2. Today’s Agenda
1) RemarketingOverview
2) HowtoBuildaRemarketingList
3) RemarketingCampaigns
a) RemarketingCampaign(Display)
b) RemarketingList forSearchAds
c) BestPractices
4) DynamicRemarketing
5) Tools
3. How well do you understand your
customers?
96%
Leave a website
without
converting1
70%
Abandon shopping
baskets without
purchasing1
49%
Typically visit 2–4
sites before
purchasing2
5. Remarketing amplifies your initial investment
By adding conversions on top of your initial ad spend
Your
webs
ite
Remarketing
Drive 100 people to
your site
4 convert
Remarketing
converts an
additional 3
6. How remarketing works:
Bring back unconverted visitors and improve ROI
Visitor added
to list
Visitor
leaves
Your ad acrossthe
Google Display
Network
Visitor comes
to your appor
site
Visitor returns toyour site
more conversions!
8. Policy Requirements
● interest or participation in adult activities (including alcohol, gambling, adult dating, pornography, etc.)
● sexual behavior or orientation, such as sexual orientation inferred from a user's visit to a particular website
● racial or ethnic information, such as from sites or apps that collect affirmative racial or ethnic identification from visitors
● political affiliation (other than the public registration information of United States voters), such as from sites or apps
that solicit or store people's affirmative politicalstances
● trade union membership or affiliation, such as a user's visit to a trade union's site or app
● religion or religious belief, such as from sites or apps that collect people's affirmative information on religion or religious
beliefs
● negative financial status or situation, such as information indicating that a user has a low credit rating or high debt
load
● health or medical information, such as from sites or apps that market to a specific health-relatedgroup
● status as a child under 13
● the commission or alleged commission of any crime, such as information indicating that a user has a criminal record
33. Why: Tagscapture the customer insights needed for strong
remarketing lists
1. Tag your entire desktop and mobile site
Tag to use If you...
Google Tag Manager ...are placing an entirely new tag on your site
Google Analytics Tag ...are already running Google Analytics and want to use
detailed site analytics to create remarketing lists
AdWords Tag ...already run Remarketing Lists for Search Ads or want to
enable remarketing only
34. 2. Focus lists based on customer paths through your site
Homepage
Viewers
Message:
“Discover
great deals”
Category
Page Visitors
Message:
“Check out new
arrivals”
Product or
Offer Page
Viewers
Message:
“30% off today
only”
Cart
Abandoners
Message:
“Free shipping”
Past
Converters
Message:
“You may like
other products
like this”
interacted with your site
$2.00 $3.00 $4.00 $7.00 $5.00
35. 3. Pair remarketing with Conversion Optimizer
Why: Dynamic bids usually lead to better results and can save timebetter
spent on other vital areas
Start your target CPA at a level
that matches historical results
20%more conversions at
thesame or lower CPA1
36. 4. Use all display ad sizes and formats
Why: This helps reach your audience at exactly the right moment
Include
Image ads
Mobile sizes
HTML5
Text ads
37. 5. Remove restrictions for best performance
Why: When people have visited your site already, they are more likely
to purchase regardless of thecontext
Remove language settings
If a person has visited your site, they probably
understand the language of your creatives
Remove location settings
People may want to gift your product to friends
who live in delivery regions that you may not
deliver to
Remove performance-based
placement exclusions
38. 6. Automate your frequency caps
Why: Google’s algorithms will optimize frequency caps for you, basedon
Ifyou’re using our automated bidding solutions, there’s
no need to set a manual frequency cap
how likely each visitor is to click on and convert from your ad
39. 7. Acquire extra highly qualified customers
Why: Boost your remarketing volume and acquire newcustomers
New VisitorsPast Visitors
Keep your brand
top of mind
Programmatic
Remarketing on Google
Display
Find similarity at
scale
Similar Audiences
Auto-targeting
Find intent in the
moment
In-Market Audiences
40. New Customer Acquisition
Similar Audiences Auto-targeting
Best for advertisers whowant…
● Broader remarketing expansion
● Want full control over creatives, CPAs
and budgets, and are looking for added
volume
Best for advertisers who want…
● Moderate remarketing expansion
● Use Conversion Optimizer
● Want similar performance to
remarketing campaigns
8. Acquire extra highly qualified customers
42. Why: Past visitors are more likely to convert than thosewho’ve
never visited.
