Creating custom,
sophisticated remarketing lists with Analytics. With Analytics, it’s possible
to create robust remarketing lists to segment and target potential customers.
For example, you can segment by demographic information, the technology used to
visit the site, session recency and frequency, transactions, date of visit, the
source customers found you with.
Layering targeting
methods with remarketing. A remarketing list by itself can be a powerful
tool, but take it a step further by adding even more targeting layers. For
example, if you’re retargeting a user who abandoned your cart, it would be best
to do so while they’re on the web browsing a related topic rather than something
unrelated. For example, if you’re a makeup brand, it would be best to target
that user while they were browsing beauty related content.
Utilize and act on
reach and frequency data. As discussed in class, it can be annoying when a
brand shows you too many ads. However, it has also been demonstrated that
showing a message more often can lead to conversions. So how often is the sweet
spot? Check out your reach and frequency report within the Dimensions tab in
AdWords to view at what frequency you’re getting the most conversions. Set your
frequency cap there.
Test out Remarketing
for Dynamic Search Ads: Dynamic Search ads is a feature in AdWords that
will comb the content of your website to dynamically create search headlines.
This can save a lot of manual time and effort in creating a custom experience. Utilize
this neat trick to show dynamic search ads to users who have previously visited
your site. Utilizing remarketing lists, you can show a potential customer an ad
for a product they have previously viewed. While lower in volubme, this type of
targeting has proven to increase conversion rates.
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