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