The world of remarketing is forever changing and with so many new features being released, it isn’t always easy to stay ahead of the game. Remarketing used in the right way can yield fantastic results for any business. In this presentation, I am going to look into some of the features you may or may not be using.
Some of the key lessons include:
· Best practices for implementing the code
· Creating targeted lists using demographics and conditions
· Smart Lists and who should be using them
· Optimising tips and techniques for better converting campaigns
· Remarketing Lists for Search Ads
· Real life example targeting strategies
9. ADWORDS VS ANALYTICS
Target by landing page only
Lists work with RLSAs
Target users by page,
metrics or demographic
Lists do not work with
RLSAs
Entirely new piece of code
Simple update to existing
code
Lists work with dynamic
remarketing (code tweak needed)
Lists do not work with
dynamic remarketing
Create custom combination
lists
Certain custom combination
lists not possible
25. Create lists for
users according to
single or multi-session
conditions
Use And / Or
statements to
merge the lists
together
Search similar to
Custom
Combinations in
Google AdWords
Network
Remarketing
Condition Remarketing
26.
27. CUSTOM
COMBINATIONS
1
• Create all lists in Google Analytics and then use
AdWords to build the Custom Combinations
2
• Custom Combination lists are used if you want to
target people that have visited ‘X’ but not ‘Y’
3
• Create a custom audience by combining
remarketing lists in an AND, OR or NOT
relationship
41. WHY RLSAS?
“Remarketing Lists for Search Ads
allow you to make your search
campaigns even more relevant by
allowing you to tailor your search-only
campaigns to users who have
already been to your site.”
Source: AdWords
44. DID YOU KNOW?
“You need at least 1,000 people in
your search network remarketing
lists (RLSAs) to use them. This is
ten times more than display
remarketing lists.”
Source: AdWords
Exclude previous site visitors from being shown your Brand campaign ads (reduce the likelihood of your brand campaign being
Use it on brand term to apply it to brand terms and customise landing page based on what page the user previously looked at – eg if the user visited the shoes page and then searched for your brand, you could have a brand campaign which has the RLSA for visitors of shoes page, and then land the user on a shoes page rather than the Home page which you might otherwise be landing brand search visitors on, or even an offers page to persuade the purchase.
Quite complicated at the mo as its new so I’ve written a detailed blog post about it which you can find here…
If you have a members only area target people who you know are members to get them involved in other products eg a gym where the members can access booking areas could remarket their new Zumba classes EXAMPLE Virgin Active
Use Remarketing to drive footfall into a physical store – if someone looks at your address page or store locater page they are likely going to make an offline purchase so you could remarket to them with an ad specific to the store location page they viewed and with a discount code or incentive to come into the store. If you can’t afford a discount even just show a friendly looking ad saying ‘come and visit us’ EXAMPLE Wagamama’s could promote to people who viewed a specific restaurant page for that particular restaurant and include a discount code for their next visit http://www.wagamama.com/restaurants/southampton or promoting the fact they offer takeout.
Remarket by device: if a user visited your site on their mobile you could remarket to them to promote your ap, for example ODEON cinemas App
Affinity categories: these are visitors to your site who fit into certain categories such as beauty – it can narrow down your targeting eg if Subway launched a new sub flavour for those who are health conscious they could choose people interested in health and fitness that have previously visited their site
for example Debenhams could remarket to all users who viewed their DIOR category page and could target the keyword DIOR on its own as they know the visitors are already qualified – otherwise this term might be too generic in normal search marketing as could be clothes or cosmetics. Do it in addition to other remarketing and search campaigns. Massive conversion rates…