Remarketing has been around for ten years this year, and has changed so much in this time. In this presentation I'll be talking about some of the most recent changes and sharing 22 highly actionable tips and tricks to reinvigorate your search (RLSAs) and Google display Remarketing.
BrightonSEO - Tara West - Facebook Custom Audiences - September 2015Tara Dee West
At BrightonSEO in Spetmber 2015, I spoke about Facebook Advertising Custom Audiences. Take a look at my presentation for strategies for using Custom Audiences and a few tips for getting the most out of them.
Sequential Advertising in Facebook - PPC Hero - Heroconf London - Tara Dee We...Tara Dee West
Sequential advertising is a powerful tool for generating both awareness and conversions. In this presentation, I'll share everything you need to know about sequrntial ads in Facebook, from which ad formats to use and which campain types.
Tara West - Friends of Search - Unlocking the True Potential of RLSAs With Go...Tara Dee West
Are you using Remarketing Lists for Seach Ads? Using them with Google Analytics can open up a whole world of opportunity. In this presentation I'll share some tactics for using RLSAs and Google Analytics, as well as some set-up instructions and tips. #FOS17
Facebook Advertising Objectives - Best Formats and Placement for Each ObjectiveZach Anderson
If you want to grow your business, you have to reach new customers. Facebook ads put your business in front of those new customers.
You can bet that a large cross-section of your customer base is using Facebook and Instagram every day. But you need to set the right objectives to be effective.
Facebook ad objectives let you set up campaigns that let you reach a highly targeted audience with ads that get the results you want.
Facebook Advertising Objectives PDF:
--> What Facebook ad objectives are
--> The most effective ad formats for each objective
--> The best placement for your ads
BrightonSEO - Tara West - Facebook Custom Audiences - September 2015Tara Dee West
At BrightonSEO in Spetmber 2015, I spoke about Facebook Advertising Custom Audiences. Take a look at my presentation for strategies for using Custom Audiences and a few tips for getting the most out of them.
Sequential Advertising in Facebook - PPC Hero - Heroconf London - Tara Dee We...Tara Dee West
Sequential advertising is a powerful tool for generating both awareness and conversions. In this presentation, I'll share everything you need to know about sequrntial ads in Facebook, from which ad formats to use and which campain types.
Tara West - Friends of Search - Unlocking the True Potential of RLSAs With Go...Tara Dee West
Are you using Remarketing Lists for Seach Ads? Using them with Google Analytics can open up a whole world of opportunity. In this presentation I'll share some tactics for using RLSAs and Google Analytics, as well as some set-up instructions and tips. #FOS17
Facebook Advertising Objectives - Best Formats and Placement for Each ObjectiveZach Anderson
If you want to grow your business, you have to reach new customers. Facebook ads put your business in front of those new customers.
You can bet that a large cross-section of your customer base is using Facebook and Instagram every day. But you need to set the right objectives to be effective.
Facebook ad objectives let you set up campaigns that let you reach a highly targeted audience with ads that get the results you want.
Facebook Advertising Objectives PDF:
--> What Facebook ad objectives are
--> The most effective ad formats for each objective
--> The best placement for your ads
Best practices: Finding New Customers to your E-commerce with Facebook AdsAlbin Stööp
This presentation will give you a good overview on how to get more customers to your E-commerce through Facebook Ads. Includes Website Conversion Campaigns, Conversion Optimization, Dynamic Product Retargeting and other subjects related to Facebook and Instagram marketing.
Note that this eBook is from July 2017 and may not be reflecting the latest features, if you're reading this "in the future".
Gmail Ads are not for everyone, but if you set them up correctly, they have the potential to boost your business ROAS in a big way. Compared with other ad forms and placements, they’re less competitive and provide a solid way to build awareness for your brand within a potential customer’s personal space—the inbox.
If you are new to digital advertising universe you might be thinking that Facebooks Ads is witchcraft. However, this is why here at Sociality.io we’ve prepared this guide for you. We will show you how to launch ads from scratch without any previous experience with Facebook Ads. Open this article and Facebook Ad Manager at the same time and simply follow each step. Becoming a master of Facebook ads is not rocket science, but you definitely can turn into a Jedi of reaching your social media marketing goals.
Google AdWords is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results. Contact me If you need any help. prebo@prebo.co.za
Best practices: Finding New Customers to your E-commerce with Facebook AdsAlbin Stööp
This presentation will give you a good overview on how to get more customers to your E-commerce through Facebook Ads. Includes Website Conversion Campaigns, Conversion Optimization, Dynamic Product Retargeting and other subjects related to Facebook and Instagram marketing.