Start with lists for your key segments
General
Visitors
Cart
Abandoners
Past
Converters
Goal:
Increase
engagement with
past visitors
Goal:
Bring back to buy
Goal:
Upsell or cross-
sell
43. Choose the best targeting setting for your strategy
Why: Your setting determines how closely your targeting criteria
should be met.
Create separate RLSA-only ad groups to target broader
keywords or offer a different message
Want to bid differently for remarketing lists, but not
change the message easily
44. Match bids to conversion funnel stage. Don’t be shy.
Why: When two remarketing lists apply in the same ad group,the
list with the highest bid modifier will win out.
+120% Cart Abandoners
+150% Recent Converters
+100% General Visitors
Example List Construction: Retail
Illustrative bid modifiers
45. Target broader keywords and match types to grow volume
Why: Broader targeting can be effective since RLSAtraffic is
usually more qualified.
Regular Campaigns
“hawaiian cruises”
[tropical cruises]
RLSA Campaigns
cruises
best cruises
46. First, set up your site to enable remarketing.
1. Tag your entire desktop and mobile site
Next, prepare to send the right messages to the right prospects.
2. Focus lists based on customer paths through your site
Choose your bids and ad formats for maximum success.
3. Pair remarketing with Conversion Optimizer
4. Use all display ad sizes and format
5. Use dynamic remarketing to show the most relevant ad
6. Move from Conversion Optimizer to Return on Ad Spend
Optimize your settings for best results.
7. Remove restrictions for best performance
8. Automate your frequency caps
Now go prospecting for even more qualified customers.
9. Use auto-targeting or Similar Audiences to acquire new prospects
10. Use In-Market Audiences to acquire mid-funnel customers
Display Remarketing Best Practices
47. Remarketing Lists for Search Ads BestPractices
• Set up smart.
1. Tag your entire desktop and mobile site
• Segment your visitors.
2. Based on your conversion funnel: general visitors, cart
abandoners, past converters, ...
• Choose the best bids and settings for success.
3. Choose the best targeting setting for your strategy.
4. Raise your RLSA bid adjustment by 100% or more.
5. Set bids based on segmenting your conversion funnel.
6. Target broader keywords and match types to grow
volume.
49. Use dynamic remarketing to show the most relevant ad
Why: Consumers who seeads with the actual offer they viewed, or similar
offers, are more likely to return to your site to complete a purchase
2x
conversion
rate
60%
decrease
in CPA’s
53. FlightsHotels Local Deals
Travel Retail
PropertyEducation Custom
Jobs
Customised to perform in your industry
Ease of use
Delivers performance at scale
○ Smart segmentation
○ Dynamic ads tailored to convert in your industry
and work seamlessly across device
○ Powered by unparalleled real time bidding and auto
targeting technology
○ Harnessing the world’s largest Ad network
100% transparency
Full suite of audience solutions
9 Verticals
55. Dynamic display ads
Customised advertising for your brand with Ad Gallery
Logo
Background
image and colour
Fonts-style,colour and size
Call to action
Priceprefix
56. Beautiful Dynamic Ads tailored to perform
in your vertical
Flights
Delivers performance at scale
57. Beautiful Dynamic Ads tailored to perform in your vertical
Delivers performance at scale
Hotels & Rentals
58. Beautiful Dynamic Ads tailored to perform in your vertical
Delivers performance at scale
Travel
59. Beautiful Dynamic Ads tailored to perform in your vertical
Delivers performance at scale
60. Beautiful Dynamic Ads tailored to perform in your vertical
Delivers performance at scale
61. Beautiful Dynamic Ads tailored to perform in your vertical
Delivers performance at scale
Local Deals
