Google AdWords has introduced a new way to put your ad in front of users who are likely to buy your product or service through Topics. As its name suggests, Topics allows you to target visitors of certain pages based on the topic of the page. Google will place your ad on pages of Topics that you have specified.
In order to categorize a specific page, Google uses keywords, frequency of words, font sizes, word placement and/or linguistics/language on the page. Google targeting is done at the page level, and not the domain level.
Topics can be found in a tab under “All Campaigns’. Please note that you may have to click the additional “Show tabs’ button to add Topics to your campaigns.
Below is a snapshot of the different topics that are available. You can also select topics by using a keyword search.
You must enable your campaign to be seen in the Google Display Network and can use both banner and text ads for Topics campaigns. I would recommend creating a separate campaign for Topics so that you can allocate a separate budget. You can also add keywords in addition to topics for more precise targeting.
Contextual Targeting by Topic is a great match for your campaign if you are looking to reach a broad audience quickly, have a flexible campaign budget and are looking to significantly increase traffic and exposure to your site.
Remarketing allows you to show banner ads to previous visitors of your website as they browse other sites throughout the Web. How it works: you add a tracking pixel to your website which will allow your ad to be shown to visitors once they are no longer on your website. The websites must be within the Google Display Network for your ad to be displayed; some site examples are AOL.com, YouTube, Business.com, NYT.com and many more.
You can set up different tracking pixels to remarket to different types of visitors to your site. A few examples are: tracking customers who get to your homepage and leave immediately, visitors who add items to a shopping cart on your site, but do not complete an order, or visitors viewing specific pages on your site, among others.
You can also create separate messaging for each type of visitor to your site. For instance, if a visitor viewed a product page containing gift baskets and didn’t complete an order, you can create a banner ad with specific messaging related to gift baskets to be shown to this visitor on other websites. You can even set up a tracking pixel to target customers who have made a purchase on your site and your banner ad can invite them to make another purchase with a special discount or promotion.
Think that your ads may be a little too intrusive? No problem, you can set daily frequency caps so as to not bombard visitors. Keep in mind that it takes a user approximately seven views to take action on an ad.
Remarketing allows you to reach more qualified potential customers because these visitors have already shown an interest in your product or service. Most websites that have implemented Remarketing ads have seen an increase in overall conversions and increased brand exposure.
The campaigns are easy to set up and work like other Pay Per Click (PPC) campaigns, where you only pay for ads when a customer clicks on them. Because Remarketing is a PPC model, you can see conversions when a customer only views your ad and returns via organic search or direct traffic, at no added cost to you!