In this exercise, you will learn how to set up a retargeting campaign from scratch. We will guide you through the process step-by-step, ensuring you understand each part of the setup. By the end of this exercise, you should be able to create a basic retargeting campaign using Google Ads.

Before setting up your campaign, it's crucial to define what you want to achieve. Common objectives include:

• Increasing website traffic
• Boosting conversions
• Enhancing brand awareness

If you don't already have a Google Ads account, follow these steps:

1. Go to Google Ads.
2. Click on "Start Now" and follow the instructions to create your account.

1. Log in to your Google Ads account.
2. Click on the "Campaigns" tab on the left-hand side.
3. Click the "+" button to create a new campaign.
4. Select your campaign goal (e.g., "Sales," "Leads," "Website traffic").
5. Choose "Display Network" as your campaign type.
6. Select "Standard display campaign."

1. Name your campaign (e.g., "Retargeting Campaign").
2. Set your location targeting to where your audience is located.
3. Choose your language settings.
4. Set your bidding strategy (e.g., "Maximize conversions").
5. Set your daily budget (e.g., $10/day).

1. Click on "Audiences" in the campaign settings.
2. Select "Browse" and then "How they have interacted with your business."
3. Choose "Website visitors."
4. Define your audience based on specific actions (e.g., visited a specific page, added to cart but did not purchase).

1. Name your ad group (e.g., "Retargeting Ad Group").
2. Set your targeting options (e.g., demographics, interests).
3. Set your bid amount for the ad group.

1. Click on "Ads & extensions" in the left-hand menu.
2. Click the "+" button to create a new ad.
3. Choose "Responsive display ad."
4. Upload your images and logos.
5. Enter your headlines and descriptions.
6. Preview your ad to ensure it looks good on all devices.

1. Review all your settings to ensure everything is correct.
2. Click "Save and continue."
3. Launch your campaign.

Set up a retargeting campaign using the steps outlined above. Use the following parameters for your campaign:

• Objective: Increase website traffic
• Daily Budget: $15
• Location: United States
• Language: English
• Audience: Users who visited the product page but did not make a purchase
• Ad Group Name: Product Page Visitors
• Bid Amount: $1.50
• Ad Type: Responsive display ad
• Headlines: "Don't Miss Out!", "Come Back and Save"
• Descriptions: "Check out our latest offers", "Exclusive deals just for you"

1. Log in to your Google Ads account.
2. Create a new campaign with the goal of "Website traffic."
3. Choose "Display Network" and "Standard display campaign."
4. Name your campaign "Retargeting Campaign."
5. Set your location to "United States."
6. Set your language to "English."
7. Choose "Maximize conversions" as your bidding strategy.
8. Set your daily budget to $15.
9. Create your audience for users who visited the product page but did not purchase.
10. Name your ad group "Product Page Visitors."
11. Set your bid amount to $1.50.
12. Create a responsive display ad with the provided headlines and descriptions.
13. Review all settings and launch your campaign.

• Incorrect Audience Definition: Ensure you correctly define the audience based on specific actions.
• Budget Mismanagement: Set a realistic daily budget that aligns with your campaign goals.
• Poor Ad Design: Make sure your ads are visually appealing and have clear, compelling messages.

• Use High-Quality Images: Ensure your images are high-resolution and relevant to your ad.
• A/B Testing: Test different ad variations to see which performs best.
• Monitor Performance: Regularly check your campaign's performance and make adjustments as needed.

By following these steps, you should now have a basic retargeting campaign set up in Google Ads. This exercise helps you understand the fundamental aspects of creating and managing a retargeting campaign. In the next exercise, you will learn how to create personalized ads to enhance your retargeting efforts.