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Posts Tagged ‘Remarketing’

Display Network Do’s & Don’ts

Posted by Ryan in adwords expert, PPC

Monday, February 20th, 2017

Display Network Do's & Don'ts

The dictionary defines a double edged sword as “something that has or can have both favorable and unfavorable consequences.”

Depending on how it’s utilized, the same could be said of the Display Network based on the settings that are in place. Today’s tip involves some do’s and don’ts to help give you the benefits of Display Network advertising while avoiding the unfavorable end of the double edged sword.


Make Remarketing Part of Your Strategy

The reality is that amongst visitors going to your website for the first time, the vast majority will leave the first time without doing business. Remarketing is an excellent way to re-engage these visitors and has been proven to be an excellent and cost-effective source of traffic. The cost of this traffic is typically much lower (25%-50%) than regular search traffic and is highly effective in engaging past website visitors and helping to build brand name recognition.


Over Advertise

While Remarketing is an excellent way to engage visitors, you don’t want to alienate these people by forcing your ads down their throat. The good news is that there is a way to easily control this.

– Go to Your Remarketing Campaign
– Select Settings
– Scroll down and find Advanced settings
– Select Ad delivery: Ad rotation, frequency capping

Display Network Advanced Settings

– Click Edit next to the section that says Frequency capping

Display Network Impression Capping

Typically, the balance we find that works best between helping businesses build brand name recognition versus people getting tired of seeing your ads is to have the frequency capping in the 3-5 range. This in turn helps us control how often each individual user is seeing your ads


Check which websites your ads are showing on

It is good to know what sites your Display Network ads are showing for quality control purposes. For example, if you are running a Remarketing Campaign, this will show you the other websites that are visited by people who have been to your website. One example of how this could be utilized is that you could set up a Managed Placement Campaign based on the websites being visited from these people. One example of this is if you run a carwash, there is additional value in local news & weather websites.
Another critical area to look at is the traffic volume coming from visitors who arrived from Mobile Apps. This is an area that is very capable of undermining Display Network Performance which leads us to our next point.


Let Mobile Apps Destroy Your Budget

One pitfall you will want to avoid is letting the Display network burn through most of your money on mobile apps. Display Network traffic from apps has a track record of poor performance. Thankfully, this traffic is easily excluded by doing the following:

– Choose the campaign you want to work on
– Go to the Display Network tab
– Click on Placements

Display Network Placements Tab

– Go to bottom of the screen where it says Campaign Placement Exclusions
– Click the +Exclusions button
– In the box labeled “Enter one placement per line”, enter
– Click Add placements

This will help ensure that your Display ads are showing on other websites and helps avoid the issue of being wasted on mobile apps.

The AdWords Experts Take on Dynamic Remarketing

Posted by Ryan in adwords expert

Friday, April 11th, 2014

One recent change related to Remarketing that we are excited about is Dynamic Remarketing. Dynamic Remarketing is a new & improved version of Remarketing. Unlike some of the updates released, there is some truth to the improved part of that statement.

For those of you unfamiliar with it, Remarketing allows your ads to show to users who previously visited your website as they browse the internet. We have had success with several of our clients with Remarketing as this feature allows ads to show to people who have previously engaged in your website content for as long as 540 days.

Dynamic Remarketing takes the Remarketing process one step further. For those advertisers with a Google Merchant Center account and are opted into Dynamic Remarketing, it allows for:

“Customers on your remarketing lists (to) see unique ads customized to each of them based on their visit to your site and on how close they got to completing a purchase”

This is a VERY powerful and potentially game changing feature. Google took what was already a strong performing feature and allows users (that have a Google Merchant Center account) to better tailor and target their Remarketing efforts.

If you don’t already have a Google Merchant Center Account, you will need to get this set up.

Next, you will need to create a new campaign and to set your Campaign type to Remarketing.
screenshot of setting up dynamic remarketing

In the below section, you will need to make sure that the small checkbox is checked off next to Enable Dynamic Remarketing and to click the blue Set Up Dynamic Remarketing Button.

screenshot of how to enable dynamic remarketing
Once this is set up, this will generate code for Dynamic Remarketing. If you are already running Remarketing ads, one thing to keep in mind is that the Dynamic Remarketing code is separate from the code generated for standard remarketing. Just like Remarketing code, the dynamic remarketing code will need to be added to every page on your website

For each page, there are a few variables that you need to add to the code for each individual page. The elements that need to be added are ecomm_prodid (Product ID from your Google Merchant Center Feed), ecomm_pagetype (what type of page is visited based on the categories provided by Google). One thing to note on the ecomm_pagetype setting is that all pages have to be broken down into one of the following categories (home, searchresults, category, product, cart, purchase, other) & ecomm_totalvalue (how much product is being sold for).

