Sole trader

How ‘retargeting’ can amplify your marketing budget

By Ned Dwyer
Wednesday, 12 December 2012

feature-welcome-back-thumbRetargeting is the process of displaying advertising specifically to people who have already visited your website.


For example, (disclosure: the founders of 99designs’ are investors in Tweaky) is a heavy user of retargeting advertising. If you visit its website and then browse around other parts of the web you will start to see its advertising all over the place.


This means that your advertising is a lot more targeted than general display advertising.


Only people who have some interest in your products will see the ads and for that reason it's incredibly powerful.


One local company leveraging the power of retargeting is recruitment industry disruptor


"As a start-up/small business, perception is critical,” says founder Michael Overell.


“Remarketing helps you punch above your weight, in terms of online presence and visibility. The goal is to be everywhere, for the people who matter, on a shoestring budget. Remarketing has been a super effective way for us to do that."


The ads are displayed via Google’s advertising network as well as premium inventory networks like


The technology has been around for a while, but it has largely been seen as a niche marketing method instead of the highly effective conversion optimisation tool that it is.


Retargeting is incredible for one simple reason: It helps you to bring customers who have already shown an interest in your product or service back to your website, significantly increasing the chance that you will make a sale.



How does it work?


When a customer visits your website a simple web cookie is placed on their browser.


Now when they're viewing a website that displays advertising from Google or they will see ads you send to them.


You can segment who gets the advertising in a whole heap of ways including:

  • When they visited your website.
  • How many times they have visited your website.
  • What content they looked at on your website.
  • If they got to a "buy" page and left.
  • By demographics, including location and even gender.


    Setting up: How to install retargeting tags


    To get retargeting to work you’ll need to insert code onto your site. This can be a hurdle if you’re not technical but, thankfully, Google have launched Tag Manager, which makes this simple.


    Google Tag Manager allows website owners without technical expertise to insert snippets of code for services like retargeting quickly.


    You only need technical help once to install Google Tag Manager. From then on future tags for other services can be done via Google’s interface without tech support.


    Start your account tag manager account here.



    Setting up AdRoll


    Once Google Tag Manager is installed it’s time to create your retargeting account. There are many retargeting services but we recommend AdRoll.


    Google also have their own retargeting product but AdRoll has various added benefits.


    First go to AdRoll and create a free trial account. Once complete, the first screen you’ll see is a “create your campaign” page. Click on the AdRoll logo up the top left to skip this and go to the main dashboard.




    Story continues on page 2. Please click below.

    Setting up customer segments


    The first thing to do is select “Segments & Conversions” via the Manage Menu.




    Now click on the “Add New Segment” button (halfway down the page). This is where you define what pages you want to track.


    For example, an eCommerce site will track anyone who went to the shopping cart page but didn’t buy. So the two pages to track would be the shopping cart page and the payment success page.


    Create as many of these as you want for all the different pages you want to track.





    Create a campaign


    Now click on Launch a Campaign. Start with giving your campaign a name and click “Create”.


    After that, select “Retargeting” and set your weekly budget. We would suggest starting with at least $50-$100 to properly test out the campaign.




    Next decide who this campaign will target. In the example below, I’m targeting anyone who visited a product page but did not buy. I’m targeting the page “services product page” but filtering out “services payment success page”.


    This means anyone who has seen the product page but did see the payment success page will be served ads.


    I have ignored the “all visitors” segment because it doesn’t relate to who I’m targeting.




    The next step is uploading your banner ads. They should be 728x90, 300x250 or 160x600 in size.


    Last step is to pay for your campaign.


    Story continues on page 3. Please click below.

    Inserting retargeting tag


    Before everything kicks off you’ll need to insert the retargeting tag on your site. Hover over the “Manage” menu tab and click on “Retargeting Pixel”.




    You’ll see the retargeting code to insert on your site. If you’ve installed Google Tag Manager just copy this code and paste it within a new tag. You’re all done!




    Tomorrow, Ned will outline some tips on how to create a great remarketing campaign, as well as highlight five key reasons why your start-up may want to use this type of strategy.


    Ned Dwyer is a digital marketer and entrepreneur. He is the founder of, a marketplace for website customisation.


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