adcore university presents: advanced remarketing adcore university
TRANSCRIPT
adCore University Presents:
Advanced Remarketing
adCore University
Presented by:
Naomi Hauser
Technical Support Specialist
Advanced
Guest Lecturers: Advanced
Lior Vainshtein
SEM Account Manager
Dror Aharon
SEM Account Manager
David Markovitch
Media & Performance Dept. Manager
Talk to us! Advanced
Advanced Remarketing
All about Advanced Remarketing Features in the
Google Network
Advanced
Agenda
•What is remarketing?
•An overview of different platforms used for remarketing
•AdWords RLSA (Remarketing Lists for Search Ads)
•Analytics remarketing list
•YouTube remarketing
•Questions
New Features
Introduction Advanced
What is remarketing?
Remarketing (Retargeting) allows you to find visitors who previously interacted with your site, and target them.
Show them ads that are tailored based on which sections of your site they visited.
Your ads appear on Google Display Network or as they search for terms related to your products on Google.
Introduction Advanced
Why use remarketing ?
• Reduced cost per impression
• Better conversion rates
• Improved ROI
• Precise targeting
• Cost effective branding
Platforms Advanced
AdWords remarketing Advanced
Advanced Remarketing
RLSA (Remarketing List for Search Ads)
Advanced
Lior Vainshtein
SEM Account Manager
AdWords RLSA
• What is it?
• Why use it?
• Limitations
• Tips and Strategies
• Insights
Advanced
AdWords RLSA
What is Remarketing List For Search (RLSA)?
It’s similar to a Display AdWords Remarketing list. BUT: It lets you customize your search campaign for people who have previously visited your site, and tailor ad creative and/or your bids to these visitors when they're searching on Google.
Display Remarketing RLSA Search
VS.Push Pull
Advanced
Advanced
Where to create an RLSA audience List?•Shared Library
Audience+ Remarketing List
AdWords RLSA
Limitations
•Minimum number of 1,000 cookies
•Set on the ad group level
•Google Analytics audiences – can’t be used for RLSA
•Shopping Campaigns
AdvancedAdWords RLSA
Tip #1: Add audiences for all search campaign ad groups!
1.Start with no bid adjustments to gather statistics
2.Based on the statistics, increase/decrease bid adjustments or split out campaigns using target and bid settings.
AdvancedOur Recommendations:
Advanced
How to Add the List to your Search Campaign•Audiences Tab
+ REMARKETING
•Select the ad group
•Select the audience lists you will like to target
•Select ‘target and bid’ or ‘bid only’ setting
AdWords RLSA
AdvancedAdWords RSLA
Tip #2: Which RLSA Settings is correct?
1.Target and bid – show ads only to people associated with these lists, with the option to bid on them
2.Bid only – add these lists so I can set bids on them, but show ads when my other targeting methods match
Advanced
Tip #3: Add customized ads for website past visitors.
•Example of ad copy: – 10% Off For Returning Customers– Special New deals
Settings: Target and bid
RLSA Strategies
AdvancedRLSA Strategies
Advanced
Tip #5 - Create target and bid campaigns/adgroups for generic low position keywords and ’second chance’ keywords
Reg. Search Campaign
Past Visitors Campaign
Settings: Target and bid
AdWords RLSA
Tip #6 – Increase your audience size
•Expand the time period:– All audience 90 days– All audience 90-180 days
AdvancedIncrease Audience Size
• Use the target and bid audience? Don’t forget to exclude the audience from the original campaign
• Check with the client for special offers for returning customers
• DSA (Dynamic Search Ads). Available via the Editor!
AdvancedMy Insights
Be creative
•Cross Remarketing
•Push by RLSA
AdvancedThink Outside the Box
Higher bids for more valuable customers
AdvancedSummary
Advanced Remarketing
Analytics Remarketing List
Advanced
David Markovitch
Media & Performance Dept. Manager
Analytics Remarketing List
• Why use it?
• Limitations
• Highlighted Features
• Examples
Advanced
Why use it?
Remarketing list
•Easy-to-use
•Efficient
•Increase conversions
•Highly targeted
Advanced
Limitations by AdWords
2000 Remarketing Audiences per Analytics account.
100 unique cookies for Display
1000 unique cookies for Search
Advanced
Limitations
Interests:
Adult activities (alcohol, gambling, adult dating, pornography, etc.)
Background:
Racial or ethnic information
Political affiliation
Religion or religious belief
Negative financial status or situation
Health or medical information
Targeting:
Children
Advanced
Examples of Good lists:AdvancedAnalytics remarketing List
The Curious
Big Spenders
Socialites
Just Missed Em!
Best practices for Limitations
TIP #1: DON’T come off as CREEPY!
Frequency capping
Avoid personal info
Up to date privacy policy
Advanced
Smart List
Tip #2: Use Analytics Smart Lists!
Automates and refines the decision making process of remarketing.
Predict visitors that are most likely to convert (based on visit duration, page depth, location, device, referrer, and browser).
Calibrate remarketing campaigns in AdWords to assign a value to each visitor.
Advanced
Smart List Advanced
Enhanced Segmentation
Tip #3: Turn on your “Display Advertiser Features” and “Demographics and Interest Reports”
New feature: lists based on origin, behavior, and demographics.
Advanced
Seasonal Or Event-Based Advanced
Tip #4: STAY CURRENT!
Promote current sales events to previous web visitors.
Product Or Service-Specific Advanced
Tip #5: Use logic.
Promote a specific product page Encourage to revisit the page and convert Customized remarketing list of visitors who have been to a specific product page
AdvancedAdvanced Remarketing
YouTube Remarketing Lists
Dror Aharon
SEM Account Manager
YouTube Remarketing
• Who should use it?
• Linking to AdWords
• Remarketing Lists
• Recommendations
• Tips and Insights
Advanced
Reaching a wider audience (Mostly B2C advertising)
Demonstrating product/service in a short period of time
Increasing ROI by targeting interested customers
Boost Brand Awareness & Customer Engagement
Who Should Use It? Advanced
Businesses interested in:
Why Link YouTube To AdWords? Advanced
Remarketing Lists Advanced
Remarketing lists: Target viewers based past interactions with videos or YouTube Channel.
Targeting groups: Select different targeting settings.
TIP #1: Choose the right remarketing List
Viewers who have visited your site but did not convert in the past 7/30 days.
Viewers who have converted only once in the past 7/30 days.
Recommended Remark. Lists Advanced
Negative Remarketing Lists: Audience who have converted
Recommended Remark. Lists Advanced
Negative Keyword List:
from previous example
keyword related to meat
TIP #2: Choose the right Video for the right audience.
Don’t show vegetarians a video describing delicious meat products.
Create different campaigns with videos for different purposes (Branding,
targeting a specific audience etc.)
Match Your Videos With Your Audience Advanced
Check Out what Burger King did:
TIP #3: Upload your own ‘Companion Banner’ don’t let google choose!
The companion banner continues to show, even when the video ad has been
skipped.
Any click which follows is free for the advertiser. This is quite a nice feature.
Companion Banner Advanced
TIP #4: Get yourself a bumper ad!
Bumper ads – Pre-roll video format running only 5 seconds - resulting in
higher view frequency. Great for driving brand awareness and recall.
Bumper Example
Bumper Ads Advanced
Summary
Google AdWords
(RLSA)
Google Analytics
(Segments)
YouTube
(Connect it)
Advanced
USEUSE
Questions:
Questions
Advanced