AdWords Academy Remarketing 再營銷

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AdWords Workshop - Remarketing
Loretta

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Today’s Agenda
1) Remarketing Overview
2) How to Build a Remarketing List
3) Remarketing Campaigns
a) Remarketing Campaign (Display)
b) Remarketing List for Search Ads
c) Best Practices
4) Dynamic Remarketing
5) Tools

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How well do you understand your customers?
Leave a website
without converting1
96%
Abandon shopping baskets
without purchasing1
70%
Typically visit 2–4 sites
before purchasing2
49%
1 Source: Understanding Shopping Basket Abandonment, Forrester Research, May 2010
2 Source: Google/Compete Sporting Goods Study: (Sep 2011-Sep 2012) Clickstream BF02 (number of different brands visited)

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Remarketing
Use technology and audience insights to automatically run a campaign in real time;
Reaching the right user at the right time with the right message.

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Remarketing amplifies your initial investment
By adding conversions on top of your initial ad spend
Your
webs
ite
Remarket
ing
Drive 100 people to
your site
4 convert
Remarketing
converts an
additional 3

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How remarketing works:
Bring back unconverted visitors and improve ROI
Visitor added
to list
Visitor
leaves
Your ad across the
Google Display
Network
Visitor comes
to your app or
site
Visitor returns to your site
more conversions!

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DISPLAY
Standard remarketing
Dynamic remarketing
SEARCH
Remarketing lists
for search ads
MOBILE
Mobile web remarketing
Mobile app remarketing
VIDEO
Video remarketing
on YouTube
Remarketing reaches potential customers
across channels and devices

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Policy Requirements
● interest or participation in adult activities (including alcohol, gambling, adult dating, pornography, etc.)
● sexual behavior or orientation, such as sexual orientation inferred from a user's visit to a particular website
● racial or ethnic information, such as from sites or apps that collect affirmative racial or ethnic identification from
visitors
● political affiliation (other than the public registration information of United States voters), such as from sites or
apps that solicit or store people's affirmative political stances
● trade union membership or affiliation, such as a user's visit to a trade union's site or app
● religion or religious belief, such as from sites or apps that collect people's affirmative information on religion or
religious beliefs
● negative financial status or situation, such as information indicating that a user has a low credit rating or high
debt load
● health or medical information, such as from sites or apps that market to a specific health-related group
● status as a child under 13
● the commission or alleged commission of any crime, such as information indicating that a user has a criminal
record
See More

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How to build a remarketing list?

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Remarketing for Display

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CLOSE THE SALE
ENGAGE PAST SITE
VISITORS
IN THE MOMENTS
THAT MATTER
Remarketing for Display

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Opening a Remarketing Campaign (Display)

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Remarketing List for Search Ads (RLSA)

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CONVERT AS THEY
SEARCH ON GOOGLE.
COM
SEGMENT PAST
VISITORS
OPTIMIZE BIDS TO
SEGMENTS
Remarketing List for Search Ads

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Opening a Remarketing Campaign (Search)

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Display Remarketing

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Why: Tags capture the customer insights needed for strong
remarketing lists
1. Tag your entire desktop and mobile site
Tag to use If you...
Google Tag Manager ...are placing an entirely new tag on your site
Google Analytics Tag ...are already running Google Analytics and want to
use detailed site analytics to create remarketing lists
AdWords Tag ...already run Remarketing Lists for Search Ads or want
to enable remarketing only

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2. Focus lists based on customer paths through your site
Why: Tailor your bids and ads to the ways your most valuable visitors
interacted with your site
Homepage
Viewers
Product or
Offer Page
Viewers
Cart
Abandoners
Category
Page Visitors
Past
Converters
Message:
“Discover
great deals”
Message:
“Check out new
arrivals”
Message:
“30% off today
only”
Message:
“Free shipping”
Message:
“You may like
other products
like this”
$2.00 $3.00 $4.00 $7.00 $5.00

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3. Pair remarketing with Conversion Optimizer
Why: Dynamic bids usually lead to better results and can save time better
spent on other vital areas
Start your target CPA at a level
that matches historical results
20% more conversions at
the same or lower CPA1
Source [1]: Google Internal Data, 2013.

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4. Use all display ad sizes and formats
Why: This helps reach your audience at exactly the right moment
Include
Image ads
Mobile sizes
HTML5
Text ads

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5. Remove restrictions for best performance
Why: When people have visited your site already, they are more likely
to purchase regardless of the context
Remove language settings
If a person has visited your site, they probably
understand the language of your creatives
Remove location settings
People may want to gift your product to friends
who live in delivery regions that you may not
deliver to
Remove performance-based
placement exclusions
Conversion Optimizer will optimize placements
in real time to achieve your performance goals

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6. Automate your frequency caps
Why: Google’s algorithms will optimize frequency caps for you, based on
how likely each visitor is to click on and convert from your ad
If you’re using our automated bidding solutions,
there’s no need to set a manual frequency cap

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7. Acquire extra highly qualified customers
Remove Restrictions for Best Performance
Why: Boost your remarketing volume and acquire new customers
In-Market Audiences
New Visitors
Similar Audiences
Auto-targeting
Past Visitors
Programmatic
Remarketing on Google
Display
Keep your brand
top of mind
Find similarity at
scale
Find intent in the
moment

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Why: These features can boost remarketing volume and acquire new
customers at the right cost
New Customer Acquisition
Similar Audiences Auto-targeting
Best for advertisers who want…
● Broader remarketing expansion
● Want full control over creatives, CPAs
and budgets, and are looking for added
volume
Best for advertisers who want…
● Moderate remarketing expansion
● Use Conversion Optimizer
● Want similar performance to
remarketing campaigns
7. Acquire extra highly qualified customers

