Rules for effective remarketing in Google Ads: reviewing the basics –

Davit Aleksanyan, a specialist from the American agency Directive Consulting, shared recommendations for remarketing on Google and YouTube, they allow you to achieve noticeable results in advertising in a short time. He considered four types of remarketing:

Google Display Remarketing

First, remember the main rules. Firstly, all ads are of the correct formats and sizes and are compiled according to all the rules of good and effective advertising. Second, your remarketing list must include at least 100 people. If your ad meets these points, move on to the recommended remarketing strategies.

Customize your targeting

Show ads to people who went to the site through advertising, spent some time on the site, but didn’t convert – this way you can return a “warm” audience and increase the return on investment already spent. You can also include those who followed from other channels (from organic search results, via direct link), but in this case it will be more difficult for you to control the audience.

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Avoid low-quality sites

After seeing your ad on a specific site, a user can start associating your brand with that site. Therefore, it is important that the sites correspond to the theme and be of high quality.

In the Google Ads settings, you can exclude sites where you do not want to display your ads. To do this, go to the “Exceptions” tab in the “Placements” section and specify the site, YouTube channel, individual videos or applications.

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Set up frequency caps

This measure is necessary in order not to annoy the user and prevent banner blindness. If the same ads are constantly shown to the same user, he will quickly get tired of them and stop noticing them. We recommend setting a limit of 5-7 impressions per user per day. To do this, at the campaign level, go to the “Settings” section and set the frequency limit in the “Additional settings” tab.

Frequency capping

Search remarketing (RLSA)

Here you will need more people on your remarketing list — at least 1000 — for them to make money. But there are still a few other caveats to working with search remarketing. First, only those users who have not converted should be included in the lists. Secondly, you must remember that these people most likely did not find what they were looking for on your site and returned to Google search.

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Use the best performing keywords

Targeting in RLSA campaigns depends largely on keywords. We recommend using keywords from major search campaigns that bring in a lot of clicks but few conversions. They show that you’ve already done a great job creating relevant and engaging ads with a good CTR, but users, for some reason, are still not completely sure about your product. Try to get their attention again and build trust.

Also look at the search terms that your keywords are targeting. So, you can find additional phrases. Also filter out irrelevant keywords that are not related to your product or have intend information, that is, they start with the words “how”, “what” or “where”.

The keyword report can be viewed available in the Google Ads interface.

Key report

Create ads specifically for remarketing audiences

The ad text should be different from what the user might see in a regular search campaign. Contact the user with a proposal to return to you, identify a unique value proposition and the benefit the person will receive this time.

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Google Custom Audience

Custom audiences – based on email lists – on Google can be used for both search and remarketing on the Display Network (impressions, however, will only be on YouTube or Gmail). It works like this: you upload a file with the data of individual users (their phone numbers, email addresses, etc.) to the system and add this audience at the campaign or ad group level. User data can be collected, for example, in forms on the site or downloaded from CRM.

For such an audience to work, the system must identify at least 1000 addresses from the search list. For remarketing in the Display Network – at least 100. If the minimum number of users is not reached, the campaign will not work. Therefore, the more contacts you have on your list, the better.

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Also, please note that Google has updated the rules for advertisers using listings. Thus, the advertiser must have a good reputation for adhering to the rules and paying for advertising services, the total amount spent during the lifetime of the account is at least $ 50,000, and the account itself must be used for at least 90 days. Now let’s move on to the recommendations.

Use keywords broadly

Typically, professionals are advised to avoid such keys. But when you’re working with remarketing on a search on such lists, you already have a fairly narrow audience, and low-frequency exact keywords will narrow it even more. Therefore, broadly matched keywords are the best fit here.

Adapt your ad and landing page to your target audience

You have the advantage of knowing which people you’re showing ads to and what they want. For example, you held a webinar, and to register you had to leave a phone number and mail. By setting up remarketing for the list of users who have registered for the webinar, you can in the text invite them to visit another webinar on a related topic or get additional information on the topic of the past webinar. The landing page should provide them with the information they need and indicate the path that the user will take further down the marketing funnel.

If you’re not sure what your landing page should look like, read the article for the basic questions to answer before launching your landing page, and check the page all the way through.

For example, from an advertisement for an adult painting course, I get to such a landing page.

Landing page example

I am immediately offered to sign up for a free trial lesson and this will contribute to my further progress along the funnel. You can also offer the user something similar – a free period of using the tool, a discount on the first order, etc. For a better understanding of strategies for working with a marketing funnel, read the material on the webinar by Nikita Kravchenko from eLama.

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YouTube remarketing

YouTube has different ways to catch up with your audience. Let’s take a look at the one that works best with Google Ads and gives you the most control over your remarketing strategy. Let’s start by choosing an audience and formats.

Choose the right audience

Keep in mind that you only have about five seconds per video to display a product or service. Therefore, it is better to show ads to users who already have a good opinion of your brand and are familiar with the product. Find users who have visited the site several times and stayed on it for more than 10 minutes. This audience is more likely to convert.

Choose the right ad format

To get started, we recommend that you familiarize yourself with two materials:

Of all formats, we recommend using TrueView In-Stream (skippable) and TrueView Video Discovery ads.

The first format is convenient for users because after five seconds the user can skip it if the product is not interesting. The advertiser pays for impressions if the video has been watched to the end or at least 30 seconds. These ads are suitable for engaging users at the top of the funnel.

TrueView Video Discovery ads are similar to display ads. They are shown:

  • in the search results, along with the rest of the videos in the search results, they differ from them by the mark “Advertising”;
  • on the video overlay page or at the top of the related videos section to the right of the playback screen, marked “Advertising”.

The user decides for himself whether to watch the ad or not, if he is not interested in it.

Thus, both formats allow you to avoid unnecessary costs and attract the most relevant audience. And, of course, don’t forget that the video should be interesting and catchy.

Remarketing is a tool that, with the right approach, will double your positive results, gain audience trust and loyalty, and bring you more conversions and loyal customers. Test different strategies and get more ad revenue.

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