Remarketing is a term used in Google AdWords, where you target a set of static images, animated images, video, responsive ads, and text ads by placing them on the Google Display and Google Search Network. The difference is in terms of the targeting. If you are wondering how you can start using Remarketing with Google Adwords, then you have come to the right place. Read on further.
In remarketing, you are targeting the user, who has already come to your website and does some specific actions. Remarketing consists of using a special tracking code to place cookies on the browsers of people visiting your website, and then serving ads to those with that cookie, specifically, on the Display and Search network. It can be a very powerful component of a targeted PPC campaign.
The main point with using Google Adwords for retargeting is that you want to find those people who have shown enough interest in your products or services to visit your website. These people are more likely to perform whatever activity you’re considering as a conversion than people who have not at all been to your website yet.
There are a variety of strategies for how to best target this category of people, which website visitors to target, how to make the most of your remarketing ads, and how to optimize these remarketing campaigns. In this post, we will talk a bit about these topics and give best practices based on our own experience and Google recommendations. Google Search or Display ads – what is better for lead generation
The very first step to remarketing, like most things in paid search, is to analyze your data and develop a strategy. You’ll need to decide which visitors to your site you’d like to target ads to. These groups, the ones you want to target separately and the ones you don’t want to target at all, are audiences. There are an infinite number of ways to target these audiences, including:
Based on the product/service page visited
You can target any audience based on URLs. If you have a thank you page after people submit their email address for signing up to get more information or register to see a special deal, you could use the URL of that thank you page for a remarketing list.
The first step in building your remarketing campaign is to generate and place the special code you’ll need to place cookies in your website visitors’ computers. This code can be generated within Google Analytics or within AdWords. It involves the placement of a single code on every page (called a run of site code). This is the same one that Analytics already uses to monitor traffic on your site with a slight modification. Simply place this code on every page of your site and use URLs to build custom combinations and audiences.
If you have a Google Analytics account, you can find your remarketing code here. If you don’t have one, we suggest you get one but we’ll describe how you can still generate a code in AdWords . The reason you want a remarketing code from Analytics is the cool feature of being able to set-up remarketing lists based on goals instead of just pages visited. You could set one up for people who have visited at least 4 pages, spent at least 5 minutes on your site, etc.
Hope this post was able to get you started on using Remarketing with Google Adwords. We will be able to cover some more detailed topics related to this subject soon. Watch out this space for more details.
Save my name, email, and website in this browser for the next time I comment.
Xenia Consulting is a professional digital marketing agency in Pune that leverages inbound marketing to deliver business leads for you. We do this by generating meaningful and relevant content and then driving it effectively to influence your prospects, using a mix of social and digital channels.