AdWords Academy Remarketing 再營銷

Confidential & Proprietary

AdWords Workshop - Remarketing Loretta

Confidential & ProprietaryConfidential & Proprietary

Today’s Agenda

1) Remarketing Overview2) How to Build a Remarketing List 3) Remarketing Campaigns

a) Remarketing Campaign (Display)b) Remarketing List for Search Adsc) Best Practices

4) Dynamic Remarketing5) Tools


How well do you understand your customers?

Leave a website without converting1

96%Abandon shopping baskets

without purchasing1

70%Typically visit 2–4 sites

before purchasing2

49%

1 Source: Understanding Shopping Basket Abandonment, Forrester Research, May 2010 2 Source: Google/Compete Sporting Goods Study: (Sep 2011-Sep 2012) Clickstream BF02 (number of different brands visited)


RemarketingUse technology and audience insights to automatically run a campaign in real time; Reaching the right user at the right time with the right message.


Remarketing amplifies your initial investmentBy adding conversions on top of your initial ad spend

Yourwebs

ite

Remarketing

Drive 100 people to your site 4 convert

Remarketing converts an additional 3


How remarketing works:Bring back unconverted visitors and improve ROI

Visitor addedto list

Visitorleaves

Your ad across theGoogle Display

Network

Visitor comesto your app or

site

Visitor returns to your sitemore conversions!


DISPLAYStandard remarketing

Dynamic remarketing

SEARCHRemarketing lists

for search ads

MOBILEMobile web remarketing

Mobile app remarketing

VIDEOVideo remarketing

on YouTube

Remarketing reaches potential customers across channels and devices


Policy Requirements

● interest or participation in adult activities (including alcohol, gambling, adult dating, pornography, etc.)

● sexual behavior or orientation, such as sexual orientation inferred from a user's visit to a particular website

● racial or ethnic information, such as from sites or apps that collect affirmative racial or ethnic identification from

visitors

● political affiliation (other than the public registration information of United States voters), such as from sites or

apps that solicit or store people's affirmative political stances

● trade union membership or affiliation, such as a user's visit to a trade union's site or app

● religion or religious belief, such as from sites or apps that collect people's affirmative information on religion or

religious beliefs

● negative financial status or situation, such as information indicating that a user has a low credit rating or high

debt load

● health or medical information, such as from sites or apps that market to a specific health-related group

● status as a child under 13

● the commission or alleged commission of any crime, such as information indicating that a user has a criminal

record

See More

https://support.google.com/adwordspolicy/answer/143465?hl=en

https://support.google.com/adwordspolicy/answer/143465?hl=en


How to build a remarketing list?


Remarketing for Display


CLOSE THE SALEENGAGE PAST SITE

VISITORSIN THE MOMENTS

THAT MATTER

Remarketing for Display


Opening a Remarketing Campaign (Display)


Remarketing List for Search Ads (RLSA)


CONVERT AS THEY SEARCH ON GOOGLE.

COM

SEGMENT PAST VISITORS

OPTIMIZE BIDS TO SEGMENTS

Remarketing List for Search Ads


Opening a Remarketing Campaign (Search)

Confidential & ProprietaryConfidential & Proprietary


Display Remarketing


Why: Tags capture the customer insights needed for strong remarketing lists

1. Tag your entire desktop and mobile site

Tag to use If you...

Google Tag Manager ...are placing an entirely new tag on your site

Google Analytics Tag ...are already running Google Analytics and want to use detailed site analytics to create remarketing lists

AdWords Tag ...already run Remarketing Lists for Search Ads or want to enable remarketing only


2. Focus lists based on customer paths through your site

Why: Tailor your bids and ads to the ways your most valuable visitors interacted with your site

Homepage Viewers

Product or Offer Page

Viewers

Cart Abandoners

Category Page Visitors

Past Converters

Message:

“Discover great deals”

Message:

“Check out newarrivals”

Message:

“30% off today only”

Message:

“Free shipping”

Message:

“You may like other products

like this”

$2.00 $3.00 $4.00 $7.00 $5.00


3. Pair remarketing with Conversion Optimizer

Why: Dynamic bids usually lead to better results and can save time better spent on other vital areas

Start your target CPA at a level that matches historical results

20% more conversions at the same or lower CPA1

Source [1]: Google Internal Data, 2013.


