Digital Marketing

Module 2
 Advertiser

Google Ad words

Google Analytics

Google
Search Website Visitors
Bots Google Search
Console
SEO

Monitor Trouble
Maintain
Shoot
Search Engine Optimization

• The Search Engine is the first medium where people search for information
they need.
• It is often being referred to as the ‘zero moment of truth’.
• Search Engine Optimization (SEO) is the process of enhancing the
visibility of the website by improving the ranking in the search engine
result page (SERP).
• It is the process of making search engine more search friendly, thus getting
higher position in organic or natural or unpaid search result.
• SEO is pull medium as users themselves seek information it is powerful as
it captures users interest.
Search

• A search engine is a program designed to retrieve or search information on

the web.
• The search results are usually displayed in a line of results on page known
as search engine result page.
• When a user enters search query, search engines display both organic and
paid search results.
• Organic results are paid results are sponsored for which advertiser must pay
to display their webpage link when users do search.
 Search Engine refers to a huge database of internet resources
such as web pages, newsgroups, programs, images etc. It helps
to locate information on World Wide Web.

 User can search for any information by passing query in form

of keywords or phrase. It then searches for relevant
information in its database and return to the user.
The basic components of a search engine as listed below:
 Web Crawler
 Database
 Search Interfaces
 Ranking Algorithms
Web crawler
 It is also known as spider or bots. It is a software
component that traverses the web to gather information.

 Variable features which can affect the search results

 Included Pages
 Excluded Pages
 Document Types
 Frequency of Crawling
Database
 All the information on the web is stored in database.
It consists of huge web resources.

 Variable features which can affect the search results

 Size of the database

 Freshness of the database
Search Interfaces
 This component is an interface between user and the database.
It helps the user to search through the database.

 Variable features which can affect the search results

 Operators

 Phrase Searching
 Truncation
 The Ranking Algorithm
 How a search Engine ranks the results of the search .Most
searches will retrieve thousands of results.

 Variable features which can affect the search results

 Location and frequency

 Link Analysis
 Click through rate measurement
 Search Engine Marketing

Search engine marketing (SEM) is a digital marketing

strategy used to increase the visibility of a website in search
engine results pages (SERPs).

While the industry term once referred to both organic search

activities such as search engine optimization (SEO) and paid,
it now refers almost exclusively to paid search advertising.
How Search Engine Work

Web Calculating Retrieving

Indexing Processing
Crawling Relevancy Results

Websites are classification of On the basis of Search engine Highest relevant

crawled by pages into request search start calculating Score on the top
automated bots categories by engine processes the relevancy if of the search
or spiders or identifying the it and compare more than one results.
crawlers that pages that best the search query. pages contain
are software describe the page search query.
programs that and assigning the
visit each page to
WebPages keywords
Types of Keywords

• Generic Keywords : Just as the title suggests these are very generic,
unspecific terms that get searched for. Something like “Tennis Shoes” or
“Digital Cameras” would be considered a generic term. When developing
an organic search strategy we typically stray away from these terms as
they are highly competitive and not specific enough to the sites actual
content. However, if you are able to rank for a generic keyword your site
should receive a decent amount of traffic from that term.
• Broad Match Keywords : Broad match terms are the core of SEO.
Terms like “Red Tennis Shoes” or “Canon T2I Digital Camera” will
present a stronger opportunity and engagement than a generic term.
Optimizing for broad match terms will provide good traffic with not as
much competition. A broad match searcher has a specific item/content
that they are searching for and optimizing for these type of terms will
provide an average amount of conversions.

• Long Tail Keywords : The last of these three types of keywords to

consider is the long tail keyword. Think of these as the sentences that get
typed into Google. Something like “how do I set the aperture on my
Canon T3I digital camera” would be considered a long tail keyword.
 Introduction to Keyword Research

Step 1: Selecting the Keywords

• Brainstorm list of ideas of words/phrases. Speak to your co-workers, friends, suppliers

to your business of keywords and phrases they would associate to the content you are
looking to create.
• Imagine you are the customer. Put yourself in the shoes of your customer. What types
of keywords and phrases are you going to refer to? Phone or email your customers, be
open with them and ask them for their thoughts and ideas too
• Competitors. This is a great resource tool. List out all your competitors who are selling
the same product/service and begin to form research into the words and phrases they are
targeting. Check out the source code of your competitors website products page - here
you can search for Meta Keyword and Description tags where they may provide you
with hints on keywords they are targeting.
• Analytics. Consult your analytics and make a note of all the relevant keywords users
have used to arrive at your website relating to the specific product/service.
• Define your list. By now you should have a list of keywords and from this research you
can now take it forward. Do not make the list too exhaustive, try to look to define and
identify 10-15 keywords.
Step 2: Defining the List

