Knowledge is the Foundation To Success  

Google AdWords Remarketing enables advertisers to re-reach their website visitors in a unique and powerful way.   Once a user reaches a website using Google AdWords Remarketing, the user is cookied, enabling an advertiser to re-reach this visitor as he or she surfs the web and is exposed to ads on the Google Content Network (GCN).   This feature can be incredibly valuable to many advertisers when used appropriately.  Advertisers can use Google AdWords Remarketing in various ways, to achieve different goals.

One Remarketing opportunity is to simply re-reach website visitors as they are surfing the web, to remind them of a specific product or service just after leaving a website.  Advertisers can even reach these highly targeted visitors with a unique set of ads that cater specifically to them, perhaps offering a discount or other incentive.  A more advanced strategy enables advertisers to create a list of web visitors that actually do result in a sale, and then re-reach these specific customers again when the timing is right.  The same strategy can also be applied to reach back out specifically to web visitors who dropped out of the sales funnel for one reason or another.  Some companies can even find value in targeting one another’s website audiences.

Google is also beta testing Interest Category Marketing, which allows advertisers to reach a desired audience as they browse sites on the GCN.  Advertisers can select from a list of categories and show their ads to people that meet those specific criteria.  Advertisers can also select from a list of demographic categories such as gender and age range.  Interest Category Marketing enables advertisers to further qualify users based on multiple interests.  For example, a travel agent can choose to reach locally targeted people that have been identified as both sports enthusiasts and travel enthusiasts.  This travel agent can then create and deliver sports related travel ads to these potential clients as they surf the web.  The possibilities are endless.

What makes remarketing and audience marketing so unique is the ability to continually reach and re-reach users as they surf the web and deliver highly targeted ads to these users.  For those who have been around a while, it is awesome to see Google provide user tracking that works much like what was envisioned by the guys at the now defunct Engage Technology a decade back… Sorry guys, you were just way ahead of your time!

By Brad Garlin

Google AdWords Remarketing was recently launched to all AdWords advertisers after successful beta testing since last March. This powerful new technology enables advertisers to place ads in front of visitors who have already been to their website and are now surfing websites that are part of the Google Content Network.

For example, let’s assume that you own Randall To Go, a local restaurant delivery service. Let’s also assume that through various forms of advertising, you attract hundreds of visitors per day to learn about your service. If you have setup Google Remarketing, you can now re-reach these visitors when they are searching websites that are part of Google’s Content Network, which is an incredibly large number of websites. In fact, according to Google, the Google Content Network reaches 80% of global Internet users. So after potential new clients visit Randall To Go, they can now be re-targeted with a new set of ads if desired when they are visiting any number of websites, including Gmail. So a potential visitor can visit Randall To Go, and then be targeted in their Gmail account for a remarketing ad. This remarketing ad can then offer coupons of incentives if desired. The potential for this technology seems rather staggering as it benefits both advertisers and website publishers as well.

You can also run a number of remarketing campaigns at the same time. This can be especially powerful. For example, back to the Randall To Go example, this business can use Google AdWords Remarketing to effectively place unique ads in front of visitors that were potential customers, and can place a totally different set of remarketing ads to appear to visitors who visit the “Become a Partner” page. Previous visitors looking to dine may see a remarketing ad with a coupon while visitors who had previously looked to partner can be exposed to ads explaining the benefits of partnering.

Google states that, “Remarketing is a great way for businesses to reach users who are likely to be highly receptive to their ads and special offers… It helps advertisers and websites get higher returns. It also means more relevant and useful ads for users, and more opportunities for your customers to receive special offers and discounts that may be of interest to them.” I tend to agree. Here at JumpFly, we recently implemented Google Remarketing for various clients, but it is still too early to determine the direct impact from these efforts. Time will tell how powerful this new feature really is, but if used properly, it sure seems to make a lot of sense for everyone involved: advertisers, publishers & users. Thanks Google for providing yet another great tool for your advertisers. Contact a qualified PPC Management Expert to learn more.

Google AdWords has, in the last year, given us a ton of new and interesting ways to place ads within their content network.  At first, the only thing you could do with Google AdWords content advertising was rely on Google to use your keywords to decide where the ads would be shown.  This didn’t function very well at all and gave “content placement” a bad name in the pay-per-click (PPC) advertising industry.

Then Google gave us the ability to restrict the placement on certain sites where we knew we did not what to show our ads.  Better, but . . .

Last year Google improved the process with a huge leap called AdWords Placement Targeting and we are now able to place ads very specifically on content sites based on our analysis of the Placement Report.  Remember, from my previous articles that the placement report will give you information on where your ad is performing at its best.  You can decide based on CTR and Conversion Rate whether a particular placement is profitable for you and adjust your campaign accordingly.

Now, Google AdWords just announced a beta test of a new way to place your ads – Interest-based Advertising.  According to their announcement, if you are a Google Interest-based advertising beta test participant, you will now be able to target visitors based on their interests beyond what they are reading right now.  This can be HUGE for advertisers – if it works.

Visitor interests will be tracked based on the types of sites they visit and their general activity on the Internet (much like Engage Media envisioned about 10 years ago, prior to their demise).  Users will also have the option of updating their interests directly with Google with the new Google Ad Preferences tool.  Google is also addressing privacy concerns by allowing web users to opt out of this new interest-based ad-serving feature using the same preferences tool.

One benefit to being a JumpFly PPC Client is that we are able to get our clients into beta tests fairly easily through our Google Agency Support team.  We will also be able to quickly assess whether a new program like this has promise and relay that information to our clients.

Check out more information on the Interest-based Advertising on the Google Blog.

Or find out how to apply for beta testing in the Interest-based Advertising Announcement by Google.

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