4. Use all display ad sizes and formats

Why: This helps reach your audience at exactly the right moment

Include

Image ads

Mobile sizes

HTML5

Text ads


5. Remove restrictions for best performance

Why: When people have visited your site already, they are more likely to purchase regardless of the context

Remove language settings If a person has visited your site, they probably understand the language of your creatives

Remove location settingsPeople may want to gift your product to friends who live in delivery regions that you may not deliver to

Remove performance-based placement exclusions

Conversion Optimizer will optimize placements in real time to achieve your performance goals


6. Automate your frequency caps

Why: Google’s algorithms will optimize frequency caps for you, based on how likely each visitor is to click on and convert from your ad

If you’re using our automated bidding solutions, there’s no need to set a manual frequency cap


7. Acquire extra highly qualified customers

Remove Restrictions for Best Performance

Why: Boost your remarketing volume and acquire new customers

In-Market Audiences

New Visitors

Similar AudiencesAuto-targeting

Past Visitors

Programmatic Remarketing on Google

Display

Keep your brand top of mind

Find similarity at scale

Find intent in the moment


Why: These features can boost remarketing volume and acquire new customers at the right cost

New Customer Acquisition

Similar Audiences Auto-targeting

Best for advertisers who want…

● Broader remarketing expansion● Want full control over creatives, CPAs

and budgets, and are looking for added volume

Best for advertisers who want…

● Moderate remarketing expansion● Use Conversion Optimizer● Want similar performance to

remarketing campaigns

7. Acquire extra highly qualified customers


Remarketing List for Search


Why: Past visitors are more likely to convert than those who’ve never visited.

Start with lists for your key segments

General Visitors

Cart Abandoners

Past Converters

Goal:

Increase engagement with

past visitors

Goal:

Bring back to buy

Goal:

Upsell or cross-sell


Choose the best targeting setting for your strategy

Why: Your setting determines how closely your targeting criteria should be met.

Create separate RLSA-only ad groups to target broader keywords or offer a different message

Want to bid differently for remarketing lists, but not change the message easily


Match bids to conversion funnel stage. Don’t be shy.

Why: When two remarketing lists apply in the same ad group, the list with the highest bid modifier will win out.

3%

+100%

+120%

+150%

Cart Abandoners

Recent Converters

General Visitors

Example List Construction: Retail

Illustrative bid modifiers


Target broader keywords and match types to grow volume

Why: Broader targeting can be effective since RLSA traffic is usually more qualified.

Regular Campaigns

“hawaiian cruises”[tropical cruises]

RLSA Campaigns

cruisesbest cruises


First, set up your site to enable remarketing.1. Tag your entire desktop and mobile site

Next, prepare to send the right messages to the right prospects.2. Focus lists based on customer paths through your site

Choose your bids and ad formats for maximum success.3. Pair remarketing with Conversion Optimizer4. Use all display ad sizes and format5. Use dynamic remarketing to show the most relevant ad6. Move from Conversion Optimizer to Return on Ad Spend

Optimize your settings for best results.7. Remove restrictions for best performance8. Automate your frequency caps

Now go prospecting for even more qualified customers.9. Use auto-targeting or Similar Audiences to acquire new prospects

10. Use In-Market Audiences to acquire mid-funnel customers

Display Remarketing Best Practices

Setting Best for advertisers who...


Set up smart.1. Tag your entire desktop and mobile site

Segment your visitors.2. Based on your conversion funnel: general visitors, cart abandoners,

past converters, ...

