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Tag: remarketing

  • Google AdWords Manager Accounts Get New Features

    Google announced some new features for AdWords Manager Accounts (MCC) including Google Analytics account linking and remarketing tag and list sharing.

    Advertisers can now link their Google Analytics or Google Analytics Premium accounts directly to their AdWords manager accounts using a new setup wizard in AdWords under account settings. This way you won’t have to link each account individually.

    “Now when you import your goals, website metrics, remarketing lists, or other data from Google Analytics, you’ll only need to do it once. And whenever you add a new AdWords account to your manager account, it will automatically be linked with the same Analytics properties,” explains AdWords senior product manager Vishal Goenka. “These enhancements save time so you can focus on optimizing your campaigns. You can learn more about linking your Google Analytics account into your manager account in the AdWords Help Center.”

    Advertisers also have new options for creating and sharing remarketing lists in their manager account from the new Audiences view. This includes lists imported from Google Analytics or the recently launched Customer Match.

    “You can also create remarketing lists using a manager-level remarketing tag and use them across your managed accounts,” says Goenka. “This eliminates the need to retag your website and manage multiple lists in each AdWords account. If any of your managed accounts have their own lists, they can be made available for use in your other managed accounts.”

    More information about the new features is available in the AdWords help center.

    Images via Google

  • Bing Ads Get Remarketing Capabilities (Finally)

    Microsoft announced that remarketing in Bing Ads is now available to advertisers. This lets you target people who have visited your website before.

    “Remarketing gives you the power to do more than ever with Bing Ads data, to deliver the right ad to the right user at the best ROI,” says Bing’s Kalyan Nanduru. “Dozens of early users have seen great returns and we can’t wait for you to give it a try and let us know how it works for you, too. As a new targeting enhancement to optimize your Search and Shopping campaigns, remarketing is especially fitting for advertisers looking to get the most out of the coming holiday shopping season.”

    “Remarketing is a second change to engage visitors to your website after they’ve left,” adds Nanduru. “As a valuable addition to your audience targeting toolbox, remarketing gives you another avenue – and another chance – to reach your customers.”

    The company gets more into the benefits and set-up of remarketing in a blog post here.

  • Google Analytics Remarketing Lists Extended To Search Ads

    Google Analytics Remarketing Lists Extended To Search Ads

    Google said on Thursday that it will now let advertisers use audiences (formerly known as remarketing lists) created in Google Analytics to reach people on Google Search without any changes to tagging.

    Google’s Remarketing Lists for Search Ads (RLSA) lets an advertiser tailor search ads to users based on their past activity on the advertiser’s website. This can now be utilized in conjunction with over 200 Google Analytics dimensions and metrics, and audiences can be used to re-engage customers across Google Search and the Display network with a consistent message.

    Google has a case study looking at how financial services provider TransUnion used Google Analytics audiences to “spend more efficiently” on Google Search and get “impressive conversion rates and cost efficiencies”. You can take a look at that here. The company reportedly

    increased its conversion rate by 65% and average transaction value by 58% while lowering both CPCs for existing customers and cost per transaction by 50% each.

    There’s an Instant Activation feature, so you can start using RLSA by going to Property > Tracking Info >Data Collection from the Admin tab, and making sure Remarketing is set to “ON”. Then, all eligible audiences will start to populate for RLSA.

    remarketing-on

    Google says there are three ways to create new audiences. You can use the Audience builder in the remarketing section of the Admin tab and select the relevant Adwords accounts, or if you have an existing segment you want to turn into an audience, you can click on the segment options and hit “Build Audience”. It will then take you to the audience builder. The other option is to import audiences from the Google Analytics Solutions Gallery.

    “Once you have shared an audience with AdWords, it will appear instantly in your AdWords Shared Library and will show eligible users in the column List size (Google search),” says Google in a blog post. “Keep in mind that an audience must accumulate a minimum of 1,000 users before you can use it for remarketing on Google Search.”

    This help center article on AdWords remarketing lists for search ads should tell you just about everything you need to know.

  • Google Analytics Makes Remarketing Activation Easier

    In an effort yo make it simpler for advertisers to enable remarketing, Google has added the ability in Google Analytics to do so with a single toggle with new Instant Activation. Now, rather than manually updating all of your site tags, you can use the new feature to take advantage of remarketing more quickly.

    “For many advertisers, remarketing is an essential tactic,” Google says in a blog post. “But remarketing can be a difficult journey, even for the savviest digital marketer. We repeatedly see marketers struggle with tagging hurdles and complex implementation challenges, with the result that only 1 in 5 remarketers successfully completes their setup.”