• Relevant and Popular keywords. From the initial selection of keywords in

Step 1, now you need to define the list of keywords you want to target that
you see as relevant and popular for search tactics.
• Sign into the Google Keyword Tool which provides you with an insight into
the search volume available for the range of keywords you have identified
through Google e.g. how many searches are conducted on a monthly basis for
that specific word or phrase.
• Copy and Paste the keyword list you created in Step 1 into the keyword tool
and choose 'Exact match' and set the region you are looking to target.
• Record results. The Keyword tool will then generate a list of keyword search
volume generated for a monthly average. Smart Insights Expert members can
see this Keyword Tool tutorial video.
 Step 3: Choosing the Keywords

• Analyse local monthly searches. If you login to your Google account this will
then breakdown the keywords by a monthly average figure and by region
(Local) rather than Global. From here you can check to see peaks in search
volume throughout the year.

• Monitor Keyword ideas underneath the keywords you included, Google will
also provide a keyword ideas section - this is a list of alternative and associated
keywords you might also want to consider that to drive potential search
volume.
• Do the keywords match your content? This is an important step, make sure
the keywords you are looking to take forward match the content you have on
your website. There is no point identifying keywords with lots of potential
search volume if you don't have the content available on the website to support
this.
Keyword Planner

• Keyword Planner is a free Google Ads tool for new or experienced advertisers
that’s like a workshop for building new Search Network campaigns. You can use
Keyword Planner to search for keywords and see how a list of keywords might
perform. Keyword Planner can also help you choose competitive bids and budgets
to use with your campaigns.
Benefits
• Keyword Planner is used to accomplish the following tasks:
• Research keywords. Need help finding keywords to add to a new campaign? Or, maybe you
want to find additional keywords to add to an existing campaign. You can search for keywords
based on terms that are relevant to your product or service, website, or landing page.
• Get historical statistics and traffic forecasts. Use statistics like search volume to help you
decide which keywords to use for a new or existing campaign. Forecasts, like predicted clicks
and estimated conversions, can give you an idea of how a list of keywords might perform for
a given bid and budget. These forecasts can also help guide your decision on which bids and
budgets to set.
Concept of Search Engine Optimization

• Search engine optimization is the process of influencing the visibility

of a website or a webpage so that it appears higher up in the organic
search results.

• The purpose of doing SEO is to establish a web presence and get

discovered, so that one gets quality traffic that generates leads and
revenues for the business to grow.
Search Engine Market share
Types of Search Engine Optimization
On Page SEO

On Page SEO is a practice to advance individual website pages to higher rank

and get more pertinent traffic in web search engine. As such, an exertion
which you will apply on the websites to optimize all the content
corresponding to long-tail catchphrases (keywords). It includes following
activities
• Meta Titles
• Meta Keywords
• Meta Descriptions
• Heading Tags
• Anchor Tag
• Keyword
• URL Structure
• Content Optimization
• Image Optimization
Meta Titles

Meta title are used to tell search engines and visitors what any given page on
your site is about in the most concise and accurate way possible. This title
will then appear in various places around the web, including the tab in your
web browser.
Meta Keywords

Meta Keywords are a specific type of meta tag that appear in the HTML code
of a Web page and help tell search engines what the topic of the page is.
Meta keywords are distinguished from regular keywords because they
appear “behind the scenes,” in the source code of your page, rather than on
the live, visible page itself. They look like this:
The meta description

• The meta description The meta description is a snippet of up to about 150

characters – a tag in HTML – which summarizes a page’s content. Search
engines show the meta description in search results mostly when the
searched-for phrase is within the description.

