Remarketing is one of the hottest ways to reach a target audience. With remarketing, you can laser-target web users who have been to your site, browsed content or products, and maybe even abandoned shopping carts or application forms. Learn expert remarketing tips and tricks, and show users what they’re missing with a gentle nudge back to your website.
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.
The holidays are quickly approaching and you may be strategizing on new tactics to increase sales before the year ends. Below are several strategies for Google AdWords that don’t require too much heavy lifting so, that you can implement before the online shopping season ends.
Many advertisers implement Remarketing to bring back website visitors who have abandoned their shopping carts or may even use the strategy to remind visitors to fill out a lead generation form. A new way to reach your niche audience is to target users who have watched your YouTube videos or your videos embedded on other sites such as Facebook.
Once one of your videos begins to play, a tracking pixel is activated and you will have the ability to create different user remarketing lists per video, which will allow you to show specific banner or text ads to the watchers, based on the video that was played. For example, if you have many different videos on your YouTube channel and one specific video covers PPC optimization techniques; you can show banner ads with the PPC optimization techniques to the audience that watched the same video. This remarketing technique allows you to show banner ads to viewers who may have watched your YouTube ad, but may have never been to your website.
To set up the tracking pixel, you must sync your AdWords account to your YouTube channel account. From there you can create new remarketing lists and use these lists for targeting your banner or text ads.
Advertisers have seen similar cost-per-acquisitions (CPA) for YouTube Remarketing as their overall account CPA, while conversion rates tended to be lower, but cost-per-views ranged from $0.15 to $0.25.