    To use Instant Activation, go to “Audiences” under the Remarketing section in your Google Analytics Property’s settings, then choose the AdWords account where you want to share your audience and hit “Next Step”.

    From there, click “Enable” to create an audience of All Users.

    “You can also come back later and create more complex audiences, like ‘visitors who have spent more than six minutes on site’, ‘visitors who visited more than five pages’, or ‘abandoned cart,’” says Google. “This step automatically activates Advertiser Features if you haven’t done so already, which also enables Audience Demographics and Interests Reporting. You can manage this setting at any time in the Admin tab, under the ‘Advertiser Features’ section in your Property Settings.”

    Go to “Create Campaign,” and you’ll be presented with a remarketing campaign creation process in AdWords, then you’re good to go.

    Images via Google

  • Twitter Launches Website Tag For Remarketing

    Twitter announced the launch of a new website tag for remarketing, which will enable advertisers to create tailored audiences from the Twitter Ads interface.

    Twitter launched tailored audiences retargeting globally in December. This lets advertisers retarget ads to people who have visited their site or app. The new tag lets them do the same.

    “Starting today, advertisers who have already created a snippet of code (a tag) for conversion tracking can use it for website remarketing,” said Twitter product manager Abhishek Shrivastava. “If you haven’t obtained this tag yet, it’s easy to generate one in your Twitter Ads UI and use it to target Promoted Tweets and Promoted Accounts to users who have already shown interest in your brand by visiting your website.”

    “Suppose a surf shop wants to use Twitter Ads to grow its follower base and drive website traffic and conversions,” Shrivastava added. “The shop wants to show its ads to surfing enthusiasts who have recently visited its website. Once the shop places a website tag, Twitter can match users who visited that site to Twitter accounts using a browser cookie ID. This lets the shop show matched users Promoted Tweets and Promoted Accounts, resulting in a relevant, high-quality message to the user.”

    Advertisers will still be able to create tailored audiences through Twitter’s marketing platform partners.

    Twitter suggests you use tailored audiences in conjunction with its recently launched Website Card and conversion tracking.

    Image via Twitter

  • Google Analytics Gets ‘Smart Lists’ For Remarketing

    Google Analytics Gets ‘Smart Lists’ For Remarketing

    Google announced the launch of a new type of remarketing list in Google Analytics: smart lists. These are built using machine learning across websites that have opted to share conversion data, and make use of “dozens” of signals like visit duration, page depth, location, device, referrer, and browser.

    The lists predict which users are most likely to convert during a later visit.

    Based on their on-site actions, Analytics is able to calibrate your remarketing campaigns to align with each user’s value, according to the company.

    “If you use use eCommerce transaction tracking and have enough traffic and conversions, your Smart List will be automatically upgraded,” Google explains in a blog post. “Marked as [My Smart List], your list will be customized based on the unique characteristics that cause your visitors to convert. Only you will have access to this list, and no new data will be shared whether you use this feature or not.”

    “For best results, make sure your Google Analytics goals and transactions are being imported into AdWords, then combine your Smart List with Conversion Optimizer using Target CPA or ROAS in AdWords,” it adds. “If you’re new to remarketing, the Smart List is a great way to get started with strong performance results. As you get comfortable with remarketing you can tailor your creatives and apply a variety of remarketing best practices.”

    Google says it will extend the signal directly to marketers’ current lists as an optimization signal used in AdWords bidding for those already using sophisticated list strategies. It’s also working on surfacing signals elsewhere in reports and in the Google Analytics.

    Image via Google

  • Here’s How To Add Google’s Remarketing Tag To Your Site

    Google has been putting out “quick tip” videos for using its various ad products, including remarketing. This one doesn’t come with that label, but it might as well, though it’s really more of a how-to.

    It’s essentially a quick look at how to quickly and easily add Google’s AdWords remarketing tag to your site, so Google will show people who have visited your site ads for it while they search, or visit other sites in the Google Display Network.

    Image via YouTube

  • Here’s A Quick Tip About Google’s Remarketing Ads

    Google just posted this “AdWords Quick Tip” about remarketing ads. The general gist is: make sure you have enough ad formats in your remarketing campaign to ensure you have more chances to have your ads shown to your target audience.

  • Facebook Rolls Out Custom Audiences

    Facebook announced that it is rolling out Custom Audiences for general availability after previewing the new targeting feature last fall.

    Custom Audiences let businesses target people who have visited their website or mobile app with certain News Feed ads that feature enhanced call-to-action buttons.

