10 Questions
What is the primary benefit of audience segmentation in remarketing?
To target different segments with tailored ads
What is the recommended frequency cap for ad impressions per person per month to avoid irritating customers?
17-20 ads
What is the benefit of setting up campaigns based on how long it has been since someone visited a site?
To decrease ad frequency over time
What happens to clickthrough rates over the first 5 months of a remarketing campaign?
They fall by 50%
What is the purpose of rotating remarketing ads?
To avoid banner blindness
What is the primary goal of remarketing ads?
To drive conversions
What is the benefit of running remarketing ads for as long as possible?
To build brand recognition and potentially drive conversions
What happens to the likelihood of customers clicking and converting over time?
It decreases
What is the purpose of a hybrid approach to frequency caps?
To strike a balance between ad frequency and avoiding irritation
What is the result of not regularly rotating remarketing ads?
Banner blindness and decreased conversions
Study Notes
Google Display Network
- Google Display Network (GDN) helps reach people on their favorite websites, YouTube, Gmail, and mobile devices and apps.
- It is an important part of Google AdWords campaign management, delivering better campaign performance.
- GDN allows targeting websites based on keywords in their content or topics, or placing ads by site names.
- It offers multiple ad formats, including text, image, rich media, and video ads.
- Success on GDN requires a different approach than regular search strategy.
Targeting Types for GDN
- Website (Content) based targets: target websites based on keywords in their content or topics.
- User based targets: target users based on their interests, behaviors, and demographics.
Google Display Ad Auction
- Incremental Clicks: Google Ads determines the number of clicks an ad receives based on the ad auction.
Bidding for Display Ad Campaign
- Choosing your first bid: set a bid for your ad campaign.
- How Google Ads determines bidding options: Google Ads optimizes bids to favor ad slots that are more likely to become viewable.
- How bid adjustments work: adjust bids to control the maximum amount you're willing to pay for each click.
- Types of bidding strategies:
- Maximize Views: pay only for impressions measured as viewable.
- Maximize Clicks (Automatic Bidding): Google Ads focuses on increasing clicks while spending a target amount.
- Manual CPC bidding: set your own maximum cost-per-click (CPC) for your ads.
Remarketing
- How it works: add a piece of Google remarketing code (tag or pixel) to your website to target previous site visitors with display ads.
- Customizing the code: create different remarketing audiences based on specific pages or categories.
- Advantages of remarketing:
- Higher click-through rates and conversion rates compared to typical display ads.
- 2-3x ad CTR and lower ad fatigue.
- Targeting by demographics and audience segmentation.
Setting Up Remarketing Campaigns
- Decide your frequency: cap ad impressions at 17-20 ads per person per month to avoid irritating customers.
- Hybrid strategy: inundate potential customers with remarketing ads for the first 1-2 weeks after they visit your site, then decrease frequency over time.
- Rotate your ads: regularly rotate ads to avoid banner blindness and maintain click-through rates.
Remarketing Audiences and Segments
- Examples of segments: targeting users who have already purchased from your site, or those who have left items in their shopping cart.
- Advantages of remarketing audiences: target people who have already shown interest in your business, and build brand recognition.
Study notes for online marketing, focusing on display advertising, remarketing, Google Display Network, targeting, bidding and ad campaigns.
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