Google Remarketing – Retargeting Strategies, Implementation & Reporting
As I mentioned earlier, Google introduced its new Remarketing feature. Google remarketing (a.k.a remessaging) can be used to develop and implement different strategies such as:
- Retargeting all visitors to your site. For example, if you are an online publisher, you can choose to retarget those people who have visited your site and not subscribed to your publication with an attractive subscription offer they cannot refuse.
- Retargeting those visitors to your site who have visited a specific section of your site. For example, retargeting people who visited your DSLR camera section of your online store with a Nikon DSLR D90 ad while retargeting who visited your binocular category with a Bushnell H2O ad.
- Remarketing only to those visitors who did not convert and not those who have actually purchased from you.
- Remarketing those audiences who have abandoned the shopping cart with a lucrative offer.
- Retargeting your customers with an up-sell/cross-sell offer.
- Remarket your customers after a certain period of time. For example if you know your customers need to buy your product again after 2 months, you can create a custom audience to retarget your audience around the time they need to repurchase your product.
In most cases, you need to create and manage multiple remarketing lists to reach your audience. You can use any of these combinations to target your desired audience:
- AND operator (all these audiences)
- OR operator (one or more of these audiences)
- NOT operator (none of these audiences)
Membership of cookie Ids within custom combinations is updated by Google every few hours. Membership durations remain intact for each for each remarketing list in your created custom combination.
You can create various performance reports on Google AdWords such as Placement Performance report, Impression Share report and number of users in a list (number of unique users who viewed the pages tagged within the membership).
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Filed Under: PPC Advertising • Search Engine Marketing • SEM
Great breakdown. I just wanted to point out, though, that retargeting isn’t new, it’s just new to Adwords. The fact that Google is now using it just validates that it works. But it’s also important to note that Google’s content network for display ads is only the 6th largest so it’s important for advertisers to run across multiple networks. (See a recent case study on this: http://bit.ly/aAhAFm)
Overall, though, I think the announcement is a win-win, for both advertisers and consumers.
You are right Rebecca, BT and Re-targeting are not new as I mentioned in my previous post on Google Remarketing. Google just makes it more accessible and affordable. In addition, Google`s marketing power brings the concept to the attention of more marketers which is also a good news for other networks such as yours.