Getting Started With Google AdWords Remarketing In 2014

Tara Dee West@Koozai_Tara

REMARKETING IN 2014YOUR GUIDE TO ADWORDS REMARKETING IN 2014

The paid search landscape

used to look like this…

Now it looks like this…

WHAT IS REMARKETING?

“Remarketing lets you show ads to users who have previously visited your website as they

browse the web”AdWords

DID YOUKNOW?

“Retargeted customers are 70%

more likely to complete a purchase

than someone who has not been

remarketed to"Source: Criteo

If you want to achieve exposure but have a

limited budget

When there’s a

long path to purchase

Visual products

When seasonal

purchases are

important to you

If your product involves repeat

purchase

WHEN SHOULD YOU USEREMARKETING?

How does Remarketing work?

Isn’t that a bit like stalking?

How to persuade decision makers…

Is your competitor doing it?

Time Lag Report in AdWords

You can start with a

small budget

WAYS TO SELL IT INTO YOUR ORGANISATION

Dynamic Remarketing

Suitable on Ecommerce sites only

Links with Google

Merchant Centre

Displays image & price of viewed

products

You customise

an ad template

Uses a site-wide tag but you can

exclude pages

DYNAMIC REMARKETING

Innocent could enhance their branding campaign

by retargeting people with compliments!

Virgin Active could remarket to existing members

visiting the log-in page to promote new services

Wagamama could drive footfall into a

physical store with user location segmentation

Odeon could segment by device & remarket

to mobile users to promote their app

Subway could target by Affinity Categories

for ‘health’ if they launch a new healthy sub

You can find the Affinity Categories report

in Google Analytics

Boots could Target by In-Market

Buyers for Beauty

You can remarket to drive visitors to a Facebook

page, or remarket to your Facebook fans

B&Q could remarket to viewers, showing their

‘how to’ YouTube videos with built-in code

Try Google Defined Best Users

in Google Analytics

REMARKETING LISTS FOR SEARCH ADS

“Remarketing lists for search ads provides yet another opportunity

to optimize your search campaigns by letting you tailor

your keyword bids and ad text for your highest value prospects — people who have visited your website in the past — when

they’re searching for what you sell.”

AdWords

Debenhams could use RLSAs to bid on [Dior]

which might otherwise be too generic

REMARKETING LISTS FOR SEARCH ADS (RLSA)

Must use AdWords

Remarketing tag

(not Analytics)

Make bid adjustments on

remarketing audiences

Only target remarketing

audiences within search

Bid on generic keywords as more qualified audience

Use it on brand campaigns

Tailor ad messaging for users closer to purchase

Learn more at http://kooz.ai/PPC-RLSAs

Update your Privacy Policy to declare

DoubleClick cookies

Get the code from Google Analytics

(not currently compatible with Universal Analytics)

Paste it before the closing </head> tag on

every page, replacing your existing GA code

In the ‘Admin’ panel in Google

Analytics

Name them descriptively

Consider your

member duration

You need at least 100

members to start

Custom combination lists created in AdWords

REMARKETING LIST CREATION

Learn how at http://kooz.ai/RMKT-list

REMARKETING CAMPAIGNCREATION & SETTINGS

Put GDN Remarketing

campaigns in their

own campaign

Create 1 campaign per

strategy or 1 ad group

per strategy

Set frequency capping at

campaign level

Exclude inappropriate categories

Set bids at ad group level

Choose ‘Above the Fold’

Set Frequency capping in the campaign Settings tab

Include one of each ad

size in every ad group

Use the same

creative theme as

your website

If you use animated

ads, have a static

version too

Include your brand logo

Make ads specific to

the ad group strategy

REMARKETING AD CREATION

Analysis & Measurement

Focus on View-through Conversions

as well as Conversions

Optimisation

REMARKETING OPTIMISATION

Review frequency capping

using Dimensions tab data

Split test ad creatives

Monitor Lost Impression

Share Due to Rank

Review Placement Report

Split out top performing lists into new campaigns

Try adapting lists

Available at http://kooz.ai/free-whitepapers

LOADS MORE FREETIPS AND ADVICE

IMAGE SOURCES • Ideas image: http://www.bigstockphoto.com/image-40991368/stock-photo-great-idea

• Measuring Tape image http://www.bigstockphoto.com/image-292887/stock-photo-measuring-tape

• Keywords image http://www.bigstockphoto.com/image-44444818/stock-photo-keywords-handwritten-with-white-chalk-on-a-blackboard

• People image http://www.bigstockphoto.com/image-3825485/stock-vector-people

• Brand image http://www.bigstockphoto.com/da/image-42565174/stock-photo-brand-koncept-r%C3%B8d-mark%C3%B8r

• Stalker image http://www.bigstockphoto.com/image-26433404/stock-photo-pretty-young-teen-girl-calling-on-cell-phone-with-mysterious-strange-man-lurking-behind-her

• Cookie Monster image http://www.bigstockphoto.com/da/image-5137229/stock-photo-cookies-f%C3%A5r-h%C3%A6vn

• Wallet image http://www.bigstockphoto.com/image-3063448/stock-photo-saving-cash-money

• Strategy image http://www.bigstockphoto.com/image-45881860/stock-photo-strategy-blue-marker

• Make Ideas Happen Image http://www.bigstockphoto.com/image-50588084/stock-vector-quote-typographical-background%2C-vector-design-make-ideas-happen

• Privacy Policy image http://www.bigstockphoto.com/da/image-47000122/stock-photo-privatlivets-fred-politik-koncept

Tara.west@koozai.com0845 453 1234

@Koozai_Tara

GET IN TOUCH!