Posted on November 14, 2011 by Adam Green in Advanced PPC, Google AdWords, Google Adwords Remarketing, PPC, PPC Testing, PPC tutorials
This week at Pubcon Las Vegas I attended a great pay-per-click session hosted by three of the brightest minds in PPC; David Sztella, Brad Geddes and David Ellis. One of the topics was Google Adwords remarketing tactics and how to optimize remarketing campaigns. If your new to remarketing, here is a great article about the program and how to use it to expand your marketing reach.
Typical beginner remarketing campaigns start with applying one remarketing code block across the site and creating one large remarketing list. While this can work for many businesses, segmenting your remarketing is a better tactic. If your interested in expanding your remarketing reach, here are some hardcore places to drop your remarketing code.
Insert your code on HTML email newsletters
- Drop your remarketing code in your html newsletters, offers, specials or announcements. For very advanced users, create different remarketing campaigns for your different list segments. Then, create highly targeted ads for these users that will display to them in Google’s Display network. This can be extremely effective for email offers as a method to reinforce and remind your customers of that AMAZING 40% off deal.
Facebook fan page
- If your business has created a Facebook fan page then drop your remarketing code there also. Fan pages allow for HTML code to create custom pages. Drop your code on these custom pages. For very advanced users, you can create different campaigns for the different pages on your Fan page. You may be running a contest and want to remind your fans to register or vote, for example, and remarketing this message to them can be highly effective at keeping your fans engaged.
Youtube channel page
- If your one of those lucky brands who’ve been approved for a Youtube Branded Channel then you have access to drop a remarketing pixel in your custom design and layout. This is a great place to tag your channel viewers with your code and target custom ads to.
Guest posting? Install your code in your posts
- If your working with a partner site as a guest post author and have access to the CMS, why not drop your remarketing code in your posts? I wouldn’t recommend doing this without permission however as that could end your guest posting relationship but start by explaining the reasons why you want to drop your remarkeing pixel on your posts and they’ll hopefully see the value in it.
- If you have product forums and have access to the code, drop your remarketing pixel here also. These users are typically already your customers so make sure your target them with banners / messages that speak to that fact. Examples include new products, up-sells, % off an order if they return, brand reinforcement etc.
- Why not approach other web masters and ask them to install your remarketing code in exchange for a fee? We already pay for banner ads, why not arrange a deal for a month’s worth of their traffic added to your remarketing list?
A few words of caution…
- Set your impression frequency appropriately. Nobody likes seeing your ads served to them 20 times/day every day. In fact, thats a sure fire way to loose a customer
- Set your cookie durration. Its important to know your sales cycle and thus, set your cookie durration accordingly. If your running a deal or offer that is time sensitive, be sure your cookie durration reflects this also.
- Be organized. If your running multiple remarketing campaigns with users who could potentially fall into multiple lists then you need to have a PLAN. Make sure your generating your burn pixels and arranging your audiences accordingly.
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