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04 Dec 2012

Getting Started With Google Remarketing

December 04, 2012PPC Advertising

Thanksgiving has passed and the stampedes of eager Black Friday shoppers have recessed to their homes. This of course means that the holiday shopping season is now in full swing. If you’re a retailer, you’ve probably already started racking your brain about the best way to reach your audience and increase your sales this year. Remarketing is a great way to attract those customers who passed up your offer the first time around. By using AdWords remarketing tools, you’ll have the opportunity to target those people specifically so that you have a better chance of grabbing their attention upon second meeting.

All remarketing campaigns start with a tiny line of code that gets inserted onto each of your websites’ pages. This code will act as a tracking device for all potential customers who browse your site. Once they have spent some time browsing your site, their information is added to a “remarketing list” dependent upon the products or offers in which they showed interest.

Lucky for you, Google’s recent improvements to the remarketing tag make this process easier than ever. Now, you only have to create one tag for your entire site. From this tag, you can create as many lists as you need based on the pages of the site visited by certain customers from either a desktop computer or a mobile device. The main list is a great starting point for you because it will include all users who have visited your site in a given time period. It’s up to you to categorize those users into the appropriate lists based on how you want to reach them, whether it’s just showing them an item again, or offering them a customized promotion to attract their business. You will want to review your privacy policy to ensure that potential customers know that this kind of monitoring is being used.

For example, if you sell Home Brewery and Beer-Making Kits you could place a tag on your entire site and then create a remarketing list based on the different kit offerings on your site. So now, whenever users who visited your site are browsing the general display network, you can opt to Display your Beer-Making Kit ads to those people on your list. This is a way to stay fresh in their minds, and hopefully reel them in the next time they see your product.

Remarketing is valuable for almost any type of business. You can use this tool to increase traffic to your site, promote membership and drive sales, among other things. You have nothing to lose, and plenty to gain no matter your industry or your remarketing intent. When you start putting together your remarketing lists, you’ll need to decide from which kind of campaign you’re applying the tool. You can choose between “Display Network only – Remarketing”, “Display Network only – All Features” or “Search & Display Networks – All Features”. You can always switch this if you need to later on.

Remarketing gives you the ability to reach specially targeted audiences. For example, people who may have added items to their carts but never completed the transaction can be reminded of these items when you promote customized offers that would entice them to return. This will ultimately drive your sales and increase conversions. You can easily reach large groups at higher frequencies by using customized lists that you’ve created. This also plays into your ability to use other targeting features to reach highly relevant users that are most likely to become new or repeat customers. Remarketing is also valuable on a financial level, because you have an idea of where your ads are appearing. You have more insight on how to bid in auctions so that you’re getting the most for your money.

To get started you’ll choose the type of campaign you’d like to use, then click the “New Audience” drop down menu in your “Campaigns” tab. From here, you’ll select “Remarketing List’ and you’ll create a list for all of your site visitors based on your site’s page URLs. You’ll set the “membership duration” for these visitors and then name your remarketing list with an optional description. Finally, click “Save” and then copy and paste the tag to your site. Now, when people visit, their cookie IDs will make them easy to track, and their information will be added to your remarketing list. You can use “AND/OR” options to further narrow the lists, so for example if some was browsing only “IPA Beer Kits”, and you wanted to reach out to them later, you could specify “IPA” in the URLs that so that those people are filtered into their own remarketing list.

To edit a remarketing list, you’ll want to visit your “Campaigns” tab, and then click on the “Shared Library” link. Select “Audiences” and then choose the list to which you’d like to apply edits. You can change the name, description, status and membership duration here. If you want to keep a list but you don’t want new users added, you can “close” the status of the list. You cannot delete a list once you have created it, but you have the option to pause it if it’s no longer in use. To pause a list, visit the “Display Network” tab and click “Interests and Remarketing”.  Choose the list you’d like to halt, and select “Pause”.

Now that you have a general idea remarketing works, and how to set up your tag, you might as well get to it. Google suggest that you apply the tag to your entire site, and then narrow your lists from there to ensure that you’re getting the most reach possible. The holidays are the perfect time to reach eager customers who are shopping online. By targeting them in creative ways, you’re sure to attract them back to your site to spend more on gifts and other products. Happy Holidays!