    “Custom Audiences from a website or mobile app combines the power of Facebook’s existing Custom Audiences capabilities — scale, real identity across devices, and accurate targeting — with real-time automated audience creation,” the company explains in a blog post. “By placing the Facebook remarketing pixel on their website, or the Facebook or third-party SDK in their mobile app, more marketers can now build Custom Audiences based upon the actions people take while visiting their site or mobile app — and then show deliver ads based on these actions.

    “For instance, a travel website with the remarketing pixel could use Custom Audiences to reach a group of people — say, people that searched for flights but never made a reservation — with a targeted message in News Feed: Come back for 10% off your next flight reservation,” Facebook adds. “Similarly, a retail mobile app could build retargeting campaigns by installing the Facebook or third-party SDK in their mobile app and target people on mobile or desktop, encouraging them to come back and purchase the items left in their shopping cart.”

    Facebook Custom Audiences

    The feature works with all of Facebook’s ad formats, placements and targeting capabilities, and is available through Power Editor, Ads Manager, PMDs and the API.

    Also, when an advertiser creates a Page post, they’ll have the option to add one of the following calls to action in the right-hand lower corner of the ad: Shop Now, Learn More, Sign Up, Book Now or Download.

    Image via Facebook

  • Google Enabled Advertisers To Target Users Based On Sensitive Health Info

    Google has agreed to take steps to stop “privacy-intrusive” ads related to information about users’ health, according to the Office of the Privacy Commissioner or Canada, which investigated claims from a man with sleep apnea that Google ads for related devices followed him on completely unrelated sites.

    Are advertisers going too far in their targeting? Share your thoughts in the comments.

    Google actually has a policy in place for avoiding this kind of thing, but clearly it doesn’t always work, so the company has work to do to correct the situation.

    Google, in its response (via Search Engine Land), noted that remarketing criteria and user lists are determined by advertisers directly, and that it requires all advertisers to agree to its policies, which prohibit interest-based ads based on “health or medical information” among other things. The company apparently acknowledged that “certain advertisers or third party buyers can use remarketing products in error.”

    So in other words, Google doesn’t allow the kind of advertising in question, but doesn’t do enough to prevent it from happening. That is apparently about to change, at least in Canada.

    Google, the privacy commissioner says, has committed to provide additional info to advertisers creating remarketing campaigns, increase monitoring for possible violations of its policy, offer more training to its own staff to address potential violations, and upgrade its automated review system. Google has agreed to “fully implement” all of this by June.

    “We are pleased Google is acting to address this problem. Most Canadians consider health information to be extremely sensitive. It is inappropriate for this type of information to be used in online behavioural advertising,” says Interim Privacy Commissioner Chantal Bernier.

    “As Canadians spend more and more time online, they create a digital trail that can reveal a great deal about a person,” Bernier added. “Organizations such as Google must ensure privacy rights are respected in this complex environment.”

    The United States Federal Trade Commission aided the Privacy Commissioner in the investigation.

    The revelation that Google has been serving interest-based ads to users based on sensitive information comes as the company not only faces privacy-related fines elsewhere in the world for unrelated issues, but also as the company has unveiled its own device aimed at actually determining specific health-related data from users.

    Last week, Google announced that it has developed an electronic contact lens to help diabetics monitor their glucose levels. They’re currently in discussions with the FDA. Google’s reputation surrounding privacy-related issues will no doubt be a central point of discussion should these things come to market.

    Google is also in the headlines for its recently announced acquisition of Nest, which is pending regulatory approval. The company makes smart thermostat and smoke alarm devices, and some have questioned what Google will do with the data from these.

    Nest already told users, “Our privacy policy clearly limits the use of customer information to providing and improving Nest’s products and services. We’ve always taken privacy seriously and this will not change.”

    Tony Fadell, the company’s CEO, also said at a conference that any changes that may be made in the future will be opt in, and that the company will be transparent about them.

    Concerned users fear that Nest will fall under the veil of Google’s broad privacy policy, which enables it to use data from one of its products with its other products for reasons. This is the very policy which the company was fined over in France, though the company is appealing that.

    While it didn’t specify any names, the Privacy Commissioner’s office said it will be looking into the practices of other networks in addition to Google.

    Have you seen questionable ads based on your previous browsing habits? Let us know in the comments.

    Image via Thinkstock

  • Twitter Makes ‘Tailored Audiences’ Retargeting Available Globally

    Twitter began testing its “tailored audiences” ad retargeting back in the summer and has now announced the feature’s global availability.

