Retargeting shows your ads again to people who already visited your site. In Google Ads that needs two things: the Google tag on every page, and the lists it fills. ADs does both from the Audiences tab.
Where to find it:
Open Networks, Audiences and tags, then the Google section: 1. The Google tag on every page, and 2. Website visitors in Google Ads.
- The Google tag on every page:
- Press Read it again (Get my tag from Google Ads the first time). ADs reads your account's own tag, such as AW-1048275519, so it always matches.
- Tick Put the Google tag on every page of this site.
- Press Save.
Cookie consent shows whether a consent banner is asking visitors. For pages that are not part of this WordPress (other sites, HTML sales pages), open the line at the bottom and copy the snippet into their head.
- Website visitors in Google Ads:
Press Make these lists in Google Ads. ADs makes two lists, filled by the tag from then on:
- ResultsAiX ADs: all website visitors: everyone who visited any page in the last 540 days.
- ResultsAiX ADs: visitors who did not buy: visited, but never reached a thank-you page. The classic retargeting list.
Google starts filling them once the tag is on, and shows ads to a list once it has at least 100 people. Lists already made show a tick.
Using them in a campaign:
In any Google Search campaign, under section C, Your audiences, choose for each list:
- Watch: bid more for people who know you, without narrowing who sees the ads.
- Only them: show the ads to that list alone.
- Keep out: hide the ads from them.
What a list's label means:
In a campaign's audience boxes, each list shows what it is waiting for:
- Not made yet (Audiences tab): make it first.
- Sent: Google is still making it: Google collected your daily file in the last day and a half.
- Not in Google Ads yet: 1 step left (Audiences tab): Google collects the file but no list was made from it yet. The Audiences tab shows the exact step.
- Google refused it (Audiences tab says why): Google's reason is on the Audiences tab.
A list is found by its name, so keep the names ADs gives them (they start with "ResultsAiX ADs:").
Every audience in your Google Ads account:
- Every audience in your Google Ads account lists each audience with its Kind and Google's sizes for Display and YouTube, and for Search. The ones ADs made start with "ResultsAiX ADs:". Google rounds sizes and shows "under 1,000" for small lists. With the script, it is read every hour.
A real example:
On yoursite.com the Google tag is ON and both lists exist. Every audience in your Google Ads account shows all website visitors at 4,800 (Display and YouTube) and 2,900 (Search). The course campaign watches all website visitors and keeps buyers out.
Tips:
- Use Watch on all website visitors in every Search campaign. It costs nothing and helps bidding.
- Run a small campaign with Only them on visitors who did not buy, to bring back people who nearly bought.
