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Remarketing – Target your ads to specific audiences

What is remarketing and why should I use it?

Remarketing is a feature of interest-based advertising available in the Audiences tab. Remarketing allows you to reach people who previously visited your website, and match the right people with the right message. You can show users these messages as they browse sites across the Google Content Network.

Let’s say you are an online retailer who sells printers and TVs. You can show TV ads to those people who visited the TV section, and you can cross-sell, up-sell, and promote other relevant products: surround sound systems or DVD players, for example.

Here’s how it works: You add a piece of code (remarketing tag) to pages of your site that correspond to certain categories you want to promote. For example, adding a tag for “TV” on all of the pages where you sell TVs will let you later show relevant TV ads to everyone who visits those pages. Learn more about creating remarketing lists.

Who should use remarketing?

Remarketing is a tool that can drive ROI for all types of advertisers, regardless of the focus of your campaigns (brand-oriented, performance-driven, etc.) or your ad formats.

Search advertisers can use remarketing to create an integrated campaign strategy. After driving traffic to your site with search ads, you can then remarket to those users who reach your site by showing them tailored ads on sites throughout the Google Content Network.

When you combine your keyword campaigns with remarketing, you might see higher conversions for your campaigns overall. For example, if you have keywords that you don’t use because you haven’t seen conversions in the past, you can use these keywords to drive traffic to your site, and then remarket to the user to drive the conversion.

Whether you’re looking to drive sales activity on your site, increase registrations, or promote awareness of your brand, remarketing can be a strategic component of every campaign. Learn more about remarketing.

Watch a video about remarketing[youtube=http://www.youtube.com/v/ZmusXoLqXbk]

How do I create a remarketing list?

You can create a remarketing list from within your campaign or ad group, or you can create it independently, and then select your ad group. Click the appropriate link to find instructions, and then follow the steps below.

Create your list from your campaign or ad group

  1. Click the Campaigns main tab, then the Audiences tab.
  2. Click the Add audiences button.
  3. Select the ad group to which you want to apply the audience (if you don’t want to do this now, you’ll be prompted before saving the list):
    • If you navigated to the Audiences tab from the campaign level, you can select the ad group from the “Select an ad group” section.
    • If you navigated to the Audiences tab from within an ad group, that ad group gets selected for the remarketing list.
  4. In the “Add audiences” section, click the remarketing lists link. Any previously-created remarketing lists are displayed.
  5. Click the Create and manage lists link at the bottom of the list of audiences. The Audience settings tab opens.

Create your list independently from your campaign or ad group

  1. Click the Control Panel & Library link in the left navigation bar.
  2. Click the Audiences link.

Then  follow these steps:

  1. Click the New audience drop-down and select Remarketing list. The “New remarketing list” panel opens.
  2. Enter a descriptive Remarketing list name, optional Description, and Membership duration (the default is 30 days).
  3. In the Tags section, select the Create new remarketing tag radio button if you want to create a new tag. You can also use an existing tag.
  4. Click Save and continue.
  5. Click Save. If you haven’t selected an ad group yet, you’ll be prompted to do so now.
  6. Copy the tag code and paste it into applicable pages of your site.

Note: you can create as many lists as you’d like.

Learn how to check the number of users on your list.

How do I copy the tag code from a remarketing list?

After you create a remarketing list, click the link in the Tags / Rules column to copy the code. If you want to copy the tag code later, follow these steps to access the table that includes the tag link:

  1. Click the Campaigns main tab, and then the Audiences tab.
  2. Click the More actions drop-down, and select Audiences.
  3. In the Tags / Rules column, click the link of the appropriate remarketing or combination list. The “Remarketing code” window opens.
  4. From the Page security level drop-down menu, select HTTP or HTTPS, depending on the security level of your conversion confirmation page. The selection affects the tag code snippet.
  5. Copy the code and paste it into applicable pages on your site, between the <body> tags, closer to the </body> tag. For more information on how to paste the code, check the AdWords Conversion Tracking Setup Guide, which includes a section on how to add a tag to a website.
  6. Click Done to close the “Remarketing code” window.

