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People Who Like Remarketing also Like Custom Affinity Audiences

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Thursday, 18 August 2016
in Google

custom affinityRemember how, when you buy something on Amazon they are always quick to tell you that people that bought that particular gadget, book, DVD or special gift, also bought these other vaguely (sometimes curiously remotely) similar items?

It's called the upsell. Whilst I've got you buying one thing, I'll sell you another.

I was reminded of this when looking at Custom Affinity Audiences which we are actively encouraging our clients to consider in their accounts. We're seeing some strong results, and the reason seems to be quite simple.

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Google Analytics and RLSA Campaigns

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Thursday, 11 June 2015
in Google

google analytics for RLSAA few months ago I wrote a blog post about the frustration caused by the fact that remarketing lists generated in Google Analytics could not be used for RLSA campaigns.

Today, I am pleased to report that Google has now integrated Google Analytics lists with AdWords to the extent that they can now be used for RLSA campaigns. You see, you can get what you wish for.

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Casting a Wider Net with RLSA Campaigns

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Tuesday, 24 March 2015
in Google

rlsa adwordsThere has been some discussion online recently about how to use keyword match types within RLSA campaigns.

For those who are unfamiliar with RLSA campaigns, these are Google AdWords campaigns which target previous visitors to your site (the RL part - Remarketing Lists) when these people run new search queries (the SA - Search Ads).

For many PPC Managers there is an ingrained aversion to using Broad match keywords. and even for these RLSA campaigns many are reluctant to use anything looser than Broad Match Modified.

This, in my opinion, is an unfounded fear, and you will be doing yourself a disservice if you do not use very generic keywords in Broad Match type for your RLSA campaigns.... and here's why...

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Is the Google Display Network just an Ugly Duckling?

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Tuesday, 25 November 2014
in Google

Recently I've read a few articles about just how poor the Google Display Network works for advertisers.

Many of the writers question whether it should be used at all.

And, as if this is not bad enough, Google are testing a paid version of the web experience where the ads are pixelated, so your senses needn't be assaulted and offended by their gaudy messages.

But, just perhaps, the GDN is an Ugly Duckling - just waiting to be recognised as the swan it really is.

Let's wander back in time... before the internet. You wanted to find a plumber, you went to the yellow pages, or the classified ads section of your local newspaper. Today we call that Google search.

But there were lot's of other things you bought that you didn't want. Or need. You saw them in magazines, or on TV or heard about them on the radio. Maybe someone left a flyer in your mailbox, or sent you a letter (remember those?). Today we call that Google Display Network.

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Another Google Tag Manager Shortcoming

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Friday, 10 October 2014
in Google

Well, that's frustrating.

We have a client with whom we have been discussing RLSA - remarketing lists for search ads. For those who have not yet tried RLSA, we have found it very effective for some clients - being able to catch previous site visitors (people on our remarketing lists) if they initiate a new search on Google. Let's face it - we know they are, on the one hand, still in the market and on the other, presumably, given the fact that time has passed since their first visit, they are also more motivated to complete their conversion (purchase, sign up, contact request) than they were the first time around.

So we like RLSA.

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Don't Get Caught in the RLSA Trap

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Wednesday, 12 February 2014
in Google

Are you using your remarketing lists to target search (RLSA) - if you're not, you should be. It can be extremely effective.

But in light of recent site policy changes made by Google don't get caught in the same trap we fell into!

We have a client with a cancer clinic. It's a specific type of cancer that they treat, so our campaigns are highly targeted.

But, following Google's very sensible advice, our RLSA campaigns are not so restrictive - in fact, our RLSA campaigns uses the BMM keyword +cancer - after all, if someone has previously visited our page then we know the type of cancer they are interested in.

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The (Almost) Silent Bombshell Canada Dropped on Google

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Saturday, 18 January 2014
in Google

One of our clients has a cancer facility. In Canada.

We have been running some effective remarketing campaigns for them for a couple of years based on a simple combination list of All Visitors less Converted Visitors - we have also been running an RLSA campaign and a campaign to the "Similar to" lists - pretty standard stuff.

Yesterday our lists got disapproved and closed. Not the ads, not the campaigns - the lists themselves. The messages on the campaigns referred to the fact that the lists could not be used.

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RLSA - On the Corner of Search and Remarketing

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Tuesday, 29 October 2013
in Google

As we build our remarketing lists, so we develop audiences to whom we can present our ads as they later surf their favorite pages.

We have previously referred to these ads as "the ads that follow you around" - we are all familiar with them, and they walk the thin line between welcome and stalking - often failing to stay on the right side of a searcher's sensibilities.

The advantage of remarketing campaigns is that we know that these people have previously visited our site - presumably they have an interest in our product or service. And if we have segmented our lists then we can target our campaigns effectively.

But there a couple of factors that take away from the effectiveness of remarketing.

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How Much Should I Worry About My Bounce Rate?

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Thursday, 26 September 2013
in Google

Bounce rate measures the percentage of people who leave your website having visited only one page. Basically, they arrive on your site and don't visit any other of your site's pages - they simply leave.

For many marketers, this is the number they focus on the most - after all, you want engagement - and someone who arrives at your site and then leaves hasn't engaged - or have they?

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"Similar to" Lists in AdWords Remarketing

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Tuesday, 27 August 2013
in Google

When you buy a book on Amazon you get a message - People who bought this book also bought these books... it's part of the up sell.

And when you select the "artist radio" on Spotify - basically the same thing is happening - Spotify know that people who listened to Bruce Springsteen also listened to Southside Johnny & the Asbury Jukes (showing my age....)

It's called profiling and it makes sense. Through our online interaction we are telling these companies what we like, and they are responding. In their interest? Of course. But also in ours.

Remarketing - the Ads that Follow You Around

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Friday, 14 June 2013
in Google

Have you ever wondered how it is that sometimes, when you visit a website, their ads start to follow you around? The page you visited yesterday suddenly has an ad on one of your other favourite sites that you'd never seen before. Or did you just not notice before?

How did they know?

Well, it's called remarketing and a client recently referred to it as just that - the ads that follow you around.

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Google Image Ads Unleashed

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Thursday, 16 May 2013
in Google

 

Ever spent an afternoon trying to get your Google ads artwork down to the 50kb maximum? And, how about trying to work the same artwork into a leaderboard format and a skyscraper? Sound familiar? Then you're in for a treat.

It's unclear when these recent changes to the supported specs for image ads on the Google Display Network were introduced, but they weren't there a couple of days ago on our accounts.

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Creative AdWords Remarketing

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Thursday, 07 March 2013
in Google

There is little doubt that online remarketing can be an effective way of building stronger campaigns within platforms such as Google AdWords. But with a little thought, there are creative ways to leverage up their power even further.

First - let's just recap on how remarketing works. Someone visits your site. A cookie is placed on their computer which essentially links them (in Google's mind) to your website.

Later when they are visiting other - possibly unrelated - pages, Google targets them through this cookie and serves your ads. These are "the ads that follow you around"- you visit a website and then ads for that website start appearing all over the place... it's not coincidence, it's remarketing.

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Google Remarket Remarketing

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
User is currently offline
on Thursday, 02 August 2012
in Google

Bring visitors back to your site

If you have been using Google AdWords' remarketing facility then you'll know how effective it can be.

But the key is in the segmentation - the closer you can target your remarketing campaigns to the visitors actual needs the better.

To achieve this you needed to get very cute with your remarketing lists - including some lists and excluding others to build combination lists of targeted visitors.

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