    “With tailored audiences you can reach users on Twitter who have shown interest in your brand or your category even away from Twitter,” explains Twitter revenue product manager Abhishek Shrivastava. “Let’s say a hotel brand wants to advertise a promotion on Twitter and they’d prefer to show their ad to travel enthusiasts who have recently visited their website. To get the special offer to those people who are also on Twitter, the hotel brand may share with us browser-related information (browser cookie ID) through an ads partner. We can then match that information to Twitter accounts in order to show the matched users a Promoted Tweet with the travel deal. The end result is a highly relevant and useful message for the user.”

    Tailored Audiences

    “Targeting recent visitors to your website is just one way to use tailored audiences,” says Shrivastava. “We believe there are many other possibilities. Think of it as the way to define your own groups of existing and target customers, and connect with them on Twitter.”

    Advertisers will still get the same reports as usual, showing how many saw and clicked on an ad.

    If you’re concerned about privacy, you can uncheck the box next to “promoted content” in your privacy settings, and Twitter won’t match your account to info shared by partners for tailoring ads. If you have Do Not Track enabled, Twitter won’t use cookies.

    The company says results from early testing have been impressive. Brands include HubSpot, Krossover, New Relic, and Delta Air Lines and agency partner Digitas. Ads partners who have participated include Adara, AdRoll, BlueKai, Chango, DataXu, Dstillery, Lotame, Quantcast, ValueClick, and [x+1].

    Advertisers are being told to contact their account team for more info about getting started.

  • Google Answers User Questions About Remarketing Lists For Search Ads

    We recently pointed you to an hour-long video from Google discussing how to improve your search campaigns with remarketing lists for search ads (RLSA), though the majority of that is Q&A. If that wasn’t enough, Google has a new Office Hours video out on the subject.

    In this one, a product specialist takes on a number of questions as businesses head into the holiday shopping season.

    This one’s only twenty minutes long, so it won’t eat up too much of your time.

    Remarketing Lists for Search Ads launched out of beta in June. More on the product here.

  • Google Takes An Hour To Explain How To Use Remarketing Lists For Search Ads

    Google hase released the recording of a new webinar about remarketing lists for search ads (RLSA).

    “Remarketing lists for search ads (RLSA) is a powerful new feature that brings together intent, context and audience to help you get more sales and leads with great ROI,” says Google. “With RLSA, you can modify bids, ads, and keywords for past site visitors. In this video, you’ll get a feature overview, learn about usage strategies, walk through the set-up, and hear tips and tricks on how to be successful with RLSA.”

    If you have about an hour to spare, and think your own campaigns can benefit from RLSA, you may want to check it out or mark it as a “watch later”.

    Google launched RLSA out of beta back in June. The product shares the same Google Remarketing Tag and list management tools with remarketing on the Google Display Network. More on RLSA here.

  • Google Launches Remarketing Lists For Search Ads Out Of Beta

    Google announced today that it is making remarketing lists for search ads (RLSA) available to all advertisers using enhanced campaigns over the next few days. RLSA was announced back in July of last year, and has been in beta until now.

    “Search ads work great because they’re relevant to the user’s intent and context,” says AdWords product manager Rahul Lahirij. “And users who have recently visited your website often find your ads to be even more relevant. RLSA brings intent, context, and audience together to let you tailor your search campaign when past site visitors are searching on Google for your brand, products, and services. Here are some ways to improve your campaign performance using RLSA.”

    RLSA shares the Google Remarketing Tag and list management tools with remarketing on the Google Display Network. It can be used right away for advertisers with sites that are already tagged for remarketing with the GDN.

    Google says you can use RLSA to increase ad visibility for high value customers by adjusting your bids, and expand your reach and results with broader keywords.

    This week, Google also announced the launch of dynamic remarketing to all clients with Google Merchant Center accounts. This is also currently being piloted in the travel and education sectors, and will be expanded to other sectors later this year.

  • Google Launches Remarketing With Google Analytics

    Google has announced that it’s rolling out Remarketing With Google Analytics in beta, to help users create remarketing lists based on specific audiences who visit their sites and show interest in products.

    Before, users had to tag their sites twice – for Google Analytics, and again for remarketing specifically. No longer will that be necessary.

    “We’ve made it simple and fast to find the customers you want. Select from predefined remarketing lists, or create your own customized lists—all based on familiar Google Analytics metrics such as pages viewed, visit duration, and goal completions,” Google says of remarketing with Google Analytics. “Then automatically send your customer lists to Google AdWords and run targeted ads in minutes, with just a couple of clicks. Reach precisely the audience you want by taking advantage of more than two million websites on the GDN.”