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Remarketing List for Search

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Why: Past visitors are more likely to convert than those who’ve
never visited.
Start with lists for your key segments
General
Visitors
Cart
Abandoners
Past
Converters
Goal:
Increase
engagement with
past visitors
Goal:
Bring back to buy
Goal:
Upsell or cross-
sell

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Choose the best targeting setting for your strategy
Why: Your setting determines how closely your targeting criteria
should be met.
Create separate RLSA-only ad groups to target
broader keywords or offer a different message
Want to bid differently for remarketing lists, but
not change the message easily

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Match bids to conversion funnel stage. Don’t be shy.
Why: When two remarketing lists apply in the same ad group, the
list with the highest bid modifier will win out.
3%
+100%
+120%
+150%
Cart Abandoners
Recent Converters
General Visitors
Example List Construction: Retail
Illustrative bid modifiers

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Target broader keywords and match types to grow volume
Why: Broader targeting can be effective since RLSA traffic is
usually more qualified.
Regular Campaigns
“hawaiian cruises”
[tropical cruises]
RLSA Campaigns
cruises
best cruises

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First, set up your site to enable remarketing.
1. Tag your entire desktop and mobile site
Next, prepare to send the right messages to the right prospects.
2. Focus lists based on customer paths through your site
Choose your bids and ad formats for maximum success.
3. Pair remarketing with Conversion Optimizer
4. Use all display ad sizes and format
5. Use dynamic remarketing to show the most relevant ad
6. Move from Conversion Optimizer to Return on Ad Spend
Optimize your settings for best results.
7. Remove restrictions for best performance
8. Automate your frequency caps
Now go prospecting for even more qualified customers.
9. Use auto-targeting or Similar Audiences to acquire new prospects
10. Use In-Market Audiences to acquire mid-funnel customers
Display Remarketing Best Practices

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Set up smart.
1. Tag your entire desktop and mobile site
Segment your visitors.
2. Based on your conversion funnel: general visitors, cart abandoners,
past converters, ...
Choose the best bids and settings for success.
3. Choose the best targeting setting for your strategy.
4. Raise your RLSA bid adjustment by 100% or more.
5. Set bids based on segmenting your conversion funnel.
6. Target broader keywords and match types to grow volume.
Remarketing Lists for Search Ads Best Practices

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Dynamic Remarketing

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Use dynamic remarketing to show the most relevant ad
Why: Consumers who see ads with the actual offer they viewed, or similar
offers, are more likely to return to your site to complete a purchase
2x
conversion
rate
60%
decrease
in CPA’s

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HKD 500

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FlightsHotels Local Deals
Travel Retail
PropertyEducation Custom
Jobs
Customised to perform in your industry
● Ease of use
● Delivers performance at scale
○ Smart segmentation
○ Dynamic ads tailored to convert in your industry
and work seamlessly across device
○ Powered by unparalleled real time bidding and auto
targeting technology
○ Harnessing the world’s largest Ad network
● 100% transparency
● Full suite of audience solutions
9 Verticals

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£2.00 £3.00 £5.00 £5.00
Product
viewers
Homepage
visitors
Basket
abandoners
Past
purchasers
Smart Segmentation
Visit site
View a product
Add to basket
Complete
purchase
£2.00
Search results
viewers
Search for a product
Remarketing lists automatically created to help you target the right audiences

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Dynamic display ads
Customised advertising for your brand with Ad Gallery
Logo
Background
image and colour
Fonts-style, colour
and size
Call to action
Price prefix
Dynamic text ads
Product title
£10.00 - Website
Best deals in town!

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Beautiful Dynamic Ads tailored to perform in your vertical
Flights
Delivers performance at scale

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Beautiful Dynamic Ads tailored to perform in your vertical
Delivers performance at scale
Hotels & Rentals

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Beautiful Dynamic Ads tailored to perform in your vertical
Delivers performance at scale
Travel

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Beautiful Dynamic Ads tailored to perform in your vertical
Delivers performance at scale
Jobs

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Beautiful Dynamic Ads tailored to perform in your vertical
Delivers performance at scale
Property

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Beautiful Dynamic Ads tailored to perform in your vertical
Delivers performance at scale
Local Deals

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Beautiful Dynamic Ads tailored to perform in your vertical
Delivers performance at scale
Education

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15%
conversions*
Seamless and customised advertising on all devices

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Create your campaign1
2
Tag your site3
Upload your feed
Setting up a Dynamic Remarketing campaign
Verify setup and launch!4

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Ease of use
Start by creating a new Campaign
Give your campaign a Campaign name
Creating your Campaign in AdWords
Check Use dynamic ads

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Creating your Campaign in AdWords
Ease of use

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Select your business type
Ease of use
FlightsHotels & Rentals Local Deals
Travel Retail
Real EstateEducation Custom
Jobs

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Walk through into our automated workflow
1
Create your
feed
Ease of use
Tag your
site12
Review your
lists
213

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Ease of use
Completing your feed Flight example

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Tagging your site Flight example

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Ease of use
Find your feed in the Business Data Shared Library
Navigate to
Shared library > Business data
here...
or here

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Ease of use
Upload spreadsheet
Browse for file on your computer
Click Upload and preview

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Verify your campaign setup and launch!
In the Audiences Shared Library, verify
Custom parameters are active message
under Remarketing tag > Details

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Verify your campaign setup and launch!
In the Business Data Shared
Library, verify successful
message under
Upload history > SUMMARY

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In the Ads tab, verify ads are
Enabled and Approved
Verify your campaign setup and launch!

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Tools
● Google Tag Manager
● Google Best Practices
● AdWords Help Centre