Remarketing Campaign through Google AdWords are used to show ads to customer who visited your site or used your mobile app. These campaigns allow businesses to stay connected with their target audience after they leave their website by showing ads to them on other websites across the web, watching YouTube videos, or reading news sites and across their different devices.
Remarketing can increase your conversion rates and ROI (Return On Investment), this is so as the past visitors are already familiar with your brand and have more chances to convert into a customer, or perform whatever activity you're considering a conversion.
Google recommends when you are setting up your first remarketing campaign, you should target everyone who viewed your pages. But this will increase your Google remarketing costs since your ads are being shown to everyone. By targeting narrowly, it leads to increase in ad relevancy and lower Cost per Click (CPC).
For example: say you own an e-commerce business that sells Mobile Accessories. You might create a "Case Cover" remarketing audience based on people who visit the pages of your site selling case covers. Thereby, showing these visitors ads that show case covers as you already know these visitors are interested in case covers and therefore gathering their tension back, perhaps with a special offer like "free delivery".
Very important to note Remarketing will only starts when the remarketing list contains at least 100 users come to your website.
Setting Up a Remarketing List in Google AdWords.
1. Firstly, you need to create an audience to remarket. The audience specified are essentially those users who qualify based on the conditions set by the advertiser.
2. Secondly, creating remarketing campaign within your Google AdWords account.
3. Thirdly, Advertisers need to add a series of text or image ads into the created campaign,
Creating Remarketing List in Google AdWords
1. Sign in to your AdWords Account.
2. Click on the "Shared Library" on the left side of the tab. Further, clicking into the "Audiences" section.
3. If this is your first remarketing campaign, you will need to add a remarketing tag to your website, This code allows for visitors to be tagged with a cookie required for the remarketing ads to be shown to them once they are off from your website. Having this tag active and installed on your website is required in order to pull your remarketing list.
4. Google AdWords automatically creates an "All Visitors" audience list to help you get started. Specify the membership duration for the list, the default set if 30 days.
5. Finally, when your list is created and the remarketing tag is implemented on your site, an audience list is ready.
Setting Up a Remarketing Campaign in Google AdWords.
Once the Remarketing list is ready, the next step is in creating the remarketing campaign in Google AdWords.
1. Click Campaigns in the page menu to reach campaign page, and click the + button.
2. In the Campaign type, select and click on Display Network Only.
3. Enter all the details through the process to complete campaign setup. Specify the Campaign Name, Type, Location and all the other specification as discussed in the earlier campaign. The only change will be selecting the "Type". Go to Drive Action tab and select the very first option "Buy on your website (Includes Remarketing)".
4. Creating and Ad Group: Name your ad group, set an default bid, and then select "Interests & Remarketing" as the targeting option. Once selected, a drop down will appear. Select "Remarketing lists" as the targeting category.
5. Click to the right of the "All Visitors" list in order to select it. After doing this process has assigned the Remarketing list to the Remarketing Campaign.
Benefits of Remarketing:
1. Access to people when they are most likely to buy.
2. List tailored to the advertising goals.
3. Reach large scale people.
4. Easy Ad Creation.
5. Reaching customers when they are searching for you.
How to Optimize Remarketing Campaigns?
1. Ad Testing: Experiment with different offers, calls to action, images etc. Keep in mind the users are already familiar with your brand, so you may need to go a bit farther to get them back to your site. Strong branding might work well for your ads.
2. Custom Combination Testing: Keep testing and find what works best. Experiment with different combinations such as messaging visitors that visited between 7 to 30 days ago may not work for users who visited between 30 to 60 days ago.
3. Frequency Cap Testing: Monitor the audience size in terms of impressions your remarketing ad groups get, as you don't want to annoy your last visitors but also want to maximize the number of interested visitors to the site.
4. Bid Testing: Monitor your bids both for cost effectiveness and return on investment along with impression share. Because more the impression share, is not could for users (continuously disturbing them) as in Remarketing you're following the users and not the sites.
5. Landing Page Testing: Experimenting in making the users land on the same page but somewhat new.
The best step is to start with ads that match your website and the brand.Keep in mind that Remarketing tag shouldn't be associated with any personally identifiable or sensitive information. If you're setting up a remarketing campaign and placing the remarketing tag on your website app, need to follow the Policy for advertising based on location and interest.
Remarketing can increase your conversion rates and ROI (Return On Investment), this is so as the past visitors are already familiar with your brand and have more chances to convert into a customer, or perform whatever activity you're considering a conversion.
