If you are like me and have been doing a lot of online shopping this holiday season, you have probably been remarketed to. Have you noticed ads on random sites that seem to ‘know’ what you recently searched for or want to buy? Yep, that’s likely remarketing.
With remarketing, you can serve your ads to users who previously visited your website as they go on to browse the display network. Remarketing can be an extremely powerful method of reminding your potential customers of your brand or reconnecting with them as they click on your ads but navigate away from your website.
If you are advertising with Google, you can set up remarketing through your Google AdWords campaigns. To get started, you’d need to first define your audiences or who you’d like to target, create a separate campaign for remarketing, and you would need to place some code on your website. Below, I am outlining some basics about remarketing and things to keep in mind as you set it up.
Your remarketing ads should be different for the various segments and audiences you are looking to capture. So, the first step of setting up a remarketing campaign will be to define your audiences or who your ads should reach. Here are some recommended audiences:
- All Visitors: Anyone who came to your site. This is the most basic way to set-up remarketing but also the least targeted.
- Non Converters: All visitors minus those that purchased a product or became a lead. Targeting such audiences can remind your non converting visitors of your brand and entice them to come back to your site and convert. You could get really specific here and target visitors who saw a particular brand or product and then show them the most relevant ads highlighting that particular brand.
- By Products or Services: You could target users who visited specific pages on your site with custom ads and messages.
- Topic Layering: You could further subdivide any of your chosen audiences by adding in topics in AdWords. This would segment a given audience by type of site they are browsing on the display network. For example, you could chose to show your remarketing ads to all non converters who browse finance related sites.
- Converters: You could target those who already purchased a product or became a lead and continue to nurture your relationship with these visitors. Most direct response focused marketers do not see this audience as a priority, as it is more of a branding strategy.
I recommend doing a combination of text and image ads for greatest reach. Your message should be customized to the audience you are trying to reach. For example, if you are targeting visitors who did not convert, your ads should remind them why they should go with your brand or you can offer customers special discounts for coming back.
After you set-up remarketing, continue to test and experiment with audiences and settings until you find a method best suited for your goals. It is a robust tool for both branding and lead or sales generation. As you tailor it to your many unique audience segments, you can make a powerful connection with your customers.
Microsoft adCenter just lauched advanced negative match, a feature AdWords has had for a long time now, to help advertisers better prequalify traffic. Now you can set Phrase and Exact Match negative keywords in your adCenter campaigns for even greater precision in filtering unwanted search traffic. Previously, adCenter only allowed Negative Broad. For more information about negative keywords as well as how to use them, please see this post on negative keyword best practices.
Another new feature you may want to check out is their insights into keyword conflicts. Use the new Negative Keyword Conflicts report to learn if you have set any negative keywords that are same as your actual keywords. The report can help resolve any conflicts and help improve performance. It can also helo explain why some of your perfectly relevant keywords have not been getting any impressions.
Google seems to be integrating Google Offers into AdWords ads. In my search for sleeping bags for an upcoming camping trip, the top sponsored link on Google from North face highlighted a special deal below the ad with a link to view the offer. Clicking on ‘View offer’ takes you to the Google Offers page with a deal from North Face.
Do you keep checking on your keywords and adjusting bids to make sure they’re showing in top position? Do you run time sensitive seasonal promotions that your ads need to reflect? Do you keep checking conversions and ROI and lowering budget on campaigns that are under-performing? Then you’ll love ‘Automated Rules’ in AdWords. With automated rules you can make changes to campaigns, ad groups, bids, statuses, ads, and keywords based on your custom requirements. You’ll save yourself time and optimize your account based on your unique goals.
Setting up automated rules is easy. In your AdWords campaign management tab, click to ‘Automate’ as shown in the screenshot below and select what aspects of your campaigns you would like to create a rule for.
Next, you’ll want to specify your criteria, such as what the rule will apply to, action, requirements for the rule to take effect, and frequency or when the rule should start running. In the example below, I chose to lower budget by 40% on all campaigns where cost/conversion went above $32. You can select how often you want this rule to run and receive an email with details. Happy automating!
Are you looking to increase AdWords conversions and lower your cost per conversion? You should be using CPA bidding. According to AdWords, advertisers who use Conversion Optimizer ssee a 21% increase in number of conversions while decreasing costs by 14%. Instead if painstakingly managing ad groups and keywords bids, or purchasing costly software that does that, AdWords will do the work for you. You’ll still pay per click, not per conversion. But the system will optimize your bids for you to help you reach your set goals.
The tool is free of charge and in order to use it, you’ll have to be tracking conversions, of course. Additionally, your campaign will have to have accumulated at least 15 conversions over the past 30 days.To see if you are elgible and start using it, go to your campaign settings and under Bidding and budget click on Edit your current Bidding option. You will see a Focus on conversions (Conversion Optimizer) option.
If you are eligible and would like to use it, you will want to decide if you want to do Max CPA or Target CPA bidding. If you’re new to the tool, I recommend choosing the system recommended bid in order to keep your traffic stable. If you go much below the system recommended bid, you might get less traffic and fewer conversions. Plus, you can always adjust the CPA bids, as you see how your campaign performs.
Conversion optimizer users your campaign’s historical conversion data and also takes into browser information, geographic location, and other information to help you achieve your conversion goals. CPA Bidding is one of the most robust tools AdWords provides to help advertisers optimize and manage ROI. If you aren’t eligible for CPA bidding and are tracking conversions, you might want to consider another conversion focused tool AdWords offers called Enhanced CPC I previously blogged about here.
Have you noticed the new advanced location options under your AdWords campaign settings? Previously, your ads were targeted by either a physical location you selected or by a user query. For example, if you chose to to target the the city of Springfield, Illinois, someone would see your ads if they were located in Springfield, or if they were outside of Springfield but typed in a location specific query, such as ‘Springfield it help.’
Now, you have the option to further refine location targeting. Advertisers can now target by either physical location and search intent, or both. This is especially useful for types of businesses who find that they get lower value clicks from outside their target physical location, or for city names that exist in multiple different states. Springfield, for example, is a city in several different states in the US.
To enable this feature, go to your AdWords campaign settings and under ‘Location Targeting‘ click on ‘Advanced location options.’
comScore just released their March search engine rankings, and Google remains strong on top with 65.7% market share. Make sure to budget your ad spend accordingly.