Ultimate Guide to Retargeting (Adwords, Facebook, Twitter +)

Learn how to setup remarketing or retargeting on Adwords, YouTube, Facebook, AdRoll, PerfectAudience & Google Analytics.

Created byZaid Ammari

Last updated 2/2022

English

English [Auto],

What you'll learn

Ability to setup remarketing/retargeting on Adwords, YouTube, Facebook, AdRoll, PerfectAudience, Google Analytics and Google Tag Manager
Start setting up remarketing campaign yourself
Ability to measure & report on retargeting/remarketing campaigns
Become a consultant on retargeting/remarketing campaign setup and optimization
Become an EXPERT in all areas of retargeting/remarketing
Ability to optimize and guide others on retargeting/remarketing best practices

Course content

9 sections • 43 lectures • 2h 28m total length

Introduction to the course!1:39
Some of the Terminology that is used in this course!

GDN: Google Display Network. This refers to ads run through the Google Display Network on eligible sites that are running adsense. The below is quoted from the Google Display Network about us page:

"The Display Network is a collection of websites -- including specific Google websites like Google Finance, Gmail, Blogger, and YouTube -- that show AdWords ads. This network also includes mobile sites and apps. If you've ever seen an AdWords ad on your favorite news site or in your Gmail account, and wondered how it got there, now you know: websites like these are part of the Google Display Network"

Conversions: This means your main goal, which could be a sale, completion of a lead form, click to chat action, signup, etc..

Banners: These are image ads, rather than just text ads

Audiences/Audience list: These are the users that will be retargetted/remarketed with your ads

Cookies: Small piece of data sent from a website and stored in a user's web browser while the user is browsing that website. Every time the user loads the website, the browser sends the cookie back to the server to notify the website of the user's previous activity

Cost Per Click: The amount you pay when someone clicks on your ad. Each channel will have a different CPC based on your competition and audience list you created.

Direct Traffic: Traffic that types your URL in the browser and goes to your site directly. They would have known your URL or copied & pasted into their browser.
What is retargeting/remarketing & how does it work?1:12
Explore how retargeting and remarketing follow past visitors with targeted ads across the web by using on-site cookies that drop when users leave without purchasing.
Why is it so important? It definitely is!2:09
Discover why retargeting keeps your brand top of mind and builds trust as users see your ads across sites. It offers a cheap PPC strategy and grows organic traffic.

Introducing Google Tag Manager (GTM)1:06
Setting up Google Tag Manager1:57
Placing your code on your page

The best place for GTM (Google Tag Manager) code is at the beginning of the body tag. You can have it in the head if that is the only place you can place it. Reason why its in the body is because we want to make sure some of the page loads before our codes start firing.

For Wordpress User. The Google Tag Manager Plugin link in attached.

To install your container. Follow these steps;

Install Plugin >> Go to Wordpress Settings >> GTM >> Copy and paste your ID. The ID will start with "GTM-"
Testing our implementation (QA)2:46
There are two main methods to check whether your code is setup correctly.

1. Use a browser plugin called "Ghostery" (link attached)

2. Check your source code and look for the code.
How to use Google Tag Manager1:10
How to create tags and publish them:

1. Create new tag

2. Name your age

3. Choose the Product (if you can't find your channel in the defaults, then you can copy & paste your code using the custom HTML option)

4. Configure tag and add the ID or other details that are required

5. Fire on all pages

6 Publish the container (top-right hand corner)

7. Hit “Publish Now” again until you see success screen

Tags = The pieces of code that will go on your website.

Installing the Adwords Tag!2:50
Install the Google Ads remarketing tag via Google Tag Manager by copying the conversion ID, creating the tag, and triggering it on all pages, then publish changes.
Testing our Implementation1:12
There are two ways to check your code is implemented correctly.

1. Use browser plugin called "Ghostery". (link attached)

2. Go to you Adwords account >> Shared Library >> Look at the top right hand corner (in the remarketing code box) and check whether Adwords has seen your code active.
Creating Audience Mindset Maps4:00
Audience Mindsets will make it easier to setup the Retargeting audience lists. It will also help you to budget for creatives.
Setting up simple audience lists6:58
For the Ads - you can find more about that in Section 8, which is all about ads.

