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Jasmine: Hey, welcome to Distilled Live. I'm Jasmine.
Anthony: I'm Anthony. We're the PPC experts at Distilled Seattle, and today we want to
talk to you a little bit about remarketing. Remarketing is an awesome way to engage your
audience better and serve finely targeted ads to audience segments who have, say, clicked
on a particular action button on your site or visited a particular page. There have been
some really exciting developments in remarketing lately, and we want to make sure you're up
to date on all the latest happenings.
Jasmine: So one of the most important pieces is actually the code itself from Google Analytics.
So if you've been around a while in search you know that there used to be a Google Analytics
code and then maybe a goal code and then an AdWords code and then an AdWords Goal code
and a remarketing code. They're just all over the place. So now that's all actually rolled
into one code.
Anthony: Yeah, now we have this one unified system that pulls all the data from Google
Analytics into Ad ords as you need it. So say for instance your team wants to do some
outreach on a really awesome piece of content that you ran a couple of months back. Now
you don't need to actually go to work with your dev team to make all these changes to
your site. You can just start building a remarketing list right away.
Jasmine: But there are, of course, always other options outside of Google that you can
use for remarketing. So one of the other ones would be AdRoll.
Anthony: Like Jasmine said, remarketing is all about the options. The reason remarketing
stands out so much as such a great tool in the online advertising world is not just the
level of retargeting that is possible, but the power to deliver your message to specific
audiences across platforms with text, image, or video it has, whatever best fits your campaign
strategy. Remarketing as a method of advertising is constantly growing, changing, and to be
as effective as possible you want to keep pace with all these new developments and use
everything in your arsenal as an integrated whole to drive that strategy.
Jasmine: So there are actually two different new pieces of retargeting that have actually
come out of beta] recently, and one of them is dynamic retargeting ads, and the other
one is remarketing lists for search ads.
Anthony: Remarketing lists for search ads are especially exciting because it lets you
take that incredibly specific targeting power of remarketing beyond the realm of display
and into the search results page. With RLSA you cannot only deliver a customized message
to individuals at specific points in the funnel. You can now place that message on prime search
real estate and talk to them as they move forward and research, shop, and learn more
about the product.
Jasmine: Yeah. So say somebody comes to your site and they visit a product page, and then
maybe they go to the reviews tab, and then they just leave. Like, you worked really hard
to get those people there already, so it's in your best interest to be able to remarket
them later. So say if they search for the same thing only with reviews, you want to
make sure that you're showing the right message at the right time whenever they search for
that exact term, reminding them about your brand, about your products, and then bringing
them back to be able to get them to purchase on your site.
Anthony: Dynamic remarketing, too, is an incredible tool, especially for e-commerce. If you have
a Google Merchant Center account, this lets you automatically generate interactive display
ads featuring products that shoppers have already viewed on your site. This is a really
awesome feature from Google that if you do decide to use it, make sure you take the time
to parse through the templates that are available and find something that fits well with your
brand image and your product so you don't come up with something generic and forgettable,
but instead something that really pops and says you.
Jasmine: So remarketing doesn't only have to be on your site. You can actually use remarketing
with YouTube videos as well. Anybody who has actually signed up to be a subscriber on your
site or if they've viewed any one of your videos, you can actually target these people
with other remarketing lists and then send them back to your site with banner advertisements.
Anthony: If your brand has a high degree of social engagement, you can consider trying
retargeting ads on Facebook through their ad exchange and using an ad exchange partner,
like Ad Roll, Chango, FetchBack, or Retargeter. Rumor has it that even Twitter is thinking
about including retargeting options sometime in the near future as well, so keep an eye
out. As I said, new options are emerging all the time.
Jasmine: Remarketing lists for Google are actually really beneficial, because they can
track up to 90 days a user searching from your site. So if somebody hits your site and
then leaves, like you need to be able to remind them to come back within those 90 days just
even to your homepage to just remember your brand, make sure that you still have worked
really hard to build this audience, you should be able to bring that back. So the way that
you would change that is you would go into Google Analytics. You would go to the Admin
Section, and then you'd go to the Center and go to Remarketing. Then whenever you're making
a new list, you can actually say how long you want that duration to be. So this actually
is really, really good, because with this code [notation] you don't have to manually
create these lists with new code all the time. You can just go in and say, "Oh, I'd really
like to track people who've hit the contact page, who have not created a conversion that
makes me money." So you can actually just create that list. It populates by itself,
and then you can just import that into AdWords really easily.
Anthony: With all these options and capabilities for promoting your content there's no reason
why you shouldn't be including remarketing in your overall strategy. One easy way is
to do the kind of thing that Jasmine was talking about, is just to build the remarketing list
based off one piece of popular content on your site and use that list to promote retargeting
ads to customers who have previously shown that interest.
Jasmine: Yeah, and there are definitely some instances where remarketing is not going to
work. If you have an audience who clears their cookies before 30 days, or even before 90
days or even just generally on a regular basis, those people are not going to be seeing your
retargeting ads unless they're hitting your site on a regular basis. So that's something
to watch out for. But then there are also a lot of privacy laws, and people are just
getting more aware of Internet privacy, and they're a little bit more concerned about
it. So there are some browsers that just won't track, like Safari 6, I think, and there are
other areas that are just like no-go for cookies, like Incognito Windows. So there are definitely
some options that remarketing is definitely not good for you, but generally across the
board, from a PPC standpoint, remarketing is one of the most cost effective ways to
be able to get your audience back to your site. You've worked really hard to be able
to deliver this audience to your site already. There's no reason that you shouldn't be retargeting
them and getting them to come back.
So that's all we have for you. Thank you so much for sitting around for Distilled Live,
and we'll see you next time.