Personalized marketing with Adwords remarketing

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SEM · 04 / 05 / 2015

Mass advertising touches its end. The overstimulation we are exposed to every day leads to a loss of impact that undermines the effectiveness of coffee for all.

As The net, a platform specializing in multi-channel customization, 64% of users believe it is important for companies to present relevant advertisements: what’s the point of showing a jars ad to someone who has no children? Trying to avoid efforts in vain, marketing one to one is directed to the crown jewels of the target audience, those users who show a previous interest in the brand.

We could write an entire book-or a few-about the strategies that allow us to reach this privileged segment, but today we will focus only on the weapon that AdWords offers us for this war: remarketing campaigns.

1. AdWords remarketing in Search (RLSA)

It allows you to use the search network to re-impact the user who has already visited our website with text ads.

There are two basic options for implementing the Remarketing Search in an account:

Take advantage of the campaigns that we already have

And add the previously configured remarketing public. We will use a bid setting to bid more for this segment. The ad will also be displayed when a user performs a search for any of the campaign keywords, but we’ll bet more for those who have already visited the website.

This method allows us at the same time to improve the quality of the campaign, since THE CTR is very often higher in the public ofremarketing, and it is very easy to implement. It is advisable to include, in addition, some group of ads in “segmentation and bidding” with more generic keywords to have the maximum volume of qualified traffic.

Create specific remarketing campaigns

With audiences in “segmentation and bidding” so that ads are only shown to users who have already visited our site. We will also use generic keywords to capture the maximum traffic. With this alternative we can control exactly what budget we want to dedicate to remarketing.

2. AdWords remarketing on Display

It allows you to use the display network to re-impact the user who has already visited our website with text or creative ads (banners). Due to the scope that these campaigns can have, it is advisable to separate them in the structure of the account. In this way we can control what budget is dedicated to Display remarketing and to measure its efficiency in an isolated way. The most representative example of this type of campaign is that of the abandoned trolley. You create a Remarketing List That includes the users who have passed through the cart and offer banners to the user to reinforce it. If we know which section you have previously visited we could even serve you ads about the category or product you are interested in.

3. Video remarketing

It is possible to create different video remarketing lists in Adwords for video. These lists allow us to support Youtube campaigns with ads, increasing their efficiency.

Whenever a video campaign is carried out it is recommended to dedicate a part of the budget for this purpose, with the aim of driving the users towards a more direct response.

4. Dynamic remarketing

It gives us the ability to offer dynamically tailored ads to web users. By means of certain parameters it is detected which products, services, categories or sections of the web has visited a user, allowing to serve him completely customized advertisements. But it is especially useful when the website is deep and we have a wide range of products or services, since it works automatically (it does not require that we create a list for each product or service). The initial configuration can be somewhat complex and different depending on the sector concerned. An example in the education sector would be that of a university with hundreds of programs. The user visits the page of a master in particular, but does not register. It is then reinforced with banners or text ads on the Display network. It is also possible to integrate it with Google Merchant Center, a quick and effective option for retailers who do shopping campaigns.

Additional considerations

Sometimes it is also important to create lists of users that have already converted to be able to eliminate them from our targeting (lead generation) or to favor cross selling (ecommerce).

The goal of AdWords remarketing campaigns is to offer customized ads to users with great potential to convert. It’s no use differentiating the lists and offering all the public the same ads. The message should be the right one at each stage of the purchase cycle.

AdWords remarketing Similar Audiences

 Similar Audiences

AdWords remarketing allows us to further orientate campaigns to similar audiences, to those who have visited our site, based on common or similar interests. It is useful to find new clients with a certain profile, but we recommend to establish a limited budget and go with care, because its effectiveness is closely linked to the sector in which we are working.


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