Google AdWords Remarketing Tutorial And Setup: What You Need To Know In 2015

Summary

This video script offers an in-depth exploration of remarketing for AdWords campaigns, highlighting its significance for brand recognition and customer re-engagement. It covers various remarketing strategies, including standard, dynamic, and video remarketing, emphasizing tailored audience targeting. The script outlines the technical setup, from generating a remarketing tag to creating rule-based lists and building campaigns, with a focus on optimizing for conversions and efficiently reaching potential customers across the Google Display Network.

Takeaways

• 🔍 Remarketing is a crucial tool for AdWords campaigns, allowing advertisers to target ads to people who have previously visited their website or used their app.
• 👀 The concept of remarketing is familiar to many as the experience of seeing ads for products they viewed on a website while browsing other sites.
• 🛒 Types of remarketing include standard remarketing, dynamic remarketing for e-commerce, remarketing for mobile apps, remarketing in search, and video remarketing.
• 🎯 The primary goal of remarketing is to show ads to people who have interacted with a brand before, aiming to increase brand recognition and conversion rates.
• 💡 Remarketing is particularly effective because most consumers do not convert on their first visit to a website, making it important to stay in front of potential customers.
• 📊 Remarketing campaigns can be tailored to specific actions taken by visitors, such as viewing certain pages, adding items to a cart, or watching videos.
• 🌐 Google's Display Network offers a vast reach for remarketing, with over two million websites and apps where ads can be shown.
• 📈 Detailed reporting is available for remarketing campaigns, providing insights into audience behavior and ad placements across the Google Display Network.
• 🛠️ Setting up remarketing involves generating a remarketing tag from AdWords and adding it to the website, which then tracks visitor behavior to build remarketing audiences.
• ⏳ The membership window, or the duration a user remains in a remarketing audience, is a key setting that can be adjusted based on business goals and customer behavior.

Q & A

What is remarketing and why is it important for AdWords campaigns?

Remarketing is a strategy that allows advertisers to show ads specifically to people who have previously visited their website or interacted with their brand. It's important for AdWords campaigns because it helps in brand recognition and staying in front of potential customers, which is crucial for converting them into buyers, especially since most people don't convert on their first visit.

How does remarketing work on the Google Display Network?

Remarketing on the Google Display Network involves placing a remarketing tag on your website, which drops a cookie in the visitor's browser when they view a page with the tag. This cookie ID is then used to serve ads to the visitor as they browse other websites within the Google Display Network.

What are the different types of remarketing campaigns discussed in the script?

The script discusses several types of remarketing campaigns including standard remarketing, dynamic remarketing, remarketing for mobile apps, remarketing in search, and remarketing with video.

How does dynamic remarketing differ from standard remarketing?

Dynamic remarketing is specifically useful for e-commerce and allows advertisers to show ads for specific products that a user has viewed on their website. Standard remarketing, on the other hand, is broader and targets users who have visited the website but doesn't target them with specific products they've viewed.

What is remarketing in search and how does it benefit advertisers?

Remarketing in search allows advertisers to target users who have previously visited their website when those users are back on Google search. It can help in bidding more aggressively or tailoring ads for users who are likely closer to making a purchase, thus enhancing the effectiveness of search campaigns.

Why is it necessary to have a remarketing tag on a website?

The remarketing tag is necessary to track visitors and drop a cookie in their browser, which is then used to serve remarketing ads. Without the tag, the advertiser wouldn't be able to create audiences for remarketing purposes.

What is the membership window in remarketing and why is it significant?

The membership window refers to the duration for which a user remains part of the remarketing audience after their last visit to the website. It's significant because it determines how long an advertiser can continue to show remarketing ads to a user, influencing the effectiveness and reach of the remarketing campaigns.

How can remarketing lists be tailored based on user behavior?

Remarketing lists can be tailored based on user behavior by creating rule-based lists that target specific actions, such as viewing certain pages, adding items to a cart, or abandoning a purchase. This allows for more targeted and effective remarketing campaigns.

What are the benefits of remarketing for advertisers according to the script?

The benefits of remarketing include reaching people when they are most likely to buy, creating tailored lists for specific audiences, leveraging the vast reach of the Google Display Network while controlling spending, gaining detailed reporting insights, and the ability to continue advertising to users who don't convert on their first visit.

How does remarketing help in brand recognition and customer retention?

Remarketing helps in brand recognition and customer retention by keeping the brand in front of potential customers as they continue to browse the internet, reminding them of the products or services they've shown interest in, and encouraging them to return and complete a purchase.