what asset is used to build a remarketing list?

by Mohammed March 03, 2021
what asset is used to build a remarketing list?

If you are wondering what asset is used to build a remarketing list in Google Ads, the answer is “Custom Segment”.

      • Custom Metric
      • Custom Report
      • Custom Dimension
      • Custom Segment (correct answer)

Technically, a JavaScript tag is placed in the backend of your website; when someone visits your page, a cookie is saved in their browser, which helps you track visitors and remarket them.


Why are Custom Dimensions, Metrics, and Reports not Used to Build a Remarketing list?

Dimensions are attributes of your website visitors. A dimension can be anything from a search term, demographic, traffic source, or a city name.

“Custom” refers to what you want to set as the dimension of your visitors. In other words, you choose your dimensions based on your requirements.

Metrics are quantitative. For instance, the total number of your website visitors.

Custom Reports are generated using custom dimensions and custom metrics. You chose one of each, at least, and decide how they should be shown.

So, the question “What asset is used to build a remarketing list?” has only one answer: Custom segment.

Using the power of remarketing and the custom segment feature in Google Ads, you can filter your audience and target a more specific group of people.

Let’s dive into the details of remarketing.


What is Remarketing?

It may be tempting to go for new customers and forget about the past ones; but, it’s a marketing mistake.

Remarketing lets you convert your one-time customers into long-term ones, so why waste the opportunity?

When someone lands on your website, a cookie is saved in their browser. It allows you to track the visitor and put yourself in front of them again, in the form of retargeting Ads.

So, if some of your website visitors are not taking the actions you want them to take, you can use retargeting to improve the chances of conversion.

For instance, you ran an ad for your product; someone searches in Google and lands on your page.

Now, even if that visitor bounces back without buying your product, you have the information you need to run a remarketing ad to convert that visitor into a buyer.

Most of the time, these visitors are unsure of whether to buy your product/service or not. A limited-time offer can create a sense of urgency in their minds.

Targeting them with a discount or a freebie for a limited time is a great idea to convert confused visitors. Or give them the information they want to land on a decision.


Importance of Remarketing

Most of your visitors won’t convert on their first visit. And if you don’t do something about it, your competitors will.

These visitors are interested in your business but leave without converting. A conversion could be signing up for an opt-in form or putting in some information. It doesn’t have to be a purchase.

One primary reason for your visitor bouncing back from your website is that they are thinking about their options.

Other reasons may include a sudden change of mind, not having enough budget or the intention of returning later on.

Disregarding the reason, missing out on retargeting can lose you many customers. So, don’t let your potential customers go that easy.


How is Custom Segment Used to Build a Remarketing List?

You can remarket your website visitors based on their actions on your landing page. You can divide them into different levels.

Each level would indicate a different activity. You can then target each level with a different strategy, which improves the chances of conversion.

Let’s take an example of an ecommerce store and see which levels we can apply to it:

Low-level – Someone lands on your website and bounces back without taking any action.

Mid-level – Visitor puts a product in their cart but leaves the site without purchasing.

Upper-level – Visitors who purchased from you in the past.

A conversion event doesn’t have to be a purchase. It can be signing up for a newsletter, downloading an e-book, or purchasing a product. It depends on your business model.

Using the custom segment feature in the Google Ads, you can either target low-level, mid-level, or upper-level visitors.

For instance, you can filter out the people that left their cart with a product.

You can create an ad for a particular group of people: Offering them a discount, free shipping, or a freebie to make them complete their transaction.

These are few effective ways to convert them.


How to Build a Remarketing List

You can build remarketing lists using various digital ad platforms like Google Analytics and Facebook.

Facebook allows you to put a pixel code on your website. Whenever someone lands on your website, a cookie is stored in their PC, and you can then retarget that visitor right within your Facebook Ads manager.

Facebook allows you to segment your audience based on different actions on your website, just like Google Ads.

Remarketing is a great way to maximize visitor conversion. While in traditional marketing, you put an ad in front of new prospects, remarketing lets you convert people that have already shown interest in your business.

This can prove to be quite lucrative for your business as it’s easier to sell to a warm lead.


Benefits of a Remarketing

Brand Recall

When you put your brand in front of prospects frequently, they can better recall your brand, which tends to improve brand awareness.

The main aim of any business is maximum conversions. The long-term benefit of building brand awareness is also improved conversions.

This is because prospects can easily recall your brand whenever they need something related to your business.

Improved Conversion

The fact that you can track visitors that land on your page lets you maximize your conversion rate.

This is because remarketing gives you a list of people that are interested in your business. They are warm leads that you can easily convert using retargeting Ads.

Detailed Targeting

Ad platforms like Google offer the opportunity to target your audience in detail. For instance, you can create an ad only for those people that have recently bought from you.

Studies show that the chance of selling to your existing customer is around 70%, while it’s just 5-20% for a new customer.


How to Create a Remarketing List in Google Ads?

Let’s look at how you can create a remarketing list in Google Ads.

1 . Go to your Google Ads account and click the tools icon at the top right corner of the page.


2. Click “Shared library”



3. Click “Audience manager”


4. Now, you have to add a list of your website visitors. Click the plus icon.


5. Add website visitors as your remarketing list


6. Now, put in a descriptive name for your website’s remarketing list.


7. “List members” let you select the type of visitors you want to target.


8. Select the rules in the “Visited Page” drop-down menu. This lets you divide the visitors based on words, dates, and more.


9. Select a list size. You can either collect the information of visitors from the last 30 days, or you can start a new one. “Membership duration” allows you to decide how long you want these members on your remarketing list.


10. You are now set to create your retargeting audience. Just click “Create Audience”.


Your marketing list will be created now in Google Ads.

Using Google Ads, you can track the actions taken on any of your website’s pages. Remember the answer to our question “what asset is used to build a remarketing list?” It’s a JavaScript tag that’s placed in the backend of that page.


Get the most of Remarketing

Keep in Mind the Intent

You should be mindful of the intent of the visitor before including a page in your remarketing strategy.

For instance, use a landing page with the “add to cart” button to convert the ready visitors to pull their wallet out. If they are not yet ready to buy, don’t put them on the checkout page.

Don’t retarget for Too Long

Using the membership limit option, you can filter out the people who don’t get converted after a certain period.

Let’s face it: If someone isn’t converting even after weeks, chances are they will not convert after that period either.

But, the membership period can vary depending on your budget and goals.

Give Incentives to Beat the Competition

Incentives like free shipping, limited-time discounts, and freebies tend to convert more. Give your visitors extra benefits to make them come back to you. This gives you an advantage over your competitors.


Final Thoughts

Custom segment” is the clear answer to the question “What asset is used to build a remarketing list”. And now you know how you can create a remarketing list in Google Ads.

Custom dimensions are attributes of your visitors, while custom metrics are quantitative data related to them.

Custom reports are what you use to display dimensions and metrics. So, they can’t be assets used to build a remarketing list.

Remarketing is different from marketing because you track and “retarget” an already warm lead. They are interested in your business or have bought from you already. It’s easier to convert them, which is why remarketing can significantly improve your conversion rate.


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