic’ but examples are provided on the plugin page once you upload the zip file to WordPress
Step by Step guide to setting up remarketing – ensure before you start that the strategy is known. It’s the strategy that will make or break a remarketing campaign.
Ensure the audiences tab is displayed (just makes life easier)
click audiences tab
then ‘add audiences’
ignore the campaign/adgroup section (for now) & click ‘create & manage lists
add a new remarketing list
give the new list a sensible name & set the membership duration. click save
the ‘tag’ is the code snippet you need to add to the web pages (you may need to refresh the screen to see this)
copy & paste the code snippet into a text file & send this to the web master. The strategy will determine which pages this needs to be added to.
next, you’ll create the campaign to target that remarketing list & actually show the ads
give the new campaign a sensible name (probably containing the word remarketing!)
Set the location to a wider area than normal. If you usually target a state, target the whole country. If you normally target a country, target ‘all countries’. This gives the campaign more room to work
set networks to Display Network & choose the ‘entire network’ option
If you like, turn off smartphones – typically iPad traffic will convert at a similar rate to desktops, so leave that enabled
start by bidding CPC & set your budget
next, add an AdGroup
don’t enter any keywords – this would limit the available impressions too much
set your adgroup bids – the display network bid will be the default for your remarketing ads (since they shown on the GDN)
you’ll need to add Ads – however it’s far easier to do this separately in AdWords Editor
Next, you’ll need to tell the remarketing campaign which audiences to show ads to. Click the Audiences tab
find the appropriate list & click add – more advanced strategies can make use of custom combinations of lists. Click Save – you’re done.