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Adword remarketing

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  • 1. Google Adwords Using It Effectively Boost Your Tips : mahesh.gangurde40@gmail.com
  • 2. Google Adwords Whenever you create a campaign, we ask you to choose a campaign type. The campaign type you pick determines which settings we'll show you as you create or edit your campaign -- settings such as budget and targeting. Considering your business goals can help you decide which campaign type is right for you. Examples You have a small but busy home repair business that earns the most revenue from plumbing repairs. A "Search Network - standard" campaign lets you skip all of the advanced settings and just target your ads towards high potential customers searching for home plumbing services. You work in Public Relations and want to increase exposure for a new band. A "Search & Display Networks - All features" campaign lets you reach the largest audience by targeting people searching for music, and people browsing the music-themed sites you specify within the Google Display Network. When choosing a campaign type, first pick the networks where you want your ads to show.
  • 3. Google Adwords 1) Search and Display Networks Your ad will show on the Google Search Network, which includes Google Search, Shopping, Maps, and search sites that partner with Google, like AOL, and the Google Display Network, which includes sites and apps that partner with Google as well as Google sites like Gmail, YouTube, Blogger, and Google Finance. If you select this option, you won't be able to manage a separate budget for each network.
  • 4. Google Adwords Available Features In Search and Display Networks Basic location targeting Basic bidding and budget settings Common ad extensions to include a phone number, URL, location, or social link. Language targeting Keyword-targeted text ads showing on the Google Search Network and Google Display Network.
  • 5. Google Adwords 2) Search Network only Your ad will show on Google search sites, including Google Search, Shopping, Maps, Images, and Groups, as well as on search results on sites that partner with Google, like AOL.
  • 6. Google Adwords Available Features In Search Network only Basic location targeting Basic bidding and budget settings Common ad extensions to include a phone number, URL, location, or social link. Language targeting Keyword-targeted text ads showing on the Google Search Network.
  • 7. Google Adwords 3) Display Network only Your ad will show on Google's network of partner websites, as well as on Google sites like Gmail, YouTube, Blogger, and Google Finance.
  • 8. Google Adwords Display Network only All the standard settings, plus ad delivery methods, and all ad extensions. Keyword-targeted text ads showing on the Google Search Network. Also includes text, image, rich media, and video ads showing on the Google Display Network.
  • 9. Google Adwords Location & Language :
  • 10. Google Adwords Location & Language : you want to determine in what location your ad will appear. If your product or service can be sold anywhere, selecting a broad reach is fine, such as “All Country and Territories,” or “United States and Canada.” If you have a location-specific product, you can choose where your ad will appear and see exactly how many people your ad will reach in a given location. Using both this and geographic targeting within your ads will optimize your ads to only appear for people that are within your target market.  You can further specify your results by entering locations that you want to exclude from your search, meaning people from a certain location will never be able to see your ad. You will want to choose the language your customers speak. This will not translate the ad into another language, but it will place ads on search results for people who have selected this language as their primary language. For example, if you choose Spanish as the language your customers speak, a person who has selected Spanish as their primary language in Google will see your ad when they use the search engine, but the ad will still be in the language in which you wrote it.