One cool feature about Dynamic Remarketing is that it will automatically create four separate audiences that will start to build and these audiences can be used to fine tune what flavors of Dynamic Remarketing you would like to target and how much you would like to bid for each flavor.

The audiences that get created with the creation of Dynamic Remarketing code are General Visitors who are people that went to your website but didn’t view a specific product, Product Viewers are people who viewed specific product pages on your site but did not add anything to the shopping cart, Shopping Cart Abandoners are people who added products to the shopping cart but didn’t complete the purchase and Past Buyers people who purchased products during the past.

The creation of these audiences is very powerful as this gives advertisers the ability to bid more or less based on how engaged past visitors were in the website content. The way the ads work for people in the Product Viewers section is if for example a person previously viewed a page about “Green Widgets”, when they get matched to an ad through Dynamic Remarketing, they would see an ad for “Green Widgets”.

One thing that is also available is the ability to create ads for Dynamic Remarketing within the AdWords interface. Within the AdWords interface, you can select things like color scheme, logos, background, fonts, ad size, etc. The one downside is that the Google Documentation does not give guidance on configuring Dynamic Remarketing ads to ads created outside the Google Interface.
With that being said, we are optimistic about the changes and updates available through the Dynamic Remarketing feature and we are glad to have this in our arsenal of tricks to help our clients’ accounts!

Remarketing Requires Rethinking

Posted by Bob Dumouchel in Remarketing

Monday, February 20th, 2012

Don’t you just hate that 95% of the visitors to your site leave without interacting with your business?  I know I do! They look, they leave, and you think there is nothing you can do about this – but is that really true? You can reach out to that audience and continue the conversation using a process called remarketing which is supported by the Display Network.

Display Network

The Display Network consists of over 1 million websites and it can match to keywords, placement, or remarketing audiences. In remarketing we throw out the keyword matching and replace it with an audience match. The audience is created by tagging visitors who have been to one or more of your pages. The act of loading the page runs a script which gives that visitor a cookie and makes them a part of your targetable audience.

Eligibility & Rank

When the system selects the ads that will be shown it goes through eligibility and ranking.  Eligibility is a binary state in that it either is or is not eligible to show.  After eligibility is confirmed then the ads are ranked by their bid and quality score. While the complete quality score formula is a deeply held secret inside Google, the concept is simple to understand. The better your ad the more your money is worth. One well known major factor is the Relative CTR and the more it’s above 1.0 the more your bid is worth.  Just like CTR is estimated to be 65% of the quality score in search we believe that Relative CTR is also heavily weighted in Display. It is after all a factor that indicates how much money Google is going to make from your ad.

Image versus Text

Remarketing supports both text and image ads but the magic is in image. Text is simply too weak to make a brand impression and we are trying to get them to come back a second time.  In all the remarketing campaigns we stress the placement of Image Ads, not text. In most cases we also stress to the designer to clearly communicate the brand and value statement of the client because our goal is to get a brand impression NOT a click. Image ads are powerful and clever ads can get less than qualified clicks and that is not the goal.

Organic Traffic

The goal of remarketing is to build the brand and if this is doing its job we should see an increase in organic traffic. That is not a typo I said organic and here is how that works. The image ad increases the exposure of your brand and your value statement.  The idea of the ad is to connect your brand to your value statement and if you do that when the need occurs there is a good chance they will look for your brand or value statement rather than the generic product or service. This does not happen quickly but it is one reason to keep your eye on the branded organic traffic.

About Audiences

Audiences can be positive or negative just like keywords. This allows you to create composite groups such as people that visited your home page minus people that reached the thank you page. This gives you people that have been to your site but have not yet contacted you. In an ecommerce site you might want all visitors, those that added items to the cart, and those that bought product. Each of these audiences could have different image ads with different messaging. One campaign for those that just looked but a different approach for those that checked the price by putting it in the cart. For clients with several categories of products or services we generally recommend different audiences for the different page sets so you can customize the message to their prior exposure to your business.


Some people think that remarketing can have too much frequency but I am not in that group. If this concerns you there are several controls over this aspect of your advertising and the most direct is frequency capping. This campaign setting allows you to set the number of impressions a single audience member gets per day, week, or month and per ad group or per campaign. Beyond this you can also vary the budget and time of day schedule so if you deliver a business message you only do that during the business day.  We often hear from people that our ads seem to be everywhere and remarketing is the reason for that comment.

In Closing

Remarketing is a powerful tool that allows you to continue the conversation with people that have demonstrated interest in your business.  There is no doubt in advertising that frequency works and remarketing is the AdWords tool to serve this part of your marketing strategy.