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    Google Adwords - Remarketing - Session 11-12

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    Amrita Jaiswal

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    © All Rights Reserved
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    Google Adwords - Remarketing - Session 11-12

    Uploaded by

    Amrita Jaiswal
    32 views9 pages

    Copyright

    © © All Rights Reserved

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    PDF, TXT or read online from Scribd

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    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    32 views9 pages

    Google Adwords - Remarketing - Session 11-12

    Uploaded by

    Amrita Jaiswal

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    You are on page 1of 9

    Google Adwords

    Remarketing

    Friday, September 30, 2016 © Bluebeaks Solutions 1


    What is “Remarketing”?

    Remarketing (also referred to as Retargeting) is usually an outbound (but not


    always) paid digital marketing technique where communication of a product or
    service is delivered to only those audiences who have either demonstrated a prior
    interest or engagement (in general or during a specified period) and/or performed
    certain actions on assumption that such audience behaviours demonstrate an intent
    to purchase and hence communications served to such audiences are likely to
    generate sale (online or offline) and give a better ROI on the ad spend.
    Friday, September 30, 2016 © Bluebeaks Solutions
    Whom to Re-Market?

    • Visited a product page


    Interest • Signed up for newsletter
    • Viewed a YouTube Video

    • Visited a website for a certain duration


    Engagement • Visited a certain number of pages of a website

    • Played a video on the website


    Action • Downloaded a brochure

    Time Period of • Visited a page during a period (e.g. till 5 days after placing an
    ad in a newspaper)
    Visit

    Friday, September 30, 2016 © Bluebeaks Solutions


    Preparing to Remarket –
    “Remarketing List”

    “Remarketing List” is a list that stores information


    about audiences to remarket depending on
    criteria defined (around Interest, Engagement,
    Action and Time Period of Visit) based on
    “cookies” collected from audiences without
    storing personally identifiable data.

    Friday, September 30, 2016 © Bluebeaks Solutions


    Remarketing List –
    “Membership Period”
    “Cookies” Campaign

    “Closed” Membership Period

    Look back “Open” Membership Period


    period =
    30 days
    Membership Period Max 540 days (plus
    30 days look back period)

    Time

    Friday, September 30, 2016 © Bluebeaks Solutions


    Sources of “Remarketing List”

    Audience Full Audience


    List List

    Adwords

    Audience/
    Goal/ Acquisition/
    Audience
    Conversion Behaviour/ E-
    Commerce Data
    List

    Analytics

    Friday, September 30, 2016 © Bluebeaks Solutions


    Remarketing List –
    Adwords vis-a-vis Analytics
    Adwords Remarketing List Analytics Remarketing List
    Interest (Web Page, Email Sign-up, Interest (Web Page)
    YouTube Video)
    Time Period of Visit Engagement
    Actions
    Audience
    Acquisition
    Behaviour
    Goals/ Conversion
    E-Commerce Data
    Funnel/ Path

    Friday, September 30, 2016 © Bluebeaks Solutions


    “Remarketing Lists” in Adwords

    Rule • Audience Interest and Time Period of Visit that can


    be related to Website URL through Boolean

    Based Conditions

    Tag • Audience Interest that can be related to Website


    page
    Based
    • Audience Interest that can be related to a Website

    Dynamic page and where the content of the ad can be


    dynamically changed based on the Website page
    where the interest is shown by a specific user

    Friday, September 30, 2016 © Bluebeaks Solutions


    End of Presentation

    Friday, September 30, 2016 © Bluebeaks Solutions 9

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