Google AdWords Shared Remarketing Lists

March 14th, 2016 by Michael Marchese

BLOG-SharedRemarketingListsThe all mighty remarketing list has had a tremendous impact on conversions and revenue over the years, but what if that list could be expanded to two times, five times or even ten times its size? One solution has always been to have your remarketing code placed on a competitors website, but that always leads to the discussion about the security of placing someone else’s code on a website and usually ends with “it’s just not worth the risk.” But what if you were able to share your list with others and no foreign coding was required? This is achievable with a little help from Google AdWords on the back-end of individual accounts, and just recently made possible without the help of Google on an MCC  (My Client Center) account.

If you have an MCC account and have the consent of all parties involved in the sharing of remarketing lists you can complete the set-up in just a few minutes using the below steps:

– Go to the admin tab of your main accounts page and check the accounts you want to share remarketing lists.
– Use the edit drop down menu > remarketing account and “change to this manager.”
– Go into each individual account > Account Settings > Account Access and flip the “on” switch for the remarketing list sharing which should now appear under the users with account access section.
– Go back to the main account page and select the audience tab and use the red drop-down menu to select “add list created by client.” Any client accounts you selected to share the lists in the prior steps should appear for you to click on and see all their available lists.
– Select the lists you want to share and hit save. Now those lists can be shared with all clients you enabled to share. The list may take a few hours to become available in the new client account so be patient.

How to monetize the list? Clients can choose to “rent” their lists to other clients or possibly just swap lists with businesses with similar types of audiences for greater exposure. Remember, you must have approval for sharing lists and make sure your website has any necessary legal disclosures regarding the use of personal information. Share responsibly!

Google AdWords and Targeting Location Groups

March 2nd, 2015 by Michael Marchese

BLOG-TargetingLocationGroupsWhen it comes to targeting specific demographics, sometimes keywords are just not enough of a filter. But there is a hidden option to assist in this endeavor!  Within the Adwords location targeting group is a nifty little feature called location groups which allows you to more closely target specific groups, such as places of interest and household income.  Although both features are not as robust as one may hope, they do add an extra level of targeting unattainable with just keywords.

Locations by places of interest – airports, central commercial areas and universities

With this category the targeting options available are airports, central commercial areas (includes big malls) and universities.  You start by choosing a location such as Chicago and then select one of the above three options. If you were to choose airports, Adwords will target any airport within that location area. You can also choose to go broad by targeting the entire US and in effect target every major US airport.  In this particular instance Google suggests, but does not require, targeting Chicago by itself in addition to the airports within Chicago, and then increasing the bid adjustment for the airport locations.  The reason given for this method is that getting granular can sometimes have the effect of unintentionally eliminating relevant traffic.  The same theory holds true for central commercial areas and universities.

Locations by demographics – select household income tier (top 10% >$146K, 11-20% $102-146K, 21-30% $80-102K, 31-40% $64-80K, 41-50% $50-64K, lower 50% $0-50K)

The second option is locations by demographics which targets tiers of household incomes.  Many clients are looking for ways to reach a higher income audience and this allows you some degree of control over the situation.  The same caveat as above exists, in that getting granular can have the effect of drying up volume so it is recommended that you use this feature as a layer and increase the bid adjustment. What Google makes clear is that this does not target individual users but instead targets zip codes that fall into the income tiers based on IRS data and is available for the US only.

Each of these options by itself may not be the best solution, but by integrating these groups as layers within your location targeting, you can gain greater control over where you spend your valuable advertising dollars.

Putting Google Analytics to Work in AdWords

September 19th, 2013 by Michael Marchese

BLOG-analyticsOne of the great PPC management features of Google AdWords is the ability to pull in Analytics data straight to your AdWords account. Although limited in scope, it provides detailed information such as Bounce Rate, Page/visit, Average visit duration and % of new visits. These are all very interesting statistics to see being imported into your AdWords account but what use can they actually provide? The answer is, quite a bit. Let’s take a look at a single instance and how it can benefit you.

Online retailers with an extensive inventory can be overwhelming to keep up with, especially when the client is adjusting inventory without notifying you of the changes. Let’s say a particular client had a furniture store that had hundreds of products and product lines that you have individual campaigns, ad groups and keywords for. Unfortunately you are not sure if the inventory is being updated without you knowing, and yet you want to keep one step ahead of the client.

You can start the process by sorting your ad groups or keywords by bounce rate from highest to lowest. The reason for this is that a pattern of high bounce rates suggest that the landing page is not relevant to the searchers needs. Although it is possible that other reasons exist for the lack of page interest, a common theme tends to be that the page is not doing what you intended it to do. From here it now only takes a few easy steps to uncover the problem at hand.

Continue by filtering out all 90-100% bounce rates (this is all relative to each accounts particular history) and then individually check the items with significant data points, usually more than just a few clicks, to see where the link takes you. I would be surprised if you did not find several items that were no longer available or had their URLs changed. Now you can go back to the client and present your proactive findings before huge dollars had been wasted on useless clicks.