“how to stop my dog from barking”

 Heading Tags

• Heading tag helps to define page structure and

allow users to scan a page quickly to find what
they are looking for. A good practice would be
start a page with ‘H1’ and then followed by
other heading tags depending on the content.
• Heading tags, tags that are used for the
creations of headings. The most important tag
is the <h1> heading tag, and will usually be the
title of a post. Heading tags have a top-down
hierarchy from <h1> to <h6>.
• heading tags are imperative for every web
document to structure the content. By using
Heading Tags, we differentiate our web page
content.
Anchor Tag

i Anchor text – Anchor text is the highlighted hypertext link that can be either
internal website link or external source.
ii Image video Optimization –
In a webpage the Alt attribute provide image related
information. Alt basically stands for alternate, where we describe an image
in a textual form. Every image should have a distinct file name and
associated text of image in the Alt attribute that would allow specifying
which image is for what. It also helps visitors who can not access image.
Image and video optimization is about reducing the file size
of your images as much as possible without sacrificing quality so that your
page load times remain low. It’s also about image and video SEO. That is,
getting your product images and decorative video to rank on Google and
other search engines.
An anchor tag is a HTML element that creates a link to a target URL. When correctly
implemented, the link can wrap around text, images, or as buttons, so that users can interact
with it and visit the link's destination.
 Keyword

• Kye words are words and phrases that make it possible for users to find any
website by using search engines.
– Choice of keywords : A through research needs to be done for choosing the right
keywords for optimizing the
website.
– Keywords Density : Keyword density is the frequency of a keyword that appears on a
WebPages. This is calculated in terms of percentage compared to total number of
keywords
– Number of Keywords: Research has shown that most domains rank high for only very
few keywords
– Page Segmentation : Keywords appearing in main body section have greater weight in
SEO than keywords in header and footer or sidebars of the webpage.
– Synonyms
– Keyword Funnel: Keywords correspond to the stages of the buying funnel as shown in
the figure.
Off Page SEO

Off Page SEO is a practice of link building. It is used to enhance

website position in SERP's. Off page is all about link building
through various activities

– Authority and Hubs

– Back link
– Blog post / Commenting
– Press Release
– Directories/ Classified
– Forums
– Article Promotion and Syndication
– Unnatural Links
Authority and Hubs

• The Most important objective of off-page activities is to build

the authority of web page.

• The more the number of sites hyper linking and higher the
quality of these sites, the higher would be the authority of the
website under consideration.

• Hubs and authorities is also known as Hyperlink-Induced

Topic Search.
• Certain web pages, served as large directories that were not
actually authoritative in the information that they held, but
were used as compilations of a broad catalog of information
that led users direct to other authoritative pages known as
hubs.
• A good hub represents a page that pointed to many other
pages, and a good authority represented a page that was linked
by many different hubs.
Back link
• Back link is a process of getting hyperlinks not owned by a
brand, form external pages that are to link to a webpage of
their website of their website.
• Back links will helps in building the authority of the website.
• Each links in webpage is counted as vote for that page with
most win.
Backlinks of zomato.com
 Back link

Backlinks of swiggy.com
 Blog post / Commenting

• Blogs are informational websites displayed in reverse

chronological order.
• Many business have blogs as it provide a platform for creating
content which is broader in scope than website.
• Since content is most important aspect in SEO a blog can
positively boost one’s search engine ranking.
Press Release

• A press release is a way to spread organizational news and

information to the news media.
• It can be recent update, new product announcement etc.
 Directories/ Classified

• Directories are like a database that has a list of websites in

defined website URL with other details such as type of
business, etc. to directories.
• Somes directories such as Dmoz and Yahoo directories
 Article Promotion and Syndication

• Syndication is when the same content is posted on more than

two different website.
• The content is either whole article or part of it. It is
recommended to website that are of higher authority website
which will give them reputation and visibility benefits.
 Unnatural Links

• Links
• Giving free product to blogger in exchange for them writing
about it .
• other sites with back links
• Links in press release
 AdWords
• AdWords is a huge PPC network that is owned by the search
engine giants Google.

• Having been around since the year 2000, millions of

businesses now use AdWords on a daily basis to drive traffic to
their website.

• In fact, many companies rely on PPC as their primary source

of traffic.

• People bid against other people on keywords and depending

how much they bid determines where their ads are displayed
• The fact that AdWords is very easy to use is just one of its many
benefits. There are many other advantages of using Google
AdWords, such as:

• Millions of partner websites available

• Quick to set up campaigns

• Instant results

• Smart bidding and daily budgets

• Great tools and advanced analytics

 How AdWords work
• AdWords works on a simple principle that other users bid on
keywords to determine whose ads are shown.