  • 11. Google Adwords Add Extension : Boost Your Tips : mahesh.gangurde40@gmail.com
  • 12. Google Adwords Add Extension : Location: This shows your address under the ad, which would be useful on Google Maps and mobile devices if you're a local, brick-and-mortar business. Sitelinks: This allows you to place a link to deeper and more relevant content somewhere within your website. This can further target your ad campaign so you can reach a very specific customer. So if you sell bird food, the sitelinks would allow you to have more categories, such as “Buy Now” and “Find a Store”. Call: Your phone number will appear below the ad. If the user calls from a mobile phone and you have call metrics set up, you can see how many calls were generated from each ad.   Social: This will connect your Google+ account to your ad, useful is you have a large Google+ presence. Mobile App: This will add a link below your ad that brings the customer to a mobile app within the mobile app store. Boost Your Tips : mahesh.gangurde40@gmail.com
  • 13. Google Adwords Advanced Settings :
  • 14. Google Adwords Advanced Settings : Within 'Schedule,' you can customize when you want your ads to run. You can set start and end date, as well as change the hours you would like your ads to run during each day. Next is ad delivery, rotation, and frequency capping. This setting allows you to customize how you want Google to show your ads. Within the Ad delivery, rotation, and frequency capping settings, you can do a few things:
  • 15. Google Adwords Advanced Settings : Next is ad delivery, rotation, and frequency capping. This setting allows you to customize how you want Google to show your ads. Within the Ad delivery, rotation, and frequency capping settings, you can do a few things:
  • 16. Google Adwords Advanced Settings : Optimize for Clicks: AdWords will show ads that are likely to provide more clicks to your offer. This is useful if you are looking to drive traffic to your website. Optimize for Conversions: This will let AdWords show ads that have the highest conversion rates. This is useful if your business is more concerned with conversions than traffic. Rotate Evenly: You can also rotate all ads evenly for a set amount of time, and then optimize after. This allows for ample testing time to see which ads work best. Frequency Capping: Frequency capping will limit the number of times a specific user sees your ad on the display network. This will help you avoid showing your ad to the same person many times. In the example above, there is a limit of 5 impressions per week per ad, to avoid over-burdening one user with the same ad.
  • 17. Google Adwords Advanced Settings : You can also only show your ads to only certain demographics. This allows you to choose who you want to exclude from viewing your ads based on demographics. This is only available to campaigns using the display network, as only websites in this group report on the demographics of their user base. This option would be useful to a company that has a product that is only relevant for one gender or a certain age group. This will also tell you what percent of your total impressions are from the demographic you want to exclude to see how much of the population falls within your category.
  • 18. Google Adwords Advanced Settings : Like we mentioned earlier, there's the ability to integrate your Google+ following with your AdWords campaign. In 'Social Settings,' you can include the +1 button on your ads within the display network. This can help your business increase its social presence online, giving viewers of your ad the option to share your products or services with others on their own social profiles. Finally, 'Keyword Matching Options' lets you include misspellings, plurals variations, and close spellings of your keyword. You can also select phrase match for your keywords. If you only want to appear on exact matches for the keywords you enter, you can select exact match.
  • 19. Google Adwords Bidding & Budget :
  • 20. Google Adwords Bidding & Budget : When selecting a bidding option, you can decide if you want to set the bids for each click, or if you want AdWords to set bids to help maximize clicks within your budget. In Google AdWords, the cost of a click can change throughout the day depending on the volume of advertisers bidding on a specific term. Choose which option for bidding works best for your: CPC: This option, cost-per-click, only charges you when someone clicks on your ad. This is a good option if you are focused on increasing traffic to your website.  CPM: CPM, or cost per thousand impressions, is used in the display network. This is helpful if you are looking to get your ad and brand in front of as many people as possible.  CPA: CPA, or cost per acquisition, charges you when the person who clicked on your ad converts, often into a sale. This can be used with conversion tracking and other applications. 
  • 21. Google Adwords Bidding & Budget : I'll manually set my bids for clicks: This allows you to choose what you want the max CPC to be for any given keyword. This is useful if you want to monitor and control the keywords and bidding. It also allows you the freedom to target in any way your company wants. For example, if you sell sports equipment but you really want to focus on baseball gear this month, you can focus most of your budget on baseball keywords. AdWords will set my bids to help maximize clicks within my target budget: This option allows AdWords the freedom to set the CPC for your keywords while staying within your budget in order to get the most clicks each day. This option is good if you had an advertising budget you constantly want to reach, and don’t want to spend the time monitoring and adjusting your campaigns. As for your budget, set it according to the optimal amount determined in the traffic estimator.
