The document discusses how to integrate Google Adwords remarketing campaigns to improve an internet marketing strategy. It provides an agenda that covers what remarketing is, why to use it, defining the buying cycle, creating campaigns, testing lists, tailoring creatives, and measuring results. Case studies show how remarketing can lower costs per conversion and increase sales. The presentation emphasizes establishing goals, tailoring campaigns to audiences, and using remarketing tools.
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
How to integrate Google Adwords Remarketing to improve the overall performance of your internet marketing strategy
1. Integrating Google Adwords
Remarketing Campaigns To Improve
The Overall Performance Of An
Internet Marketing Strategy
@seopositiveltd
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040
2. Agenda
What Is Google Remarketing? Tailor Your Creatives
Why Use Remarketing? Create & Test Your
Message
Define Your Buying Cycle
Explore Advanced Settings
Create Your Remarketing
Campaigns Measurement & Reporting
Test Your Remarketing Lists Case Studies
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040
3. What Is Google Remarketing?
Targeted Interest Based
Advertising
Advertising To People
Who Visited Your Site
Runs on Google’s Display
Network (80% Of All
Websites Worldwide)
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040
4. Why Use Remarketing?
Cross Sell & Upsell
Promote Brand Awareness
Encourage Users To Revisit A Site
To Complete A Transaction
Lower CPC & CPA Compared To
The Search Network
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040
5. Define Your Buying Cycle
What Are The Buying Steps For
Your Business Model
Timescales
Lead Nurturing
Know Your Competition
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040
6. Create Your First Campaign
Create a Campaign Targeting Embed The Code Into
Display Network Relevant Pages
Create First Remarketing List Create Custom Combination
Lists
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040
7. How In Depth Should Your Lists Be?
Prioritise Your Products / Categories / Services
Focus On Areas That Receive The Most Traffic Or Hold The Most
Value First
Setup Broader Lists For Less Frequented / Value Areas Of Your Site
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040
8. Points To Bear In Mind When Creating
Remarketing Lists
Membership Duration
Custom Combination Lists
Use Themed Lists (Product Categories, Homepage, Shopping Cart)
You Need 100 Visitors In Your Remarketing Lists To Activate The
Campaign
Use Negative Lists To Avoid Irrelevant Audiences
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040
9. Test Your Remarketing Lists
Use Text Ads To Quickly Create Multiple Ad Variations
Create Banner Ads Based On The Most Effective Text Ads
Plan Your Ads In Advance
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040
10. Tailor Your Creatives For Each Remarketing List
Be Relevant To The Audience To Have A Compelling Call-To-
Which You’re Marketing Action
Have The Same Look & Feel As Do Not Use Inappropriate
Your Site Calls-To-Action
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040
11. Create & Test Different Formats Of Your Message
Use Google’s Display Ad Builder To Keep Relevancy Is Key
Costs Low
Send The Right Message
Plan Your Ads In Advanced (Discount Codes, Tailored Offers)
Create A Compelling Call-To-Action Be Creative
Text Adverts Image Adverts Flash Adverts Video Adverts
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040
12. Explore Advanced Settings
Conversion Tracking Mix & Match With Contextual &
Topic Targeting
Conversion Optimiser
Split Test: Media, Landing Pages,
Frequency Cap Max CPC, Remarketing Lists
Ad Scheduling Block IP Addresses (i.e. Your
Office)
Use Negative Targeting To
Create A Separate Campaign For
Exclude Certain Websites YouTube
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040
13. Measurement & Reporting
View Through Conversions
Click Through Conversions
Conversions (1 Per Click
/ Many Per Click)
CPC / CPA
User Behaviour (Google Analytics Stats):
- Time On Site / Bounce Rate / Page Reviews
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040
14. Case Study
Objectives
Encourage Visitors To Come Back To The Site & Fill The Lead Form
At A Lower Cost
Our Approach
Custom Combination Lists Designed Variations Of Image
Negative Targeting Ads
Frequency Capping Split Testing
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040
15. Case Study: Results
50% Lower Cost Per Conversion Compared To Search Campaign
High Level Of View Through Conversions (Improved Brand Awareness)
60% Lower CPC Than From The Search Campaign
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040
16. Case Study
Objectives
Increase The Amount Of Increase Online Transactions
Sample Purchases From Samples To Actual Sales
Our Approach
Custom Combination Lists Frequency Capping
Membership Duration Design Of Variations Image Ads
(For Samples & Actual Sales)
Negative Targeting
Split Testing
Ad Scheduling
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040
17. Case Study: Results
CPA For Sample Orders: 50% Lower Than Search
Buying Cycle Was Shortened By 1 Week
Actual Sales Increased By 30%
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040
18. Summary
Establish Your Goals Early
Tailor Your Campaign To Your Audience
Use The Tool’s Functionality To Your Advantage
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040
19. Any Questions?
Tel: 0800 088 6000
Email: info@seopositive.co.uk
Web: www.seopositive.co.uk
@seopositiveltd
Presented by Matt Wood Stand
Head of Search, SEO Positive Ltd E5040