Google Ads Remarketing: Kompletan Vodič [2026]

TL;DR

Remarketing (retargeting) vam omogućava da prikazujete oglase ljudima koji su već posetili vaš sajt ili interagovali sa vašim biznisom. To je najisplativiji tip Google Ads kampanja sa CTR-om 2-3x višim od cold traffic-a i CPA 50-70% nižim. Ključ uspeha je segmentacija — ne tretirajte sve posetioce isto. U ovom vodiču naučićete kompletan setup, segmentaciju i strategije za maksimalan efekat.

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Šta Je Remarketing

Remarketing (ili retargeting) je strategija koja vam omogućava da prikazujete oglase ljudima koji su već:

• Posetili vaš sajt
• Koristili vašu aplikaciju
• Gledali vaše YouTube video-e
• Dali vam email adresu
• Interagovali sa vašim oglasima

Kako funkcioniše

1. Korisnik poseti vaš sajt
         ↓
2. Google tag "označi" korisnika cookie-jem
         ↓
3. Korisnik napusti sajt bez konverzije
         ↓
4. Korisnik pretražuje Google ili gleda YouTube
         ↓
5. Vaš remarketing oglas mu se prikazuje
         ↓
6. Korisnik se vraća i konvertuje

Remarketing vs Prospecting

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Zašto Remarketing Radi

1. Familiarity Effect

Ljudi preferiraju brendove koje prepoznaju.

2. Multiple Touchpoints

Remarketing obezbeđuje dodatne touchpoint-e.

3. Intent Already Shown

Ko je posetio vaš sajt već je pokazao interes.

4. Timing

Targetirate ljude u različitim fazama odlučivanja.

Statistika

• 96% posetilaca napusti sajt bez konverzije
• Remarketing povećava conversion rate za 50-70%
• Cart abandonment remarketing vraća 10-15% napuštenih korpi
• Average ROI za remarketing: 300-500%

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Tipovi Remarketing Kampanja

• Standard Remarketing (Display): baneri na GDN
• RLSA: remarketing na Search-u
• Dynamic Remarketing: proizvodi koje je korisnik gledao
• Video Remarketing: YouTube audience
• Customer Match: email lista
• Similar Audiences: lookalike publika

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Setup: Kako Postaviti Remarketing

Korak 1: Google Ads Tag Setup

Opcija A: Google Ads Tag

1. Google Ads → Tools & Settings → Audience Manager
2. Kliknite Audience sources
3. Pod Google Ads tag, kliknite Set up tag
4. Izaberite opcije (standard/dynamic)
5. Kopirajte tag kod
6. Instalirajte na svaku stranicu sajta (u head)

Opcija B: Google Tag Manager (preporučeno)

1. Kreirajte novi Tag u GTM
2. Tag type: Google Ads Remarketing
3. Unesite Conversion ID
4. Trigger: All Pages
5. Publish

Korak 2: Povežite Google Analytics

1. Google Ads → Tools & Settings → Linked accounts
2. Kliknite Google Analytics (GA4)
3. Povežite property
4. Omogućite remarketing

Korak 3: Verifikujte tag

1. Audience Manager → Audience sources
2. Status treba da bude "Active"
3. Proverite da li se lista puni

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Kreiranje Remarketing Lista

Tools & Settings → Audience Manager → Audience lists → +.

Tipovi lista

1) Website visitors
URL contains: /
Membership duration: 30 dana

2) Specific page visitors
URL contains: /products/
Membership duration: 14 dana

3) Visitors who didn't convert
All visitors MINUS Thank you page visitors
Membership duration: 30 dana

4) Cart abandoners
URL contains: /cart/ MINUS /thank-you/
Membership duration: 7 dana

5) Past converters
URL contains: /thank-you/
Membership duration: 180 dana

Minimum veličina liste

Membership Duration

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Segmentacija Strategije

Funnel-based segmentacija

TOP FUNNEL: Svi posetioci
- Generalni awareness
- Niži bid, širi reach

MID FUNNEL: Product/service page viewers
- Srednji bid, relevantna poruka

BOTTOM FUNNEL: Cart abandoners / Pricing
- Visok bid, urgency/ponuda

POST-PURCHASE: Kupci
- Cross-sell, upsell

Time-based segmentacija

Behavior-based segmentacija

Primer kompletne segmentacije

Campaign: Remarketing
│
├── Ad Group: Cart Abandoners (1-7 days)
│   ├── Lista: /cart/ visitors - /thank-you/
│   ├── Bid: Highest
│   └── Message: "Završite kupovinu - 10% popust"
│
├── Ad Group: Product Viewers (7-14 days)
│   ├── Lista: /products/ visitors
│   ├── Bid: High
│   └── Message: "Proizvod koji ste gledali"
│
├── Ad Group: All Visitors (14-30 days)
│   ├── Lista: All visitors - converters
│   ├── Bid: Medium
│   └── Message: "Zašto izabrati nas"
│
└── Ad Group: Past Customers (90-180 days)
    ├── Lista: /thank-you/ visitors
    ├── Bid: Medium
    └── Message: "Novi proizvodi za vas"