• Whoever bids the most for a keyword will take the number 1 spot,
while other users will take the remaining slots underneath.

• With most keywords offering 3 to 4 ad slots at the top of the results

page, you don’t need to be number 1 to get significant traffic.

• Users also have to choice to decide if their ads only appear on

Google’s search network or on their partner websites
 AdWords Basics: Bidding

Depending on how much you bid and how much other users are
bidding will determine 2 things; your advert position, and how
many clicks you get.
• If no adverts are running on a particular keyword, then you
will display at the top regardless if you bid 1 cent per click or
10 dollars per click.

• Once other people start bidding on the keyword your ad could

be pushed down to position 2.

• Depending on the keyword and competition can also influence

how many ads are displayed on a page.
 Bidding strategy

Manual bidding
With the manual CPC strategy you simply enter how much you are
willing to pay per click, and it stays fixed forever.
Of course, you can always change the number in the future, but
Google will never charge you more than the amount you set.
Automated
The other strategy is the automated feature by Google that works out
how much you should be paying per click. Simply enter a maximum
daily budget you are willing to spend, and Google will work out the
rest. This is great if you are new to AdWords or just think Google
will do a better job of optimizing your campaign and keywords
 AdWords Basics: Display Network

1. Google has a huge display network full of millions of other websites.

2. Currently, Google has over 2 million partnership sites that display
their adverts in exchange for advertising revenue.
3. You can target people while they are browsing their favourite website,
watching a YouTube video or even checking their Gmail account.
The picture above shows an entire campaign for the keyword “PPC”. As you can see the
max CPC is set at £1 and it is using the Google search display only. This means the advert
will only display on Google’s search engine instead of their partner sites. The estimated
clicks for the campaign are 7.5 – 9.17 per day and the estimated impressions are 413 – 504
per day.
To show you how using the Google display network can significantly change the
campaign results, we’ve set up the same campaign but turned on the display network.
Comparing the number of clicks and impressions to the other campaign we can see that
both of them are up. Since the Google partner websites usually have a much lower cost
per click, we’ve managed to get some extra clicks and expand our reach without paying
a penny more.
 AdWords Basics: Ad Creation Stage 1

When you first open up AdWords you’ll be greeted with the home page which
looks like the picture below
AdWords Basics: Ad Creation Stage 1

When you first open up AdWords it can look very confusing,

especially if you have no PPC marketing experience. With so many tabs
and options, it can be hard to know where to start first. When you first open
up AdWords you’ll be greeted with the home page which looks like the
picture below.
 AdWords Basics: Ad Creation Stage 2

• Now we’ve got the basic settings out of the way it’s time to actually
make the advert.
• The second page is split into 2 main sections, the advert itself and
the keywords you are targeting.
Section 1
• As you can see from the picture above this section is fairly self-
explanatory. Simply enter your ad group name with something that’s
relevant to your campaign and then start writing up your first ad.
Section 2
• Once you’ve got your fantastic ad all written out, it’s time to decide
what keywords the ad will show up for. If you want to super
optimize an ad then you can pick only 1 keyword and let it run for
that. Most people use several keywords for one advert which is fine,
just make sure all of the keywords are similar and relevant.
 GOOGLE
KEYWORD
PLANNER
 STEP 1
FIRST OFALL OPEN GOOGLE ADWORD ACCOUNT
(WWW.GOOGLE.COM/ADWORDS)
STEP 2
GO TO TOOL MENU BAR AND CLICK ON
KEYWORD PLANNER
STEP 3
CLICK ON NEW KEYWORDS/PHARSE
 STEP 4
FOLLOW THE INSTRUCTIONS IN THIS IMAGE AND FILLYOUR KEYWORD,
LOCATION AND CLICK ON GET IDEA BUTTON
STEP 5
GO TO SECOND TAB NAME AS KEYWORD IDEA
STEP 6
IF U WANT TO DOWNLOAD ALL SUGGESTED KEYWORDS GIVEN BY THIS
TOOL YOU CAN CLICK ON DOWNLOAD BUTTON
STEP 7
SELECT EXCEL CSV AND CLICK ON DOWNLOAD BUTTON
 Google Keyword Planner

• This is a free tool to discover new keywords related to business and

see estimates of the searches they receive and the cost to target
them.