    “Remarketing can help improve the relevancy of the ads that users see online,” says Google Analytics product manager Jesse Savage. “We’re also committed to giving users increased control over the ads they see on Google and across the web with tools like Mute This Ad, the Ads Preferences Manager, and the Google Analytics Opt-out.”

    The feature will roll out in waves by the end of the summer, Google says. All Google Analytics users who are admins, and have at least one linked Google AdWords account will get it.

    Google has a fact sheet about remarketing with Google Analytics here.

  • How and Why Remarketing Can Gain Back Lost Customers

    Late last year, Advertise.com and the Search Engine Marketing Professional Organization (SEMPO) shared some interesting findings from a survey on ad technology, and found that remarketing (sometimes called retargeting) was considered the most under-utilized online marketing technology by nearly half or respondents. 

    Since then, Google has launched remarketing capabilities for AdWords, and I’m guessing the technology has been taken advantage of by more advertisers since. Daniel Yomtobian, CEO of Advertise.com, which offers its own remarketing services, tells us, "As many as 96 percent of the people who visit a website leave without completing the actions marketers would like them to take, like making a purchase. Remarketing targets previous site visitors and brings them back with highly customized ads that maximize conversions and return on advertisers’ interactive spend. Remarketing has been shown to improve ad response up to 400 percent compared to traditional display marketing."

    Remarketing, simply put, targets customers who have been to the advertiser’s site before, but didn’t convert, and tries go gain their interest again, maybe with a different offer or a different spin on the ad. 

    Daniel Yomtobian"These visitors are tagged when they leave the site then later are shown ads with specific discounts and specials on items previously browsed as they surf elsewhere on the web," explains Yomtobian. 

    "First, the advertiser is given a line of code from the Remarketing network to include into their website," he continues. "Once implemented, upon visiting the site, users are tagged anonymously and later recognized by banner ads spaces on other websites within the Remarketing network. Advertisers later follow-up with these users as they surf other websites with an advertising message." 

    "It is important for both consumers and advertisers to understand that remarketing does not pull any other information from the visitor other than that he or she has viewed that particular site," he notes. "The visitor is ‘tagged’ anonymously and this allows advertisers to serve a relevant ad later in the visitor’s Internet surfing.

    Increasing Traffic and Conversions

    "Remarketing provides marketers with a vehicle to bring lost visitors back to convert, a solution that did not previously exist," says Yomtobian. "Remarketing reminds those consumers who didn’t convert the first time about the original offers as well as new opportunities, and seeks to bring them back for conversion."

    "Most remarketing models are based on identifying consumers who expressed initial interest in a product or service on a web site or landing page or website but didn’t convert," he adds. "With Remarketing, advertisers can reach out to these past visitors with an ad relevant to their interests before they left the website.  Matching these banners to users who are most likely to respond to them increases brand awareness, site visitations and conversions."

    Remarketing might be particularly effective around the holidays. Customers that showed some interest in products might need a little extra encouragement to go through with a gift purchase. For that matter, products browsed around the holidays may be retargeted later as potential birthday gifts.

  • Google Lets Advertisers Expand Audience Reach

    Update: Anytime interest-based advertising is mentioned, privacy concerns usually follow, based on its use of browser history.  A Google spokesperson tells WebProNews, "An advertiser can only remarket to users who have visited their site (or who have interacted with their YouTube homepage ad or brand channel)."

    Users can opt-out of seeing remarketing ads using Google’s  Ads Preferences Manager,as mentioned in Google’s announcement, but in case users haven’t seen that particular link, "Clicking on ‘Ads by google’ or ‘i’ (in rich media ads) alongside all ads we serve takes you to this page which explains our ad practices and leads to the Ads Preferences Manager," she says.

    Original Article:     Google is rolling out a new AdWords feature called Remarketing. What this does is allow advertisers to reach users on sites within the Google Content Network, as they browse the web. The feature was originally introduced as a trial a year ago as part of Google’s interest based advertising beta, but the company  is now making it widely available.

    Google rolls out remarketing for adwords users"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," says Product Manager Aitan Weinberg. "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."

    Google says remarketing is a great way to reach users who are likely to be "highly receptive" to special offers.

    "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," explains Weinberg. "In addition to your own site, you can also remarket to users who visited your YouTube brand channel or clicked your YouTube homepage ad."

    Advertisers can run multiple remarketing campaigns at once. "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," says Weinberg.

    Advertisers who want to use remarketing can set up and create their campaigns in the "audience" tab in AdWords.