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