Post on 12-Apr-2017
Google Remarketing
Helps organizations raise their online visibility and acquire supporters.
Google Adwords and Analytics, online strategy, content and social media.
Contact Brett Gerstein brett@Fliptide.net / 202-302-1502
Remarketing Explained
• NOT part of Google Grants.• Displays text and image ads to your website visitors. • Ads appear on Google’s display network (92% reach,
millions of sites).
Remarketing Explained
• Also appear on mobile.• 320 x 50
Remarketing Explained
• Need to add extra code from Adwords to your website. • Google drops cookie on user’s computer.• Minimum 100 cookies must be collected.• Must update privacy policy on your website. Google “Adwords
remarketing privacy policy” for ideas. • Opportunity to re-engage. – According to Forrester Research, 96% of people who visit a
website leave without completing the action the marketer would have liked them to take.
– Not necessarily the last click before donating though.
Remarketing Explained
• Remarketing Lists– Tells Google what conditions must be met to show remarketing ads.
• Create remarketing lists in Adwords – Pages visited are most common type:
• People who visited my donate page but did not donate. • People who have donated (December 31 appeal?).• People who visited pages on a specific topic.
• Create remarketing lists in Google Analytics– Google Analytics and Adwords account must be linked. – Based on metrics from your website. – Examples:
• Based on location. • Based on number of site visits.• Font size.
Remarketing Explained
• Set membership duration for your lists.– Determines how long someone stays on your list.
• Example: 30 versus 60 days since last visit to your site.
– Try different ads depending on how long it’s been since they visited your site.
– Try bidding higher for more recent visits.
Remarketing Explained
Remarketing Explained
• Set frequency cap
– Determines how often someone sees your ad to prevent burnout and “creepiness factor”.
– Consider starting with 2 impressions per week per campaign.
– Check stats after ads have run for a while to determine when clicks drop off and set new threshold.
Remarketing Explained
• Info goes here
Remarketing Explained
• Try creating multiple ads to combat fatigue. – Different sizes and creative.
Remarketing Explained
• After lists are completed, create a new Remarketing Campaign in Adwords.
• Create Ad Groups and import individual remarketing lists into them. • Place ads into your ad groups that resonate with people on your
remarketing list. – Example: Help refugees in Syria ad targeting people who visited your
Syria section.• Try text ads too but image ads convert better.• Bidding
– Bid higher for remarketing ads in general.– Bid even higher for past donors and more recent visitors.
Remarketing Explained
• Additional Opportunities:
– Similar Remarketing Lists• Creates list of new people who never visited your website who are
similar to those on your remarketing list.• Good for branding • Add them to a new campaign that is not focused on remarketing.• Can help grow traditional remarketing lists if they visit your
website. • Must have 500 cookies.
Remarketing Explained
– Remarketing Lists for Search Ads
• Shows Google search ads to people on your remarketing lists.
• Add remarketing list to existing search campaigns and use bid adjustment to increase bid for people who are on list.
• Or create new campaign to bid on broad match keywords you normally wouldn’t and target with remarketing lists only. Ex. “charity”, “non profit”.
• Must have 1,000 cookies (normal remarketing is 100).
Appendix
Resources
• Google Adwords Support: https://support.google.com/adwords
• HubSpot: http://blog.hubspot.com/• Search Engine Land: http://searchengineland.com/• Search Engine Watch: http://searchenginewatch.com/• WordStream: http://www.wordstream.com/blog• PPC Hero http://ww.ppchero.com
Suggested Reports to Review
• CVR (conversion rate)• AOV (Average order value)• Grants spend versus revenue• Search query reports