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Reach the right audience through remarketing

Now available: Reach the right audience through remarketing

Imagine you’re a travel company, and you’re trying to excite users during the holiday season about deals to tropical Caribbean destinations. Users may come to your website, browse the offers and think about booking a trip, but decide that the deal is still not cheap enough. Then, they continue to browse the web. If you later decide to offer discounted deals to the Carribean, how do you reach these users who have already expressed interest in travelling there?

To help you do this, this week we’re rolling out a new feature called remarketing. Any AdWords advertiser can use remarketing to reach users as they’re browsing the web on sites within the Google Content Network. Remarketing is a simple way to connect with users, based on their past interactions with your website.

We opened a trial of remarketing last March as part of our interest-based advertising beta. We’ve received a tremendous response from the hundreds of advertisers who’ve been using it in recent months, across all industries – including automotive, retail, local and finance. We’ve seen that remarketing has worked well for many different kinds of advertisers – whether they’re looking to boost brand awareness, or drive clicks and sales, and whether they use display or text ads. For example, if you’re a search advertiser, you 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.

You can easily set up and create a remarketing campaign through the new “Audiences” tab in AdWords. A remarketing campaign allows you to take advantage of the same features and reports you can use today in AdWords – it’s just a new way to reach the best audience for your ad.

Here’s an example of how it works. Let’s say you’re a basketball team with tickets that you want to sell. You can put a piece of code on the tickets page of your website, which will let you later show relevant ticket ads (such as last minute discounts) to everyone who has visited that page, as they subsequently browse sites in the Google Content Network. In addition to your own site, you can also remarket to users who visited your YouTube brand channel or clicked your YouTube homepage ad.

You can also run a number of remarketing campaigns at the same time. For example, you could offer discount game tickets to users who’ve previously visited your tickets page, advertise VIP hospitality packages to users who clicked on your “How to get to the arena” page, and advertise a sale on team merchandise to users who previously visited your YouTube brand channel.

Remarketing is a great way for businesses to reach users who are likely to be highly receptive to their ads and special offers. It helps advertisers and websites get higher returns. For example, Intercontinental Hotels Group has used remarketing to reach potential customers who have visited one of their hotel websites:

Ad by InterContinental Hotels Group using remarketing to offer incentive to users

It also means more relevant and useful ads for users, and more opportunities for your customers to receive special offers and discounts that may be of interest to them. As we announced when we launched our beta of interest based advertising, we want to put users in control of the ads they see, so anyone can opt-out of remarketing by using the Ads Preferences Manager. Our remarketing product complies with industry standards developed by self-regulatory groups such as the NAI and IAB and IAB UK.

To get started with a remarketing campaign, check out the information we’ve put together.

reference from: http://adwords.blogspot.com/2010/03/now-available-reach-right-audience.html

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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