Note that this eBook is from July 2017 and may not be reflecting the latest features, if you're reading this "in the future".
Gmail Ads are not for everyone, but if you set them up correctly, they have the potential to boost your business ROAS in a big way. Compared with other ad forms and placements, they’re less competitive and provide a solid way to build awareness for your brand within a potential customer’s personal space—the inbox.
If you are new to digital advertising universe you might be thinking that Facebooks Ads is witchcraft. However, this is why here at Sociality.io we’ve prepared this guide for you. We will show you how to launch ads from scratch without any previous experience with Facebook Ads. Open this article and Facebook Ad Manager at the same time and simply follow each step. Becoming a master of Facebook ads is not rocket science, but you definitely can turn into a Jedi of reaching your social media marketing goals.
Google AdWords is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results. Contact me If you need any help. prebo@prebo.co.za
Google AdWords is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results
What is AdWords? Google AdWords is simple, but not easy, Here is the Guide to Google AdWords, From How To Setup a Basic Adwords Campaign to Getting ROI from your Paids Ads
Samantha Noble's BrightonSEO talk in April 2016 that looks at ways you can harness the power of audience in your pay per click marketing. The slides include strategies for Customer Match, Remarketing Lists for Search (RLSA) and Gmail Sponsored Promotions (GSPs)
Harnessing the Power of Audience through PPCSamantha Noble
Audience marketing is one of the greatest techniques to come to Paid Media and this deck from BrightonSEO covers lots of techniques including Remarketing, RLSAs and Customer Match.
How to Make a Better Search Network Campaign?PPCexpo
How to Make a Better Search Network Campaign?
Campaign planning is far from easy. That being said, when you take the time and effort to explore the vital aspects of PPC advertising, namely your audience, competitors, keywords, and budget, you give yourself a better chance of success.
With user intent and laser-focused targeting in mind, you’re sure to create some winning campaigns.
Introduction
Reaching customers is not an easy task. if you want to reach your target audience, Google’s search network or Facebook’s news feeds are the places where you need to be. According to the statistics, Facebook has 2.3 billion active users monthly, which makes it a huge platform for any user activity on the contrary Google Ads reaches billions of people every day through search, email, and other online activities. But many of the business owners still have a thought in their head about which one to pick Google Ads or Facebook Ads. Entrepreneurs usually allocate a specific budget to the advertising departments so they have to make a choice on which platform to choose. The fight between their head goes on for Google Ads vs Facebook Ads.
What is right for your business?
Should you invest in both of them?
Is it going to imbalance my budget?
Well, that’s what we want to find out. But let’s discuss the reasons for selecting either one.
The major difference between Google Ads and Facebook Ads:
10 things to consider before launching your AdWords campaignSomething Big
Launching an AdWords campaign is a simple process. You create an account, set up a campaign, target an audience, publish some ads, and watch the clicks rise (along with your bill). However, at which point can you ensure your campaign delivers on your objectives? Here are 10 things to consider before launching your AdWords campaign…
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
PPC HeroConf London 2017 - Tara Dee West - Reinvigorate Your Remarketing
1. Reinvigorate Your
Remarketing
22 Tips To Re-engergise Your Search & Display
Remarketing
Tara West
Senior Paid Search Manager at B&Q | Biddable Media Consultant at Reeyap
LONDON
9. We used to have ‘Target and Bid’ and ‘Bid Only’:
10. Now we have ‘Targeting’ and ‘Observations’, instead of
‘Target and Bid’ and ‘Bid Only’:
11. ‘Targeting’ example:
Tesco Photo might use
the ‘Targeting’ setting to
bid on generic keywords
that they don’t normally
bid on, like ‘Christmas
gifts’, but only when the
person searching is
someone who is on a
RLSA list which shows
that they have previously
purchased from them.
12. ‘Observations’ example:
Tesco Photo might use
‘Observations’ to layer a
remarketing audience of
people who abandoned
the checkout process,
and increase bids for
them, whilst still showing
ads to anyone else who is
searching using their
keywords.
15. Example 1:
John Lewis could
increase their bids for
people who purchased
during Black Friday
last year, when they
are searching again
during Black Friday the
following year.
16. Example 2:
The Body Shop could
create a RLSA list of
people who purchased
during Christmas and
increase bids for those
shoppers again when
they are searching the
following year.
