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Online Media Planning and Buying
Google Adwords Remarketing: A Second Chance to Reach Your Audience
On average more than 95% of web site visitors leave Web sites without making a purchase or completing a lead form and it takes about five visits before they actually become a spending customer or a prospect. As a result more and more publishers, online retailers and site owners are adopting ad retargeting as a tactic to reach prospective customers who visited their Web site but did not complete a transaction or action, such as a purchase.
Visitor Retargeting
To offer site owners the opportunity to retarget web users who previously visited their site and didn't convert the visit into a sale or lead, Google has launched a new retargeting tool as an extension to their Adwords paid advertising program.
The new Google retargeting tool, or remarketing, as Google calls it, allows site owners to serve custom display or text ads, throughout the Google Content Network, to visitors who previously visited their site. Google's remarketing tool also provides site owners with the opportunity to develop strategies for YouTube. Site owners can remarket across the Google Content Network to consumers who have interacted with their brand channels on YouTube.
How Google Remarketing Works
Adwords Remarketing is a feature that takes advantage of the integration between Google and DoubleClick. Remarketing uses the DoubleClick cookie to track visitors to certain areas of a web site. This "cookie information" is then used to create Remarketing Lists of visitors that left the site from that particular area or page in the site owners' Adwords account. They can then create ads that target just these groups of users. These ads will appear only in the Google Content Network. Similar to all other ads that are served on the Content Network, site owners can create text ads, image ads, and various types of display ads. In order to activate Remarketing, site owners will need to activate the "Audiences" tab in their Adwords account. From there they can create new Remarketing Lists.
Implementing tracking code. In order to make Remarketing Lists work, site owners need to add a snippet of tracking code to their site. They can create this code by setting up a new Remarketing List from within the "Audiences" tab in their Adwords account. They have the option to add different code snippets to different areas of the site, and then "tag" this code. This allows them to create different Remarketing Lists for different visitors to their site. For example, they can set-up a "Product Pages" list for any visitor who viewed any of the product pages in an ecommerce site by adding the proper code to those product pages. They can also create a "Home Page Visitors" list for those visitors who landed on the home page, and then left, or create a list for people who visited specific products in a certain category. While adding the code snippets to many areas of a site could be time consuming, the end result will be a very robust tracking system. Being able to create these specific retargeting lists provide site owners a huge opportunity to create very specific offers in their retargeted ads.
Knowing that a visitor, who bailed out while in the check out of an ecommerce web site was interested in a certain product, gives site owners the opportunity to serve a special offer ad when that visitor enters a web site that is part of the Google Content Network.
Setting up the remarketing campaign. When all code snippets have been implemented site owners can set Remarketing at the ad group level and target those ads to specific Remarketing Lists. This way site owners can combine the proper offer ad with the proper group of visitors. Site owners can also customize the targeting further by combining it with the geographic targeting options of the Google Adwords system, as well as the demographic targeting available to Google Content Network advertisers. Site owners are able to set bids on the list level, allowing them to bid differently for each of the visitor groups they are retargeting. They can also use Remarketing Lists as negatives to block ads from appearing to those groups of people.
For those site owners who are not in the position to set up the code snippets necessary to create Remarketing Lists, Google offers predetermined audiences to choose from. Site owners can choose from 27 pre-determined categories based on certain interests and target these audiences.
User Privacy
To use this new retargeting feature properly, Google requires that web site owners adapt their Privacy Policies to include a paragraph that discloses that Google is making use of visitor information that is captured on their site and that a user cookie is being set in order to collect the information. Google may also, in certain situation, alert users that they are on a Remarketing List via an overlay on the Remarketing ads. In addition, Google offers users who have a Google account the option to opt-out of being in Remarketing Lists via settings in their Google accounts.
Google realizes that publishers, online retailers and site owners are increasingly interested in targeting qualified prospects with the most relevant offers. They are hoping that the intuitiveness of the Google Adwords system and the competitive pricing nature of an auction-based ad system will lure many site owners over to establish Remarketing campaigns in their rapidly expanding Content Network.
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Presentation
Thursday, May 6, 2010 - 8:45 am
Clark University, Small Business Development Center
Worcester, MA
"Social Media, Search and Digital Media
Optimization"
Presenter: Louise Rijk
Click here for more info.
Past Presentations
128 Business Expo 2009
Friday, October 9, 2009 - 12:00 noon
Westin-Waltham Hotel
Waltham, Massachusetts
"Twitter and Blogging for Business"
Presenter: Louise Rijk
Click here to play the video
Middlesex Savings Bank Business Success Seminars
Thursday, June 18, 2009 - 7:30AM
Crowne Plaza Hotel,
1360 Worcester Street, (Rt 9), Natick, MA
"Using Internet Marketing to Build Your Business"
Presenter: Louise Rijk
Click here to play the video
Clark University
Thursday, May 14, 2009 - 8:45-12 noon
Grace Conference Room
Clark University, Worcester, Massachusetts
“Search and Digital Asset Optimization”
Presenter: Louise Rijk
Click here to play the video.
WebmasterWorld PubCon 2008
Las Vegas
“Integrating Word of Mouth Marketing (WOMM) into the Advertising Mix”
Presenter: Louise Rijk, Vice President of Marketing and Sales
Click here to play the presentation
128 Business Expo 2008
The Westin Waltham-Boston Hotel
“Using Social Media to Connect with Prospects and Customers”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
495/MetroWest Business Expo
Sheraton Framingham Hotel
Pre-Expo Keynote Presentation
“A Strategic Approach to Integrated Marketing”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
Bentley College, 2008 - Waltham, MA
“Planning and Integrating a Targeted Internet Marketing Campaign”
Click here to play the video.
WebmasterWorld Pubcon 2007 - Las Vegas, NV
“Planning and Integrating a Word of Mouth Marketing (WOMM) Campaign”
Click here to play the video.
BizAction 2007 - Washington DC
"Email, Social Media and Search in the Overall Marketing Mix"
Click here to play the audio.
128 Business Expo 2007
"Blogging and Podcasting For Business"
Click here to play the video.
495/Metrowest Business Expo
Pre-Expo Keynote
"The Rise of the Internet as a Mass Advertising Medium"
Click here to play the video.
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If you would like more information on Internet Marketing, Consulting, Search Engine Marketing, Social Media Marketing and Email Marketing, please
click here.
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Copyright © 1996-2010. Advanced Media Productions, Inc.
Advanced Media Productions, Inc.
251 West Central St., Suite 28, Natick, Massachusetts 01760, USA
Tel: 508-647-5151 Fax: 508-647-5150
E-mail: info@advmediaproductions.com
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