A new targeting option is available to advertisers that engage in Remarketing which allows advertisers to reach qualified new customers who are ‘similar’ to their website visitors and customers, even if they have never been to the website before. This new feature is called Similar Users and is a targeting option available on the Google Display Network (GDN) through Google AdWords.
The advertising platform uses the current audience remarketing lists within your account to identify other users who have similar browsing activity on the GDN and automatically finds a larger or smaller audience based on similar traits or your remarketing lists. The more diverse your remarketing audience lists are, the broader and deeper the opportunity will be.
To implement Similar Users, create a new campaign targeting the Display Network and in the new Display Network tab, select Interests and Remarketing. Next, click Change Display Targeting and select Remarketing Lists. Click the box next to “Show Similar Audiences” and from there you will be able to select various Similar Users lists based on your current Remarketing lists.
Google says that the cost per acquisition (CPA) for Similar Users tends to be range between the CPA of your Remarketing and contextual keyword campaigns.
Google is informing advertisers that starting on September 5th, DoubleClick Ad Planner will be a tool dedicated to researching over two million placements within the Google Display Network (GDN) and will have a new name: the Google Display Network Ad Planner. The search engine says that in order to maintain the highest level of quality planning data and to invest in new functionality, they need to discontinue some of the old features.
Some of the functionality from DoubleClick Ad Planner will no longer be available. For example, information on any sites, domains or non-GDN placements will no longer be available. In addition, information like household income, education, keywords searched for or videos also watched will not be accessible in the new GDN Ad Planner, and therefore, their corresponding filters will also no longer be available. Instead of showing sites also visited, the new interface will display placements with ads that also received impressions.
Google Display Network Ad Planner also says that data will be collected using DoubleClick cookies; whereas in the past information was collected by a third-party. This means that data like age, gender and unique visitors will be computed using cookies.
Most of the meat and potatoes of the functionality of the placement planner will remain intact and advertisers will still be able to find specific placements and targeted audiences based on their web site goals.
Google recently released Remarketing with Google Analytics, which lets advertisers create remarketing lists based on specific audiences who visit your web site and show interest in particular products or services.
To create new remarketing lists, select the Admin tab in the upper right hand corner of Google Analytics, and choose the tab that says “Remarketing Lists.” From this tab, you’ll be able to select “+ New Remarketing List.”
The next screen will prompt you to modify your analytics tracking. Once the tracking code has been implemented on your site, you can create different audience lists, based on your web site metrics and goals.
For example, if you have an ecommerce site that sells shoes, you can create various lists, based on the type of shoes that you want to promote. If you would like to push running sneakers, you can target visitors who came to any page on your site that contained “running”, but did not complete a transaction.
To do so, choose the option to “Create my own remarketing type using Visitor Segments”. From there you can create a Sequence Filter to target people who visited a page including “running” and did not complete a transaction. Reference screen shot below:
After creating your Remarketing list, Google Analytics will prompt you to select the AdWords account that will have access to this Remarketing List. Note that you must have an AdWords account synced to an Analytics account in order to be eligible for Remarketing with Google Analytics. Also note that you will not be able to change the AdWords account once you save the Remarketing list.
The next time you log into Google AdWords, your new Remarketing list will be available for you.