PPC Buzz of the Week for Friday 4/2/10

Over the past several months Google has steadily been rolling out new features including site link extensions, address extensions, contact form extensions, and other features that have begun producing enough data to display a significant impact on click through rates and overall PPC performance. About a month or two ago Google also released a very significant feature titled Google Remarketing (or Retargeting depending on who you ask). With all of these new features being released in such a short time, one has to wonder: did Google increase the 20% rule for developing new, innovative, and world-changing ideas? In any case, Google Remarketing can have a significant impact on your online advertising performance if used correctly.

Why Should You Consider Google Remarketing?

There are plenty of remarketing platforms out there that boast they can produce a 900% ROI (see FetchBack’s ad below), but do any have the sheer power Google has in terms of available sites to place retargeted ads?

I honestly don’t know, but let’s face it; Google has perhaps the largest network of websites anywhere available in its content network. So what does this mean for you? Well chances are a fair amount of relevant users to your website have a high probability of visiting at least a few websites found in the Google content network after visiting your website thus creating an unbelievable opportunity to retarget them if they hadn’t already converted or conducted another successful action.

Setting Up the Basic Remarketing Campaign

Setting up the remarketing functionality is fairly easy and straightforward with the following steps.

1. Identify key pages that are found within your conversion funnel (i.e. those pages a user navigates through in order to finally convert). For some advertisers, you may want to expand this identification to include other significant pages that may not necessarily be in the conversion funnel.

2. In AdWords, you’ll want to navigate to the Audiences section found in the Control Panel & Library portion of your account as displayed below. This is where you will essentially create custom tracking tags that will be placed on individual pages or groups of pages. If your account doesn’t have an Audiences section, contact your Google Representative and ask them to make sure it gets in there. For this example, the website in question has two contact forms and two subsequent thank you pages as also displayed in the image below.

If you click on the links for each tag, you will be given the coding that needs to be inserted onto each respective page. Make sure you identify whether the page has HTTPS security or not as this changes the coding.

3. After you’ve put the appropriate code on each page or group of pages, you can do 1 of 2 next steps: (1) create appropriate combinations of the previously created tags or (2) start creating your campaign. For this example, I’ll create a custom combination. In the Audiences section where I created the tags, I’ll hit the New Audience tab and select Custom Combination.

Custom combinations allow you to do just what the title states; create appropriate combinations that make targeting of users easier. For this example, I want to eventually target only those users that saw Contact Form 1 but didn’t submit it. So in the image below, I have selected the appropriate parameters for this combination and titled it uniquely. Notice that I am targeting none of these audiences when it comes to users who viewed the thank you page for Contact Form 1. Always double check to make sure your parameters are correct.

4. Set up a new content network campaign with a unique name for easy identification. Also, make sure when it comes time to select the appropriate Networks and Devices you select only the content network and “relevant pages only on the placements and audiences I manage”. In addition, create an appropriate ad group in that campaign with an easy to identify name. For this example, my ad group is titled Saw Form 1, Didn’t Submit. Remember, I want to target all users that visited my website, viewed Contact Form 1, but didn’t submit it.

Once in your ad group, select the Audiences tab at the top of the center well and hit +Add Audiences. Next select Custom Combinations and add the appropriate combinations for this ad group and save.

5. Finally, you’ll want to create very compelling ad copy either in text format or image or via the Google Ad Display Builder in AdWords. Whatever you choose, remember your targets have already visited your website. It is your task in identifying why they didn’t convert and ultimately bringing them back to the site and converting via this remarketing campaign.

This is a very, very simple way to setup a Google Remarketing campaign so please don’t think you are limited to doing only what I put forth as an example. In actuality, the opportunities are endless with Google Remarketing as you’re targeting not just PPC traffic that previously visited your website but rather all traffic regardless of their initial source (organic, direct, referral, etc).

Have you embarked on creating and managing a Google Remarketing campaign yet? Feel free to share your experiences.

Until next week…Keep on Searching!

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