Tuesday, July 16, 2013

Google Remarketing Optimization Tips (Part 3)

In this final post covering Google Remarketing optimization tips, let’s quickly recap the best practices we previously reviewed.

Part 1 Tips:

• Ad testing
• Landing page testing
• Offer testing

Part 2 Tips:

• Frequency testing
• Segmentation testing

We’ll conclude this series with the following best practices and last thoughts. Remember, to find out what is most effective for your campaigns, you’ll want to test these tips and continue testing some more.

1. Site Exclusion Testing: Remarketing is different from display advertising in that the people seeing your ads have been to your site before. Regardless, certain sites and/or ad placements may outperform others. Evaluate site exclusion testing for underperforming sites that are eating up the budget by reducing the bid or excluding them if necessary. You may want to consider raising your bids for websites that perform better to gain impression share. Utilize this tactic sparingly since this is a Remarketing campaign – you can’t control what websites they visit.

2. Bid Testing: Monitor your bids for impression share in addition to ROI. Test different bid amounts to see where they are most effective. Since you are following visitors and not websites, you will need to bid appropriately and not to the point of annoyance. Your bidding strategy should also reflect your list segmentation. For instance, you may find it makes more sense to bid higher on lists that include recent visitors since they are more likely to convert.

Lastly, please don’t limit your Remarketing strategy. Although it is a great start to remarket to anyone who visits your website with a single offer – this is so limiting. You have the power to feature targeted offers based on varied and relevant sections of your website. Get creative with your Remarketing and laser target your offers to afford the most value to your visitors.

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Image credit: Omar Bárcena

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