Reference from: https://adwords.google.com/support/aw/bin/answer.py?hl=en&utm_medium=uiannouncement&utm_campaign=remarketing&utm_source=adwordsfe&answer=173945

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New best practices to find more customers on the Google Content Network

Monday, March 29, 2010 | 11:10 AM

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Our previous post in the Content Network Optimization University series covered the basics of setting up and launching a good campaign on the Content Network.

Today, we’ll cover more advanced optimization strategies. We’ve compiled these by observing best practices from the most successful advertisers on the network. Whether you’re new to the Content Network or have been using it for a while, you can get better results from your campaigns by employing some of these strategies.

Build effective campaigns

Taking time up front to set up your campaign correctly goes a long way in getting higher quality traffic to your site. Let’s recap the top strategies:

  • Separate Search and Content Network campaigns: Setting up a separate campaign just for the Content Network will give you more control over daily budgets, ad groups, keywords and bids. Watch this demo on campaign setup.
  • Create many, tightly themed ad groups: AdWords can target your ads more precisely if you build multiple ad groups, each with a small tightly-themed set of 5 to 20 keywords. Watch this demo on ad group setup and this demo on keyword selection.
  • Copy your best performing text ads from Search campaigns: For initial setup, it’s best to use the text ads with the highest click-through rates from your search campaigns. Watch this demo on ad text best practices.
  • Setup the same starting CPC bid as your Search campaigns: We recommend starting with the same maximum CPC bid as your Search campaign ad groups. Once AdWords has collected enough data, our smart pricing technology will automatically optimize your bids on the Content Network to give you more profitable clicks. Watch this demo on bidding tactics.
  • Set up AdWords Conversion Tracking on your website: Install Conversion Tracking on your website to measure the sales and leads (conversions) you get from each ad group and placement. Watch this demo to learn how conversion tracking works on the Content Network.

Optimize for better results

It’s important to monitor your campaign’s performance and consistently optimize individual elements. Before making significant changes (e.g. changing bids, excluding high volume sites, pausing ad groups), wait until enough click or conversion data has accrued. We recommend having at least 5 conversions or 100 clicks per site.

  • Exclude poor-performing sites: Get more qualified traffic and boost conversions by excluding sites that perform poorly for your campaign, based on the number of clicks, the average CPC and the number of conversions.
  • Focus your keywords and exclude less relevant keywords: Add more keywords that describe your product and ad group theme in greater detail. Also, add negative keywords to refine your targeting and prevent impressions on irrelevant sites. Watch this demo on refining your campaigns.
  • Adjust your bids to manage your costs: Change your bids for ad groups or individual sites based on conversion rate, average CPC and cost-per-acquisition (CPA) to meet your performance goals. You should bid higher for better performing sites to get more traffic, and lower for poorly performing sites.
  • Use Conversion Optimizer to manage your CPA: Google Conversion Optimizer is a free tool that automatically manages bids at the site level to reach a maximum CPA bid, which is the amount you’re willing to pay for a conversion (such as a purchase or sign-up). Watch this video on how to use Conversion Optimizer.

Expand your campaign for more traffic

To get additional traffic and boost sales from your campaign, we recommend creating a keyword expansion strategy for the Content Network.

  • Use the Wonder Wheel tool for ad group ideas: You can use Wonder Wheel on Google Search to brainstorm new ad group themes and keyword ideas. When you search for any topic on Google.com, Wonder Wheel will generate up to eight related topics for you to consider.
  • Create new ad groups to reach additional parts of the network: Each topic in Wonder Wheel represents a possible ad group theme for your campaign. Simply click on any of the topics to see other searches and themes related to it. Any closely related topics that are less relevant to your product are great candidates for your negative keyword list. Watch this demo to learn how to use this strategy.
  • Expand your keyword list to get more traffic: Once you have finalized your ad group themes, use the AdWords Keyword Tool to get keyword ideas. Enter ad group theme descriptions or keywords under the ‘Descriptive words or phrases’ tab. Select the 5 to 10 most frequently searched keywords and save them to your ad group This will help to ensure that your list stays highly relevant to your ad group theme.
You can find all the latest videos and updates on our YouTube channel. We hope these tips help you get even better results from your Content network campaigns!

Posted by Katrina Kurnit, Inside AdWords crew

Reference from: http://adwords.blogspot.com/