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Display Remarketing

Kreiranje Display kampanje

1. New campaign → Goal: Sales ili Leads
2. Campaign type: Display
3. Standard display campaign
4. Audience: remarketing liste
5. Targeting (ne Observation)

Creative best practices

Ad sizes (obavezne):

• 300x250
• 728x90
• 160x600
• 320x50
• 300x600

Responsive Display Ads:

• Upload: logo, slike, headlines, descriptions
• Google automatski kreira kombinacije

Creative tips:

• Jasna ponuda/benefit
• Strong CTA
• Brand recognition elementi
• Urgency ako relevantno

Frequency Capping

Preporuka: 3-5 impressions po danu, 15-20 nedeljno.

Campaign Settings → Additional settings → Frequency capping

Bid Strategy

• Target CPA — ako imate dovoljno konverzija
• Maximize conversions — za početak
• Manual CPC — za punu kontrolu

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RLSA (Remarketing Lists for Search Ads)

Dve strategije

1. Bid Adjustments

1. Otvorite postojeću Search kampanju
2. Audiences → + → Izaberite remarketing listu
3. Setting: Observation
4. Bid adjustment: +20% do +100%

2. Separate Campaign

1. Nova Search kampanja
2. Audiences → + → Izaberite remarketing listu
3. Setting: Targeting
4. Možete koristiti šire keywords

RLSA Best Practices

• Bid higher for past visitors
• Test broader keywords
• Different messaging
• Higher positions

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Dynamic Remarketing

Automatski prikazuje oglase sa proizvodima koje je korisnik gledao.

Setup Requirements

1. Product Feed u Google Merchant Center
2. Dynamic remarketing tag sa custom parameters
3. Feed linking sa Google Ads

Tag sa custom parameters

gtag('event', 'view_item', {
  'send_to': 'AW-XXXXXXXXX',
  'value': 129.00,
  'items': [{
    'id': 'SKU12345',
    'google_business_vertical': 'retail'
  }]
});

Best Practices

• High-quality product images
• Updated prices
• Sufficient inventory
• Segmentation po kategorijama

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YouTube Remarketing

Video Remarketing Lists

1. Audience Manager → + → YouTube users
2. Viewed any video ili specific video
3. Subscribed / visited channel / liked / commented

YouTube Remarketing Ads

• Skippable in-stream
• Non-skippable (15-20 sec)
• Bumper ads (6 sec)
• Discovery ads

Strategije

• Retarget video viewers on Display
• Retarget site visitors on YouTube
• Sequential messaging

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Best Practices

• Exclude converters (osim upsell)
• Frequency cap: 3-5/dan, 15-20/nedelja
• Burn pixel za offline konverzije
• Fresh creatives (svakih 2-4 nedelje)
• Segment aggressively
• Test offers (popust, besplatna dostava)
• Cross-device tracking
• Privacy compliance (GDPR)

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Česte Greške

• Jedna lista za sve
• Bez frequency cap-a
• Ne exclude-uju convertere
• Zastareli creatives
• Ista poruka svima
• Prekratki windows

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FAQ

Koliko traje remarketing cookie?

Možete postaviti 1-540 dana. Default je 30.

Kolika lista mi treba za početak?

Minimum 100 za Display, 1,000 za Search/YouTube.

Da li remarketing radi sa iOS 14+ ograničenjima?

Delimično. First-party data i dalje radi, third-party tracking je ograničen.

Koliko da trošim na remarketing?

Tipično 10-30% ukupnog budžeta.

Da li je remarketing "creepy"?

Može biti ako je preterano. Frequency cap i relevantne poruke smanjuju "creep factor".

Remarketing vs Retargeting — razlika?

Tehnički isto. Google koristi "remarketing", Facebook "retargeting".

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Sledeći koraci

• Ključne Reči za Google Ads
• Negative Keywords: Kompletna Lista
• Quality Score: Kako Ga Poboljšati