Remarketing is an important tool that is easy to set up in Google AdWords. However, make sure you understand some details before you do set up.
Some accounts will never be able to run remarketing programs. If you are in some types of insurance (workman’s comp) and are a physician, you may not be able due to privacy and sensitivity be eligible to use remarketing in AdWords.
If you cannot install the code on your website or don’t know how, use the remarketing feature from within Google Analytics to set your audience and then flow the data into AdWords by linking Analytics to AdWords.
Once your cookie set list hits 100 ads are eligible to show in the Display network. You’ve got to be at 1,000 cookies to show remarketing ads in search.
When you do set up and select the remarketing list, make sure to uncheck the box that allows “Targeting Optimization” which means that Google will show ads to more people than who actually have the cookie from your website. This last step keeps you bidding only on real remarketing not extended exposure in the Display Network which may bleed off cash from your program.
Take the extra time to link your Google Analytics account to your Google AdWords account and get the added bonus of being able to flow in Google Analytics Goals as conversions or valuable actions into Google AdWords.
Here’s what I do for many of my clients.
Once I have administrative Analytics access, I will set up Goals in the account. I like 3+ minutes on the site for duration and 3+ pages for pages viewed. If Analytics is properly linked to the AdWords Account in moments you can see these Goals in AdWords.
Go to AdWords then Tools. Select Conversions from the drop down, on the left sidebar select Google Analytics. You’ll be able to see your brand new goals. Choose which to import and then update in the conversion screen that opens whether you will include them in the conversions column for the account or not.
For accounts that are having challenges with conversions creating goals of valuable actions can give you another metric to consider as you evaluate if AdWords is working to drive valuable site traffic.
Here are some of the goals I like to use:
Views of the scheduling app for appointments
Downloads of an ebook
Downloads of the tuition cost
View of the business address and email if there is no contact form
Prospects hate to hear this, but for multi-state and multi-national selling businesses, placing organically is almost “mission impossible”.
Here’s Why Google is Making It So Hard
With the expansion of AdWords ads at the top of the Google.com search page and top ads showing site links, callouts, snippets and other valuable deep links to your site, AND Google placing location specific results from Google Maps just under the four AdWords ads in many cases, organic listings have been pushed so low they are not seen.
As AdWords increases relevance with new extensions, readers no longer feel that they have to look at organic listings. Click activity is increasing at the top of the page and decisions by buyers are made before they even scroll to the bottom of the page to see organic results.
Add to that the fact that with personal history in your search results top organic placement is a target that you cannot consistently hit across a wide sector of viewers.
A business can no longer rely on organic activity to drive meaningful sales. AdWords has become the new visibility tool and the way to move your website listing to the top to get the attention you need to drive sales.