To check how large your cookies base or list size is. Head over to the Shared Library >> Audiences and look under the column labeled “List size - Display Network”. You will need to have at least 100 users on the lists before your remarketing campaigns start running. (That is Google's policy)
Setting up custom combinations4:55
For the Ads - you can find more about that in Section 8, which is all about ads.
To check how large your cookies base or list size is. Head over to the Shared Library >> Audiences and look under the column labeled “List size - Display Network”. You will need to have at least 100 users on the lists before your remarketing campaigns start running. (That is Google's policy)

Introducing the different YouTube campaign types3:07
Explore YouTube remarketing through different campaign types, including in-stream, bumper, non-skippable in-stream, ad sequence, and YouTube search. Learn how high-quality videos boost recall and trust for retargeting campaigns.
Setting up audiences & brief intro how to setup different campaign types3:18
Setting up YouTube Retargeting Campaigns9:04
Companion Banner Specs:
Dimensions: 300x60 pixels on YouTube, 300x250 pixels on the Google Display Network.
Maximum file size: 150KB.
Setting up Video Search Retargeting5:20
Set up YouTube search retargeting campaigns with cost-per-view bidding, focusing on YouTube search results, and configure budgets, frequency caps, and retargeting lists for United States and Canada.

AdRoll or Perfect Audience?3:23
Compare ad retargeting platforms AdRoll or Perfect Audience for Google Display Network, Facebook, Instagram, Twitter, and email retargeting; note minimum 250 visitors per week and learn setup steps across platforms.
Basic AdRoll Setup & Connecting Accounts4:56
Sign up for an AdRoll account and obtain the remarketing pixel. Install the pixel on all pages via Google Tag Manager, publish the container, and verify the tag.
Adding AdRoll Tag to Google Tag Manager3:57
Set up the AdRoll retargeting tag in Google Tag Manager, copy the agile pixel and advertiser/pixel IDs, configure a tag to fire on all pages, and publish the new version.
Creating our simple audience lists4:46
Setting up Composite Audiences3:15
Setting up Web (Google Display Network) campaigns5:57
Setting up Social (FaceBook + Instagram) campaigns3:43
Set up a single Facebook and Instagram campaign with a website traffic objective. Use multiple ad groups, exclude converted users, and launch after connecting pages.
Setting up Email campaigns5:05
IMPORTANT NOTE: This video was produced but was never uploaded until now (after a student pointed out the lecture was missing). The AdRoll interface might have changed since then but you should be able to get the general principles from the video.

Setting up the retargeting code!2:15
Explore dynamic retargeting with perfect audience, covering web, Facebook, Twitter, and YouTube retargeting, and learn to set up remarketing in Google AdWords for YouTube campaigns.
Setting up audience lists5:47
Create and manage audience lists for retargeting using path, blog, and email pixel options; define conversion audiences with a thank-you url and per-user counting to boost campaigns.
Setting up campaigns and settings5:41
Introducing Perfect Audience Connect Feature1:20
Explore the Perfect Audience connect feature to partner with other marketers, retarget using their audiences, and boost traffic, conversions, and your list size.

Setting up Google Analytics Tracking Code & checking installation3:48
Set up Google Analytics tracking code and verify it fires on all pages with real-time data. Configure the tracking ID in Google Tag Manager and prepare remarketing audiences for AdWords.
Creating advanced analytics remarketing lists + custom combinations8:23
Connect your Google Analytics and Google Ads accounts to build precise remarketing audiences. Create advanced, rule-based lists using page conditions and organic traffic segments, then publish them to Google Ads.
Setting up Smart audience lists2:52
Create smart lists in Google Ads by linking Google Analytics goals, letting Google's machine learning generate similar, conversion-based audiences; publish, budget carefully, and allow 24 hours for data to collect.

Why do banners & ads have their own section?1:13
Explore why banners and ads deserve their own section, showing how relevant banners, ads, and videos boost retargeting campaigns with channel-specific guidelines for Facebook and Google.
DFY Responsive Image Ads2:31
How to get Ad/Creative ideas from your competitors2:44
Google Display Network Text Ads5:16
Components of Text Ads
Tip: Punctuate your description lines so that Google may fit your ads in more areas that a larger description line doesn't fit it in. I noticed more clicks on my ads once I added punctuations.
Examples of Call to action:
- Register today!
- Try it free!
- Start your trial today
- Join now
- Talk to an expert
- Purchase today
- Try us free!
Tip: Don't use the word “click” in text ads. People have exhausted this CTA (Call to Action) and Adwords has updated their regulations about that.
Google Display Network Image Ads3:47
Sizes you should focus on (very popular on Google's partner sites):
728x90, 300x250, 160x600, 336x280, 250x250, 200x200, 468x60, 120x600
YouTube Video Ads2:56
Tip: Keep your videos no more than 30 seconds
Companion Banner Specs:
Dimensions: 300x60 pixels on YouTube, 300x250 pixels on the Google Display Network.
Maximum file size: 150KB.
AdRoll Ad Guidelines5:50
AdRoll Ad Format Overview: https://help.adroll.com/hc/en-us/articles/214806408-Ad-Format-Overview
Perfect Audience Ad Guidelines1:46