Benefits
• Discover new keywords: Get suggestions for keywords related to
your products, services, or website.
• See monthly searches: See estimates on the number of searches a
keyword gets each month.
• Determine cost: See the average cost for your ad to show on
searches for a keyword.
• Organize keywords: See how your keywords fit into different
categories related to your brand.
• Create new campaigns: Use your keyword plan to create new
campaigns centered on in-depth keyword research.
 1. Create a keyword plan
A. Get ideas for new keywords
There are two ways to Get ideas for new keywords :
• Search for new keywords by clicking Discover new keywords.
 Start with keywords: Enter words related to your products or services. (You can
separate multiple phrases with a comma and space.) Enter your domain and
Google will try to exclude keywords not related to what you offer.
 Start with a website: Enter any website and Google will look for keywords
related to the content on that site.

• Upload existing keywords by clicking Get search volume and

forecast.
 B. Edit your list of keyword ideas

list of keyword can be edited using filters and categories.

• Filter :
– Narrow down your list of keywords based on criteria like competition,
impression share, and keyword text. For example, you may want to see
keyword ideas where bids under $1 may be enough to reach the top of the page.
• Refine by category
– See groups of keywords based on their themes, brands or categories.
– Look for the “Refine keywords” side panel on the “Keyword ideas” page.
– Open the categories beneath it to see characteristics related to your keyword
ideas.
– Uncheck the box next to each category to remove these keywords from your
list.
– For example, if your keywords are related to running shoes, you may
see a category for shoe color. To only see keywords for “red running
shoes”, you’d uncheck the box for all other colors.
 C. Add keywords to your plan and see a
performance forecast
There are two ways to incorporate key words into your campaigns:
• Add them to your keyword plan to see forecasts of their performance
and create an optional new campaign.
• Add them to ad groups within existing campaigns.

– Follow these steps to add keywords to your plan and forecast their
performance:
• Check the box next to each keyword that you’d like to add to your plan.
• Click the Add to plan dropdown.
• Select Add to plan. Or, select Add to existing campaign to add them to a campaign
that you’ve already created.
• Specify the ad group within your planned campaign that you’d like to add these
keywords to by clicking the Adding to [name of ad group] dropdown.
• Specify the match type by clicking the Broad match dropdown and selecting a
match type.
• Click Add keywords.
 2. Understand your keyword forecast
What’s included in your forecast
• Forecast of optimal performance for all keywords based on
your spend. Spending more than this amount is not likely to
lead to better performance.
• Estimates for each individual keyword based on the max.
CPC.
• Ad groups that your keywords will be added to in a new
campaign if you implement your plan.
• Date range for your forecast.
 3. Edit ad groups and location targeting

You can further customize your plan by grouping your

keywords into ad groups and narrowing your targeting by
location.
– Edit ad groups
– Edit locations
 Key word Strategy

1. Track your positions for any keyword

Discover local competitors
Group keywords with tags
Target different devices
Understanding Quality Score
 Understanding Quality Score
• Quality score is a part of AdWords that can significantly influence
your adverts cost and effectiveness. Similar to a credit score which
affects things such as how much you can borrow and what you can
buy, quality score affects how much you pay and how your ads
perform.

• When you make an advert and run a PPC campaign, there are many
factors that help determine your quality score. Your click-through
rate, landing page quality, keyword relevance and historical
AdWords account performance all play an important role.

• By improving your quality score, Google rewards you with lower

cost per clicks and a higher ad ranking. If you want a successful
PPC campaign, then you need a good quality score.
Improving your quality score takes time and lots of optimization.
By constantly making changes and tweaking your adverts you
can slowly improve your quality score over time.

To improve your quality score, you need to:

– Research new relevant keywords to add to your campaign
– Organize your keywords more effectively into ad groups
– Rewrite your ad text to improve your click through rate
– Optimize your landing pages, so they are relevant to your
adverts and reduce your bounce rate
– Remove negative keywords to your campaign which are
wasting your money
 Understanding Quality Score

• Vertical QS Tax: This is your bid amount. How much you’re willing to pay.

• Historical Performance: Have people liked your ads and clicked on them in the past.
Does it look like people have found your ads appealing in response to their questions?

• Click-Through Rate (CTR): Your ad campaigns will show higher (for cheaper) if
people are clicking on them. This is the beauty of a successful Google ad campaign.