  • 22. Google Adwords Ad Group :
  • 23. Google Adwords Creating Ad Group : Once your campaign is created, you can begin making ad groups, starting with a relevant title you will be able to remember later. You can then create the ad copy you want. Ads options include a text ad, image ad, and a mobile ad. The Display ad builder is a tool on Google that will help you build your ad and pick from their library of templates and images. You can also create specialized ad content such as a video ad. To create a text ad, you must have a title that is no more than 25 characters, and two lines of text that are no more than 35 characters each. The best ads include:
  • 24. Google Adwords Creating Ad Group : Keyword Relevance - The more relevant your ad copy is to your keywords and landing pages, the higher Quality Score it will have. This will make your ad rank higher on search results than those with lower quality scores. Call-to-action (CTA) - Does your ad tell the viewer what you want them to do? Examples include “Try now,” “Download today,” or “Learn more.” Value - Your ad needs to show the customer what the value is in your product or service. This could include a discount, free offer, higher quality, or anything that will make them want to know more about your product.
  • 25. Google Adwords Remarketing : Remarketing is the feature that lets you reach people who have previously visited your site, and show them relevant ads across the web or when then search on Google. When people leave your site without buying anything, remarketing helps you connect with these potential customers again. You can even show them tailored message or offer that will encourage them to return to your site and complete a purchase. Use Remarketing to match the right message to the right people at the right time. How : you add a piece of code to all to all the pages of your site. Then, when shoppers come to your site, they’ll be added to your remarketing list. You can later reach out to these potential buyers while they search on Google or browse other website.
  • 26. Google Adwords Multiple Ways Of Remarketing : 1)Remarketing for Display Network : Show ads to your site visitors while they browse the web. 2)Remarketing lists for search ads : show ads to your site visitors when they search for what they need on google. Expand your reach with additional keywords, set bid adjustments for people who have visited your site, and tailor your ads to them. 3)Dynamic remarketing (only for advertisers with a Google Merchant Center) : Show dynamically created ads to your site visitors, powered by your Google Merchant Center Account. These ads are created based on the pages your customers visited or how they interacted with your site, and are shown to your site visitors while they view other sites on the web. Dynamic ads include relevant details such as product image, title, price etc…
  • 27. Google Adwords Example : Let’s say you sell shoes. Using remarketing, you can show ads about men’s / women’s / kid’s “shoes” on Display Network websites to those people who visited the shoes selection of your site. Yu could also show ads about shoes to those visitors when they search shoes on google. Using dynamic remarketing, you could show dynamically created ads that display relevant products to people who visited the shoes section of your site while they visit other sites on the web. To use any of these remarketing options, you’d place a tag across your entire site and then create a remarketing list in adwords for the “shoes” pages of your site
  • 28. Google Adwords Who should use remarketing : Whether you’re looking to drive sales activity on your site, increase registrations, or promote awareness of your brand, remarketing can be a strategic component of every compaign. It can drive return on investment (ROI) for all types of advertisers. To use remarketing on the display network, you may want to choose “Display Network Only – Remarketing” as your compaign type when you create compaign. To use remarketing lists for search ad, you may want to select “Search Network Only – All Features” as your compaign type. If You have a “Search Network Only – Standard” or “ Search & Display Networks – Standard” compaign, you won’t be able to add remarketing lists to your compaign
  • 29. Google Adwords How Remarketing Work : Remarketing can help you reach people who have previously visited your website as they visit other site on the Google Display Network or search on Google. Using Remarketing, you can show these customers messages tailored to them based on which sections of your site they visited. To start using remarketing, you need to add the remarketing tag, a small snippet of code that you get from Adwords, across all your site pages. Many sites have an identical footer for all pages, and this remarketing tag could be placed there.
  • 30. Google Adwords How Remarketing Work : Once you’ve added the remarketing tag to your site, you can create remarketing lists for any of your webpages. For example you could create a remarketing list for visitors to your most popular product category. The remarketing tag tells adwords to save visitors to your “Popular Category List”. When people visit that page, their cookies id is added to the remarketing list. Then, you create an Adwords compaign with a specific message to show only to people on your “Popular Category List” while they search on Google or browser other Display Network sites. Your remarketing messages won’t be shown to people who are not on the list. Because the remarketing tag is on all the pages of your website, you can develop more details audience. For example you could create lists not only for your most popular product category, but also for each of your product category or your shopping cart.