Choose the best bids and settings for success.3. Choose the best targeting setting for your strategy.4. Raise your RLSA bid adjustment by 100% or more.5. Set bids based on segmenting your conversion funnel.6. Target broader keywords and match types to grow volume.

Remarketing Lists for Search Ads Best Practices

Setting Best for advertisers who...


Dynamic Remarketing


Use dynamic remarketing to show the most relevant ad

Why: Consumers who see ads with the actual offer they viewed, or similar offers, are more likely to return to your site to complete a purchase

2x

conversion rate

60%

decrease in CPA’s


HKD 500


FlightsHotels

Local Deals

Travel Retail

PropertyEducation Custom

Jobs

Customised to perform in your industry

● Ease of use

● Delivers performance at scale

○ Smart segmentation

○ Dynamic ads tailored to convert in your industry and work seamlessly across device

○ Powered by unparalleled real time bidding and auto targeting technology

○ Harnessing the world’s largest Ad network

● 100% transparency

● Full suite of audience solutions

9 Verticals


£2.00 £3.00 £5.00 £5.00

Product viewers

Homepage visitors

Basket abandoners

Past purchasers

Smart Segmentation

Visit site

View a product

Add to basket

Complete purchase

£2.00

Search results viewers

Search for a product

Remarketing lists automatically created to help you target the right audiences


Dynamic display ads

Customised advertising for your brand with Ad Gallery

Logo

Background image and colour

Fonts-style, colour and size

Call to action

Price prefix

Dynamic text ads

Product title£10.00 - WebsiteBest deals in town!

Note: Illustrative Ads on this slide should ideally be replaced with ads from your clients vertical


Beautiful Dynamic Ads tailored to perform in your vertical

Flights

Delivers performance at scaleNote: This slide needs to be customiSed based on client industry. For more approved vertical ads please see here

https://docs.google.com/a/google.com/presentation/d/1adVo1xHozna9WlmrVdVg9uSmsX43w7ycDfbGBUA8HOE/edit


Beautiful Dynamic Ads tailored to perform in your verticalDelivers performance at scale

Hotels & Rentals

Note: This slide needs to be customiSed based on client industry. For more approved vertical ads please see here




Travel





Jobs





Property





Local Deals





Education




15%conversions*

Seamless and customised advertising on all devices


Create your campaign1

2

Tag your site3

Upload your feed

Setting up a Dynamic Remarketing campaign

Verify setup and launch!4


Ease of use

Start by creating a new Campaign

Give your campaign a Campaign name

Creating your Campaign in AdWords

Check Use dynamic ads


Creating your Campaign in AdWordsEase of use


Select your business typeEase of use

FlightsHotels & Rentals

Local Deals

Travel Retail

Real EstateEducation Custom

Jobs


Walk through into our automated workflow

1 Create your feed

Ease of use

Tag your site1 2 Review your

lists21 3


Ease of use

Completing your feed Flight example


Tagging your site Flight example


Ease of use

Find your feed in the Business Data Shared Library

Navigate to Shared library > Business data here...

or here


Ease of use

Upload spreadsheet

Browse for file on your computer

Click Upload and preview


Verify your campaign setup and launch!

In the Audiences Shared Library, verify Custom parameters are active message

under Remarketing tag > Details



In the Business Data Shared Library, verify successful

message under Upload history > SUMMARY


In the Ads tab, verify ads are Enabled and Approved



Tools

● Google Tag Manager● Google Best Practices● AdWords Help Centre

http://www.google.com.hk/tagmanager/

http://www.google.com.hk/tagmanager/

http://g.co/GoogleBP

http://g.co/GoogleBP

https://support.google.com/adwords/answer/6053288?hl=en#education_feed

https://support.google.com/adwords/answer/6053288?hl=en#education_feed

AdWords Academy Remarketing 再營銷

Marketing

Transcript of AdWords Academy Remarketing 再營銷