• Overall Account Quality: Beyond this campaign, are your other ad sets/campaigns
performing? Does it look like you’re a respectable advertiser?

• Ad Copy Relevance: If you choose “Wholesale coffee beans” as your keyword but your
ad is talking about fishtanks (again) you’ll suffer.

• Keyword Relevancy: If you have a lot of keywords trigger the same ad, at a certain
point you’ll stop being able to match copy to keyword. At this point, your keyword
relevancy will drop and you’ll lose quality score. Make a new ad set instead.

• Landing Page Relevance: Does my ad, targeting wholesale coffee bean buyers and
featuring wholesale coffee bean copy, actually send people to a page with those
keywords? Or am I sending them to my black-market fishtank business?
 Conversion tracking

Conversion tracking is a free tool that shows you what

happens after a customer interacts with your ads -- whether
they purchased a product, signed up for your newsletter, called
your business, or downloaded your app.
 Why use conversion tracking

• Identify which keywords, ads, ad groups, and campaigns are best at

driving valuable customer activity.

• Understand your return on investment (ROI) and make better

informed decisions about your ad spend.

• Use Smart Bidding strategies (such as target CPA (cost-per-

acquisition), enhanced CPC, and target ROAS(Return on ad spend))
that automatically optimize your campaigns according to your
business goals.

• See how many customers may be interacting with your ads on one
device or browser and converting on another. You can view cross-
device, cross-browser, and other conversion data in your “All
conversions” reporting column.
 How conversion tracking works

• Website actions: Purchases, sign-ups, and other actions that customers

complete on your website.
• Phone calls: Calls directly from your ads, calls to a phone number on your
website, and clicks on a phone number on your mobile website.
• App installs and in-app actions: Installs of your Android or iOS mobile
apps, and purchases or other activity within those apps.
• Import: Customer activity that begins online but finishes offline, such as
when a customer clicks an ad and submits a contact form online, and later
signs a contract in your office.
• Local actions: Actions that are counted whenever people interact with an
ad that’s specific to a physical location or store.
 What Is Remarketing?

Google AdWords remarketing is a form of online

advertising that enables sites to show targeted ads to users who
have already visited their site. Past visitors will see these ads
while they are browsing the web, watching YouTube videos or
reading news sites, for example—keeping your brand top-of-
mind and enticing visitors to come back for more.
 Remarketing, also known as retargeting, can dramatically
increase your conversion rates and ROI. This is because past
site visitors who are already familiar with your brand are much
more likely to become customers or complete other valuable
actions on your site.
How Does Google Remarketing Work?

• If you already advertise on Google, all you need to do is add a piece

of Google remarketing code, also known as a tag or pixel, to your
website so that visitors can get added to your remarketing audiences
through browser cookies. You can customize the code for different
pages to correspond to more defined categories.

• For example, You might create a “toaster” remarketing audience

based on people who visit the pages of your site where you sell
toasters. That way, you can show these specific visitors highly
targeted display ads that market your toasters. You already know
they are in-market for toasters, and now you can draw them back,
perhaps with a special offer like "free shipping."
• Using remarketing, you can show Google ads to your previous site visitors
while they browse the vast number of Google partner sites in the Google
Display Network.
• Google recommends that when you are starting your first remarketing
campaign, you begin by targeting everyone who viewed your homepage.
Just remember, that will increase your Google remarketing costs since your
ads are being retargeted to more individuals, and you won’t be able to
create ads that are quite as targeted. By targeting more narrowly, you can
therefore increase ad relevancy and lower your cost per click.
• Eventually, you can create different Google remarketing lists for super-
targeted remarketing campaigns; for example, you can choose to show
users who have already purchased from your site different ads from non-
buyers (such as an offer for 30% off your second purchase).
 The Advantages of Google Ad
Retargeting
• Google ad retargeting is powerful online marketing technique
because it allows you to stay connected with your target
audience, even after they leave your site.
• By presenting your display remarketing banner ads to visitors
even as they browse other parts of the web, you are gaining
brand exposure and becoming more recognizable to your
target audience, raising trust and making them more likely to
purchase from you.
• Remarketing ads have much higher click-through rates and
conversion rates than typical display ads.
• The effectiveness of Google remarketing ads only increases
with more impressions, and ad fatigue is much lower
compared to other display ads.