Adwords Seminar 4: Remarketing - Overlaying it with "normal" Adwords

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1. Layers recap
2. Remarketing
a. How it works
b. How to optimise it
3. Layering it Up
a. Budget Balancing
b. Dynamic Remarketing
c. YouTube Video Remarketing
d. RLSA (Remarketing for Search Ads)
4. Next Steps

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Adwords Seminar 4: Remarketing - Overlaying it with "normal" Adwords

  1. 1. Awesome Adwords Seminar Series Part 4 - Remarketing Chloë Thomas
  2. 2. Me and indium ● 6 years ● Effective Online Marketing ● done for you ● Team of 5 Services: ● Adwords & Remarketing ● LinkedIn Pages & Ads ● Email
  3. 3. Awesome Adwords Seminar Programme 1. Introduction - the changes and how to capitalise Available on the website 2. Bidding Options - get more quality traffic for less Available on the website 3. Product Listing Ads - how to do and optimise Available on the website 4. Remarketing - overlaying it with “normal” Adwords Thur, Aug 22nd @ 2pm 5. Image and Video Ads - lower click costs, a different type of traffic Wed, Aug 28th @ 2pm 6. Wrap Up - Matt and Chloë discuss the month, review key topics, plus a few nuggets! and a chance to ask your Qs Fri, Aug 30th @ 2pm http://indiumonline.co.uk/aa
  4. 4. Remarketing 1. Layers recap 2. Remarketing a. How it works b. How to optimise it 3. Layering it Up a. Budget Balancing b. Dynamic Remarketing c. YouTube Video Remarketing d. RLSA (Remarketing for Search Ads) 4. Next Steps
  5. 5. What is Google Adwords?
  6. 6. Lots of Changes: ● Enhanced Campaigns ● Google Shopping ● Endless Integrations
  7. 7. Silos are Dead Core Keywords Google Base/ Shopping Remarketing Display Advertising
  8. 8. It’s all about Layers
  9. 9. How to Capitalise on Layers And then try pure Display Advertising
  10. 10. Remarketing 1. Layers recap 2. Remarketing a. How it works b. How to optimise it 3. Layering it Up a. Budget Balancing b. Dynamic Remarketing c. YouTube Video Remarketing d. RLSA (Remarketing for Search Ads) 4. Next Steps
  11. 11. Why Great? ● Higher AOVs than site average ● Frequently double digit Conversion Rates ● Very powerful View-Thru Conversions ● And...
  12. 12. How is Remarketing different from Core Keyword Adwords? Core Keywords Adwords Remarketing Ad styles Text, Image etc Text, Image etc Where ads appear On the Google Search Engine On the Google Display Network On the Google Display Network - ish How you pay By click By click How Google decides when to show your ads Keywords: When someone is searching for a keyword you've selected to bid on; or when they're on a website the content of which relates to your keywords People: The person using the computer has previously been to your website.
  13. 13. How to get started? 1. Set Up the Techy Stuff a. Amend your privacy policies b. Implement the tag on your website 2. Design your audience targeting 3. Built it
  14. 14. Design your Audience Targeting Homepage Pens Notebooks Staplers Product Listing Pages Checkout
  15. 15. Audiences, and Lists 1. Remarketing Lists can be: a. Tag-based b. Rule-based (URLs) c. Custom Combination 2. Settings: a. Membership duration b. Initial list size
  16. 16. How to Optimise Remarketing ● Audience targeting ● Adverts ● Bids ● Placement exclusions ● Frequency capping
  17. 17. Remarketing 1. Layers recap 2. Remarketing a. How it works b. How to optimise it 3. Layering it Up a. Budget balancing b. Dynamic Remarketing c. YouTube Video Remarketing d. RLSA (Remarketing for Search Ads) 4. Next Steps
  18. 18. It’s all about Layers
  19. 19. Budget See Saw
  20. 20. Dynamic Remarketing Remarketing and PLAs Layers ● Uses the Feed and Custom Tagging ● Dynamically generates ads for remarketing ● Shows customers products they looked at
  21. 21. Remarketing For YouTube ● Video ads on YouTube ● New Remarketing Lists: ○ Interacted with videos ○ Subscribed to Channel ○ Viewed TrueView ads ○ Visited your Channel
  22. 22. RLSA Remarketing Lists for Search Ads ● Modify Bids based on Remarketing Lists ● HUGE possibilities... ○ Pay less for brand bidding ○ Bid on competitors and tempt your customers back ○ Reinvigorate currently “ROI poor” campaigns ● BUT, important restrictions
  23. 23. Next Steps 1. Technical Set Up 2. Build your Campaign 3. Come along to the rest of the Seminars to find out more about the Layers 4. Want help? a. Free Adwords Clinics b. Ask any question http://indiumonline.co.uk/awesome-adwords Next Seminar: Image & Video Ads - how it works and Layering Weds, Aug 28th @ 2pm

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