remarketing with google adwords: don't miss a gold mine
TRANSCRIPT
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Remarket ing With Google AdWords: Don’ t Miss A Gold Mine
What Is Remarketing?
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Remarketing is the process of tagging a
visitor’s browser with a piece of code so you can show ads to them after they leave.
The goal is to have them return to your
website and become a customer.
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Remarketing gives you an opportunity to
appear in front of the people who are already familiar with you and your website.
Therefore, it will be much easier to convert
them into a buyer.
Convert Visitors Into Buyers
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Google Display Network
The Google Display Network (GDN) is
the largest Remarketing network with over two million websites. On average
you'll be able to connect with 84% of the people who visit your website.
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The Google Display Network has tremendous reach. You can remarket to your tagged website visitors many times per day and
across many different websites.
Advertising Reach
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What Is ‘Audience Definition
Strategy’?
You can create marketing lists for specific
categories of users to whom you show ads. The idea is to reach just the right
people with offers that match their
interests.
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A secondary benefit is that you
can bid higher for certain
keywords in order to receive more ad impressions and a
higher ad position.
Segment Users To Show
Different Ads
What is ‘Audience Membership Duration’?
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The audience membership duration is the number of days that a visitor stays on a
particular remarketing list, which by default means you can advertise to them that same
number of days.
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Don't be overly aggressive with remarketing. You don’t want to look like a stalker. That’s
creepy.
Don't Be Creepy
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Do Remarketing Ads Fatigue
Faster Than Other Ads?
Studies show that click-through-
rates for remarketing ads remain
much higher even after repeat views of the same ad.
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How Do You Create Content For Remarketing Ads?
Different ad formats do not
compete against each other for positioning, so get creative with a
variety of ads.
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Create ads that relate to your
users on an emotional level. Stay away from boring informational ads
that look similar to others.
Emotions Help People Click On Content
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How Does ‘Cost-Per-Click’ and ‘Click-Through-Rate’ Work
on the Google Display Network?
You receive a significant price discount for ads that have the
highest Click-Through-Rates.
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Google makes NO money for ads that nobody clicks on. Therefore, AdWords shows ads that
are more likely to get clicks. For every 0.1%
increase or decrease in CTR, your click cost will go up or down by 2.1%.
Ad Incentives
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What Is ‘Remarketing Bid Strategies’?
Effective bidding means to target your
buyer persona by specifying the maximum
cost per click that you are willing to pay.
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In AdWords you can overlay user
demographic information on top of your remarketing audiences to find the proverbial
“needle in a haystack”.
Get Granular
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An RLSA Example
Normally you use your audience list to create campaigns for the Google
Display Network. With RLSA you can take the same audience list but apply it
to a campaign on the Google Search
Network.
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Target the “comparison shopper” with an ad such as a 10% off coupon code. Since you know the person has already visited a
specific page on your website, you should know exactly what
messaging to include in your ad to make them click.
RLSA Example (continued)
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Remarketing With Google AdWords: Don’t Miss
A Gold Mine
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