How come there are no impressions in my account?2:00
Learn how to fix no impressions in retargeting campaigns by verifying pixel setup, ensuring at least 1,000 users on audience lists, checking for disapproved ads, and adjusting bids.
My ads are showing but are not converting - what's wrong?1:05
What are view-through conversions?0:58
Explore how view-through conversions work when a user sees a retargeting banner and later converts on the site.
What will happen if my competitor starts doing retargeting as well?0:44
When competitors start retargeting, bidding rises as competition for ad space grows. Raise your bids to keep your ads visible as cost per click rises and you win more impressions.

Requirements

Internet access

Description

This course has been carefully designed to explain retargeting/remarketing in all its aspects including setup, launch, optimization and best practices to creating and launching the most effective campaigns for maximum conversions/sales/lead collection. After taking this course you WILL become an expert on retargeting/remarketing.

Find what opportunities there are on Google, Facebook, YouTube, and AdRoll to reach your existing audience!
See how to use Google AdWords for conversions with live hands on advertising campaign creation for online sales using remarketing campaigns through Google Analytics targeted at previous website visitors and previous YouTube channel viewers.
Explore retargeting ads on Facebook, YouTube, and AdRoll with hands on tutorials showing you exactly how to make your ads and optimize them!

Why take this course?

There are many advantages to learning about retargeting/remarketing, especially in this course as it covers EVERY LITTLE aspect of the subject. Some of the advantages of taking this course:

Reach your existing audience on Google, Facebook, YouTube, Twitter, Perfect Audience, Google Analytics and even Google Tag Manager.
Earn additional income from your website (website owners)
Get paid for setting up retargeting/remarketing campaigns (marketers)
Get paid for optimizing and trouble-shooting other peoples retargeting/remarketing (marketers)
Become a consultant on retargeting/remarketing & start earning more (marketers)
Grow & expand your business & brand (website owners)
Save money and setup retargeting/remarketing without paying ad agencies a single dollar (marketers)

Are there any prerequisites?

There are NO prerequisites to taking this course. You don't need to know code, paid marketing or ANYTHING in digital marketing to take this course. Having a website is definitely a plus, however is not required. The course is designed for all user levels and is structured in the most effective way possible for maximum learning and implementation.

Material & Follow-up

Each and every section contains downloadable material that will help you remember and better expand your knowledge in the subject. The downloadable material is there to assist and confirm what you have learned. Every section contains video, audio and live presentations to help you become an expert in the subject quickly. I have also made sure that all my students will have the ability to interact with me and ask me any questions that they feel are necessary to grow their knowledge.

This is not your ordinary course! This course is designed from beginning to end with the intention to get you to become an expert/consultant in this area. Retargeting/remarketing has long been a best kept secret by agencies and expert marketers, however that's all about to change.

Hope to see in the course! :-)

Who this course is for:

Digital marketers in all levels
Small business owners
Affiliate marketers
Digital consultants
SEO experts & specialist
Web developers
Advertising agencies

Ultimate Guide to Retargeting (Adwords, Facebook, Twitter +)

What you'll learn

Explore related topics

Course content

Introducing Remarketing aka Retargeting3 lectures • 5min

Setting up Google Tag Manager4 lectures • 7min

Setting up Adwords (GDN)5 lectures • 20min

Setting up YouTube Remarketing4 lectures • 21min

Setting up AdRoll (Facebook + GDN + Insta + Email)8 lectures • 35min

Setting up PerfectAudience (Facebook + Twitter + GDN)4 lectures • 15min

Setting up Google Analytics Remarketing3 lectures • 15min

Banners, Video Ads and Creative Assets8 lectures • 26min

Post Launch Issues & Questions (Recap)4 lectures • 5min

Requirements

Description

Who this course is for: