How to Implement Google’s Remarketing
We were an early participant in Google’s “Remarketing Program” which is what we have always called “Retargeting”. The following is a case study showing the effects of this new program, which is now available to all Google AdWords advertisers as well as a step by step how to implement in AdWords.
Google’s Remarketing Program Defined
Remarketing allows an advertiser to place cookies on users who visit specific pages within the advertiser’s site. This cookie allows the advertiser to target those users with ads of their choosing. This is Remarketing at the highest level. Remarketing is a technology for the benefit of advertisers to serve ads that are relevant and useful to consumers.
Why Use Google’s Remarketing on the Google Content Network?
Well, for one thing their network has an 80% reach, with 4.3B daily page-views; 705M monthly visitors and hundreds of thousands of sites.
Another benefit that most “retargeting” companies do not offer is the fact that you can bid on a CPC basis. You read that right. You can remarket to your customers on hundreds of thousands of sites and only pay if they click on the ad. This serves two purposes, first you only pay for the clicks, which is a big savings over traditional CPM based retargeting. Second, these potential customers will see your banner ad on over 80% of the Internet, making it LOOK like you’re spending hundreds of thousands, if not millions of dollars on advertising.
Case Study Results
After running the remarketing program for one of our clients, we found that when compared to the traditional Google Display Network our Click Through Rate increased 183%. We looked at our avg Cost Per Click on Remarketing vs. Traditional Search and the CPC was 77% lower on Remarketing. What we found to be the most significant factor was our Cost Per Lead went down by 9% over Traditional Search and that doesn’t even include the “View Through Conversions”, which when added to the mix, lowered the Cost Per Lead by 87% over Traditional Search.
Application of Google’s Remarketing Program
Let’s say you sell men’s shoes and women’s shoes. When set up correctly, you can create a remarketing list of all the visitors that went to the women’s shoes section of your site, and then serve up ads targeting those individuals with specific ads about women’s shoes. You can even include “exclusions” – so if someone buys, you can exclude them from seeing your ad. So an example of the application would be someone comes to your site, visits the women’s shoe section, and abandons the shopping cart. You can then show them an ad across the Google Content Network enticing them to come back (10% off?). You can avoid upsetting people who already bought by excluding them from the list. So anyone who completes the purchase can be excluded from seeing these remarketing ads. Pretty creative!
Google’s Remarketing Program Flexibility
You have the option to choose paths a customer visited before remarketing (visited page A, then C, then E – and they get ONE set of ads or you can indicate if a customer visits EITHER page A or C or E, then they get a specific ad).
Setting up the code for Google’s Remarketing Program
The first step, and you may have already noticed this new tab in AdWords is to Determine Your Audience (audience tab).
The second step is to add an audience segment.
Step three is to create and manage your lists. (What pages do you want to tag to build your remarketing list?) Note: This can be specific to your site, or you can use “Interest Categories, Pre-Defined Audiences, and Custom Combinations”.
The fourth step is to name, describe, and set the cookie length. How long do you want these users to see your ads? 15 days? 1 day? 30 or 60 days? Your choice.
The fifth step is to grab the “tag code” for your website.
The sixth step is to place the HTTP or HTTPS code on your site. The code should go on all the pages that you want to target for that particular list (even if it’s not on the same website!) e.g. if you have 2 sites, and want to remarket site A to visitors of site B, you can do that by placing the code on both sites.
Step 7 is to create the logic statements using “custom combinations” – select “new custom combination” link.
Step 8 – Users interested in X but not Y or Users interested in either or both X and Y.
Step 9 – select the campaign and add the Remarketing (we highly recommend that you create your own remarketing campaign for this to test it out).
Remarketing Tips on Banners
Make sure you create as many different banner sizes as possible to maximize exposure across the Google Content Network.
Have a clear call to action – these people were on your site and didn’t purchase (or maybe you set it up to reach all visitors to your site) – so make it worth their while to click on the ad and come back. This can substantially increase your lifetime value of customers on e-commerce sites!
You can exclude certain sites from the remarketing, for those that are brand sensitive. Just remember, if they were on your site and go to another site that YOU might find offensive, doesn’t mean it will be offensive to them. They are the ones on that site visiting it.
It’s an amazing branding opportunity, so make sure your banners are clearly branded – because even if they don’t click on the remarketing banner but later come back to your site and buy, Google will count it as a view through conversion.
If you own multiple websites, you can place the same code on other websites you own or manage and cross promote your high-margin, or strategic product to more than just visitors of your main website. Put the code on your blog, strategic landing pages, etc. The larger the remarketing list, the more likely you are to see success.