Google recommends when you are setting up your first remarketing campaign, you should target everyone who viewed your pages. But this will increase your Google remarketing costs since your ads are being shown to everyone. By targeting narrowly, it leads to increase in ad relevancy and lower Cost per Click (CPC).
For example: say you own an e-commerce business that sells Mobile Accessories. You might create a "Case Cover" remarketing audience based on people who visit the pages of your site selling case covers. Thereby, showing these visitors ads that show case covers as you already know these visitors are interested in case covers and therefore gathering their tension back, perhaps with a special offer like "free delivery".
Very important to note Remarketing will only starts when the remarketing list contains at least 100 users come to your website.
Setting Up a Remarketing List in Google AdWords.
1. Firstly, you need to create an audience to remarket. The audience specified are essentially those users who qualify based on the conditions set by the advertiser.
2. Secondly, creating remarketing campaign within your Google AdWords account.
3. Thirdly, Advertisers need to add a series of text or image ads into the created campaign,
Creating Remarketing List in Google AdWords
1. Sign in to your AdWords Account.
2. Click on the "Shared Library" on the left side of the tab. Further, clicking into the "Audiences" section.
4. Google AdWords automatically creates an "All Visitors" audience list to help you get started. Specify the membership duration for the list, the default set if 30 days.
5. Finally, when your list is created and the remarketing tag is implemented on your site, an audience list is ready.
Setting Up a Remarketing Campaign in Google AdWords.
Once the Remarketing list is ready, the next step is in creating the remarketing campaign in Google AdWords.
1. Click Campaigns in the page menu to reach campaign page, and click the + button.
2. In the Campaign type, select and click on Display Network Only.
3. Enter all the details through the process to complete campaign setup. Specify the Campaign Name, Type, Location and all the other specification as discussed in the earlier campaign. The only change will be selecting the "Type". Go to Drive Action tab and select the very first option "Buy on your website (Includes Remarketing)".
5. Click to the right of the "All Visitors" list in order to select it. After doing this process has assigned the Remarketing list to the Remarketing Campaign.
6. Uploading Image Ads in Google AdWords: Before adding your image ads into your campaign, make sure all the ads you fave created and sized within Google's ad requirements.
Because adding them into your campaign is as easy as dragging and dropping after they have been resized properly.
7. Once, you are done with uploading the ads, click "Save Ads" to complete the campaign setup process.
And there goes, you are done with completing the Remarketing Campaign. Keep in mind that when adding image ads, Google usually takes 24 hours to complete the review process, unless the process is complete your ads won't show up.
1. Access to people when they are most likely to buy.
2. List tailored to the advertising goals.
3. Reach large scale people.
4. Easy Ad Creation.
5. Reaching customers when they are searching for you.
How to Optimize Remarketing Campaigns?
1. Ad Testing: Experiment with different offers, calls to action, images etc. Keep in mind the users are already familiar with your brand, so you may need to go a bit farther to get them back to your site. Strong branding might work well for your ads.
2. Custom Combination Testing: Keep testing and find what works best. Experiment with different combinations such as messaging visitors that visited between 7 to 30 days ago may not work for users who visited between 30 to 60 days ago.
3. Frequency Cap Testing: Monitor the audience size in terms of impressions your remarketing ad groups get, as you don't want to annoy your last visitors but also want to maximize the number of interested visitors to the site.
4. Bid Testing: Monitor your bids both for cost effectiveness and return on investment along with impression share. Because more the impression share, is not could for users (continuously disturbing them) as in Remarketing you're following the users and not the sites.
5. Landing Page Testing: Experimenting in making the users land on the same page but somewhat new.
The best step is to start with ads that match your website and the brand.Keep in mind that Remarketing tag shouldn't be associated with any personally identifiable or sensitive information. If you're setting up a remarketing campaign and placing the remarketing tag on your website app, need to follow the Policy for advertising based on location and interest.
That's all from my end...
If you have any queries, feel free to write in comments down below..
Stay tuned for more digital advertising!!
Thank You...
If you have any queries, feel free to write in comments down below..
Stay tuned for more digital advertising!!
Thank You...
That’s an in depth post regarding Google Adwords. I had little knowledge about it but this post provided great details. I am also planning to promote my business through this method so want to learn Google Adwords Campaign Management on my own. If you have beginner’s tips, please share.
ReplyDeleteKindly read my other blogs on Google AdWords and also tune in to my YouTube channel: https://goo.gl/8oaXzK
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