Awesome AdwordsSeminar Series

Part 4 - RemarketingChloë Thomas

Me and indium

● 6 years● Effective Online

Marketing ● done for you● Team of 5Services:● Adwords & Remarketing● LinkedIn Pages & Ads● Email

Awesome AdwordsSeminar Programme

1. Introduction - the changes and how to capitaliseAvailable on the website

2. Bidding Options - get more quality traffic for lessAvailable on the website

3. Product Listing Ads - how to do and optimiseAvailable on the website

4. Remarketing - overlaying it with “normal” AdwordsThur, Aug 22nd @ 2pm

5. Image and Video Ads - lower click costs, a different type of trafficWed, Aug 28th @ 2pm

6. Wrap Up - Matt and Chloë discuss the month, review key topics, plus a few nuggets! and a chance to ask your QsFri, Aug 30th @ 2pm

http://indiumonline.co.uk/aa

Remarketing

1. Layers recap2. Remarketing

a. How it worksb. How to optimise it

3. Layering it Upa. Budget Balancingb. Dynamic Remarketingc. YouTube Video Remarketingd. RLSA (Remarketing for Search Ads)

4. Next Steps

What is Google Adwords?

Lots of Changes:

● Enhanced Campaigns

● Google Shopping

● Endless Integrations

Silos are Dead

CoreKeywords

Google Base/

ShoppingRemarketing

Display Advertising

It’s all about Layers

How to Capitalise on Layers

And then try pure Display Advertising

Remarketing

1. Layers recap2. Remarketing

a. How it worksb. How to optimise it

3. Layering it Upa. Budget Balancingb. Dynamic Remarketingc. YouTube Video Remarketingd. RLSA (Remarketing for Search Ads)

4. Next Steps

Why Great?

● Higher AOVs than site average● Frequently double digit Conversion Rates● Very powerful View-Thru Conversions● And...

How is Remarketing different from Core Keyword Adwords?

Core Keywords Adwords Remarketing

Ad styles Text, Image etc Text, Image etc

Where ads appear On the Google Search EngineOn the Google Display Network

On the Google Display Network - ish

How you pay By click By click

How Google decides when to show your ads

Keywords:When someone is searching for a keyword you've selected to bid on; or when they're on a website the content of which relates to your keywords

People:The person using the computer has previously been to your website.

How to get started?

1. Set Up the Techy Stuffa. Amend your privacy policiesb. Implement the tag on your website

2. Design your audience targeting

3. Built it

Design your Audience Targeting

Homepage

Pens

Notebooks

Staplers

Product Listing Pages

Checkout

Audiences, and Lists

1. Remarketing Lists can be:a. Tag-basedb. Rule-based (URLs)c. Custom Combination

2. Settings:a. Membership durationb. Initial list size

How to Optimise Remarketing

● Audience targeting● Adverts● Bids● Placement exclusions● Frequency capping

Remarketing

1. Layers recap2. Remarketing

a. How it worksb. How to optimise it

3. Layering it Upa. Budget balancingb. Dynamic Remarketingc. YouTube Video Remarketingd. RLSA (Remarketing for Search Ads)

4. Next Steps

It’s all about Layers

Budget See Saw

Dynamic RemarketingRemarketing and PLAs Layers

● Uses the Feed and Custom Tagging● Dynamically generates ads for remarketing● Shows customers products they looked at

Remarketing For YouTube

● Video ads on YouTube

● New Remarketing Lists:○ Interacted with videos○ Subscribed to Channel○ Viewed TrueView ads○ Visited your Channel

RLSARemarketing Lists for Search Ads

● Modify Bids based on Remarketing Lists● HUGE possibilities...

○ Pay less for brand bidding○ Bid on competitors and tempt your customers back○ Reinvigorate currently “ROI poor” campaigns

● BUT, important restrictions

Next Steps

1. Technical Set Up2. Build your Campaign3. Come along to the rest of the Seminars to

find out more about the Layers4. Want help?

a. Free Adwords Clinicsb. Ask any question

http://indiumonline.co.uk/awesome-adwords

Next Seminar:Image & Video Ads - how it works

and LayeringWeds, Aug 28th @ 2pm