  • 31. How to Set Up a Remarketing List 1
  • 32. How to Set Up a Remarketing List 1
  • 33. How to Set Up a Remarketing List 1
  • 34. How to Set Up a Remarketing List 1
  • 35. How to Set Up a Remarketing List 1
  • 36. How to Set Up a Remarketing List 1
  • 37. How to Set Up a Remarketing List 1
  • 38. How to Set Up a Remarketing List 1
  • 39. How to Create Custom Combinations People Who Placed an Order People Who Added a Product To Your Shopping Cart
  • 40. How to Create Custom Combinations People Who Filled Out the Form People Who Saw Your Contact Form
  • 41. How to Create Custom Combinations People Who Found You on LinkedIn People Who Found You on LinkedIn and Visited Your “Consulting Services” Page People Who Visited Your “Consulting Services” Page
  • 42. How to Create Custom Combinations People Who Visited Your Website in the Last 10 Days People Who Visited Your Website In the Last 30 Days
  • 43. How to Create Custom Combinations
  • 44. How to Create Custom Combinations
  • 45. How to Set Up a Remarketing List 2 Remarketing in Google Adwords The following notes discuss the process for creating a Google Adwords Remarketing campaign. Tips for each step in the process are listed. Campaign Setup Choose to create a “Display Network only” campaign. → Name your campaign. note that you may consider a naming convention if you plan to create multiple campaigns and keep them organized. → Click the Remarketing radio button. → Choose a daily budget. Remember that your campaign will be limited to impressions for previous site visitors only, so consider how many people might be seeing your ad daily. → Google will advise that you do not limit location or language at the time of campaign setup. Know that you can update this setting after the campaign is created. Make this update only if you really need to limit your messaging to specific locations, languages or devices. → Configure your campaign flight and determine when you want your ad to run (all day vs. day parts).
  • 46. How to Set Up a Remarketing List 2
  • 47. How to Set Up a Remarketing List 2
  • 48. How to Set Up a Remarketing List 2 After completing this step you will either be directed to your tracking code (first-time campaigns) or ad group creation (additional campaigns). Tracking Code & Placement The code that will allow your remarketing campaign to operate is provided at the time of campaign setup. You will need to place this code on every page of the site. Already created a campaign and need to get your code? Look in the “Shared Library” area and select “Audiences”. Tip: If you are planning to give the remarketing code to your developer to place, please paste and deliver it in a text file. Simply cutting and pasting it into the body of an email may cause the code to get jumbled along the way. The Main List Remarketing campaigns operate by displaying your message to a “list”. Advertisers can create lists, which comprise visitors to the site based on their behavior. The behavior required to land on the default “Main List” is a simple visit to any page of the website. We can also create lists that include visitors who have seen specific pages or website sections as well.
  • 49. How to Set Up a Remarketing List 2
  • 50. How to Set Up a Remarketing List 2 Creating Other Lists Lists are developed based on URLs visited. Advertisers typically want to show specific product-related ads to previous visitors who have browsed those products. Other potential list targets include: visitors to a particular service description page, visitors to the checkout process, visitors to a lead generation form, visitors to a map or directions page, visitors to a special offer page, visitors to sales-oriented content, and so on. To ensure we are only showing our ad to those who have not completed our desired action, we can develop a list that includes a “URL does not equal” parameter in which the visitor did not reach at “Thank You” or confirmation page. In other words, if we only want to deliver our message to those who have yet to buy/download/contact/submit/etc., our list may be constructed like so…
  • 51. How to Set Up a Remarketing List 2
  • 52. How to Set Up a Remarketing List 2
  • 53. How to Set Up a Remarketing List 2 Once you have created your lists for each campaign, they can be assigned with the “change display targeting” button in the Display Network tab.

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