Today I am going to build upon last weeks introduction with some ways to harness this new service for your business. First, lets quickly review what retargeting is. Since it’s new, you probably have some questions. Retargeting is an exciting way to target traffic to your site that did not convert through Google’s content network. Now, I know what you are thinking, “Whoa, Google’s content network? That’s not new, I don’t want that unqualified traffic , that’s why I do PPC!” And before a couple of weeks ago, you would have been right. But what if I told you that now you can qualify who sees your ad?
Now you can serve specific advertising to traffic that visited your site, based upon the pages (or set of pages) they visited. You can serve ads if a document is downloaded, a purchase is made, or any other set of visitors that interact with your site. Time can even factor into defining who to target: give them these ads for the first week, different ads the second week etc., or target my customers 30 days after they made a sale.
As Kevin explained in great detail last week, this is the concept behind remarketing. If you haven’t seen the video search Google for “Google Adwords Remarketing Launched” and click on our link! Now, like display advertising, and then search engine advertising, this is a whole new channel to drive business to your site. Other services have introduced this concept in recent months, but now that Google is incorporating it into its AdWords system it is now available to a much wider audience, including your competition! Let’s see if its active for your account, then we will setup Lists & Audiences. If it’s active you will have an Audience tab. If you don’t see an Audience tab, there may be a dropdown arrow. Click on this and activate the tab. If you do not see the drop down it has not been enabled for your account yet. Once you have access to the tab you are ready to get set up.
Let’s do some Advertising!
Step 1 Setting Up A List. As Kevin explained last week, remarketing is built upon Lists. A List consists of a group of users that visit a specific page on your site. You can then create page combinations of pages to include (or exclude) for a specific Remarketing Audience. For example: List1 = Homepage; List2 = Made a purchase. Audience1: Lost Homepage Traffic Sales = List1 – List2. As Kevin mentioned last week, there must be at least 500 visitors to create a list. So, before any advertising is launched, the lists need to be defined, the code needs to be put in place. That way, you will have viable lists to advertise against.
Let’s go through the steps to setup this list, and then we will build out the advertisingdemonstrating the remarketing example.
- First let’s set up the Homepage List
- Click “Add Audience.” We will skip over the campaign & ad group selection, and go create our lists.
- Click “Create & Manage Lists.” This will bring you to the Remarketing Control Panel.
- Click New Audience > Remarketing List
- Name the List, in this case: “Homepage” & Save, make sure Create a New Marketing List is checked.
- You should see your list in the UI. Click on the [Tag] Link and select the code that pops up. Paste this code into the body of your target page, in this case the Homepage.
- Return to the Control Panel.
- Select New Audience > Remarketing List (again)
- This time we will name the list “Sale,” and choose the radial button before “Select from Existing Tags”
- Choose your Sale conversion Code.
You now have your lists defined. Let’s create the Audience in the example.
So our example Audience will be call Lost Homepage Traffic Sales. It will include Anyone who was on the homepage and did not make a purchase. We are going to begin in the Audience Control Panel, and this time we will select “Custom Combination”. It should be noted, that if you wanted to target just those who made a sale, or just those who visited your homepage (or any other page), you don’t need to create a Custom Combo. But for this example, lets continue.
The next screen is similar to the list screen, except you have to choose an audience. In this example our entire sample will be those who visit you homepage. So lets choose the list that has this audience and then click add another. In this case, we want to exclude those who have made a purchase. So we will choose none of these audiences and then apply it to the sales list we created earlier.
Now lets name the Audience we will target, Lost Homepage Traffic Sales & Save. Now we can return to the original Audience tab, choose our campaign & adgroup for the advertising to live in. In this example, its Campaign 1 and Ad Group 3. We then select our Combination. It is also at this screen where we could have applied a List to target. So for instance, if we wanted to advertise against those who made a sale to come back again, or any other single event.
Now we can apply advertising creative’s in this ad group and get rolling. It is our initial impression here at ECI that display ads will probably work better than text ads. We make this assumption because you can actively target visual cues from your site in the ads. If you have a powerful image or sharp color palette on your homepage, reinforcing that has a better chance of triggering their memory of your site. This cannot be as easily completed with text advertising. As was already mentioned, this a brand new offering, and the best ads to use is only an assumption that will be tested out.
Like content targeting, this remarketing should exist in its own campaign. This will allow you to manage your budgets and targeting better. Different audiences, whether they are simple lists or more involved combinations, can then be set to different ad groups. You can also have multiple audiences in the same ad group.
Now let’s end on a high note, and revisit our example from earlier.
So our set of visitors come into your site via the homepage. Some of the traffic will make a purchase, then not see your ads when they continue on. Others, who don’t make a purchase will be targeted with your ads, based upon our example. These audience combinations can grow to be pretty complex, as long as you have the volume to meet the minimum of 500 uniques to enable the advertising.
We have covered a lot of ground, and I hope this has been helpful. To Learn More about Exclusive Concepts Profitable PPC product, or any of our excellent services in our suite of online marketing offerings including our Managed Conversion Testing Service, SEO Foundation or Precision Email Marketing, please don’t hesitate to contact us.
Also, if you have specific questions about how your PPC Account is structured – or would like to learn more about your PPC efforts, sign up for one of our Profitable PPC Audits, they are quick, free, and offer some great insight in how to optimize your campaign. Thank you, this has been Chris for Exclusive Concepts Daily Concept: PPC Tuesday. I look forward to talking to you next time.