Search engine marketing is still the “bread and butter” of many digital marketing strategies. Learn about platform features and practices that will make your cost-per-click campaigns successful through their lifecycles – from impression, to click, to conversion. Our experts explore keyword strategy, ad copy, campaign structure & organization, bid strategy and more on our blog.
We recently announced that Google released Dynamic Remarketing to all Google AdWords advertisers. In addition, the advertising platform has opened Remarketing Lists for Search Ads (RLSA) to all advertisers as well within its new Enhanced Campaigns.
With Remarketing Lists for Search Ads, advertisers can show search ads on Google.com to their past website visitors based on their activity. RLSA campaigns combine a user’s search intent with an advertiser’s remarketing audience lists. With this new feature, advertisers are able to tailor maximum cost-per-click (CPC) bids, ad creative and keywords based on previous visitors.
For example, someone comes to an advertiser’s website that sells laptops and this visitor browses a selection of laptops and does not make a purchase. Later, this same visitor is searching for laptop related terms on Google.com; the laptop advertiser can choose to bid higher for laptop terms and even change the ad copy for this specific person based on the fact that the visitor has already been to the laptop advertiser’s website.
RLSA campaigns work very well with products or services that have a longer conversion funnel where searchers may conduct several queries or do some price comparison before ultimately converting.
Google AdWords has released Dynamic Remarketing to all advertisers with Merchant Center accounts. Previously Dynamic Remarketing was only available through limited Beta.
What is Dynamic Remarketing? Dynamic Remarketing allows ecommerce advertisers with Google Merchant accounts the ability to remarket to users who have been to their website and re-engage them by showing banner ads with images of the actual products the visitor looked at. Google uses product images from an advertiser’s Merchant account to populate the products on the banners. In addition, advertisers can customize the banners to their brand by editing the colors and designs and even add their brand’s logo.
In order to implement Dynamic Remarketing, an advertiser must have a Google Merchant account as well as add remarketing code throughout their website.
Dynamic Remarketing ads are more engaging to past website visitors because they show the exact products that the visitor was viewing.
Below is a screen shot that Google provided of Dynamic Remarketing banner ads.
Google has updated the capabilities for its Auction Insights report so that advertisers can easily see how they stack up against their Google AdWords competition. Previously, advertisers were only able to see the Auction Insights report for individual keywords. Now, Google has announced that advertisers can view the Auction Insights report for a group of keywords, individual or multiple ad groups or at the individual or multiple campaign level.
With this information, advertisers can compare their paid search efforts in terms of impression share, average position, overlap, position above and top of page rates. From there, advertisers can choose to increase maximum cost-per-click (CPC) bids and daily budget accordingly.
To see Auction Insights, go to the tab of where you would like to compare your performance data. Select the campaign(s), ad group(s) or keywords you would like to compare against your competition. Next, select the drop down menu under “Details” and choose either Selected or All. A new screen with your Auction Insights report should appear.
Below is a screen shot of an example of an Auction Insights report at the campaign level that is sorted by Impression share.