Objective:

To create and manage effective remarketing tag ads on Google Ads to re-engage users who have previously visited the website and encourage them to convert.

Prerequisites:

• Access to Google Ads account.
• Access to the website’s codebase to install the remarketing tag.
• Basic understanding of Google Ads and remarketing concepts.

1. Setting Up Remarketing Tag

1.1 Log in to Google Ads

1. 1. Navigate to Google Ads.
   2. Log in with your credentials.

1.2 Create a Remarketing Tag

1. 1. From the Google Ads dashboard, click on the tools icon in the top right corner.
   2. Under the “Shared Library” section, select “Audience Manager.”
   3. In the left-hand menu, click on “Audience Sources.”
   4. Select “Google Ads tag” and click on “Set up tag.”

1.3 Install the Remarketing Tag

1. 1. Choose between using Google Tag Manager or installing the tag manually.
      • Google Tag Manager:
        • Follow the instructions to add the Google Ads remarketing tag using Tag Manager.
      • Manual Installation:
        • Copy the provided code snippet.
        • Paste the snippet just before the closing </head> tag on every page of your website.

1.4 Verify Tag Installation

1. 1. Use the Tag Assistant Chrome extension or the Google Ads interface to verify the tag is firing correctly on your website.

2. Creating Remarketing Lists

2.1 Define Audience Segments

1. 1. In the Audience Manager, go to the “Audience Lists” tab.
   2. Click on the “+” button to create a new remarketing list.
   3. Name your list and define the audience by specifying rules (e.g., visitors to a specific page, visitors who spent a certain amount of time, etc.).
   4. Set the membership duration and any other relevant settings.
   5. Save the list.

2.2 Ensure Sufficient Audience Size

1. 1. Make sure your audience lists are large enough to meet Google’s minimum requirements for serving ads.
   2. Monitor the growth of your audience lists over time.

3. Creating Remarketing Campaigns

3.1 Create a New Campaign

1. 1. In Google Ads, click on the “+” button to create a new campaign.
   2. Select your campaign goal (e.g., Sales, Leads, Website traffic).
   3. Choose “Display” or “Search” as your campaign type.
   4. Name your campaign and set your budget and bidding strategy.

3.2 Set Up Ad Groups

1. 1. Define your ad groups based on the different remarketing lists created.
   2. For each ad group, select the corresponding remarketing audience from the “Audience” section.

3.3 Create Remarketing Ads

1. 1. Click on the “Ads & extensions” tab.
   2. Click on the “+” button to create a new ad.
   3. Choose the ad format (e.g., Responsive display ad, text ad).
   4. Create the ad by entering headlines, descriptions, images, and any other required elements.
   5. Preview the ad to ensure it looks good on different devices.

3.4 Set Targeting and Bidding

1. 1. Adjust targeting options to refine who will see your ads.
   2. Set bid adjustments to prioritize specific audience segments if necessary.

4. Monitoring and Optimization

4.1 Track Performance

1. 1. Regularly check the performance of your remarketing campaigns in the Google Ads dashboard.
   2. Monitor key metrics such as CTR, conversion rate, and ROI.

4.2 Optimize Campaigns

1. 1. A/B test different ad creatives and messages.
   2. Adjust bids and budgets based on performance.
   3. Refine audience segments to target more effectively.

4.3 Reporting

1. 1. Generate and review regular reports to understand the impact of your remarketing efforts.
   2. Share insights and results with relevant stakeholders.

5. Compliance and Privacy

5.1 Adhere to Privacy Policies

1. 1. Ensure compliance with Google Ads policies and local regulations regarding remarketing.
   2. Provide users with clear information about your use of remarketing and how they can opt-out.

5.2 Update Privacy Policy

1. 1. Update your website’s privacy policy to include information about your remarketing practices.
   2. Include instructions for users on how to opt out of remarketing ads.

By following this SOP, you can effectively set up and manage Google Ads remarketing tag campaigns to re-engage visitors and drive conversions.