By: Susan Waldes
We usually share at least one article per week that pertains to utilizing remarketing within AdWords to capture sales/leads from visitors who have previously visited your site but did not convert. It can be an extremely successful tactic to help drive growth and revenue, and its popularity is only increasing. This week, I encourage everyone to check out this article on how to use Google Analytics to find out who you should stop remarketing. Here is an overview:
- Check your content: Use the landing pages report to find low-value pages that do not contribute to conversions.
- Exclude visits: Use the engagement report to elimate remarketing to users who have spent 10 seconds or less on your site – they probably will never convert anyways.
- Leverage affinity and in-market segments: Use the interest categories reports to find consumer categories unrelated to your product or service to reduce waste.
Make sure to check out the full post for the instructions on how to find and use each report.
One more remarketing article for this week because it was too good to not link. Sometimes simply browsing a list of tips is all that is needed to help inform your next strategy or perhaps give you an idea to help fix an ongoing issue. This is why I am such a fan of the “listicles” because they provide not only a multitude of tips and tricks, but they also explain each one for those that are interested. Here are the 10 tips for remarketing:
- Utilize dynamic remarketing for all verticals – new features allow more than just retail to use dynamic remarketing
- Use YouTube – If you have the bandwidth to do video, it can be a great tool
- Use the time lag to conversions report in GA – Can be used to judge success of remarketing campaigns
- Link AdWords and Google Play – App engagement campaigns!
- Exclude lists for RLSA – Refer to the above article for even more tips
- Referrer URL Remarketing Lists – Target lists of users from certain sources
- Tag email links – Use the Google URL builder and keep it simple
- Use Google Analytics – plenty of options within GA to help find new users/segments
- Test out smart lists – Uses your conversion data to generate lists
- Audience data from other companies?
By: Tamar Weinberg
AdWords can be challenging, difficult to maintain, hard to set up, expensive, stressful, and every other negative emotion. It’s not easy, but with enough research and work, anyone can master it and turn a positive ROI. However, stay away from these seven issues which are guaranteed ways to ruin your campaigns:
- Don’t use keywords in your ad copy – Pretty straightforward – keep ad copy relevant aka use keywords
- Don’t use negative keywords in your settings – So many garbage queries will come up – make sure to eliminate them
- Don’t use locations – So many targeting options – use them!
- Send PPC traffic to your homepage – Relevant, simple, and targeted landing pages please
- Don’t test anything – A/B split test as much as possible
- Don’t change the big stuff – the smallest changes to major aspects can have a huge impact
- Don’t bother creating an autoresponder – A simple thank you goes a long way
Remember, these seven points are what not to do, and the responses are what should be done. Refer to the article for even more details.
By: Rohan Ayyar
The PPC landing page – a tool that can make a break your return on advertising dollars. With so much cost and potential revenue on the line, it is important to optimize your PPC campaigns. The best way to do this is to keep quality score high. One way to do this is to have an awesome landing page. Also, if people click on your ad and can’t find what they need on your landing page, they will absolutely leave the site without converting. Here are a few tips for landing page optimization:
- Solve a problem – You’ve got 15 seconds or less before the visitor leaves – you better explain how you can answer their question or solve their problem in that time
- Make it personal – Use those precious seconds to really connect with the user on a personal level
- Go mobile – Responsive design is a must as well as thinking through the conversion funnel on mobile vs. desktop
Make sure to check out the full post for all the landing page tips and tricks.
By: John Cosley
After all the tips, information, and actionable resources, I wanted to provide more of a thought-provoking article. Here, John speaks to why PPC and search in general is becoming more and more a brand strategy versus finding people who are actively looking for a product or service.Rather than go into details about this post, I will intro it here and encourage everyone to read it, because it really is an interesting idea, with data to back everything up, of course. Check it out!