Remarketing is a great way to reach out to potential customers that you already know are interested in your products or services to keep your company top of mind. Google AdWords has a simple remarketing solution that’s easier to set up than you might think.
If you use the internet at all, you’ve almost certainly seen remarketing ads – banner ads advertising websites you’ve recently been to, or products you’ve recently looked at. What may seem like a complicated technology best suites to programmers and computer scientists, is actually pretty straightforward using Google Remarketing.
Google Remarketing Best Practices
Before we go through the set-up steps, there are some best practices to consider when creating your Google Remarketing campaigns.
Try not to be too intrusive. People like to see things they’re interested in, and to be reminded of things they may have forgotten in the fast paced internet world, but they don’t like to feel stalked. Don’t use ad copy that makes them feel uncomfortable. If someone views a pair of jeans you sell, you may be tempted to deliver ads that say “These jeans are awesome, why didn’t you buy them?!?” Even if they know you’re targeting them because they’ve been on your site already, actually saying it makes people uncomfortable.
Offer something. If someone was on your site and didn’t buy anything, showing them the same item they already didn’t buy again and again may just get on their nerves. But, offering them a 10% discount to come back may just help them make their decision.
Avoid ad fatigue. Set daily impression caps per audience member, and create multiple ad variations. Rotate new ads in and out as time goes on. People stop paying attention to ads they’ve seen too many times already.
Now for the campaign set up steps. Google Remarketing ads are set up directly in the AdWords interface, so you’ll need to have an AdWords account and be logged in to get started.
Step 1: Create a new campaign. Retargeting campaigns should always be separated from other search or display campaigns, because the behavior and performance will be quite different, and you’ll want precise control of budgets and settings.
Step 2: Within the Networks and Devices option, select only Display Network, and then only Specific Reach. This limits the display to the specific networks and audiences you specify.
Step 3: Create an ad group. This should represent the type of customer you want to target; it could be anyone who visited your site and didn’t purchase anything, or to be more targeted, someone who visited a specific category or product on your website.
Step 4: Select Image ad, upload your image, and don’t enter any keywords or placements. You’ll create your audiences used for targeting later.
Step 5: Enter your default and Display Network Bids. If you’re not sure where to start, it’s a good idea to start low and work your way up until you get the traffic you want.
Step 6: Create your audience. In the left navigation menu, select “Shared Library,” directly under “All online campaigns.” Under Shared Library, click Audiences.
Step 7: Click the New Audience dropdown, and select Remarketing List. Name the list something meaningful, such as “Men’s Shirts Visitors.” Duration defaults to 30 days, which is usually about right, but depends on your specific purchase cycle length. Click the Create new remarketing tag radio button and then save.
Step 8: Click on your new tag to copy the html code. This code then needs to be placed in the body of your website, on every page that you want to remarket these ads to – in our example, on every page within the Men’s Clothing category would be a good idea. This adds everyone who visits a page with this tag on it to the audience you’ve just created.
Step 9: Wait until your new audience has 100 members (your tag has been shown to 100 different website visitors) and your Google Remarketing ads will begin displaying.
Posted by: Sarah Whitt