Remarketing with Search Engine Marketing
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Remarketing allows advertisers to retarget visitors who have been to their website but did not convert. When these visitors leave the site and browse other sites within the Google Display Network, they will see the advertiser's remarketing ads. Advertisers create audience lists based on visitor behavior on their site and when those visitors browse other sites, a cookie is placed and they are shown the remarketing ads to bring them back. Remarketing gives advertisers a second chance to reconnect with potential customers across different devices.
Remarketing with Search Engine Marketing
- 1. Remarketing Remarketing lets you show ads to people who've visited your website or used your mobile app. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices.
- 2. Remarketing gives you a second chance ? Advertisers create audience lists based on behavior of visitors on their website. ? When a user from the list visits the site a cookie is placed on their browser. ? When user leaves the site and browses pages from GDN they see your remarketing ad ? User clicks the ad and comes back to your site
- 4. Setting up lists : GA vs. AdWords Google Analytics Google AdWords
- 5. Membership Duration ? Membership duration is how long you¡¯d like to store a cookie in someone¡¯s browser (upto 540 days) ? Think about your business and your goals when selecting membership duration Frequency Capping ? Decide how often you¡¯d like each individual user to see your ad during a specified period ? Avoids stalking people with remarketing ads
- 6. Behavioral Targeting ? Remarketing should be a sequenced two-way conversation with the customer ¨C ¡°Listen¡± ? Not a good idea to target all visitors (exclude certain users for example sign ups) ? Segment your website and deliver right message at right time at high impact placements ? Type of visitors - Category visitors, shopping cart abandonment, free trial, actions etc. ? Interaction ¨C no. of pages visited, bounce rate, avg. duration, page views ? Each list should have a minimum of 100 visitors
- 9. Types of Remarketing Campaigns ? Standard Remarketing ¨C Show ads to past visitors based on behavior ? Dynamic Remarketing ¨C Show ads about a product or service viewed by past visitors ? Remarketing lists for search ads - Show remarketing ads to past visitors when they search on google or partner sites ? Video Remarketing ¨C Shows ads to people who interacted with your YouTube channel ? Email List Remarketing ¨C Upload list of your customers to AdWords and show ads when users are signed in to Gmail, YouTube or google search.
- 10. Optimizing Remarketing Campaigns ? Ads ¨C Try 3-4 offers for each ad group. Test different ads and use the best one. ? Landing pages ¨C Direct users to different landing pages with different ads ? Bids - Monitor your bids both for cost effectiveness and return on investment, but also for impression share ? Test different Custom Combinations, membership durations and frequency capping
- 12. Milestone based remarketing ? Customers who buy engagement ring are targeted for wedding rings, bridal day jewelry etc ? Continuing the conversation via milestone events where diamond jewelry is relevant ? High value products - long purchase cycle ? Users are segmented based on their profile and behavior on site ? Each user is put in multiple remarketing lists and targeted differently at different times ? Remarketing wedding rings right after engagement purchase doesn¡¯t work ? Immediate action is get customers to refer their friends ? Promoting wedding rings around 3-9 months after engagement based on the the historical data