17. Example 3:
Compare The Market
could increase bids for
users just under one year
after they took out their
insurance, because they
are likely to be ready to
purchase a new policy
when their old one lapses.
20. IF Functions are little
pieces of code that go in
your ad text, to customise
the ad text if the user is in
your audience, and show
a default text if not.
E.G ASOS might offer a
discount in their ad text
for their high value or
frequent customers RLSA
audiences, but not for
other searchers.
{=IF(audience IN(<high
value customers>,<frequent
customers>),Get 15% Off
Today):Free Delivery Over
£20}
23. Link AdWords & YouTube, then create any of these
audiences in the Shared Library:
24. Example 1:
Bid on generic research
terms, but only if the user
has engaged with your
YouTube content.
E.G If someone watched a
Debenhams video about
finding the perfect
lipstick, Debenhams
could bid on ‘Lipsticks’
but only if the user is on
the YouTube RLSA list.
25. Example 2:
If someone watched a
YouTube ad, customise the
text ad they see to match.
E.G If someone watched a
PrettyLittleThing.com
video ad featuring Olivia
Culpo, PLT could
customise their ad text the
next time someone
searches using their
keywords.
26. Example 3:
If someone engaged with
your YouTube videos,
increase your bids for
them when they’re
searching on Google.
E.G If someone watched a
GHD cannel video, GHD
could increase their bids
the next time the user
searches on Google using
their keywords.
36. Target CPA &
Target ROAS
override
manual
adjustments
Enhanced CPC
makes bid
adjustments
on top of
manual ones
Avoid
audience
overlap in ad
groups or
campaigns
Apply RLSAs even if you’re using an
automated bidding strategy, as the strategy
will use their data to dynamically set bids:
39. if your original
bid was £1,
and you apply
+10% for cart
abandoners
…and another
+10% for those
who are also
frequent
purchasers
…and another
+10% for those
who are high
value
purchasers
Imagine if you had three audiences with bid
adjustments, and a searcher was on all lists:
£1.10 £1.21 £1.33
47. Example 1:
Joules could increase
their shopping campaign
bids for users who have
abandoned the checkout
process, when they are
next searching.
48. Example 2:
Pandora might not
usually run Shopping
ads for jewellery
cleaning kits, but if the
user had recently
purchased jewellery
from them they could
run a Target RLSA
shopping campaign for
cleaning kits.
51. Example:
Sunglasses Hut could create
a DSA campaign, and apply
a Targeting flexible reach
RLSA audience of people
who have previously visited
the site.
This means that DSAs will
only trigger if the person
searches with keywords that
match the site content and
is on the RLSA list.
54. Example 1:
River Island could tag
all their Email
Marketing links with
UTM tags, and then
create RLSA audiences
based on these tags,
so they can customise
search ad text for
users who have clicked
through from the email.
55. Example 2:
New Look could analyse
which of their Facebook
campaigns generate the
best conversion rates and
create a RLSA list of these
people using the UTM tag
details. They could then
increase bids for this
audience when they are
next searching with their
keywords on Google.
58. Example 1:
Apple might create a
RLSA list of users who
visited the site only once
and for less than three
seconds, and then
exclude these users from
seeing their search ads,
because the users appear
to be looking for another
site rather than the official
site.
59. Example 2:
Sephora could create a
RLSA list of customers
who make low value
purchases, and then they
could reduce bids for
these users when they
search because they
know the transaction
value generated is likely
to be lower than average.
73. Year-on-year
Remarketing
How long is
the average
path to
purchase?
Use GA Time
Lag & AW
Days To
Conversion
segment
Consider
offline
conversions
Don’t just set a membership duration of 540 because you
can!
74. Find the Google Analytics Time Lag report in Google
Analytics under Conversions, then Multi Channel Funnels:
75. Find the new AdWords Days To Conversion Segment
within the conversions segment options:
76. Then you can review all your AdWords metrics based on
how many days after clicking your ad conversions occur:
87. Analyse all ages, genders, parental statuses, incomes,
then set a bid adjustment:
88. Don’t reduce bids for, or
exclude ‘Unknown’
demographics until you’ve
analysed the data.
89.
90. Static
ads or
animated GIFs?
GIFs aren’t
accepted on
all sites so
limit reach
GIFs look
bad if there’s
a slow
internet
Always
create a
static
alternative
93. People who
added
something to
the basket
People who
started the
checkout
process
Apply
separate
bids or
budgets
People who
added
payment
details
Create different lists depending on how close
the user came to completing a purchase: