The importance of a good retargeting campaign

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What is Retargeting and why is it important?
Retargeting is a digital marketing strategy that consists of showing ads to users who have previously interacted with our website with the aim of recapturing their attention and increasing conversions and, ultimately, sales.

How to create retargeting lists in Google Ads?
Retargeting is managed from the Google Ads platform itself, but the data comes from Google Ads or Google Analytics 4. In addition, Google Analytics 4 offers data from different channels such as paid, organic, direct, among others.

Creating retargeting lists is relatively simple, but as we narrow down the target audience, it can become more difficult.

To create retargeting audience segments in Google Ads, go to the audience manager, fast food email database list which you can find in the tools section, and click on the blue “+” button.



Within the Google Ads platform we will observe different options:

Website Visitors
Application Users
YouTube users
Client List
Google Analytics
Lead Form Segment
All of the options are very useful, but in this article we will focus on two: Website Visitors and Google Analytics. However, the App Users and YouTube Users options are very similar to the website option.

Website Visitors
Within Website Visitors, we will put the name of the audience segment and generally we will leave the option “Website Visitors”. The other option “Website Visitors with specific tags” is used to add options that include different websites, for example, through a conversion (contact, registration, purchase, etc.).



In the actions section, we will select the days of affiliation since the user has visited the page. If we leave it like this, we will be targeting all users who have visited any web page. With the button to further define the action, we can add retargeting to specific pages of the website. With the “add action (AND)” or “add action (OR)” button, we can tell it to include all users who have visited a specific page (AND) and also another page, or all users who have visited a specific page (OR) some other page.

On the other hand, we can exclude actions, for example, to avoid users who have visited a specific page.

With these simple steps we would have finished this process.

Google Analytics


First, we select Google Analytics, add the property and click continue. If the property does not appear, we will first need to link it.

Win customers!
Once inside, we can create the audience from scratch or use a reference. In the references we have four sections: General, Internet and telecommunications, templates and predictive. Within each section there are different options with their relevant settings, for example, demographic groups.


Example of demographic groups

We will see how to create a custom audience from scratch. To start, we will click on start an audience from scratch and from there we will configure the remarketing list:

We add a new condition, that is, an event, dimension or metric. For example, the page path dimension.
We added a filter to define parameters, for example, specifying the “/blog” page path.
If necessary, we can also add “AND” or “OR” to detail other variables such as age, city, country, events, among many others.
On the other hand, instead of “AND” we can add “inclusion groups” or “inclusion sequences”.
If we want to exclude any segment of the audience, we will do so by temporarily or permanently excluding the audience.
Finally, in the sidebar we will add the duration of the membership.